Customer 360: The Foundation of Relationships

At the heart of HotCRM is the Customer 360 engine. It provides a unified, trusted, and actionable view of every customer, consolidating data from sales, service, marketing, and commerce into a single "Golden Record."

Core Objects & Data Model

HotCRM uses a flexible data model that supports both B2B and B2C business models simultaneously.

1. Accounts & Hierarchies

• Accounts: The central hub for B2B relationships. Tracks company details, firmographics, and industry data.
• Global Ultimate Hierarchy: Visualize complex organizational structures (Parent/Child accounts, Subsidiaries) with roll-up metrics (e.g., "Total Revenue across all subsidiaries").
• Enterprise Territory Management: Assign accounts to territories based on geography, revenue, or industry for optimized coverage.

2. Contacts & People

• Contacts: Individuals associated with an Account.
• Buying Roles: Track who is the decision-maker, influencer, detractor, or champion in every deal.
• Relationships: Map "Who knows Who." (e.g., "John (CEO) is Board Member at [Other Company]").

3. Social & Interaction Graph

• Unified Activity Timeline: Emails, calls, meetings, tasks, and notes from all users are aggregated in one chronological view.
• Signal Capture: Automatically capture signals from email inboxes (Gmail/Outlook sync) and calendars.

Customer Data Platform (CDP) Capabilities

HotCRM goes beyond basic CRM by including lightweight CDP capabilities.

• Identity Resolution: Automatically match and merge duplicate records using fuzzy logic and AI.
• Behavioral Data: Ingest clickstreams, website visits, and app usage data to enrich the customer profile.
• Computed Attributes: Real-time rollups like "Lifetime Value (LTV)," "Days since last login," and "Average Sentiment Score."