The Next Era of Customer Relationship Building.
Weeks from first interview to final blueprint
Phases mapped across the full customer lifecycle
Swim lanes spanning goals, capabilities, software, operations, and customer action
A business powered by memory, spreadsheets, and instinct. Over 14 weeks, we designed a centralized system that made information faster to access, easier to manage, and more actionable across the organization.
Through stakeholder interviews, cross-functional workshops, and service mapping across sales and operations, we developed a six-phase CRM integration strategy for a regional B2B industrial supplier operating in a relationship-driven industry where much of the operational knowledge remained undocumented.
In collaboration with Arundhuti Bhattacharya and Shimama Zainab.
Transforming decades of unwritten expertise into a structured business engine.
To map the company's fragmented operations, turning isolated personal expertise and manual tracking practices into a shared digital framework. The objective was to design a comprehensive 16-lane service blueprint and CRM integration strategy (Assist) that eliminates process bottlenecks, reduces staff administrative overhead, and builds repeatable customer loyalty.
Theme 1: Knowledge Sharing
Critical operational and customer details only lived in employees' heads. Because this knowledge wasn't written down, it was hard to share, slowed down new staff training, and meant team members had to solve the same customer problems over and over.
Theme 2: Data Management
Customer interactions and sales leads were tracked across outdated spreadsheets and paper notes. This manual setup made it impossible to see the sales pipeline in real-time, leaving the team reacting to issues instead of spotting opportunities.
How might we give floor staff instant access to customer history so they can offer personalized, expert service on the spot?
How might we tie outreach, in-store visits, and customer accounts into a single, seamless flow?
How might we capture individual staff expertise so that any team member can deliver the same high level of service?
CRM identifies and tags a manufacturer as a promising potential customer. Outreach initiated with email, sales call, and on-site visit options.
Contact initiated through CRM with a customized automated email. After an overview call, a site visit is scheduled. CRM voice note-taking feature documents and simultaneously analyzes the conversation.
Personalized invitations tailored to the lead's specific needs sent using CRM data. Attendance confirmed and engagement status updated automatically.
First time a potential customer steps into the client's world. CRM intelligence ranks vendors by relevance and delivers a guided, personalized engagement experience.
CRM determines customer-provider fit, matching best-fit vendors. Post-event follow-ups and feedback collection automated.
Lead converts to account customer. Customized contracts generated from CRM. Customer 360° co-view keeps both parties aligned.
A unified service blueprint for Assist.
Goal: Provide an ideal state of incorporating a CRM software called Assist to optimize the Director of Customer experience and outcomes.
The blueprint maps how Assist integrates across the client's existing service system. Connecting outreach, coordination, and customer data into one coherent operational flow.
"When knowledge moves cleanly between the people closest to the customer, service stops being heroic and starts being repeatable."