Case StudyA custom CRM for a fire safety products supplier: less admin and faster quotes.
An Australian supplier of fire safety products, including custom nameplates and signage, fire cabinets and hose reels. Many orders are made to specification, so a lot of quoting and back-and-forth happens before anything is produced.
Project at a glance.
- Industry
- Fire safety products supply
- Location
- Australia
- Modules
- Leads & pipeline, quoting, orders & custom job tracking, reporting
- Timeline
- ~10–12 weeks to first release
- Ongoing
- Support and new features
The challenge.
Scattered enquiries
Enquiries came in by email, phone and web form, and were tracked across inboxes and spreadsheets.
Manual custom quotes
Quotes for custom items (engraved nameplates, signage, cabinet configurations) were built by hand each time.
No order visibility
Once a quote was accepted, there was no single place to track proofs, approvals and production status.
No pipeline view
Management had no clear view of the pipeline or of which product lines were driving sales.
How we approached it.
- 01
Discovery workshops
Mapped how the team works today, including the spreadsheets and workarounds.
- 02
Prioritised scope
Delivered the features that remove the most manual work first.
- 03
Iterative delivery
Regular demos with real users, with feedback built into each release.
- 04
Data migration
Cleaned and imported existing customers, products and quote history.
- 05
AI grounding
Indexed the product catalogue, documents and records so the AI answers from the business’s own data.
- 06
Training & handover
Role-based training for sales and production staff.
What we delivered.
Lead capture & pipeline
Enquiries from every channel in one place, with deal stages, owners and follow-up reminders.
Quote builder
Product catalogue and price lists with options for custom items, and branded quote PDFs sent straight from the CRM.
Orders & custom job tracking
Accepted quotes become orders, and custom items are tracked through proof, approval, production and dispatch.
Reporting dashboards
Pipeline value, conversion rates, sales by product line and customer, and team activity.
The results.
- Every enquiry, quote and order is in one system instead of spread across inboxes and spreadsheets.
- Quotes for custom products are faster to prepare and consistent every time.
- The team can see where each custom order is, from proof approval to dispatch.
- Management can see sales performance live, instead of compiling reports by hand.
The AI layer, built into the CRM.
The CRM includes an AI layer built on a vector database. It is grounded in the business’s own data: its products, customers, quotes, orders and documents.
Smart search
Staff search across records in plain English, e.g. “open nameplate orders awaiting proof approval”.
AI-assisted quoting
Suggests products and line items from an enquiry email or job notes, and drafts the quote for staff to review.
Product & spec assistant
Answers staff questions from product catalogues, datasheets and standards documents.
Enquiry triage
Classifies incoming enquiries, pulls out the key details and creates leads automatically.
Tech stack
What's next
We continue to support the business with ongoing improvements and new features as its needs grow.
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