CRM for furniture makers: every deal is visible from the measurement request to the signed acceptance form.
A custom furniture deal lasts weeks and passes through a manager, measurer, designer, workshop and installers. A CRM brings this path into one card: where the customer came from, when the measurement is, which design was sent, how much has been paid, what stage production is at and when installation is.
In a furniture company sales and production are tightly linked: a deal cannot be closed until the furniture is installed and fully paid for. But usually sales live in the manager's WhatsApp, production in 1C or the foreman's spreadsheet, and deadlines in the owner's head. Hence lost requests, missed installation dates and disputes about what the customer was promised.
A CRM for custom furniture splits the path into two linked pipelines. Sales: enquiry, measurement, design project, quote, contract with prepayment. Fulfilment: production, delivery, installation, final payment, warranty. Each stage has an owner, a deadline and automatic WhatsApp messages to the customer.
The analytics are a separate benefit. You can see how many enquiries reached a measurement, how many measurements became contracts, the average ticket per channel and designer partner, and where deals get stuck the longest.
What we set up in a furniture maker's CRM.
Enquiry → qualification → measurement → design project → quote → contract and prepayment. Tasks and message templates at every stage.
Instagram Direct, WhatsApp, calls, website quizzes, ad lead forms and 2GIS — in one feed tagged with source and campaign.
Free slots by district, booking a measurement from the card, confirmation and reminder to the customer on WhatsApp.
Cutting, edging, fronts, assembly, ready for shipping — the foreman changes the stage, the customer gets a notification, the manager sees deadline risks.
Prepayment, interim payments and the final payment after installation; Kaspi Pay links, Kaspi Red application status, reminders about outstanding balances.
Tracking orders from interior designers and architects, their commissions and payouts, a revenue report per partner.
A separate pipeline for post-installation issues and warranty visits, collecting 2GIS reviews after the order is closed.
Enquiries, measurements, contracts, average ticket, conversion by manager and channel, workshop load and overdue orders.
Pipelines and automations.
- “Sales” pipeline: enquiry → measurement → design → quote → contract
- “Production and installation” pipeline: cutting → assembly → delivery → installation → final payment
- “Complaints and warranty” pipeline
- “Designer partners” pipeline
- Automation: measurement confirmation and reminder
- Automation: customer notification when the production stage changes
- Task for the manager if a design was sent and there is no reply for 3 days
- Prepayment and final payment reminders
- End-to-end analytics: from ad to contract amount
How implementation works in a furniture company.
- Audit — 2–3 days: we read chats, see how measurements are scheduled and how an order is handed to the workshop, and estimate losses. You get a pipeline map and estimate.
- Sales — 1–2 weeks: pipeline, fields for furniture type and budget, connecting Instagram, WhatsApp, telephony and website quizzes.
- Production — 1–2 weeks: stages for the workshop, customer notifications, payments and a 1C link if you use it.
- Training — managers, measurers, the workshop foreman and the owner; the first week of work — together.
- Support — a month of adjustments based on real work, then support on request.
Why furniture companies abandon their CRM.
- Only sales were set up and production stayed in a spreadsheet — the manager still runs to the workshop to check deadlines.
- No required “furniture type”, “budget”, “source” fields — analytics are empty, and it is unclear what the ads sell.
- Measurers do not use the CRM because the interface is awkward on a phone — you need a mobile flow of 3–4 actions.
- Designer partners are tracked in a notebook, payouts are disputed — partners leave for competitors.
- The owner does not look at the stalled deals report — designs sent to customers are never followed up.
What affects the cost of implementation.
A basic amoCRM or Bitrix24 implementation: sales pipeline, channels, measurement calendar, WhatsApp notifications, training — ₸350,000–600,000, 2–3 weeks. With a production pipeline, 1C integration, telephony, payments and end-to-end analytics — ₸600,000–1,000,000, 4–6 weeks. A custom CRM for production with a customer account starts from ₸1,500,000. CRM and WhatsApp API licences are paid to vendors separately.
Base prices and the “off-the-shelf or custom CRM” options are on the CRM and automation page.
The short version.
How much does a CRM for a furniture maker cost?
A basic implementation with a sales pipeline and measurement calendar is ₸350,000–600,000. With production, 1C, telephony and analytics — ₸600,000–1,000,000. amoCRM or Bitrix24 licences are separate.
amoCRM or Bitrix24 for furniture?
If most traffic comes from Instagram and WhatsApp and the team is small, amoCRM is simpler and faster. If you need to run production, workshop tasks and documents, we more often choose Bitrix24. We decide after the audit.
Can the CRM be connected to 1C?
Yes: a signed contract creates an order in 1C, and payments and readiness status come back to the CRM. The scope depends on your 1C configuration; we assess it during the audit.
How do we track orders from interior designers?
Each designer has their own tag and partner card; deals with that tag form a revenue and commission report. Payouts are recorded in the CRM, so there are fewer disputes.
When will we see the effect?
A single pipeline and measurement reminders work from the first week. Clear analytics by channel and measurement-to-contract conversion appear after 1–2 months, once closed deals accumulate.
Same service for other industries
Losing requests or missing deadlines? Describe the process — we will suggest a setup and estimate.
Tell us how many managers, measurers and crews you have, whether you use 1C and a CRM, and how an order is handed to the workshop now. We will reply with an implementation plan within 1–2 business days.