Features · Organised around customer work

See the relationship, the opportunity and what happens next.

121 CRM brings useful customer work into a clearer operating view. Capabilities still depend on configuration, permissions, connected providers and the scope you agree.

Subscribe to 121 CRM Seller, billing and cancellationSee the product journey

Customer Thread

Five views of one customer journey

Illustrative example

Know
Customer record
Own
Pipeline and owner
Converse
Supported messages
Move
Tasks and workflows
Improve
Review by people
Human decision

Illustrative grouping — not a statement that every optional capability is enabled.

Capability workbench

Inspect the operational views, not just a feature list.

The modules below show the role of booking, workflows, reviews and reporting inside a joined-up customer journey.

121 CRM · Capability workbench

Trigger

Enquiry captured

Route

Assign by agreed rule

Decision

Person reviews exceptions

Workflow sequence

Route routine work and expose the human decision.

Booking and reminders

Connect availability, confirmation and exception handling.

Review request flow

Agree eligibility, timing, destination and response ownership.

Reporting summary

See source, ownership and due work without promising an outcome.

Illustrative exampleConceptual product views. A capability is available only where it is enabled, configured, tested and commercially agreed.

Inside the working system

See what each part contributes.

The CRM is easier to plan when contacts, conversations, work, access and automation are treated as separate capabilities with clear responsibilities.

Capability 01

Contacts

Stores a person or lead with contact details, activity, ownership and related records.

How it works: Stores or organises supported business data under configured fields, permissions and record rules.
Why use it: Gives a team one place to understand who a customer is and what has happened.
Plan for: The platform does not make imported, duplicated or incomplete data accurate without review.
Your team owns: A data owner must define the record model and resolve quality, ownership and access exceptions.

Capability 02

Conversations inbox

Brings supported connected message threads into a shared operational inbox.

How it works: Handles an eligible customer interaction through a configured inbox, number or connected channel.
Why use it: Helps a team see the customer history and coordinate replies from one working view.
Plan for: Delivery, message types, geographic coverage, approval and charges vary by channel and provider.
Your team owns: A person must own sensitive conversations, failed delivery and any situation outside the approved script.

Capability 03

Opportunities

Represents a potential sale or deal linked to a contact, value, owner and pipeline position.

How it works: Tracks a potential deal, stage, owner or task using configured pipeline and record rules.
Why use it: Shows which customer conversations are active commercial work rather than general contacts.
Plan for: Pipeline position is only reliable when users and workflows update it consistently.
Your team owns: A responsible owner must qualify the deal, choose next actions and resolve stale or disputed status.

Capability 04

Appointments

Stores scheduled customer interactions with time, attendee, owner, status and related contact context.

How it works: Applies configured availability, booking rules and connected-calendar settings to eligible appointments.
Why use it: Makes booked work visible alongside the customer conversation and follow-up.
Plan for: Sync, meeting-link and resource behaviour varies by calendar type and external provider.
Your team owns: Staff must handle exceptions, incorrect availability and bookings that need judgement.

Capability 05

Workflow builder

Combines a start event with an ordered sequence of configurable actions.

How it works: Runs an ordered sequence only after its configured trigger and conditions are met.
Why use it: Turns a repeatable customer process into a visible, reviewable flow.
Plan for: Automation follows its configuration; it cannot repair poor data, unclear rules or an unavailable external service.
Your team owns: A process owner must approve, test, monitor and pause or correct faulty automation.

Capability 06

Dashboards

Combines supported widgets and filters into an operational view for ongoing monitoring.

How it works: Aggregates eligible source data into configured dashboards, reports or exports.
Why use it: Helps a team review the few measures needed for the next decision.
Plan for: A report reflects available source data and configuration; it does not prove causation or data completeness.
Your team owns: A person must interpret results, investigate gaps and decide what action is justified.

Know and manage

Start with a usable customer and opportunity record.

The record and pipeline should answer practical questions for the team without implying that software owns the relationship.

Customer management

Details, activity, tasks and relevant opportunities can be kept together.

Sales pipelines

Stages, owners and next actions make current work visible.

Configuration required

Data quality

Field choices, duplicates and source ownership remain operating responsibilities.

Converse and continue

Bring supported communication into an owned workflow.

Where channels are configured, conversations can be assigned and followed up alongside the customer context.

Conversations

See messages that belong to supported, connected channels.

Tasks and reminders

Give routine follow-up an owner and a due point.

Human escalation

Exceptions

Route sensitive, uncertain or failed automation to a person.

Connected operations

Different views, one customer context.

Each module has a distinct job. The value comes from passing clear context and ownership between them.

121 CRM · Connected operations

Book discovery

October · illustrative availability

MTWTFSS1234567891011121314

11:3014:00

Appointment sequence

Booked

Calendar entry created

1 day before

Reminder scheduled

Exception

Owner reviews a reply

Journey summary

New

Illustrative

Owned

Illustrative

Due

Illustrative

Website

Referral

Direct

Illustrative exampleAll dates, counts and workflow states are fictional. Availability and behaviour depend on the agreed setup.

Add only when useful

Optional capability needs evidence and a reason.

Booking, workflows, reporting, reviews, AI and other connected tools should be tested and scoped before being described as part of your account.

Configuration

Confirm the intended workflow, plan availability and permissions.

Cost

Confirm usage and connected-provider charges before enabling them.

Control

Define approval, escalation, monitoring and change responsibility.

Questions about this page

Useful answers, without the sales fog.

1. Which CRM features should we start with?

Start with the smallest set that fixes a visible customer or team problem: often a useful contact record, clear ownership and one agreed follow-up journey. Add more only when the first journey works.

2. Can different features share the same customer context?

They can where the records, permissions and connections are configured to work together. Keep each capability’s purpose clear so the team knows which view is authoritative.

3. Will every feature be available immediately?

Feature access and behaviour can depend on the selected plan, account settings, connected services and usage costs. Confirm the parts your business needs before relying on them.

Read all CRM questions

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