A custom CRM with AI: every customer in one record

This is what usually happens in a company with customers on several channels:

• The ERP knows what each customer has bought and what they still owe, but not what they asked on WhatsApp yesterday.
• WhatsApp, Instagram and Facebook conversations stay on a phone or in the inbox of whoever answered them.
• Leads from Facebook and Instagram forms (Lead Ads) are downloaded by hand when someone remembers, and Meta only keeps them available for download for 90 days after they are submitted (Meta Business Help Center, checked 15 October 2026).
• Email is spread across several inboxes, and the spreadsheets across several versions.
• The same follow-ups (a quote with no reply, an order ready, a renewal) are done by hand, whenever someone has a moment.

Nobody sees the whole customer. Every reply starts with a search in three places, and follow-ups depend on one person's memory.

Three pieces, in this order. Each with what the system does and what stays with your team.

This is the hard part, and the least visible one. Someone who writes on WhatsApp shows up with their number; in email, with their address; in the ERP, with their tax ID (the NIF in Spain) and sometimes a different phone. To build a unified customer view you have to decide what counts as the same customer, and we do it with written rules agreed with you:

• Certain matches. The same tax ID, the same email or the same phone number, written the same way (with or without the country code, with or without spaces). These merge on their own.
• Likely matches. For example, the same company name in the same town with a different phone. These do not merge on their own: they go on a list for someone on your team to confirm.
• No match. A new record is created, and if the detail that links it to another one turns up later, the system suggests merging them.

Before switching it on, we test the rules on your real data and show you how many duplicates they find and which ones they cannot resolve. It is the same kind of cross-check Odysi Reach for retail runs: every store it finds is checked against the brand's own sales history and tagged as active, lost or a new prospect.

It depends on the software, the version and sometimes the plan you pay for, so the first step is to check what yours allows. This is what each vendor publishes for ERPs common among small and mid-sized companies in Spain (checked 15 October 2026):

This is not a list of integrations we have built: it is what each vendor says. Where there is an API, we read from it; where there is none, we work from scheduled exports or, if the software runs on your own server and you give us permission, from read access to its database. If it turns out it cannot be connected, we tell you before we start.

Connecting Meta's channels to the record is possible, but each one has its own rules, and they are worth knowing before you plan a single automation. What Meta's pages say, checked 15 October 2026:

If your sales process is simple and your team works well in a standard tool, do not build anything. The well-known CRMs already connect many of these channels without development, although some only on their higher plans:

• HubSpot connects email and syncs Facebook Lead Ads leads on every plan. WhatsApp in its inbox needs Marketing Hub or Service Hub at Professional or Enterprise, and Instagram messages need Marketing Hub Professional or Enterprise (HubSpot, email; WhatsApp; Instagram; Lead Ads).
• Zoho CRM has its own WhatsApp integration and captures leads from social media from the Standard edition up (Zoho, WhatsApp; editions).
• For the ERP, HubSpot's marketplace has an Odoo data sync built by HubSpot and third-party apps for Business Central, SAP Business One and several Sage products (HubSpot marketplace). Before building, we check whether one of them does the job.

A custom (or bespoke) CRM is worth it when the way you sell does not fit a standard tool, when the data that matters lives in your ERP and no connector brings it across properly, or when you want the record, the rules and the data to sit where you decide. If you already have a CRM that works, we build only the missing piece around it.

Sometimes the answer is to build less. On Odysi Reach for retail three problems came up, and we deliberately parked the third, a larger CRM-style build, to ship what paid for itself sooner. How to decide in your case: build, buy or wait and no-code vs custom code for internal tools.

Each phase ends in something your team uses, and if the first one already gives you what you needed, we stop there. We do not give timelines before we have seen your systems: they depend on how many sources there are, whether your ERP has an API and the state of the data, and they go in the proposal. What moves the price is explained in how much a custom AI tool costs.

You are the controller of your customers' data and we are the processor, under a data processing agreement, as Article 28 of the GDPR requires. Bringing data together does not mean keeping everything: each field in the record needs a purpose, and we document where each component processes and stores data.

Marketing messages by email or WhatsApp need the customer's consent. In Spain, article 21 of the LSSI makes an exception for existing customers: only for your own products or services similar to what they bought, with their contact details obtained lawfully, and with a simple, free way to opt out both when the details are collected and in every message. On WhatsApp, Meta asks for its own opt-in as well.

The system is built on your criteria and your data, which are yours, and they are not shared with other clients. At handover we document everything, and the documentation is fully yours, so your team can change the rules without us.