03 · CRM & Business Systems · In Development

AI-Powered CRM Platform

AI-Powered CRM Platform is an omnichannel CRM system designed and built by Amer Sinjab to centralize customer communication, sales operations, and lead management across WhatsApp, Instagram, Facebook, and other channels — with an AI automation layer that can handle conversations when a salesperson is unavailable, then hand off to a human when needed. It is currently in development, full-stack, with role-based access for Salespeople, Sales Managers, and Admins.

Product Design Full-Stack Development AI Integration System Architecture

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Problem

Sales teams across channels like WhatsApp, Instagram, and Facebook typically manage conversations across scattered devices and apps, with no shared record of a lead's history, no reliable follow-up tracking, and no coverage when a salesperson is unavailable. Leads get lost between channels, follow-ups get missed, and managers have no unified view of what the sales team is actually doing.

Business Requirements

One platform to manage conversations across WhatsApp, Instagram, and Facebook
Support for multiple WhatsApp numbers across different departments/business units, from one platform
Structured lead management: assignment, status tracking, and follow-ups
Role-based access so Salespeople, Sales Managers, and Admins each see what's relevant to them
Continued coverage of customer conversations when a salesperson is unavailable
A way for managers/admins to query sales and lead data without digging through dashboards manually

System Design

The platform is organized around three core objects — leads, conversations, and WhatsApp numbers — connected through a shared data model. Every conversation, regardless of channel, is tied back to a lead record carrying contact details, source, campaign, department, priority, status, assigned salesperson, and follow-up dates. WhatsApp numbers are registered per business unit/department (for example, separate numbers for a real-estate sales team and a medical clinic team), each with its own assigned salesperson and active-conversation count, so multiple business lines can run through the same platform without mixing leads.

Communication Channels

The CRM unifies WhatsApp, Instagram, and Facebook conversations into a single inbox-style interface, with each lead's source channel tracked on their record (used, for example, to compare Facebook vs. Instagram lead volume). The platform can manage up to 6 WhatsApp numbers within one system, keeping conversations, leads, follow-ups, campaigns, and team activity connected regardless of which number or channel a customer messages in on.

Role Architecture

Three access levels — Salesperson, Sales Manager, and Admin — each get different permissions, dashboards, and operational visibility. Salespeople work their assigned leads and conversations; managers get team-level visibility across leads by salesman, status, and department; admins get full platform oversight, including WhatsApp number management and cross-department reporting.

Lead Management

Leads move through a defined status pipeline (new, contacted, interested, appointment, follow-up, won, lost) and are tracked with full context: full name, phone number, country, language, source, campaign, department, priority, assigned salesperson, and next follow-up date. Dashboards break leads down by status, by salesperson, by channel, and by department, so managers can see both individual and team performance at a glance.

AI Assistance

When a salesperson is unavailable, an AI automation layer can handle customer conversations automatically, based on the company's defined rules, knowledge, and requirements — answering common questions and keeping the conversation moving instead of leaving the customer waiting.

Human Escalation

AI-handled conversations are designed to transfer or escalate to a human salesperson when the conversation needs judgment the AI shouldn't make on its own — keeping the AI layer as a coverage and continuity tool rather than a full replacement for the sales team.

WhatsApp Integration

WhatsApp is a first-class channel in the platform rather than a bolt-on: numbers are managed as platform-level entities (active/inactive status, assigned department, assigned salesperson, active conversation count), and conversations sent to any registered number flow into the same unified lead and conversation system as Instagram and Facebook.

Admin Intelligence

An AI management assistant connected to the CRM lets administrators interact with system data conversationally — asking about leads, sales activity, team performance, follow-ups, and other operational information directly through a chatbot, instead of manually building reports.

Technical Architecture

The platform follows a full-stack architecture: a Next.js/TypeScript frontend for dashboards, conversations, and lead management; a Node.js backend exposing REST APIs for leads, conversations, and WhatsApp number management; MongoDB for storing leads, conversations, and account data; and an AI/LLM integration layer handling both customer-facing automated responses and the admin-facing conversational assistant, connected to WhatsApp via the WhatsApp Business API.

My Role

Amer designed the product from the ground up — the role architecture, the lead and conversation data model, the omnichannel/WhatsApp-numbers approach, and the AI-handling-plus-human-escalation flow — and built the full-stack implementation himself, including the AI integration layer.