When a CRM needs customization
The typical picture: a CRM is bought, the "box" is installed, but managers keep clients in Excel and notepads, site leads are forwarded in messengers, and the manager does not understand where deals stall. The causes are always the same: the funnel does not reflect the real sales process, leads do not reach the CRM automatically, routine actions are not automated, reports do not answer business questions. CRM customization fixes this: we set up stages for your deal cycle, connect lead sources, automate routine with robots, build reporting. The investment pays off fast: in our projects, the "site → CRM" link cuts lead losses by 20–40% and frees managers up to 2 hours a day.
Funnels, stages and robots
We start by mapping the sales process: how a lead arrives, who does what next, where deals "die". From this we build the funnel: stages with clear transition criteria, separate funnels for repeat sales and returns, "lost" reasons for analytics. Every movement gets a robot: a new lead → a task for the manager and a welcome message; a deal idle for 2 days → a reminder to the supervisor; an invoice paid → a shipping task and a client email. We configure automatic scenarios in Bitrix24 (robots and triggers) and amoCRM (Salesbot, stages). Routine goes to machines, people sell: the manager works with the client instead of copying data, and never forgets to call back.
Integrations: site, 1C, telephony, messengers
The most common customization is connecting the CRM to the rest of the systems. Site: forms, calls and chats go into the CRM with the source tag and UTM — you see which ad brought the client. 1C: counterparties, invoices, payments and shipments sync two-way — accounting and sales work on the same data. Telephony: calls are recorded, the client card opens on a call, missed calls become tasks. Messengers: WhatsApp, Telegram and site chat arrive in a single window, the conversation is stored in the deal. Warehouses and delivery, SMS campaigns, calendars, document flow — connected as needed. All integrations use native platform mechanisms or our own PHP code for non-standard scenarios.
Data quality and sales discipline
A CRM is as useful as the data in it is clean. We configure required fields and validation: phone and source are always filled, duplicates are merged automatically. We split permissions: a manager sees their clients, the supervisor sees everything. We build a working regulation and move it into the CRM: SLA for the first contact, deal checkpoints, email and quote templates. We train managers: a live session + short video guides + a month of consultations after launch. A month after implementation we audit usage: where there is resistance, we simplify the interface and improve automation. The result — a CRM people actually use, not "a checkbox for management".
Reporting and management dashboards
A supervisor needs answers, not tables. We build dashboards: funnel conversion by stage, reaction speed to leads, revenue and average check, plan/fact per manager, lead sources with ROI. Data is pulled from the CRM automatically — the dashboard always shows "now", not "end of month". We set up regular reports to email and Telegram: in the morning — yesterday leads and overdue tasks, on Monday — a weekly digest. For complex cases we add a BI layer (Power BI, Yandex DataLens) on top of the CRM. With these numbers, sales meetings take 15 minutes instead of an hour: everyone looks at the same verified data and discusses decisions, not "why the report says otherwise".
Timeline, cost and work order
An audit of the current CRM and processes — 2–4 days: we inspect the configuration, talk to managers, find bottlenecks. A typical customization (funnel + robots + site and telephony integration) — 1–3 weeks. Price — from 40 000 RUB per work package; complex integrations (1C, custom modules) are estimated separately after the audit. We work in iterations: first the block with maximum effect (usually "site leads into the CRM + funnel"), launch it, train, then the next one. You get value from week one, not a "big bang" in two months. All settings are documented; after completion — a month of support as a gift. By contract, no hidden charges.