ServiceSoftware development
A custom CRM, shaped around how your business really sells and serves
Our custom CRM service builds a client-management system around your own process when standard CRMs force you to work their way: your pipeline stages, your client file, your documents, your automations, your team's chat and AI assistants plugged in. We built and run our own — a CRM pipeline inside the work system our whole team uses daily — and customer platforms for clients, so we know what a CRM needs on day one and what can wait.
What we do for you
- A study of your process: how a client arrives, is qualified, sold, served and kept
- A data model built on your vocabulary: clients, sites, contracts, policies, students, bookings — whatever your business tracks
- Pipeline views, client files with full history, tasks and reminders
- Leads arriving automatically from forms, chat, WhatsApp and campaigns — see lead capture
- Automations: follow-ups, renewals, document generation, alerts to a team chat
- Optional AI: summaries of a client's history, draft replies, an MCP connector for your team's own assistants
- Import from your current tools, with duplicates merged and history kept
- Data rules built in: access rights, retention periods, opt-out handling
Who it is for
- Fits: businesses whose process does not fit standard CRM stages (brokers, training organisations, agencies, multi-site operators)
- Fits: companies paying for several tools glued together, where data lives in three places
- Fits: teams that want their CRM, internal tasks and bots in one system
- Does not fit: a simple sales pipeline a standard CRM handles well — then we configure one, see CRM setup
Standard CRM or custom CRM?
We recommend the standard route whenever it fits. A custom CRM pays off when the process is your edge, or when the tools you glue together cost more in time than a system built for you.
| Question | Configure a standard CRM | Build a custom CRM |
|---|---|---|
| Your process | Fits the tool's stages and objects | Has its own objects and steps (policies, sites, sessions, campaigns) |
| Time to first use | Short | Longer: a build in stages |
| Integrations | Those the vendor offers | Whatever your process needs |
| Cost over time | Per-seat subscription | Hosting and maintenance |
| Ownership | Data in the vendor's system | Code and data yours |
What we built and run
- Our own operating system: CRM pipeline, work items, roadmap, priorities and documents in one place, with twelve bots on our team chat and a WhatsApp bot feeding it, and an MCP server so each person's Claude can read and update it with their rights.
- A booking and customer platform with dashboards for a restaurant group, live, including the migration of the customer base from the previous booking tool.
- A creator-marketing platform in South Africa, live, managing creator profiles and brand campaigns, with generated PDF documents.
- A management SaaS for training organisations in France (Next.js + Postgres), live.
How we build it
- Map the process. With the people who sell and serve: steps, documents, hand-offs, where things get lost.
- Model the data. Your objects and their links, in your words.
- First slice. The client file and the pipeline, with your real data imported, on a preview address.
- Add automations. One at a time, each with a log, starting with the follow-ups people forget most.
- Acceptance on uat. Your team uses it on realistic data before switch-over.
- Switch over. Data migrated, old tool kept read-only for a period, team trained.
Data protection built in
A CRM is a file of personal data. The GDPR requires that data be kept no longer than necessary (Article 5), that people can object to prospecting at any time (Article 21), and — when we run the system for you — that you use a processor with sufficient guarantees, bound by contract (Article 28), able to restore data after an incident (Article 32). The CNIL's reference for commercial management allows keeping prospect data for three years from collection or the prospect's last contact, and it recommends a suppression list holding only a fingerprint of the address or number, kept at least three years. We build these rules into the CRM itself: retention jobs, an opt-out list every sending feature checks, role-based access, daily snapshots.
What you own
- The code, in your repository, and the database with all your client data
- The hosting accounts, or a server we run in your name with snapshots and health checks
- Exports in open formats at any time
- Documentation so another team can maintain it
Questions we get
Why not just use a standard CRM?
Often you should, and we will say so. A custom CRM makes sense when your process does not fit standard stages or when several glued tools cost more than one system built for you.
Can you migrate our existing data?
Yes. We import contacts, deals and history, merge duplicates and keep the old tool read-only for a while. We have migrated a restaurant group's customer base from its previous booking tool.
Can it include AI?
Yes, where it helps: summaries, draft replies, a connector so your team's Claude can query the CRM with each person's rights. Every AI action is logged.
Does it work on phones?
It is a responsive web app usable on phones and installable on the home screen. We have not built native iOS or Android apps.
Who owns the CRM?
You do: code, data and accounts. You can export everything at any time.
Sources
- GDPR, Chapter II (Article 5) — CNIL edition (checked 2026-10-06)
- GDPR, Chapter III (Article 21) — CNIL edition (checked 2026-10-06)
- GDPR, Chapter IV (Articles 28 and 32) — CNIL edition (checked 2026-10-06)
- CNIL — Q&A on the commercial management reference frameworks (retention of prospect data) (checked 2026-10-06)
- CNIL — How to use a suppression list to respect objections to prospecting (checked 2026-10-06)