Case study
WhatsApp + CRM: unified commercial operation
A company received most opportunities through WhatsApp, but conversations stayed on personal phones and outside the CRM.
Case profile
Sector
Professional services
Team size
Small sales team
Main challenge
Conversations outside CRM
Before automation
- Messages spread across several WhatsApp accounts.
- Leads without formal records.
- Response and conversion hard to measure.
- Advisor handoffs lacked context.
What was implemented
WhatsApp Business was connected with the CRM to log conversations, classify intent, create or update contacts and route cases with context.
Implemented workflow
- 1Message enters through WhatsApp Business.
- 2System identifies contact or creates record.
- 3Classifies intent: new lead, support, follow-up or admin.
- 4Answers approved frequent questions.
- 5Escalates commercial or sensitive cases to a human.
- 6Updates CRM with summary and next step.
Human control
The agent responds only within approved knowledge. Negotiations, pricing, complaints and sensitive cases go to a person.
After
- Conversations logged in CRM.
- Less context loss between advisors.
- Better message prioritization.
- More visibility into sources and commercial stages.
Connected tools
WhatsApp Business APICRMEmailGoogle SheetsSlack
Takeaways
- 1WhatsApp should be an operational channel, not a personal inbox.
- 2Initial classification saves time without losing control.
- 3Automatic summaries improve handoffs.
Related resources
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