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Case study · CRM automation

Chat or call: the lead chooses, automation hands over

A lead writes in chat, and a completely different team calls them from another CRM. Sounds like a recipe for chaos, but for an online academy it was a necessity: no CRM combined live chat from 16 bots with proper call handling. I connected SendPulse and NetHunt so each lead chooses how they prefer to talk, and automation handles the handover between teams.

SendPulse CRMNetHunt CRMChatbotsWebhooksAPI
Manual lead handovers between CRMs793
Now0
16chatbots with live chat in one place
12pipelines in two CRMs: 4 in SendPulse, 8 in NetHunt
793leads passed between CRMs automatically
2communication formats the lead chooses: chat or call
The challenge

One CRM couldn't cover the whole team

The academy ran everything in one SendPulse CRM: both the people chatting with leads and the people calling them. Chats worked well, but calls lacked the tailored tools they needed.

The business needed two things at once, and both were critical:

For calls
  • proper telephony integration
  • Google Calendar for meetings
  • convenient lead management
For chats
  • all chatbots in one place
  • live chat with the person right from the CRM
  • instant replies without switching tabs
Research

No CRM on the market covered both needs

I did in-depth research into the CRMs on the market. Passing messages between a bot and a CRM via API is technically possible. But it didn't work for us: there's no live chat, and messages get lost in the lead's overall communication history.

The decision: the chat team stayed in SendPulse, and the calling team moved to NetHunt. To make the system work as a whole, I built in-depth automations on both platforms that receive and pass client data.

Chat team
SendPulse
  • 16 chatbots
  • live chat in the deal
  • 4 pipelines
201 leads →
← leads 592
Calling team
NetHunt
  • telephony
  • Google Calendar
  • 8 pipelines
How it works

Passing a lead between CRMs step by step

Click a screenshot to enlarge it. The academy's name, people's names and contacts are hidden. Screens are in Ukrainian.

01

Live chat right inside the deal

The chat team opens a deal and sees the live conversation from any of the 16 bots next to it. They reply instantly without switching tabs.

02

Chat pipelines in SendPulse

4 pipelines, each with its own stage for handing a lead over to the calling team.

03

A call-ready card in NetHunt

The calling team sees the person's profile, stage history, comments and the call recording. Everything needed for the call in one card.

04

8 pipelines for calls

Each course has its own NetHunt pipeline: from first contact to payment.

05

SendPulse → NetHunt: a stage triggers the handover

When a lead is moved to the handover stage, a SendPulse trigger sends a webhook to NetHunt with the contact's data.

06

NetHunt receives and routes

The automation receives 72 fields, creates the contact and uses filters to pick the course: Online Marketing, Data Analytics, UX/UI Design, Jobcoaching and more. The lead lands in the right pipeline with the full profile.

07

NetHunt → SendPulse: the same in reverse

When the calling team moves a lead to the handover stage, NetHunt makes an API call to SendPulse.

08

30+ fields travel with the lead

The whole profile goes along, so nobody has to ask the person again:

  • contacts and Telegram
  • chosen course and language level
  • client status, comment, closing reason
  • meeting date
09

The deal goes straight to the right person

A SendPulse chain checks the pipeline and creates a deal at the “New leads” stage for the responsible person on the chat team.

10

Every handover is logged

The log records each lead with date and time, so you can always check it arrived.

Results

What changed

  • Every lead gets the communication format they choose: a chat or a call, and can switch from one to the other.
  • Nobody hands people over manually: just move the deal to a stage, automation does the rest.
  • 793 leads passed between CRMs: 201 from SendPulse to NetHunt and 592 from NetHunt to SendPulse.
  • Each team works comfortably: chats in SendPulse, calls in NetHunt, and every need is covered.
  • 30+ profile fields travel with the lead, nothing gets lost.
  • 16 bots and live chat stayed in one place.
An honest note

The best solution for today, not forever

Two CRMs are the answer to what the market offers today. As soon as a system appears that covers every need, or an integration that makes it possible, I will migrate the setup and show it in a new case study.

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