ZRM, a custom-built CRM

Built in-house for 30+ field reps and live in under 30 days. Reps log visits, leads and follow-ups by voice.

Team
Sales
Kind of work
Software Development
Built with
TypeScript, React and Capacitor
Connected to
ERP, eCommerce and Google Calendar
A day of visits in ZRM, with a voice note filed. Simulated screen, sample data.

Inside ZRM

  • ZRM home screen listing recent customer visits by day, with an Add Entry button.
    HomeRecent visits by day, one tap to log the next.
  • ZRM new entry form with activity, customer, date, city, state and notes, and a voice button.
    New entryPick the activity and customer, or say it out loud.
  • ZRM calendar in month view with visits marked on April 1, 16 and 17.
    CalendarEvery visit by month, week or day.
  • ZRM live map of the western United States with field reps as pins: green checks for online, blue arrows for moving.
    Live mapWho is online, parked or on the move.
  • ZRM settings with KPI targets, score card metrics, users, roles and permissions, and API keys.
    SettingsKPI targets, roles, permissions and API keys.
  • ZRM navigation menu with visit log, live map, calendar, orders, reports and KPI targets.
    MenuVisits, map, calendar, orders, reports and KPIs.

The sales team was managing customer visits, leads, expenses, and follow-ups through spreadsheets and disconnected tools. The CRM options on the table meant an expensive implementation and workflows that didn't fit the way the team worked.

I proposed building ZRM in-house. I wanted the software to fit the people using it, and I took responsibility for the product, architecture, code, testing, and rollout. I used Claude Code and Codex to build the system.

Start with a useful first release

I partnered with the VP and Director of Sales to choose the first use cases. We started with lead ingestion so customer activity could begin accumulating while I built the broader lead-management interface.

I built and launched the MVP in under 30 days for more than 30 field users. As the product grew through later iterations, it brought together:

  • Web and native iOS applications
  • ERP and eCommerce integrations for customer, order, product, and inventory information
  • Lead ingestion, cleanup, assignment, and follow-up tasks
  • Customer visits, notes, expenses, and territory planning
  • Google Calendar integration and daily visit plans
  • A real-time voice assistant for customer updates and action items

Hands-free updates

Building the voice agent was one of the most exciting parts for me. Reps could speak to the CRM to capture customer data, add visit notes, and create follow-up tasks without physically interacting with the app. The system cleaned up the transcription and matched the information to customer records.

That is the kind of AI use I get excited about: making something people already need to do easier to do in the field.

Build it with the people using it

I hosted in-person workshops and training sessions to onboard the sales team. Their feedback drove features and improvements. I wanted reps to see that asking for a change could lead to a change in the product.

The resulting platform gave the team one connected place to manage field work, with customer and order information available alongside visits, leads, and follow-ups. Owning the rollout meant listening to how it worked for them and continuing to improve it after launch.