A custom CRM, automated operations and a companion app

The challenge

Eldridge is one of the largest companies in its industry, with more than 60 employees depending on the systems they work in every day. At that size, operational software stops being a convenience and becomes the thing the business runs on. The brief was not to buy another off-the-shelf tool, it was to build the operation a system shaped around how the team actually works.

What we built

• A custom CRM designed around the company's real workflow rather than a generic sales pipeline
• Automated workflows connecting each stage of the operation so handoffs happen without manual chasing
• A companion mobile app so the team can work from the field, not just the office
• Integrations tying the CRM, automation layer and app into a single source of truth

How we built it

We started with discovery on the existing process before writing any code, mapping how work actually moved through the company rather than how a CRM vendor assumes it should.

The CRM, the automation layer and the app were scoped as one system from day one, so data written in one place appears everywhere else without anyone re-entering it.

Everything was built to be handed over: source, documentation and accounts belong to Eldridge.

Challenges we solved

• Fitting software to an established process. A 60-person company already has working habits. Rather than forcing a process change, we modelled the existing workflow first and automated around it.
• Keeping three products consistent. A CRM, an automation layer and a mobile app are easy to let drift apart. Treating them as one system with shared data contracts kept them aligned.
• Field-to-office continuity. Work that starts on a phone in the field has to land in the CRM without a second data-entry step, which drove the app and automation design.

“Absaar is the real deal. Him and his team’s ability to take your vision and create it, is special. Their ability to put their ego aside and truly focus on your vision, is a skill set of its own. We are a company with 60+ employees and one of the largest in our industry. We don’t get the chance to make a wrong decision — there’s a lot of families counting on us. I can stand here today and let you know we made the right choice.”

Technology used

More work