Chat-oriented CRM: why a chat-based system is more convenient than old panels

What is chat-oriented CRM

Chat-oriented CRM is a modern type of CRM system, in which the key role is played by processing customer requests via chats and messengers. Such a system is based on work in a dialogue format: it connects sales, support, marketing and logistics departments with customers in their usual channels – WhatsApp, Telegram, Viber, Instagram Direct and others. But at the same time, chat-oriented CRM remains multifunctional and comprehensive, adapting the capabilities of traditional systems to the realities of digital communication. An individual CRM program in a chat format helps to build both sales and support, where each client feels that they are talking to a person, not a robot. And the team works in a single digital space, without chaos and losses.

Unlike traditional CRM, where the main channel of interaction with the client remains email, phone or web form, chat-oriented CRM provides live, instant communication and does not take business processes beyond the system. As a result, the client card is generated and updated on the fly, all chats are centralized, and the communication logic is overgrown with automation, scripts, scenarios and integrations.

How does chat-oriented CRM differ from a regular CRM?

There is an important difference between such management systems. The priority of a chat-oriented CRM system for business is communication – instant and personalized. In this case, the chat is the basis of all the logic and interface of the CRM. This solution is ideal for small and medium businesses with a focus on sales via messenger. Here, all the CRM logic is built into the chat: client cards, statuses, funnels, bots. At the same time, the chat-oriented CRM system maintains a flexible approach, supports multi-channel (email, calls, forms). This can be a simple CRM for small businesses, where customization, scalability and control of all channels in a single space are important, but in a chat format.

Why does a business choose a chat-oriented CRM?

For any business, chat-oriented CRM is a competitive advantage that speeds up communication, allows you to build a complex system of dialogues, automation and data processing, while maintaining a personal approach.

Key advantages of chat-oriented CRM:

• Instant communication

Clients do not like to wait, and chat-oriented CRM allows you to process requests in real time, shortening the path from greeting to payment confirmation. All dialogues are in one system, with convenient routing by departments and scenarios.

• Centralized communication

No disparate data, duplication or missed messages. One client – one chat, even if he writes from Telegram, Instagram and WhatsApp at the same time. All correspondence is stored in his card, available to managers and can be analyzed by the system.

• Process automation and scripts

Chat-oriented CRM supports scenarios, auto-funnels, automatic switching of operators, reminders. All this can be configured flexibly and individually. For example: if the client has not responded within 24 hours, then the trigger is triggered; if the order is placed, a repeat sale is activated.

• Chatbots

Integrated chatbots can take on the initial processing of requests, lead qualification, booking, and answers to frequently asked questions. The main thing is that they work within the chat CRM and interact with data, help control the funnel and not lose data between systems, and do not live a separate life.

• Integrations

Chat-oriented CRM is easily integrated into the digital business ecosystem, synchronizing with IP telephony, CMS, payment gateways, warehouse accounting, email marketing, analytics. You can link it to BI systems, cash register software, CRM for the sales department – and all this will work as a single mechanism.

You can custom-develop a CRM – create a flexible architecture where the program logic is adjusted to the specifics of the business: be it automatic redirection of requests depending on the language, geo, order volume – or a completely custom sales scenario via Telegram with data pulling from your ERP.

What kind of business is a chat-based CRM system suitable for?

Chat-oriented CRM implies precise adjustment to business tasks and is relevant in many areas where prompt communication with clients, provision of fast support and personalized interaction are important. Here are some key industries:

eCommerce

Today, online stores receive up to 90% of requests from messengers. Chat-oriented CRM allows you to accept orders in real time, launch promotions and upsells directly in the dialogue. Chatbots help managers by providing instant answers to customer questions about products, delivery, payment, and even help in choosing and placing orders. The system saves the history of communication and personalizes further offers, and integration with CMS and logistics allows you to build a full cycle: from chat to check.

Small business

When every client counts, it is important to be in touch 24/7. Chat-oriented CRM for small businesses helps automate the acceptance of applications, reminders, consultations and payments without expanding the staff. This management system is especially popular among experts, coaches, infobusiness, digital agencies.

Service sector

Companies providing various services (for example, telecommunications, Internet providers, financial institutions) can use chat for consultations, technical support, problem solving and processing customer requests. CRM helps track requests and provide quality service. In salons, studios, barbershops, dentists – anywhere where there is an appointment, consultations and repeat visits, chat CRM can automatically offer the client a convenient time, remind about the visit and even conduct a survey – right in the messenger.

If you sell complex or individual services to order and B2B (repair, construction, consulting, legal assistance, etc.) – chats allow you to quickly clarify details, build trust and send an offer in a convenient format.

Traffic arbitrage and CPA

If you have your own affiliate network or work with a large number of webmasters, chat channels can be a convenient way to quickly provide support, answer questions about offers, payments, and terms of cooperation. CRM will help systematize these requests and track the history of interactions with each partner. In addition, chat-oriented CRM allows you to quickly filter requests, link traffic sources, launch autofunnels, and analyze by campaigns.

Internal team communication: To coordinate the work of the team involved in purchasing and analyzing traffic, internal chats integrated with CRM (if such functionality exists) can increase the efficiency of information exchange.

Automation of answers to frequently asked questions: If you have landings or pre-landings that generate many similar questions, simple chatbots can help with the initial processing and filtering of leads. However, this is more an element of lead generation than classic arbitrage.

Tourism and hotel industry

Chatbots can help with booking, providing information about hotels, excursions, transportation, and answering frequently asked questions from tourists. Chat CRM allows you to save data on customer preferences to personalize future offers.

Customers can quickly clarify dates, tours, documents, prices, and flight details in a messenger. A chat-oriented CRM system allows you to organize a personal consultation, send PDF tours, notifications about last-minute offers, automatic departure reminders, and even a post-trip survey. Everything in one dialogue, without losses and manual routine.

Healthcare

Although there are certain privacy restrictions, chatbots can be used to provide general information, make appointments, reminders about visits, and answer simple questions from patients. CRM helps keep track of requests and interaction history.

Patients increasingly write rather than call. With the help of a chat-oriented CRM, you can:

• organize an appointment via chat;
• embed a chatbot for FAQ (address, hours, tests, doctors);
• send results or reminders;
• manage routing by departments or doctors.

At the same time, everything is encrypted, documented and integrated into the medical system, if we are talking about individual development.

Educational institutions

Chatbots can provide information about courses, admission conditions, answer questions from applicants and students. CRM helps track interest and communicate with potential students.

Real estate

Communication with potential buyers and tenants is dozens of clarifications, selections, agreements on viewings. Real estate agencies can use chatbots for initial consultations, providing information about properties, organizing viewings. And chat CRM helps record customer interest and the history of their requests.

Chat-oriented CRM helps realtors:

• centralize communication on properties;
• track the interest funnel;
• launch auto-funnels (for example, re-contact after 3 days);
• record the history of contact and interests.

In general, any area of ​​business where there is a need for fast and effective communication with clients can benefit significantly from the implementation of chat-oriented CRM. This helps improve the quality of service, increase customer satisfaction, optimize employee performance and increase sales.

Chat-oriented CRM functionality

Modern chat-oriented CRM is not just a chat with a client, but a multifunctional center for managing communications and sales. Let's consider the list of basic and advanced functionality that turns a regular dialogue into a conversion process.

Unified interface

A chat-oriented CRM system for business provides a single interface for communication in WhatsApp, Telegram, Viber, Instagram, Facebook Messenger, live chat from a website and even email – without breaking the context and switching between windows. It's like a super inbox for communicating with clients.

Dialogue history and behavioral profile

Chat-CRM records all communication, adds tags, automatically determines the client's interests based on their behavior, and collects data about them for further personalization.

Integrations with internal systems

A customized CRM with chat connects to any internal ERP, inventory control, calendars, payment systems, marketing platforms, IP telephony. The entire business ecosystem is tied into one knot.

Automation of communication

Chatbots take on routine tasks – answer the same questions, sign up for services, offer products, and stir up interest. At this time, your team is focused on non-standard tasks.

Chat tags and categories

To avoid confusion, chats can be marked with different tags – for example, “urgent question”, “new client”, “technical support”.

Distribution of requests and SLA

With such a digital administrator, requests do not get lost. The system itself directs the chat to the right specialist, taking into account the workload, topic, language of communication, and even previous dialogues. If the question is beyond the competence of one manager, the chat can be quickly transferred to another.

Analytics and dashboards

The management system provides transparent statistics on dialogues, response speed, conversion to a deal, and manager efficiency. And all this in real time.

This pool of capabilities makes Chat-oriented CRM a serious tool for automating and scaling customer service that grows with the business.

How to choose a chat CRM for your business?

There are more and more boxed solutions on the market: from simple messenger aggregators to complex platforms with dozens of integrations. But in fact, no system is 100% adapted to your business. What you should pay attention to when choosing:

1. Integrations – the wider the list of available channels and connected services (CMS, payments, warehouse, telephony), the less manual work and errors.
2. UX and adaptation to scenarios – the chat CRM interface should be intuitive, and the logic – adaptable. If the manager gets lost in the buttons – this is a minus. And vice versa: quick training and flexible customization for the sales department or support is a big plus. Ask for demo access and test it yourself, so that you don't have a headache later.
3. Scalability – if your business plans to grow, the CRM should be ready for an increase in the load and the number of users. Find out if load testing has been carried out? Is it possible to implement new scenarios or channels? It is important how the chat system copes with the growth of requests.
4. PWA solutions are a must-have for modern business. Progressive Web App is installed in one touch on a smartphone or PC, works even with unstable internet, does not require updates from the App Store or Google Play, loads instantly and does not overload the device. With the PWA format, managers work easier and faster, having access to CRM outside the office – on a business trip, at a meeting or on the road.
5. Security and confidentiality are ensured by encryption, log auditing, access control. This is a critical point for medicine, finance, and the legal sphere.
6. Role-based access with scenarios for comfortable work of all employees (operator, supervisor, analyst), KPI tracking, convenient internal comments – all this is critical for a large team. Think about how exactly your team will use chat CRM. Do you need chat queues, distribution by departments, special access rights? Not every ready-made CRM can do this.
7. Support is needed by all companies that have implemented CRM – to expand functionality, update the system, fix bugs and get help when something goes wrong. Ask about reviews on the quality and speed of the support service before ordering a custom CRM development or buying a ready-made one.

When choosing a CRM, it is important to focus not on the number of functions, but on their compliance with your business processes. Universal solutions are often overloaded with unnecessary modules, while really important tools are missing or not adapted to the specifics of the company.

If your goal is sustainable growth, business automation and high-quality customer experience, the optimal solution will be to create CRM systems from scratch. Only custom development allows you to:

• precisely build the logic and scenarios of interaction;
• configure integrations for real tasks;
• take into account the specifics of business processes;
• integrate CRM into the existing IT infrastructure;
• implement unique features that are not "in the box";
• scale without pain.

P. S. So, the key feature of a chat-oriented management system is a dialog interface, supplemented by CRM tools for full-fledged work with clients in real time. This means that you no longer need to switch between different messengers, losing the thread of the conversation – all communication is concentrated in one window, where the client card, history of their requests, internal comments and automatic actions are immediately available. It is this combination of familiar functionality in a flexible chat interface that allows businesses to respond faster to requests, build personalized communication scenarios and scale the service without losses and compromises.

Thus, developing a CRM system for a chat-first strategy is a long-term investment for a business that operates in a digital environment and wants to increase efficiency through dialog channels without abandoning familiar tools.