A prototype of the CRM system we built for a small bank. It enables smooth communications, task management, and analytics.
SUBJECT MATTER
A banking startup’s founder contacted us and requested a custom CRM system to streamline their communications and workflows.
Our client’s problem was the lack of fintech-specific features within one solution. They used a simple off-the-shelf CRM combined with Excel documents, and they wanted to change that approach.
During negotiations, we discussed growth opportunities and helped our client select the most efficient features. Then we described technical detailes, signed all agreements, and got to work. Our project manager kept the client updated throughout the whole development process.
The project is NDA-protected. We will show you an earlier version of the UX/UI design (not including the company’s actual name) and demonstrate some other takeaways.
A banking startup’s founder contacted us and requested a custom CRM system to streamline their communications and workflows.
Our client’s problem was the lack of fintech-specific features within one solution. They used a simple off-the-shelf CRM combined with Excel documents, and they wanted to change that approach.
During negotiations, we discussed growth opportunities and helped our client select the most efficient features. Then we described technical detailes, signed all agreements, and got to work. Our project manager kept the client updated throughout the whole development process.
The project is NDA-protected. We will show you an earlier version of the UX/UI design (not including the company’s actual name) and demonstrate some other takeaways.
CHALLENGES
The main challenge of this project was the Calls module. The client wanted to connect a new CRM with their IP telephony. This would ensure that every interaction, including missed calls, is recorded and kept within a CRM.
What our client wanted in the Calls module:
Calling clients via a CRM;
Registration of missed calls and automatically creating a task in the Task manager;
Replying to a client within 10 minutes;
Keeping all possible information on each interaction.
The next challenge we faced was a safe and easy integration with the client’s banking app. Our developers implemented various security protocols and set up data exchange to get managers updated on their clients’ in-app activity via a new CRM.
The next challenge we faced was a safe and easy integration with the client’s banking app. Our developers implemented various security protocols and set up data exchange to get managers updated on their clients’ in-app activity via a new CRM.
One more challenge for us was to provide a fast loading CRM, ready for:
Efficient use without any delays;
Scaling up in the future.
SCOPE OF WORK
- Provide a clear and simple User Interface
- Create the key modules and make them work in concert
- Enable direct calling via a CRM
- Integrate a new CRM with a banking app
- Provide automatic task creation
- Enable fast loading of a CRM
WHAT WE PERFORMED
Following the client’s request, we integrated VoIP to make direct calling via a CRM possible. In addition to this, we connected the Calls module with the Clients and Tasks modules, providing interconnection and instant data exchange.
To provide safe integration with a banking app, we used REST API, which supports authentication standards and security protocols.
To enable fast loads and provide a great user experience, we applied asynchronous network requests.
Duration:
8 months
Goals
- automate repetitive tasks
- set up automated tasks & reminders
- improve workflows
Team:
Frontend – 2UI/UX – 1Backend – 2PM – 1
Results
- 50% less time spent on operational activity
- 11 min – average callback time
- 22% more new leads
IMPLEMENTED FEATURES
To support the client’s goals, we implemented four interconnected modules: Clients, Calls, Tasks, and Analytics. The CRM also includes an interactive dashboard and a messenger for employees.
We implemented a user-friendly interface following the best UI/UI design practices. Our designer based some decisions on the client’s previous CRM. This way, managers don’t need to figure out how to use a new CRM most effectively.
Clients module
This module solves two main purposes:
- keep all data about a client in one place and easy to access;
- segment all clients into targeted audiences.
Managers use filters to find a certain group of clients, according to age, products used, etc.
Opening a customer card, a manager can see all information in one place: contacts, interactions, purchase history, and personalized offers. Information is available to edit or share with other specialists.
In this case, the Clients module connects with the Analytics module: managers can trace RFM and other data.
Managers can create and use dynamic Leads lists with automatically updated statistics.
Managers can use targeted marketing techniques, sending personalized messages and making offers from the Clients module.
Managers can easily track deals using the segmentation that works both as tags and statistics.
Calls module
Our client's company uses telephony software for lead generation, sales, and customer support. Telephony integration and UI/UX for the Calls module were significant parts of this project.
What we implemented in the Calls module:
- “click-to-dial” feature
- call history
- call recording, metrics and reports
- notifications about missed calls
- voicemail
- “local phone number” feature
Managers can use call history to look through incoming and outcoming calls, get automated reports, and check recorded calls when necessary.
Incoming calls are easy to receive. A manager can see who is calling: the lead, client, or unknown contact.
Receiving an incoming call from a customer, a manager can see some basic information to make a conversation more effective.
In case of a missed call, a new task to call back is created automatically, and a manager can see the necessary data.
Tasks module
We have worked a lot on automated task creation according to various triggers (missed calls, changes in client information, specific dates, etc.), which helps reduce manual work and increase the operational efficiency of every manager.
We created a Calendar for each employee to see their tasks (daily/weekly/etc.)
Apart from individual calendars, there are Kanban boards for shared work.
Some tasks (like callback requests or meeting reminders) are created automatically. Team members can also create tasks manually, assign them and discuss work.
Dashboard
We used data visualization through graphs and charts. We implemented role-based access to let particular users (like the company’s CEO and heads of departments) see real-time statistics and automatically generated reports. With this, you can quickly assess sales performance, ROI, customer preferences, etc.
Messenger
This feature allows smooth collaboration between teams and individual employees. Managers can share files, links, documents, etc. Before starting a chat, you can check the status and local time. This messenger was important for our client because they have an international team.
TECHNOLOGY STACK
We used Figma to prepare prototypes and various versions of CRM design. We chose ReactJs for the frontend (client) side and NodeJS for the backend (server-side) because these two technologies work best together. Google Analytics integration helped us create visualizations for interactive dashboards. We use MongoDB as the most effective database for a project with lots of data.
ReactJS
NodeJS
Google Analytics
MongoDB
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