Field note
WhatsApp is the real CRM. The application is the archive.
· Aisha Rahman
A Malaysian pattern, not a unique sin
Sales and service teams here live in WhatsApp. Customers expect it. A CRM that demands every note in a desktop form will lose. The useful question is whether the application receives a trustworthy summary, an owner, and a next step — or whether it is updated once a week from memory.
What we look for
Connectors that create duplicate contacts from a chat handle. Notes pasted without a date. Deals that sit in ‘negotiation’ because the real negotiation is a voice note. We do not tell you to ban WhatsApp. We tell you what the CRM currently knows, and what it only pretends to know.