Sherlock CRM
How I turned a $73M marketplace's biggest operational drag into its competitive advantage.
Overview
Sherlock CRM shipped in two cycles: a working product in six weeks, then a polish pass for edge cases. It combined customer history, dispatch context, gamification, and phone operations tooling for Delivery Dudes.
Problem
Phone ordering was an operational drag across 50+ offices. Operators had fragmented customer context, turnover was high, and problem orders created avoidable refunds.
Solution
Built a custom CRM tightly integrated with RingCentral and the ecommerce flow so every call felt personalized and every operator saw the right customer context.
Decisions
Salesforce could not solve the operator UX problem or integrate tightly enough with RingCentral and ecommerce.
Personalization sells. Every call should feel like the operator already knows the customer.
Phone operations had high churn, so streaks, bonuses, and customer moments made the role feel more rewarding.
Metrics
- Phone operator turnover
- Significantly reduced across 50+ offices
- Problem orders and refunds
- Dropped substantially
- Order accuracy
- Near-perfect
- Average order time
- Decreased
Lessons learned
- Start with the P&L. The biggest product problems show up in numbers before complaints.
- Build vs buy is about fit, not capability.
- Gamification worked for retention in a high-churn operations role.
- Shipping quickly made the next six weeks of polish much more accurate.