Glossary
CRM (Customer Relationship Management) — plain English explanation
Software that tracks every client interaction so nothing falls through the cracks.
What it is
A CRM is a system that stores information about every person who has ever contacted your business — their name, phone number, email, what they enquired about, when they last booked, how much they have spent, and every message you have exchanged. Instead of this information living in your head, in WhatsApp, in a spreadsheet, and in your email inbox simultaneously, a CRM puts it all in one place. Modern AI-powered CRMs like Genju also act on that information — automatically following up on leads, scoring them by likelihood to convert, and moving them through a pipeline from first enquiry to paying client.
Why it matters for small businesses
For a small business owner, a CRM is the difference between a business that runs on memory and one that runs on systems. Without a CRM, you rely on remembering to call Maria back, remembering that George wanted a quote last week, and remembering that Anna has not booked since March. With a CRM, none of that requires memory — it is tracked, flagged, and acted on automatically. Research shows that businesses with a CRM convert 29% more leads than those without one.
How Genju implements it
Genju's CRM captures leads automatically from your website form, WhatsApp, Facebook Lead Ads, and missed calls. Every contact has a full timeline showing every booking, invoice, message, and note in one place. The AI scores leads from 1-100 based on source, response speed, and service interest. The pipeline view shows every lead at every stage from New Lead to Won.
In practice
A plumber in Brooklyn gets a WhatsApp enquiry at 7pm. Genju creates a contact, logs the message, auto-replies within 60 seconds, and places the lead in the pipeline. The next morning the plumber sees a new lead flagged as high-priority — no manual entry, no missed follow-up.