A leisure centre that also runs a production line: one CRM for every enquiry.
Conversational CRM for an outdoor leisure venue in the UK that manufactures its own slope surface and sells it to other venues. Enquiries, quotes and follow-ups in one place, with an assistant you can simply talk to.
At a glance
Web forms, e-mail and phone notes land in one pipeline
From qualification to won or stalled, shared by venue and workshop sales
Visitors, schools and groups on one side, B2B venues buying matting on the other
Open-source platform, hosted on the company's own instance
Starting point
The venue sells sessions, lessons, group bookings and events to schools, clubs and companies. Alongside it runs a workshop that makes the slope matting and sells it to other leisure operators. Enquiries arrived by e-mail, phone and website forms; who had promised what to whom lived in people's heads. Both kinds of customer shared one mailbox.
What slowed the company down
- Enquiries spread across a shared mailbox, personal inboxes and paper notes
- No shared view of which group bookings or matting quotes were waiting for an answer
- Follow-ups depended on memory, so quiet deals went quiet for good
- Two very different sales motions (consumer bookings vs. B2B equipment) mixed together
- Updating a classic CRM felt like a chore, so it would not have been kept up to date
What the system does now
- Conversational CRM tell it what happened after a call, ask what needs chasing today; records get updated from the conversation
- E-mail channel the mailbox connected to the CRM; inbound mail matched to contacts, organisations and deals
- One pipeline, two lanes venue bookings and matting sales share stages but are filtered and reported separately
- Organisations & contacts schools, clubs, companies and partner venues imported from existing lists
- Tasks & reminders follow-up dates on every deal, daily list of what is due
- Own instance deployed on a dedicated server in an EU data centre, backups included
Standard
- Contacts, organisations, deals and pipeline
- E-mail channel (IMAP/SMTP)
- Tasks, notes and reminders
- Reports on open and stalled deals
Configured or built
- Pipeline stages shaped around bookings and equipment sales
- Separate views and reports for the two customer types
- Assistant playbooks: what to ask, what to update, what to draft
- Import and clean-up of existing contact lists
Integrations
- Company mailbox (IMAP/SMTP)
- Website enquiry forms
- Calendar for follow-up tasks
What this stage does not cover
- Bookings and tillsthe venue's booking and till systems stay as they are; the CRM handles enquiries and relationships, not ticket sales
- ERP comes nextquotes, orders, production planning, stock and invoicing for the matting business are scoped as the next stage, with UK grant funding for small manufacturers explored for it
How it was delivered
- Week 1
Discovery
How enquiries arrive, who answers them, what a good follow-up looks like for groups vs. venues
- Weeks 2–3
Instance and data
Dedicated instance, mailbox connected, contacts and organisations imported, pipeline configured
- Week 4
Training and go-live
Short sessions with the team; the assistant used on real enquiries from day one
- Ongoing
Next stage
ERP scoping for the manufacturing side: quotes, orders, production and invoicing on the same data
Running a venue, a club or a service business with a sales side? Let's look at your enquiries flow.
A 30-minute call. Your processes, your systems, your numbers. If it is not a match, you will hear it from us first.