CRM Software Development for Mexico Footwear Brand

Project Overview

A leading Mexico-based footwear brand required an integrated CRM software to help manage customer data, sales process, and communication with their ever-growing customer base. Its current processes relied on disconnected tools and manual data management which made it difficult for sales teams to maintain accurate customer records and track ongoing opportunities.

We created bespoke CRM software where different operations and reporting could be managed. The software also included workflow automation, role-based access, real-time notifications, and third-party integrations to give sales teams a single workspace.

Challenges

Fragmented Customer Data

Customer information stored across different systems made it difficult for sales teams to maintain complete customer profiles.
Manual Lead Management

Manually handling leads increased the time required to handle potential customers.
Limited Sales Pipeline Visibility

Insufficient monitoring of the pipeline meant that monitoring opportunities among different stages of sales became difficult.
Manual Follow-Ups

Reliance on manual calls and reminders resulted in missed follow-ups and customer interactions.
Disconnected Communication History

Customer interactions stored in all separate channels prevented sales representatives from accessing complete communication histories.
Limited Reporting Capabilities

Inadequate reporting tools made it difficult for management to monitor sales performance and customer activity in real time.

Solution We Delivered

We created a centralized CRM software to integrate all customer management, sales processes, communication, and reporting into one single platform. The platform utilizes modules to handle customer data management from lead capturing through lead qualification, sales conversion, follow-up, and post-sales activities.

Centralized Customer Management

A unified database was built to handle all customer management issues like customer profiles, contact details, purchase histories, preferences, communication data, and sales. All authorized personnel have access to an integrated customer profile.

Automated Lead Capture and Assignment

The CRM captures leads and automatically assigns them to the customer data record. Leads are then assigned to relevant sales people according to pre-set business rules that minimize manual allocation.

Built a Visual Sales Pipeline

We created a configurable sales pipeline with stages of lead qualifying, product interest, negotiation, sales conversion, and closing. Sales representatives are able to update opportunity status while managers have visibility over pipeline movement and pending opportunities.

Automated Follow-Up Workflows

The software uses automated workflows to organize the scheduling of follow up activities based on lead status, client communication and sales phases. Automatic reminders and notifications will allow sales representatives to handle calls, messages, appointments, and follow-ups.

Integrated Customer Communication

Communication workflows have been centralized on the CRM to keep the interaction history associated with the customer’s profile. Sales teams will be able to review previous communications and interactions without jumping to separate systems.

Implemented Role-Based Access Control

The CRM incorporates role-based access control (RBAC) to handle permissions for administrators, managers, and other users. Access rules determine which customer records, sales modules, reports, and administrative functions users can view or modify.

Developed Sales Reporting and Analytics

We deployed dashboards and analytics modules that monitor the following factors: lead conversion rate, sales pipeline metrics, performance of sales representatives, customer acquisition, and sales trends. Reports in the software can be filtered by managers based on the required sales metrics.

Integrated Third-Party Systems

Our CRM system uses REST APIs and webhooks for the exchange of customer and sales data with third-party systems. This component provides functionality related to authentication, mapping, syncing, and events.

Secured Customer Data

The platform incorporates JWT authentication, role-based authorization, encrypted communication, input validation, API security, audit logging, and secure credential management to protect customer and sales information.

Architecture

Frontend:

Web-based sales-oriented sales workflow platform. Features – Unified inbox (calls, emails, SMS), pipeline management dashboard, Chloe AI sales assistant interface, contact management, reporting and analytics, task management, activity timeline.

Backend:

REST API + Webhooks + MCP server. Services – Communication engine (calls, emails, SMS), AI/ML layer (Chloe), pipeline management, contact enrichment (LinkedIn/Web), transcript/summary creation, integration layer, analytics/reporting. API throughput: 6,200+ requests/min.

AI/ML Layer (Chloe):

AI/ML-powered sales assistant for outbound calling and follow-ups. Transcript creation with speaker identification. AI-generated summaries and action item generation. Contact enrichment using LinkedIn/Web. Lead scoring.

Data (PostgreSQL):

Users, contacts/leads, calls/emails/SMSes, transcripts and summaries, pipeline-related data, tasks/action items, integration tokens.

Integration Layer:

Custom API integration capabilities (REST API). Real-time event-driven Webhooks. Customization through MCP server. 50+ pre-built integrations available.

Infrastructure (AWS):

EC2 Auto Scaling (Min 3, Max 10, 70% CPU). RDS PostgreSQL Multi-AZ. Elasticache Redis. S3 for call recordings. CloudFront CDN. RTO = 15 minutes, RPO < 5 minutes.

Result: Seams-free ecosystem integration with full customization.

Security and Compliance

Authentication

OAuth2/JWT with SSO. RBAC - sales reps, managers, admins. MFA. Rate limiting (100 req/min/user).
Data Privacy

Compliant with GDPR and CCPA. Data minimization (storage of essential sales data). Right to erasure process. Consent for data processing is transparent.
Data Encryption

At-rest - RDS (KMS AES-256), S3 (SSE-S3). In transit - TLS 1.3. Automated encrypted backups. Encrypted call recordings.
API Security

Monthly renewal of API keys using AWS Secrets Manager. CORS limitations. JSON schema validation, parameterized queries (SQL injection protection), input sanitization (XSS prevention). AWS WAF for DDoS protection.
Audit Controls

Immutable logging in AWS CloudTrail (7-year storage). AWS Config for compliance conditions monitoring. Aggregated findings in Security Hub. Full conversations log.

Load Testing and Validation

Methodology

Unit tests (using Jest, 85% code coverage), per commit. Integration tests (Postman, 200+ test cases), on a daily basis. Load tests (k6/Artillery), on a weekly basis (staging). Performance regressions block deployments when p95 degrades by more than 10%.

Scenarios

Lead generation → automated calls → summary generation using AI → follow-ups generated → pipeline updated → report. User demographics: 60% sales reps, 20% managers.

Test Environment

11,500+ teams, 2B+ communications processed, concurrent AI calls.

Performance Benchmarks (p95)

Call initiation: 180ms (target <200ms)
AI summary generation: 280ms (target <300ms)
Pipeline update: 150ms (target <200ms)
Transcript retrieval: 120ms (target <150ms)
API throughput: 6,200 req/min (target 5,000 req/min)
Uptime: 99.95%

Scalability

PostgreSQL — 200 connections (pool: 20/node × 10 nodes). Redis — session management (80% hit rate). AI processing — scalable call handling. Auto Scaling — 10-node limit at 70% CPU.

DR

RTO — 15 minutes (Terraform). RPO —5 minutes (RDS Multi-AZ). Monthly DR testing.

Outcomes and Business Value

Key Metrics

Sales teams: 11,500+ global
Communications processed: 2B+ calls/emails/texts
G2 rating: 4.7
AI assistant: Chloe
50% increase: Booked appointments (reported)
Cost savings: $100K+ (vs Salesforce)
Integrations: 50+ pre-built
Uptime: 99.95%

Technical Outcomes

Unified communication hub (calls, email, SMS)
Chloe AI assistant for automated sales
AI-generated transcripts and summaries
Automated pipeline management
REST API + webhooks + MCP server
50+ integrations

Business Impact

50% increase in booked appointments
2B+ communications processed

Market Differentiation

AI-first sales CRM (Chloe)
Built-in dialer, email, SMS
Automatic call transcription and summaries
Pipeline automation
50+ integrations

Result

Reliable company at scale.

The sales CRM becomes a sales engine rather than a tool for record-keeping. 11,500+ teams, 2B+ communications processed.

Custom CRM Software Development for a Popular Mexico-Based Footwear Brand

Project Overview

Challenges

Fragmented Customer Data

Manual Lead Management

Limited Sales Pipeline Visibility

Manual Follow-Ups

Disconnected Communication History

Limited Reporting Capabilities

Solution We Delivered

Centralized Customer Management

Automated Lead Capture and Assignment

Built a Visual Sales Pipeline

Automated Follow-Up Workflows

Integrated Customer Communication

Implemented Role-Based Access Control

Developed Sales Reporting and Analytics

Integrated Third-Party Systems

Secured Customer Data

Architecture

Frontend:

Backend:

AI/ML Layer (Chloe):

Data (PostgreSQL):

Integration Layer:

Infrastructure (AWS):

Key Technical Solutions

Unified Communication Engine

Problem:

Solution:

Chloe AI Sales Assistant

Problem:

Solution:

Conversation Intelligence

Problem:

Solution:

Pipeline Automation

Problem:

Solution:

Ecosystem Integration

Problem:

Solution:

Security and Compliance

Authentication

Data Privacy

Data Encryption

API Security

Audit Controls

Load Testing and Validation

Methodology

Scenarios

Test Environment

Performance Benchmarks (p95)

Scalability

DR

Outcomes and Business Value

Important Takeaways from Building This Platform

Unified Communication Is Required for Sales

Automation Using AI Boosts Sales Performance

Conversation Intelligence Extracts Valuable Information

Automation of Pipelines Saves Time

Integration Ecosystem Makes Things Better

Scalable Infrastructure Makes Company Grow

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