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121 CRM

Feature · Conversations

Keep supported customer messages visible, owned and in context.

A shared conversation workflow can help the team respond and follow up consistently where channels are properly connected, approved and configured.

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Shared communication view

Keep the message, customer and owner in one place.

A shared inbox is most useful when it also shows the record, the current opportunity and the person responsible for the reply.

121

Northstar Joinery

Keep customer messages together

AR
OverviewContactsInboxPipelineAutomation

Keep customer messages together

See the message, customer context and responsible owner in the same working view.

Bramble Studio

Jamie Clarke · Email

Contact confirmed

Could Thursday morning work for a short discovery call?

09:54

Yes — 11:30 is available. I can send the appointment details once the scope is confirmed.

10:02

Thursday morning would work well. Thank you.

10:24

Write a reply…
Illustrative 121 interfaceAll people, organisations, dates and activity are fictional. Any figures are illustrative. Controls demonstrate interaction patterns, not enabled account features.

How it helps

See how the feature supports the work.

Each part has a clear job. It becomes useful when it fits the way customers already move through the business and your team knows when to step in.

Capability 01

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 02

Email conversations

Sends and receives supported email messages against the customer conversation and contact record.

How it works
Handles an eligible customer interaction through a configured inbox, number or connected channel.
Why use it
Keeps email context visible to authorised colleagues rather than one private mailbox.
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

SMS and MMS

Uses a configured phone provider and compliant number to send and receive supported text and media messages.

How it works
Handles an eligible customer interaction through a configured inbox, number or connected channel.
Why use it
Supports quick customer updates while preserving the thread in the CRM.
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 04

Templates and snippets

Stores reusable message content for supported channels while allowing a user to review the final reply.

How it works
Handles an eligible customer interaction through a configured inbox, number or connected channel.
Why use it
Speeds up common responses without removing the need to check tone and context.
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 05

Messaging and calling compliance

Requires number verification, applicable registrations, consent, sender identity and opt-out handling for each channel and region.

How it works
Handles an eligible customer interaction through a configured inbox, number or connected channel.
Why use it
Makes channel setup a governed operational task rather than just a technical connection.
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.

From inbox to workflow

A message needs context and an owner, not only a channel badge.

The useful view shows the customer, the message, current assignment and next action together.

Before

Messages sit across separate accounts with unclear ownership and no shared next action.

In 121 CRM

Messages from supported configured channels can enter an owned conversation workflow.

Human decision

Human decision

A person handles meaning, tone, exceptions and sensitive content.

Channel responsibilities

Connection does not remove consent or identity duties.

Every channel has its own account, approval, message, opt-out, identity and cost considerations.

Consent and preference

Configure lawful contact choices and honour suppression or opt-out signals.

Identity

Confirm who the team is speaking with before disclosing or acting on sensitive information.

Confirmation required

Usage

Confirm channel and provider charges before relying on a workflow at scale.

Follow-up sequence

Acknowledge quickly. Escalate thoughtfully.

Routine responses can set expectations, but unusual, sensitive or ambiguous messages need a clear route to a person.

121 CRM · Workflow sequence

Enquiry received

Capture source and customer

Acknowledgement

Set a clear response expectation

Human review

Check fit, consent and exceptions

Owner assigned

Name the person responsible

Follow-up due

Remind the owner, not the customer blindly

Illustrative exampleA conceptual workflow. Triggers, messages, delays and exceptions need configuration and testing.

Escalation

Routine acknowledgement can move; judgement stays with people.

A clear workflow defines what may happen automatically and what must wait for human review.

Routine

An acknowledgement may confirm receipt and set a realistic expectation.

Exception

Unclear, sensitive, upset or high-risk messages route to a named person.

Failure

Rejected delivery or broken connection creates visible work rather than silent success.

Questions about this page

Useful answers, without the sales fog.

1. Which customer messages can appear in the shared inbox?

Messages can appear only from supported channels that have been connected and configured. Sender identity, consent, message types and provider charges still vary by channel.

2. How does the team know who should reply?

Use assignment and ownership rules so each active conversation has a named person or team. The customer record and current work should remain visible beside the message.

3. What happens if a message fails or a connection stops?

Failure should create visible work for a person rather than being treated as a successful contact. The team needs a fallback route and a way to investigate delivery problems.

Read all CRM questions

Continue the journey

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Delegate the work. Keep the human.

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121 CRM

Your customers. Your conversations. Your business. Organised around clear ownership and human decisions.