Custom CRM and AI sales agent for an electronics chain
The chain sells through its stores, messengers, a website and the phone. Instead of an off-the-shelf CRM it now runs its own: roles, pipelines, orders, warehouses and stock, with every call from Binotel, its cloud phone system, in the customer card. On top sits an AI sales agent that advises from the catalog and live stock, closes simple sales itself and hands the customer to a manager.
- Client
- A chain of stores selling used electronics from Europeretail and B2B, in stores and online
- Service
- Custom softwareplus emilus. Agent and emilus. Integrator
- Status
- In production at the clientits own CRM and an AI sales agent for inbound
- Sales channels
- Stores, messengers, website, phoneplus a marketplace and the chain's own Telegram channel
The “before” numbers and the conversion gain are per client data; the rest of the result and the payback are an estimate.
Where the client started
The chain sells used business-grade electronics from Europe to consumers and to companies. It sells through its stores, online managers, a Telegram channel, Instagram, Facebook, the website, a marketplace and the phone. The catalog and stock lived in the accounting system, sales and chats in an off-the-shelf CRM, and calls in Binotel. That CRM didn't assign customers to managers, call records were hard to export, and leads got lost on the way to a sale. Managers answered everything, including messages that had nothing to do with buying. What the best sellers knew was never written down, so every new manager started from zero.
sales channels: stores, a Telegram channel, Instagram, Facebook, the website, a marketplace and the phone
per client dataseparate systems: accounting, an off-the-shelf CRM and telephony
per client dataretail and sales to companies
per client dataThe main requirementThe system belongs to the company: its own modules, its own data, and no dependence on an off-the-shelf CRM.
What the system does
- Brings requests from Telegram, the website widget, Instagram, email and Binotel calls into one customer card, so no lead gets lost on the way to a sale.
- Assigns customers to managers by rules: channel, customer type and workload. A team lead can reassign by hand.
- Keeps roles apart. Admins, team leads and managers each see only their own work, so other people's customers, margins and wholesale prices stay closed.
- Runs its own pipelines and deals instead of an off-the-shelf CRM, so the company can add the modules it needs on its own terms.
- Shows orders, warehouses and stock for every store from the accounting system, so a manager can say “in stock” in a second, without calling the store.
- Puts every Binotel call into the customer card with a recording that doesn't disappear, and lets the team lead listen to calls and search them.
- Takes care of off-topic requests and the simplest sales of items listed on the website, so managers can focus on complex deals.
- Suggests a sensible upgrade from the price list, such as a faster drive or more memory, and works out the extra cost, so the average order grows without a manager stepping in.
- Hands the customer to a manager with the full history when a person is needed: wholesale, a complex configuration, a warranty case.
- Learns from deals closed by the best managers and shows the team lead how each person works: requests, response time, conversion, upsells.
Payments, invoices and delivery stay as they were. For service and warranty the agent answers only simple questions; anything complex goes to a person.
The architecture in plain terms
The custom CRM keeps requests from every channel, calls and the action log in one place. The AI sales agent takes the catalog and stock from the accounting system, and a manager runs the deal.
- Channels
- Telegramwebsite widgetInstagramemailBinotel
- Integrations
- accounting system: catalog and stockBinotel: calls and recordingsfile storage
How it works
- customerRequestMessenger, website, email or a call
- CRMCustomer cardAll channels and calls in one card
- CRMRoutingBy rules; a team lead can reassign
- AI sales agentConsultationFiltering, advice, a simple purchase
- managerComplex dealGets the customer with the history and runs the deal
- accounting systemOrders and stockFor every store, in the card
- AILearningClosed deals feed the knowledge base
Results and payback
conversion to sale in the first month with the AI sales agent
per client dataof Binotel calls recorded in the customer card
estimateof requests the AI closes on its own: off-topic ones and simple website sales
estimateProject payback: ≈5.5 months estimateAt 3,000 requests a month, every thousand brings 105–108 sales instead of 100. That is ≈20 more sales at 2,000 UAH margin each and ≈50 manager hours saved, so the $6k System package on our pricing page pays back in ≈5.5 months.
What's live
- live
The new CRM: roles, pipelines, orders, warehouses and stock
- live
Inbound from every channel and routing of customers to managers
- live
An AI sales agent working from the catalog and stock that closes simple sales itself
- live
Binotel calls in the customer card
A similar task in your business?Solomiia, Pavlo's AI assistant, will ask about the details and prepare your conversation with him.
Custom software
A CRM of your own and modules built around the company's processes. The AI layer is emilus. Agent; the links to accounting and telephony are emilus. Integrator. Price after the brief.