What the CRM is for

The CRM is where you work your customers. Everyone your AI agent has talked to is already a contact in it, with their conversations, their tags and what happened with them along the way. On top of that list you add what a plain contact list can’t hold: the companies people belong to, which of them are customers, meeting notes, and record types of your own.

It is built for small and mid-sized businesses whose customers write in on WhatsApp, Instagram or chat, and who follow up person by person: a clinic that needs to know who is due back, an agency that manages accounts, an estate agent who tracks properties as well as people.

You don’t type the list in. The CRM reads its contacts from the agent you connect, so the day you connect it, everyone that agent has spoken to is already there, on every channel it answers: WhatsApp, Instagram, Messenger, your website chat and email. The CRM reads your conversations; it never edits or deletes them.

And it stays current on its own. Every new chat updates the record: the topics the person raised, their orders, the company they mentioned, the details the agent picked up along the way. Customers who arrive from your store on Shopify, Wix or WooCommerce, from monday.com, from an import or from your own system join the same list, each with where they came from. One person, one record, however many channels they use.

Contacts: everyone, in one list

Contacts is the page you will open most. One row per person, the most recently active at the top.

Before it, Home greets you with what matters this morning: how big your list is, how many audiences you have, which records are waiting for your review, and who has been in touch lately. Every number on it opens the screen where you act on it.

Client groups. Label people by what they are to you, buyer, seller, supplier, VIP, and the Customers area shows one card per group, counted and in its own colour. Each card opens the contact list already filtered to that group.
Find anyone. Search by name, phone or email, and filter by tag or by audience.
One page per person. Their details, tags, conversations and a timeline of what happened. Each conversation opens the full chat in the Agents app, where the reply box is.
A timeline you can read. One save shows as one entry, with the new value and the old one crossed out, instead of a row per field. Bookings, tickets, campaigns and lead calls from the other apps land here too.
Calls and notes on one timeline. Spoke to someone on the phone? Log the call or jot a note on their timeline, next to their chats and bookings, so the next person who opens the page knows what was said.
Where they came from. Each contact shows its source: WhatsApp, Instagram, Messenger, your website, email, your store, an import or your own system.
The records they are on. A person’s page lists every record linked to them, the properties a buyer is interested in or the projects a client runs, and you can put them on a new one without leaving their page.
Their account with you. When a contact is also a subscriber of yours, the top of their page says so: the plan they are on and since when they have paid.
Edit in place. Click a field to change it, add or remove tags, or add a contact by hand.
Bring in what you already have. Import a CSV file, or a vCard straight from your phone’s contacts. Repeats inside the file are caught, and for people you already have you choose: skip them, fill in only their blank fields, or create them anyway. A row with just an email address is fine.
A phone book becomes a database. Many businesses keep their notes in the contact name itself: “Dana, buyer, 4 rooms, budget 3.5M”. The import reads those notes into real fields: who the person is to you, what they are looking for, the address they mentioned. Suppliers, colleagues and the pizza place are kept apart from your clients, and anything it was unsure about is marked as waiting for your review rather than guessed.
Clean up duplicates. The CRM finds people who appear twice, marks each match as certain or possible, and merges only what you approve. A merge keeps both sets of notes, keeps the second phone number or email, and keeps an opt-out.
Work in bulk. Tag or delete many contacts at once, and export the list to CSV.

Someone asked not to be messaged? Their page says so at the top. And because a merge carries the opt-out across, cleaning up duplicates never makes them reachable again.

Audiences and broadcasts

An audience is a group of contacts you keep coming back to: your VIPs, the people who found you on Instagram, everyone with a phone number who agreed to hear from you. Every audience is ready to message.

Dynamic audiences are rules: a tag, a channel, where the person came from, whether you have their phone or email, whether they agreed to marketing. While you build one you see how many people match, and after that people move in and out on their own as their details change.
Fixed audiences are a list you pick by hand, for when the group is a decision rather than a rule.
Send a broadcast. Pick an audience, write the message once, and send it now or schedule it. It goes out on the channel each person already uses, so you can announce a promotion to your VIPs, win back the people who went quiet, or follow up with this month’s leads from the same place their records live.
Replies come back to the conversation. When someone answers a broadcast, the reply lands in their existing chat, and your agent picks up the thread from there.
Broadcasts lists every broadcast sent to an audience: which template, how many people it went to, how many were sent or failed, and when.

The same audiences work everywhere else too: the Agents app sends WhatsApp template broadcasts to them, Sales journeys draw their people from them, and Marketing aims its campaigns at them.

A WhatsApp broadcast needs an approved template Outside the 24 hours after a customer last wrote to you, WhatsApp only delivers messages built from a template Meta has approved. A broadcast to an audience uses one, and anyone who opted out of marketing is never on the list.

Companies, customers and records of your own

People rarely buy on their own. There is a business behind them, an office, a project. The CRM lets you keep that too, and link the people to it.

Companies. Add a business, link the people who work there and fill in its details. Each company has a relationship with you: prospect, customer, partner or reseller.
Customers. Change a company’s relationship and it moves to Customers, the list of accounts you actually serve. A person who buys for themselves can be a customer too, without a company invented for them.
Meeting write-ups. After a meeting, write it up as three short lists: what they want, what got done, what is still open. It sits on the company or customer page, or on the person’s own page when there is no company.
The whole account in one timeline. A company’s timeline shows what happened with the business and with every person in it, newest first.
Record types of your own. An estate agent has properties, a builder has projects, a garage has vehicles. Create a record type in Settings, under Record design, name it in your own words, then add its fields. It gets its own tab in the top bar, a searchable list with filters, and a page for each record that links to the people involved.
Find matches. On a record, ask who in your contact list wants exactly this. For an estate agent standing in front of a four-room flat, the CRM reads what every buyer said they are looking for, rooms, budget, area, and lists the ones it fits, each with the reason it matched. Anyone whose stated wish the record fails is left off, not ranked lower. Attach the ones you will call in one click.
Waiting for review. A record the CRM was not sure about, from an import or a sync, is marked for review instead of being guessed. Filter the list to see just those, fix them, and move on.
Prospects from Sales. On the Companies page, press Sync from Sales and every prospect in your Sales pipeline, whether it came from a lookalike search or a CSV, arrives as a company with its decision-maker as a contact, grouped the way Sales groups them. Run it again and existing companies are updated, never duplicated.

Pages laid out around your business

A salon and a law firm need different things on a customer’s page. The CRM lets you decide what each page shows, without a developer.

Design my CRM. In Settings, under Record design, the CRM reads what your connected agent already knows about your business, works out what kind of business it is, and proposes fields and a layout for contacts, companies and customers. Go through it field by field, keep what fits, remove the rest, then publish.
Arrange it yourself. Pick a layout preset, drag cards and fields where you want them, and add custom fields for whatever you track. The editor shows the real page with example values, so what you see is what your team gets.
The list page too. Each kind of record has two pages you can design: the list you land on, and the page for one record. Build the list from blocks: a title with the button that adds a record, search, filters, a table with the columns you choose, a board, a gallery of cards, a note, and a row of numbers. The numbers, how many, how much, on average, follow the filters above them, so “3 rooms, up to 3.2M” answers with the count and average of exactly those.
Views in your own words. Every area of the CRM, Customers, Contacts, Companies and each of your record types, can hold several views as tabs, named the way you talk: an estate agency’s Customers can be buyers, sellers, landlords and tenants grouped by label, while a B2B firm’s are the companies that signed. The CRM assistant, or Claude and ChatGPT, can set these up for you.
A navbar that is yours. The tabs across the top are your areas, in your order and your names, and the design index shows one card for each, so you can see at a glance which pages are already shaped around your business.
The CRM assistant. The assistant button in the top bar opens a chat panel. It knows its way around the CRM: ask it how something works, have it propose audiences, get a first draft of an outreach message, or ask what your contact page should track. Its proposals land in your settings for one-tap review before anything changes.

Who can change the design? Workspace admins. A page is the same page for everyone in the workspace, so record types, views and layouts are an admin’s call.

Build the system your business needs

Contacts and companies are only the start. The same CRM holds the things your business actually runs on: units, contracts, deals, properties, devices, orders, projects. You define them once, and they become tabs your whole team uses.

Your own record types. Name a kind of record, choose its icon, and give it fields: text, long text, number, money, date, link, single or multiple choice, a checkbox, a team member, files or a priced quote. Each type gets its own tab, list and page.
Relations. A field can link to another record: a contract to its unit and its tenant, a deal to its company. The linked record's page lists everything pointing at it, and a link can be exclusive, so a unit sits on only one active contract at a time.
Formulas and roll-ups. Calculated fields that update on their own: an end date from a start date and a number of months, days left until renewal, a total with VAT, a commission, a contract's total paid, or a balance. Colours and progress bars show what needs attention.
Pipelines. A choice field whose options are stages, with rules about which stage may follow which, shown on a board you can drag across. A deal, a repair, a candidate or an application all move the same way.
Tasks. A task list with Today, Overdue, Upcoming, All open and Done, Mine or Everyone, as a list or a calendar. Tasks attach to a person, a company or any record.
Record rules. When a record is created, a field changes, or a date arrives, a rule can create a task, update a field, open a related record or email the team. A rule acts once per record and event, and stays off until you switch it on.
Roles. Decide what each role can open and change: which record types, which fields, contacts, other people's tasks and the dashboards. Sales, Inventory, Finance, View only. People without a role keep full access, and admins always see everything.
Dashboards. Count, total or average anything by any field or by month, as charts and tables, with a conversion rate where it fits. Create several dashboards, one per team, and start from widgets suggested from your own fields.
Imports and exports. Bring a whole record type in from Excel or CSV: the CRM suggests the column mapping, shows what it would create, update or skip, and saves nothing until you confirm. Export any list back out.
Webhooks. Send new and changed records, and task events, to Make, Zapier, n8n, your accounting software or your own server. Every request is signed, so the other side can check it came from you.

Describe it, don't click it. Tell Claude or the CRM assistant what you track, for example “I rent out units on yearly contracts and need to know 60 days before one ends”, and it creates the record types, links, calculated fields, task and rule for you to review. Rules and structural changes arrive switched off or staged until you approve them.

It tells you before you ask

A database answers the questions you think to ask. What a business needs is the one it didn’t think of, so the CRM watches every record and speaks first.

Going quiet. A regular whose gap between visits just got longer. Still reachable today, gone in a month.
Due to come back. You know roughly when people return. The CRM knows it per person, and tells you the week it matters.
About to become a regular. The second purchase decides whether there is a third. The CRM flags it while it is still in reach.
Worth a call. Not the biggest spender: the one where a call from you would actually change the outcome.

It runs on the record you already have, so there is nothing to set up. Each signal reaches you as a task on your Tasks board, with the person attached, and from there it is one tap to call, message or add them to an audience.

Works with your other apps

The CRM is the memory the whole platform shares. Marketing brings people in, Agents talk to them, Booking schedules them, Sales nurtures them, Helpdesk supports them and Tasks keeps you in charge, and every one of them reads and writes the same contact record. No exports, no duplicate profiles: one customer, one history, everywhere. App by app:

Agents

The CRM’s contacts are the people your agent has spoken to. You choose the agent in Settings, under Connections, and one workspace reads from one agent. The agent tags people as it talks to them, new lead, returning customer, wants a refund, and fills in the details it picks up, so the record grows with every chat. It works the other way too: the agent reads the same record, so the next conversation starts where the last one ended. A tag or a field you change in the CRM changes on the same contact the Agents app shows, and every conversation on a contact’s page opens in the Agents app, where the reply box is. Audiences are shared: build one in the CRM, send a WhatsApp template broadcast to it from either app, and replies land back in the conversation for the agent to pick up.

Sales

Leads that turn into customers. In Sales settings, under Leads and then CRM, you decide whether a lead is written into the CRM, when (once it is won, or always), as what (a company, or a person who is a customer), which lead stage means which relationship, and which lead detail goes into which CRM field. The person isn’t copied: they are already a contact, so Sales adds the company or customer record and links it.
CRM records that turn into leads. In the same settings, under who is a lead, pick a record type, your sign-ups for example, and every new record from that moment on is added to the Sales leads board. Nothing is sent to them.
Audiences for journeys. A Sales group can take its people from a CRM audience, and it stays current: the members are read again every time you send.
One timeline. The calls and stage changes Sales logs on a lead appear on that person’s timeline in the CRM, and on their company’s.
Prospects into companies. Sync from Sales on the Companies page brings every prospect in your Sales pipeline into the CRM as a company with its decision-maker, so new business and existing customers live in one place.

Booking

Every booking becomes a customer you actually know. Each one adds the customer as a contact on your connected agent, matched by phone number, and puts the appointment on their timeline: booked, cancelled, completed or no-show. Open a customer in the CRM and their visit history is already there, built from bookings and chats together: what they booked, what they spent, who they saw, and whether they turned up. Your agent reads the same record, so it knows them before they say hello, and an audience of “due to come back” is one broadcast away from a full diary.

Helpdesk

Helpdesk supports with the full history in view. A ticket opens on the same contact record the CRM holds, so whoever picks it up sees the person’s conversations, bookings, orders and notes without asking again. Every ticket, opened and solved, lands on the contact’s timeline, and anything Helpdesk learns about the customer, a new phone number, the company they are calling for, is written back to their record. Open a customer in the CRM and you see what they asked support for; open a ticket and you see who the customer is.

Marketing

Marketing brings new people in, and they arrive in the CRM. Someone who taps a Marketing ad lands in a WhatsApp chat with your agent and becomes a contact with the ad as their source, so you can see which campaign brought which customers. In the other direction, an email campaign can go to your agent’s contacts that have an email address, narrowed by tag or by CRM audience, and to the people in any CRM record type you pick, such as your users or members. Someone who is in more than one gets one email, every send shows on their timeline, and anyone who unsubscribed or opted out of marketing is always left out.

Tasks

Tasks keeps you in charge, and the CRM tells it who needs you. A task about a customer carries that person, so it opens their CRM record with their whole history one tap away. When the CRM spots someone going quiet or worth a call, the task lands on your board for you to approve, and once you act, the call or message is logged on their timeline. And because the AssistantLabs plugin in Claude runs both apps, you can look someone up in the CRM and file the follow-up task in the same chat.

Claude and ChatGPT

Your customer database, inside the assistant you already use. Install the AssistantLabs plugin from Claude's plugin directory (Customize › Plugins › Discover, search AssistantLabs, Add), type /al and sign in on first use, and you can ask about your customers in plain language, against your real data: “who went quiet since June?”, “which accounts have no phone number?”, “who did we speak to at the plumbing firm?”. No filters and no query builder. It can add companies and contacts and fill in blank fields, and filling in never overwrites something a person typed unless you ask. It can save the people it found as an audience for Sales to pick up, draft and send a WhatsApp template to them through the channels you connected, and set up your CRM’s views and pages for you. Changing how a page is laid out is a separate permission you tick on purpose. In ChatGPT, your records are also searchable and citable, so deep research works from your real customers. You approve the connection, choose read-only or full access, and can revoke it any time. In ChatGPT the CRM is available too. Step by step: connect Claude or connect ChatGPT.

Have a developer? The CRM has an API for companies, contacts, record types, views, timelines and meeting write-ups, so your own system can add a record, fill in its fields or log a call. Records are addressed by your own system’s ids, and a fill-in never overwrites what a person typed unless you ask. Any app that knows a customer only by email or phone can ask the CRM for the whole picture: their conversations, their company and their website. Keys are created in your organization settings in the Agents app.

How to get started

Half an hour gets you from an empty screen to a CRM that already knows your customers.

Open the CRM. Go to crm.assistantlabs.io, or pick CRM in the app switcher of any AssistantLabs app, and sign in with your AssistantLabs account. If your workspace doesn’t have the CRM yet, the screen you land on lets you request access.
Connect your agent. In Settings, under Connections, choose the agent. Contacts fills up straight away. No agent yet? Start with the Agents app.
Let it design your pages. In Settings, under Record design, press Design my CRM, keep what fits and publish. You can rearrange everything afterwards.
Add what lives outside your conversations. Import a CSV or your phone contacts, merge the duplicates it finds, and add the companies you work with.
Build your first audience. Start with one you would actually message this month.
Connect the rest. If you use Sales, map its leads into the CRM. If you use Claude, install the AssistantLabs plugin and ask your first question about your customers. Booking, Helpdesk, Marketing and Tasks work on the same contacts from the moment you open them.

Ready to start? The step-by-step guide to setting up your CRM

Not sure which fields you need? Open the CRM assistant and describe your business in two lines. Its suggestion waits for you to approve it, so asking costs nothing.

Want a hand? Our team can open your workspace with you, from the same support mode the Agents app uses, and set it up together with you.

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