CRM carries the whole relationship you have with a customer. Every step sits here, from a lead to an opportunity, from the first contact to a service record. Service follow-up and closing a sale work side by side, so this is not a box kept apart from sales documents and stock.
Mikro or Logo can keep the account record. EQLEM manages the relationship, the activities and the service. If you prefer, you bring both together on one platform. Lead lists in spreadsheets and follow-up scattered across WhatsApp end up in one place.
Sales reps can move leads across multiple boards (tied to project / cost centre context) and run the opportunity and quote process. On the group board they see leads and customers segment by segment and group them by dragging. Service teams close requests with SLA tracking and satisfaction scores. In the shared inbox you can sync mail over IMAP, and an optional Outreach Reply AI agent drafts replies or sends them after your approval.
Who is it for?
Sales teams use customer cards, lead boards, opportunities and quotes. Most of that works on web and mobile, though the opportunity process is limited on mobile. SDRs and CRM managers handle segmentation on the group board on web.
Marketing teams run email and WhatsApp outreach, templates, file attachments, a shared inbox, message sequences and campaigns. All of that is on web.
Service teams handle requests, SLA tracking, satisfaction scores and assignments from both web and mobile.
Operations teams import data and clean duplicates on web. Managers watch territory and customer health views, analytics and custom reports on web. Compliance officers check consent management and the audit trail on web.
How it works
Customer and lead cards and lead boards work on web and mobile. A lead can belong to more than one board; moving between boards changes the board membership. The opportunity and quote process is on web and limited on mobile.
You import data from Apollo, Apify or a CSV file. The import matches an existing account by tax number first, or by exact company name when there is none, so the same company never gets a second account and only empty fields are filled on a match. Contacts land on the contact card with their social media fields, and a record can be assigned to several groups at once. Records already on the target board are skipped. Duplicate cleanup runs on web.
Group board
Lead groups for leads and Customer groups for customers open the same board (web). You pick a group type (territory or a shared segment, for example); every group becomes a column, and the first column holds Ungrouped records. Column headers show member counts, and group and record search sit on the same screen. Columns load 50 records at a time and continue as you scroll.
When you drag a card to another column, Move mode takes the record out of its old group, while Add mode keeps it in both. Holding Ctrl (Alt on macOS) flips the mode for that drag. A group the record already belongs to is closed as a target, so there is no accidental double assignment. You can select several cards and drag them together. Drop them on the + New group column to type a name, create the group and assign the cards in one step. After every action an Undo option stays for 5 seconds.
A bulk bar for the selected records sits on the same screen: add to group, move to group, remove from group, add to a sequence, send to the lead kanban, convert to customer and delete. When an action only partly succeeds, you are told how many records went through. Clicking a card opens a detail drawer with summary, groups, addresses and notes; from there you change groups and add an address or a quick note.
The board only shows accounts the user is allowed to see. Without edit rights, dragging and write actions are hidden; creating a new group also needs group definition rights.
Customer history and activity records sit on both web and mobile, so a field visit is logged from the phone.
Territory, automation and custom report rules use a form builder — raw JSON is not required. Message sequences, campaigns (with bunny.net attachments) and inbound calls stay on web.
You define sequence stages once, at company level, as stage sets on the Sales stages screen: separate sets for a dealer, enterprise or cold outreach process. In a new sequence, "Add from set" copies a set with its stages and outcome mappings; edits inside the sequence never change the set. A ready-made cold outreach set is one click away. For simple sequences you can add steps without setting up stages at all.
A WhatsApp step in a sequence sends a Meta-approved template or your own message template, filled from lead and account data. Campaigns can send WhatsApp in bulk to the selected audience with an approved Meta template; contacts without consent are skipped.
In the inbox you sync mail: outbox Message-ID matching and contact addresses join threads. You can choose the Outreach Reply agent in automatic or approval mode; agent logs live under System.
CRM with your AI agent
Manage all EQLEM CRM processes from the AI agent you already use (Claude, ChatGPT, Gemini, Microsoft Copilot Studio, GitHub Copilot / VS Code, Cursor), with your own permissions. For example: "list today's touches", "convert this prospect to a customer and open an opportunity", "summarize the SLA status of open service requests", "report this month's sales funnel", "prepare the trade-show sequence".
- Sales: Prospects and customers, contacts, notes, activities, opportunities (including marking won/lost), calendar, group board, territories and contracts; search, create and update them.
- Service: Service requests (scheduling, assignment, satisfaction), assets, incoming calls, periodic transactions and the knowledge base.
- Outreach: Templates, messages, sequences and enrollments, the inbox and campaigns; ask your agent for the touch queue and the prospects who replied.
- Insights: Sales, outreach and service reports, health scores, compliance status (read) and settings (read).
- Permission groups: On the consent screen you pick the Sales, Service, Outreach, Sequence and Insights groups (read / write / send) one by one. The agent sees only the tools in the groups you chose that your license and EQLEM document permissions allow.
- Approved outward actions: Email/WhatsApp sending, sequence enrollment, AI draft approval, service notifications, inbox replies and campaign scheduling have two steps. The agent first shows the preview and the compliance result, and the action happens only after you approve.
Release note: Tool names were updated; connected agents refresh their tool list.
Security:
- The agent acts for you with only your own EQLEM permissions; records you cannot see or change are not exposed to it. No extra license is needed.
- The connection uses OAuth. On first connection the EQLEM sign-in and consent screen opens; your password is never given to the agent.
- Deletion happens only in EQLEM. The agent cannot delete records, cancel prospects, merge records, generate invoices or documents, or test webhooks; it cannot change contact consent and opt-out records or settings. It points you to EQLEM for those.
- CRM compliance rules (contact consent, opt-out and block records) always apply to sending. Recipients are not typed freely; the address and phone on the account or contact record are used.
- Actions are written to an audit log. You can revoke a connection at any time from AI connections; an Admin manages company connections and enterprise clients.
Supported agents: Claude (claude.ai, Desktop, Claude Code), ChatGPT, Gemini CLI, Gemini Enterprise, Microsoft Copilot Studio, VS Code / GitHub Copilot, Cursor. For step-by-step setup see the AI agent connection guide. It is used on the web; connection management is not in the mobile app.
Unified WhatsApp inbox
You connect through the official Meta WhatsApp Business Cloud API. Incoming and outgoing WhatsApp messages sit in the same inbox as email, newest conversation first. When a customer replies to a message, the reply is linked to the right conversation. You answer and attach files from the inbox; delivered and read status appears next to each message.
WhatsApp's 24-hour rule is guided on screen: within 24 hours of the customer's last message you write free text, and once the window closes the system asks you to pick an approved template.
You create templates in Meta WhatsApp Manager; EQLEM pulls Utility, Marketing and Authentication templates with their variables automatically. You map the variables to account, contact or lead fields once.
Service requests, SLA tracking, satisfaction scores and assignments work on web and mobile. Automation, webhooks, analytics, custom reports and the self-service portal are on web.
When a service request is opened, changes status, gets a technician or is closed, the customer can receive an automatic WhatsApp notification. The same notification is never sent to the same person twice. You can also preview and send the request details manually, on web and mobile.
When an opportunity closes, you move to Sales and raise the document through document entry. Lists share the list experience rules. Notifications pass on SLA and outreach events. Permissions decide who sees a lead, who may delete one and who may send a campaign. Document output uses print templates.
Benefits
Leads, opportunities and service records sit in one account.
Multiple boards let you separate funnels by team or project.
The group board puts segmentation on one screen: you group records, run bulk actions and undo a mistake without jumping between lists.
A shared inbox plus IMAP sync cuts channel scatter.
The Outreach Reply AI agent shortens reply time; approval mode keeps you in control.
Reusable stage sets mean you no longer type stages from scratch for every sequence.
The AI agent connection lets you run your touch queue and sequences from your own agent with your own permissions; outbound sending needs your approval and compliance rules apply unchanged.
SLA tracking and satisfaction scores turn service quality into a number.
Import and duplicate cleanup reduce the load of dirty data.
The consent list stops campaigns going to people who did not opt in. The audit trail shows who changed what.
WhatsApp conversations live in the same inbox as email, so customer history does not scatter across channels.
Related modules
- Sales Management — the document after the quote
- Assets — asset cards linked to service requests
- Maintenance Management — maintenance work orders and preventive maintenance
- Master Definitions — accounts, AI provider / model / agent
- Dashboard & Sign-in — sign-in and summary
Related features
List experience, notifications, permissions, reporting, modular licensing, document entry, print templates, AI agent connection.
Short FAQ
Is the Outreach Reply AI agent ready? Yes. You set up provider, model and agent under System definitions; in the inbox you choose automatic or approval replies. Broader analytical “AI suggestions” remain on the roadmap.
Can one lead sit on more than one board? Yes. Membership is per board; a transfer moves the lead to the target board. Converting to an opportunity clears every board membership.
Can one account sit in more than one group? Yes. Drag it in Add mode on the group board and it stays in the source group as well. Different group types, such as territory and shared groups, are independent of each other. The group board is web-only for now.
If I change a stage set, do existing sequences change? No. A set is copied when you add it to a sequence; later changes to the set only apply to new additions.
Can an AI agent do everything in my CRM? No. It can read and write most CRM processes, but only with the permission groups you choose and as far as your permissions allow. It cannot delete or cancel prospects, and outward sending happens with your approval.
Does an AI run inside EQLEM? No. The agent lives with the provider you choose; EQLEM only offers authorized, logged tools. Data goes to the provider you choose, under that provider's terms.
Is an extra license required? No. Your user license and existing CRM document permissions apply.
Is service SLA available on mobile? Yes. Service requests, SLA tracking, satisfaction scores and assignments all work on web and mobile.
Can I use my own WhatsApp number? You need a number linked to your Meta business account and registered on the WhatsApp Business Platform. A number in use on the personal WhatsApp app cannot be used at the same time.
What if the customer writes after 24 hours? Their message reopens the window; until then you reply with an approved template. The screen shows the window status.
Next step
Open a narrow pilot with a lead board, the group board, IMAP sync and activity logging. Try the Outreach Reply agent in approval mode first. Leave the self-service portal to a second stage. Begin with Try Free, or choose from the Modules catalog.