CRM: Improving Customer Interaction & Optimization

  • Client:
  • Services:
  • Technology:
  • Year:
  • PLUM D.O.O.
  • UX/UI design, Development
  • Figma, React, Redux, Storybook
  • 2023.



CRM (Customer relationship management) software is essential for managing customer relationships, allowing multiple users to track interactions in a central database. It reduces clutter, improves communication, and enhances customer satisfaction. Our team and PLUM partnered to create such an application.


Every CRM has its strengths and weaknesses. Some may lack essential features, while others may be cluttered with unnecessary features.


Developing a streamlined application that incorporates essential features for monitoring employee performance and analytics poses a significant challenge. In addition to ensuring the application is user-friendly, it’s also essential to have a clear overview of the information presented.


Competitive Analysis

In an effort to create a unique and user-friendly product, we conducted research on other companies that specialize in Customer Relationship Management to gain insight into their design approaches and user experience.


✕‎‎‏‏‎ ‎‏‏‎ ‎‏‏‎ ‎complicated pricing

✕‏‏‎ ‎‏‏‎ ‎‏‏‎ ‎there are cheaper alternatives

✕‏‏‎ ‎‏‏‎ ‎‏‏‎ ‎no customer support in free plan


✓‏ ‎‏‏‎ ‎‏‏‎ ‎easy to use

✓‏‏‎ ‎‏‏‎ ‎‏‏‎ ‎tons of free tools

✓‏‏‎ ‎‏‏‎ ‎‏‏‎ ‎the core crm is free forever

✕‎‎‏‏‎ ‎‏‏‎ ‎‏‏‎ ‎expensive

✕‏‏‎ ‎‏‏‎ ‎‏‏‎ ‎complicated

✕‏‏‎ ‎‏‏‎ ‎‏‏‎ ‎time-consuming to maintain

✓‏ ‎‏‏‎ ‎‏‏‎ ‎powerful reporting

✓‏‏‎ ‎‏‏‎ ‎‏‏‎ extensive customization options

✓‏‏‎ ‎‏‏‎ ‎‏‏‎ ‎integrations

✕‎‎‏‏‎ ‎‏‏‎ ‎‏‏‎ ‎hard to setup

✕‏‏‎ ‎‏‏‎ ‎‏‏‎ ‎limited third-party integrations

✕‏‏‎ ‎‏‏‎ ‎‏‏‎ ‎not that user friendly

✓‏ ‎‏‏‎ ‎‏‏‎ mobile-optimized

✓‏‏‎ ‎‏‏‎ ‎‏‏‎ ‎customization

✓‏‏‎ ‎‏‏‎ ‎‏‏‎ constant monitoring



After analyzing competitors, we evaluated their strengths and weaknesses. This helped us to identify areas to improve and make the best possible application.


Every CRM has its strengths and weaknesses. Some may lack essential features, while others may be cluttered with unnecessary features.


Utilizing the activities tool is an effective way to keep track of an agent’s tasks and progress, providing efficient organization and status tracking for planned and completed activities, viewable on a monthly, weekly, or daily basis. The app’s notification feature also helps agents avoid missing deadlines or forgetting important tasks by sending reminders at specific times.


The application features tasks that serve as specific instances of interaction between clients and agents. These tasks are categorized into three types: general, complaint, and incident. Each task is assigned a due date and a priority level to ensure timely completion and efficient management of workload.


“Deals” are exclusive offers for customers, valid only for the specific customer, but if it’s part of a campaign, it’s valid for all customers. “Deals” are used to refer to any potential customer request or venture, each with its own unique name, value, status, and assigned agent.


Within the application, there is a reservation feature. The administrator has the authority to determine what can be reserved, making it tailored to the needs of each individual company. Examples of items that can be reserved include vehicles, meeting rooms, houses, and apartments, among others.


Two users can engage in a conversation through the chat feature, which allows for quick and efficient communication. The benefit of using chat is the ability to receive rapid responses and increased efficiency.


The results

The outcome was one of ease and simplicity, as a result of the team’s exceptional collaboration. The client expressed their satisfaction with the resolution of the challenge at hand.