Case study · Lending · CRM
A calling floor that finally reports on itself.
A lending operator ran outreach across a large calling team with no shared view of what was actually happening. We built the CRM underneath it — every call, every outcome, every follow-up in one governed record, and a manager view that reads the floor in real time.
The system, in 60 seconds · Client: Confidential — lending sector
Before and after
What changed.
Before
- Call outcomes tracked in spreadsheets, one file per caller
- No live view of who was working what, or how it was converting
- Lead lists matched against the directory by hand, record by record
- Daily numbers assembled after the fact, and disputed
- Follow-ups that depended on whoever remembered them
After
- One record per lead, with every touch and outcome attached
- Live pipeline telemetry by caller, stage and outcome
- Batch identity matching against a multi-million-record directory
- Manager command view — today's floor, ranked and current
- Follow-up queues generated from the data, not from memory
What we built
The system, module
by module.
Pipeline telemetry
Live stage-by-stage movement across the whole calling team, refreshed as outcomes are logged.
Manager command view
One screen that answers who is working, what is converting and what is stuck — without a report request.
Batch identity matching
Lead lists reconciled against a multi-million-record directory offline, in bulk, instead of one lookup at a time.
Outcome discipline
A fixed outcome taxonomy so the same call means the same thing on every caller's screen.
Assignment & queues
Work distributed and re-distributed without a spreadsheet handover.
Timezone-correct reporting
Every per-day and per-hour figure bucketed in the operator's local time, not the server's.
How it is built
The engineering underneath.
Application
Next.js, deployed on managed edge infrastructure
Data layer
Postgres with row-level access policies scoped per role
Matching
Offline batch matcher over a local analytical database
Access
Role-separated caller, manager and administrator views
Questions
About this
engagement.
If you are weighing something similar, ask us directly. We answer scoping questions before there is a contract in sight.
Talk to usWhat did Ontilus build for this client?
An outreach CRM for a lending caller operation: one governed record per lead, live pipeline telemetry across the calling team, batch identity matching against a multi-million-record directory, and a manager command view of the floor in real time.
Why is the client not named?
The engagement is under a confidentiality agreement. We publish the system and the engineering, never the client's identity, and the case-study film is masked at capture so no real customer data appears on screen.
Can the same system work for a non-lending calling operation?
Yes. The load-bearing parts — outcome taxonomy, live pipeline telemetry, queue assignment and manager reporting — are sector-neutral. The matching layer is what gets rebuilt around each operator's own reference data.
More work
Other systems
in the field.
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