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How TR Capital Turned WhatsApp Queries Into Tracked Tickets on One CRM
How TR Capital Turned WhatsApp Queries Into Tracked Tickets on One CRM
Services
Product
Customer Conversations Were Moving Faster Than the System Could Record Them
Put the Customer Record at the Centre, Then Let Every Channel Write to It
A financial services firm does not have a CRM problem, a ticketing problem and a chatbot problem separately. It has one problem: the relationship is spread across people and channels, and none of it lands somewhere the business can see. The approach was to build one customer record on the Frappe Framework, define lead and request handling on top of that same record, and then treat WhatsApp as an input channel that writes into it rather than a parallel conversation sitting outside it. Each layer was built so the next one had somewhere to write.
Three Layers, One Customer Record
- Customer details, account information and product holdings sit on one record instead of across separate lists.
- Product interest is mapped against the customer, so an advisor sees what is already held and what has been asked about.
- Brokerage details are stored against the relationship rather than kept as a side note held by the advisor.
- Custom reports run across customers, products and advisors, so management reviews coverage from the system rather than from compiled sheets.
- Every lead is created as a tracked record with an owner, so a follow-up does not depend on who sourced it.
- Leads move through defined stages, which makes a stalled case visible instead of quietly ageing in someone's notes.
- Enquiries and service requests are raised as tickets against the customer record, so history stays attached to the relationship.
- Managers review open leads and open tickets in one place instead of asking each team member for a status.
- The chatbot holds a natural conversation to work out what the customer is asking for, rather than pushing them through a fixed menu.
- Once the request is clear, a ticket is created in the CRM automatically, with the conversation attached.
- Customers upload documents inside the same WhatsApp thread, and those files are processed and attached to the resulting ticket.
- Advisors pick up a structured ticket with the request and documents already on it, instead of scrolling back through a chat.
Named Capabilities
Built on the Frappe Framework with an AI Layer
| Layer | Technology | Role |
|---|---|---|
| Platform | Frappe Framework | CRM and ticketing platform, customer record model and workflow engine |
| Backend | Python | Business logic, lead and ticket rules, chatbot integration services |
| AI | OpenAI | Conversational understanding of customer requests on WhatsApp |
| Channel | Customer-facing first response and document upload thread | |
| Reporting | Frappe reports and dashboards | Views across customers, products, advisors, leads and open tickets |
| Engagement | Auriga IT, Frappe Official Partner | Build, customisation, integration and support delivered by one team |
What TR Capital Can Now See and Do
If Your Customer Conversations Live in Chat, This Is the Same Problem
Most mid-size financial services firms share the same shape of problem. Products are sold by people, relationships are held by people, and customers reach those people on WhatsApp. The record system was designed for accounts rather than conversations, so the business only sees what someone remembers to enter. The answer is not a larger CRM licence. It is a customer record the business owns, request handling defined on top of it, and the channel customers already use writing into it automatically.
The AI Layer Works Because the System Underneath It Is Defined
A multi-product financial services business can move from an ageing internal platform to a customer record it controls, without forcing customers off the channel they already use. The chatbot is valuable here because there is a CRM and a ticket structure for it to create records in, not because it holds a conversation. Any firm where enquiries, follow-ups and documents currently live in individual inboxes can be structured the same way.
Common Questions About This Project
Why build a CRM on the Frappe Framework instead of buying a standard CRM?
TR Capital needed product holdings, product interest and brokerage terms held on the same customer record, with lead and ticket handling defined around how their advisory teams actually work. The Frappe Framework allows those objects and rules to be defined inside the platform rather than worked around it, and there is no per user licence fee as advisor headcount grows.
How does the WhatsApp chatbot avoid creating duplicate or junk tickets?
The chatbot creates a ticket only once the request is understood, and it creates it against the customer record rather than as a standalone item. An advisor reviews the ticket before acting, so the automation handles capture while a person handles judgement.
What happens to documents customers send over WhatsApp?
Documents uploaded inside the WhatsApp thread are processed and attached to the resulting ticket in the CRM, so they land in the system of record instead of staying on an advisor's phone. Access to those records is controlled inside the platform.
Does the chatbot replace the advisory team?
No. It handles the first response, works out what the customer is asking for and collects supporting documents. The advisor still owns the relationship and the decision, and starts from a structured ticket instead of a chat transcript.
How does the CRM handle a customer who holds more than one product?
Equity, IPO, insurance and mutual fund holdings sit on one customer record along with product interest and brokerage terms, so an advisor sees the full relationship in a single view rather than reconstructing it across separate lists before every conversation.
Can this be extended to more products or more teams later?
Yes. New product types, stages, fields, reports and workflows are added as configuration and customisation within the same platform, which was the main reason for moving off the previous internal system.
Related Case Studies
Are Your Customer Conversations Leaving the System?
If enquiries, follow-ups and documents are living in individual inboxes and chat threads, we can show you how the same problem was structured for a financial services business.
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