- PKiduuid
- FKcontact_id→ contact
- purposeenum
- statusenum
- captured_attimestamptz
- sourcetext
Capability 02 of 10 · Built around how you run
Your business, modelled once, then run on software that fits.
CRMs, CDPs, internal tools, and custom platforms built around how your business runs. We start from your domain model, the accounts, orders, cases and consents your teams handle every day, and build the systems on top of it in your cloud, under your ownership.
- PKiduuid
- FKcontact_id→ contact
- typetext
- channelenum
- occurred_attimestamptz
- PKiduuid
- FKaccount_id→ account
- stageenum
- amountnumeric
- PKiduuid
- FKcontact_id→ contact
- FKorder_id→ order
- priorityenum
- sla_due_attimestamptz
- PKiduuid
- FKaccount_id→ account
- IDXemail_sha256text
- phone_e164text
- PKiduuid
- nametext
- tierenum
- regiontext
- PKskutext
- nametext
- pricenumeric
- activeboolean
- PKiduuid
- FKaccount_id→ account
- totalnumeric
- placed_attimestamptz
An illustrative domain model for “Your company”: eight entities. An Account has many Contacts, Opportunities and Orders. A Contact has many Events, Consents and Cases. An Order has many Products through order lines, and a Case may refer to one Order. Beside the model, the same Account is shown as the record form a person would use, with its tier, region, owner team, health score and latest order.
Where it breaks
When the spreadsheet becomes the system, the cost is quiet and weekly.
Most platforms we build replace something that grew by accident: an export, a shared sheet, an inbox rule. It works until the business depends on it. These are the signs.
-
01
Same customer, four tools, four IDs.
Sales knows them as ACC-10442, billing as C-88121, support by an email address and the spreadsheet by a company name. Every report starts with a matching exercise.
9.5h / weekReconciling records
-
02
Approvals by email.
Discounts, refunds and credit limits are agreed in reply-all threads. Nobody can say who approved what, or when, without searching an inbox.
7h / weekChasing sign-off
-
03
Reports rebuilt every Monday.
Someone exports five sheets, pastes them together and hopes the formulas held. The numbers are a week old by the time anyone reads them.
6h / weekRebuilding reports
-
04
No trail of who changed what.
When a price or a status changes, there is no record of the old value, the person or the reason. Every audit becomes archaeology.
4.5h / weekReconstructing changes
Across all four
27 h / week about 0.7 of a full-time role, before a single error is counted
IllustrativeFigures for a 40-person operations team. We measure your own baseline in the first week, before anything is built.
Internal tools · anatomy
Internal tools your teams choose to open. Designed around the work, not the table.
The screens are the part people see. The decisions underneath are what make a tool trusted: who can see which rows, how fast a queue clears, what needs a second pair of eyes, and what is written down forever.
An illustrative internal case-management tool for “Your company”. A sidebar with saved views; a case list filtered to open P1 and P2 cases in the West region, which is all the signed-in role can see, with three cases selected for a bulk action; the detail of a refund case whose status was just saved as pending and whose refund above 50,000 was approved by a second person; and an append-only, hash-chained audit log. Six numbered notes below explain the design decisions.
What we build
Six systems, one data model underneath them.
Platforms are designed from the data outwards, so reporting, automation and AI all read the same governed record. Build, buy or extend is decided module by module and written down as a decision record, so the reasoning outlives the meeting.
01
Custom CRM
Pipelines, accounts, cases and field work modelled on how your teams sell and serve, with the integrations they depend on.
Build or buy
Extend Salesforce or HubSpot when most of the process fits out of the box. Build when the process itself is your advantage, or per-seat licences stop scaling with the team.
- store
- PostgreSQL · row-level security
- flow
- Temporal for renewals and onboarding
- sync
- Email, calendar and ERP, two-way
02
Customer data platform
Identity resolution, consented profiles and real-time segments that marketing, sales and service all read from.
Build or buy
Buy a packaged CDP for standard marketing use. Build a composable CDP on your own warehouse when identity, consent and cost must stay under your control.
- match
- Deterministic, then probabilistic
- consent
- Checked per purpose at activation
- activate
- Reverse ETL to CRM, email and ads
03
Internal tools & back-office
Admin consoles, partner portals and back-office tools that replace spreadsheets and email chains with audited work.
Build or buy
Use a low-code builder for simple screens over one table. Build when a tool needs real permissions, bulk work, approvals and an audit trail.
- auth
- SSO over SAML 2.0 or OIDC
- work
- Keyboard-first bulk actions
- audit
- Append-only, hash-chained log
04
Workflow & approvals engines
Onboarding, refunds, credit and change approvals as durable workflows with SLAs, escalations and maker–checker rules.
Build or buy
Configure your ERP’s workflow when the steps live inside one system. Build when a process crosses systems, waits for days or must never lose its place.
- engine
- Temporal · Camunda (BPMN 2.0)
- timers
- Retries, timeouts, compensation
- rules
- SLAs and escalations as code
05
Data platform & semantic layer
Ingestion, a medallion lakehouse and one semantic layer, so every dashboard, model and agent reads the same governed numbers.
Build or buy
Buy the plumbing: managed connectors and a cloud warehouse. Build the models, data contracts and metric definitions, because they encode how your business works.
- ingest
- CDC with Debezium and Kafka
- model
- dbt, tested in CI
- metrics
- Defined once, used everywhere
06
Legacy modernisation
Monoliths and ageing line-of-business systems replaced module by module, with parallel runs and a way back at every step.
Build or buy
Rehost when the system works and only the platform is ageing. Rebuild when the data model or the process no longer fits the business.
- route
- Strangler-fig routing facade
- sync
- CDC sync, daily reconciliation
- undo
- Rollback per module by flag
Signature · the Profile Stitcher
Eight events, one customer. Stitched, consented and activated.
A customer data platform is an identity engine before it is anything else. Step through a day of events from five channels and watch them resolve into one golden profile, under match rules you can change and a consent gate you can pull.
Interactive demonstration with fictional data. Use Next event, Play all or Reset to step through eight events. Switch the match rules between deterministic only and deterministic plus probabilistic, and switch marketing consent to withdrawn. The status line below the controls announces each change; the profile, segments, destinations and steward queue update to match.
Match rules
Event 8 of 8 · Web add_to_cart · ck_e913 scored 0.72, below 0.85 · queued for data steward review
Event stream5 channels
Identity graph7 identifiers · 1 profile · 1 in review
Golden profileKnown
P-00016 identifiers linked
- 9b2e…41 · verified at login
- Phone
- +91 ••••• 4471
- Loyalty
- L-20931 · Silver
- Lifetime value
- 4,850
- Last seen
- 19:48 · Web
- Marketing consent
- Granted · 09:14 · signup form
- Web
- App
- Store
- Support
Segments5 of 5
- Known contactsverified emailIn
- Store buyers · 30 daysPOS purchaseIn
- Open support caseticket status openIn
- High intent · 24 h≥ 2 product viewsIn
- Email engaged · 7 daysclick or replyIn
Activationconsent checked per purpose, every sync
- Salesforce SalesforceCRM · sales and service Purpose · Service Synced Contact + open case · 16:22
- HubSpotMarketing email Purpose · Marketing Synced List: Email engaged · 21:03
- Google AdsCustomer Match Purpose · Marketing Synced Audience: High intent · 19:48
- MetaCustom Audiences Purpose · Marketing Synced Exclude: recent store buyers
Data steward queue1 waiting
ck_e913 → P-00010.72 / 0.85
Same /24 network · similar session path · different browser
Nothing waiting. Matches that score below 0.85 land here for a person to decide.
Resolution logappend-only
- merge.queued ck_e913 → P-0001 · 0.72 < 0.85
- event.attached campaign_click → P-0001
- identity.linked ck_d201 → P-0001 · 0.91 · probabilistic
- profile.merged P-0002 → P-0001 · email + phone
- profile.created P-0002 · loyalty + phone
Deterministic first
Exact keys join records: a verified login, a hashed email, a loyalty ID, a phone number in E.164. These merges are safe to automate and easy to explain.
Probabilistic, with a threshold
Device, network and behaviour signals are scored. Above the agreed threshold the link is made and marked as inferred; below it, a data steward decides. Survivorship rules pick which value wins: verified beats typed, recent beats old.
Consent is a hard gate
Consent is stored per purpose and checked at every activation, not once at collection. A withdrawal stops marketing syncs within minutes and is logged with the rule it applied.
- GDPR — General Data Protection Regulation (EU) 2016/679
- DPDP Act 2023 — Digital Personal Data Protection Act, 2023
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