# CRM Software for UK Small Businesses | 121 CRM > Keep enquiries, conversations, follow-up and customer relationships organised with 121 CRM, with practical setup and managed support from 121. Bring enquiries, conversations, ownership and follow-up into a practical CRM that your team can understand — with human judgement kept firmly in the loop. ## A new enquiry becomes an owned next action Illustrative example — names and activity are fictional. ## Capabilities explained ### 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 a business would use it:** Gives a team one place to understand who a customer is and what has happened. **Limitations:** The platform does not make imported, duplicated or incomplete data accurate without review. **Human responsibility:** A data owner must define the record model and resolve quality, ownership and access exceptions. ### 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 a business would use it:** Helps a team see the customer history and coordinate replies from one working view. **Limitations:** Delivery, message types, geographic coverage, approval and charges vary by channel and provider. **Human responsibility:** A person must own sensitive conversations, failed delivery and any situation outside the approved script. ### 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 a business would use it:** Shows which customer conversations are active commercial work rather than general contacts. **Limitations:** Pipeline position is only reliable when users and workflows update it consistently. **Human responsibility:** A responsible owner must qualify the deal, choose next actions and resolve stale or disputed status. ### Tasks Creates assigned, dated and optionally recurring actions against contacts or opportunities. **How it works:** Tracks a potential deal, stage, owner or task using configured pipeline and record rules. **Why a business would use it:** Turns the next step into owned work instead of leaving it inside notes or inboxes. **Limitations:** Pipeline position is only reliable when users and workflows update it consistently. **Human responsibility:** A responsible owner must qualify the deal, choose next actions and resolve stale or disputed status. ### 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 a business would use it:** Turns a repeatable customer process into a visible, reviewable flow. **Limitations:** Automation follows its configuration; it cannot repair poor data, unclear rules or an unavailable external service. **Human responsibility:** A process owner must approve, test, monitor and pause or correct faulty automation. ## Customer work is difficult when the story is scattered. An inbox can hold the message. A spreadsheet can hold the name. Neither automatically gives the team a shared, current view of what happens next. ### Enquiries without owners Make responsibility visible so the team can see who is following up. ### Conversations without context Keep supported messages alongside the customer record and current opportunity. ### Follow-up held in memory Record the next action and due date instead of relying on someone remembering. ## Capture. Converse. Organise. Follow up. 121 CRM can be configured around a real customer journey, rather than asking your team to adopt a generic stage list. ### Know the customer Connect useful details, activity, tasks and opportunities in one working record. ### Manage the opportunity See the stage, owner and next action without pretending a pipeline can predict the outcome. ### Keep the human Use automation for routine movement while people handle judgement, consent and exceptions. ## Use the platform. Add practical help where it is agreed. The subscription provides access to 121 CRM. Configuration, migration, training, managed operation and other support are not assumed to be included unless they are expressly agreed. ### Platform access The approved checkout identifies 121 CRM at £250/month (no VAT charged) with unlimited users. ### Onboarding Agree the starting data, workflows, access and acceptance checks before configuration work begins. ### Ongoing support Choose only the help your team needs; service commitments remain subject to an agreed scope. ## Frequently asked questions ### Which parts of the customer journey can the CRM organise? The CRM can organise configured customer records, conversations, opportunities, appointments, follow-up and reporting. Start with the parts that solve a real handover or visibility problem. ### Do we need to enable every feature? No. A smaller setup that the team understands is usually a better starting point. Add another capability when its owner, data, workflow and benefit are clear. ### Does enabling a feature make the process automatic? No. Features still need configuration, useful data and day-to-day ownership. Automation can coordinate routine steps, but people remain responsible for judgement and exceptions. ## Related CRM pages - [/crm/demo](https://121.direct/crm/demo) This Markdown alternative contains public product information only. It provides no access to CRM accounts, records, credentials or payment execution.