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: role-based access, sales stages, orders, warehouses and stock, with every call recording 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 used electronics storessells to people and companies, 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
- Before → After
- 3 separate systems → one CRM of its ownsales from the same inquiries +5–8% in the first month
per client data the client gave us this numberestimate we calculated it; the assumptions are next to it
Where the client started
The chain sells used business-grade electronics 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 a separate phone system. That CRM didn't assign customers to managers, call records were hard to export, and requests 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 databuy from the chain: both retail and for business
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 calls into one customer card, so no request 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 sales stages 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 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 random questions 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.
How it is built
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 widgetInstagramemailcalls
- Integrations
- accounting system: catalog and stockphone system: 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
more sales from the same number of inquiries in the first month with the AI salesperson
per client dataof calls recorded in the customer card
estimateof requests the AI closes on its own: random questions 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: role-based access, sales stages, 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
Call recordings 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.