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Custom CRM Case Study

Sheopals CRM & Operations Dashboard

A custom internal CRM system built to streamline lead handling, order workflows, reporting visibility, and multi-role execution for a growing e-commerce operation.

Project Overview

Sheopals needed a centralized CRM platform that could support the operational complexity of a busy sales and order ecosystem. Manual follow-ups, fragmented task handling, and limited reporting visibility were creating friction across teams.

The solution was a custom-built internal CRM tailored to real company workflows. Instead of forcing the business into a generic SaaS tool, this system was designed around role-based usage, internal reporting needs, workflow automation, and integration-heavy operations.

Architecture Highlights

  • Role-based access control across sales agents, team leaders, managers, and administrators.
  • Structured dashboard workflows for lead management, order movement, status monitoring, and team visibility.
  • Automation logic for repetitive operational tasks to reduce manual effort and improve execution speed.
  • Webhook and cURL integration layer for third-party systems, notifications, and logistics-related updates.
  • Scalable internal tooling architecture designed for daily usage by multiple user types inside the business.

Tech Stack

Frontend

Next.jsTypeScriptTailwind CSSResponsive UI

Backend & Data

Node.js APIsMySQLRedisServer Workflows

Integrations

WebhookscURL ServicesOperational SyncThird-Party APIs

Core Features Delivered

The CRM was designed as a practical internal product, focused on operational clarity, role separation, and day-to-day usability rather than just surface-level dashboards.

Lead & Order Workflow Management

Created a unified workflow for handling leads, assigning ownership, tracking order status, and reducing the operational gaps caused by scattered manual processes.

Permission-Based Dashboard Panels

Built separate views and capabilities for each role so users only see the data and actions relevant to their responsibilities inside the organization.

Automation & Daily Task Distribution

Implemented automation-friendly flows that support recurring operational routines, help distribute workload, and reduce delays in daily execution.

API, Webhook & External Sync

Connected the CRM with external services using webhook handlers and cURL-based integrations for status sync, communication triggers, and process continuity.

Multi-Level Panel Architecture

Different teams needed different workflows. The system was built around secure role-based access so each user type could operate with the right level of visibility and control.

SA

Sales Agent

A focused workspace for handling leads, managing calls, updating order details, and working only within role-appropriate records.

TL

Team Leader

Tools for monitoring team activity, reviewing performance, assigning work, and supporting day-to-day sales execution at the team level.

MG

Manager

A higher-level reporting and oversight view for sales trends, operational visibility, and performance decision-making.

AD

Super Admin

Full system-level access for user control, configuration, process governance, and platform-wide administrative actions.

Automation & Integration Layer

A major goal of the project was reducing repetitive operational work. The CRM supported automation-ready flows and external connectivity so business processes could move faster with less manual intervention.

Operational Automation

Supported routine process execution, workload handling, and daily team actions through structured system workflows and repeatable logic.

Webhook & API Connectivity

Integrated third-party systems through webhook listeners and cURL-based requests for data sync, partner communication, and operational continuity.

/* Simplified automation flow */
async function
syncOrderUpdate
(
payload
) {
if
(payload.type === "ORDER_UPDATE") {
// update internal record
await orderStore.update(payload);

// trigger next operational step
await workflowQueue.add(
"notify-team",
{ orderId: payload.id }
);
}
}

Business Impact

The real value of this CRM was not just in the interface, but in the operational clarity it created. By centralizing actions, visibility, and process handling, the platform gave teams a stronger system for daily execution.

  • Reduced dependency on manual coordination across multiple internal workflows.
  • Improved visibility for team leads and managers with cleaner operational dashboards.
  • Created a scalable base for future features, process automation, and integration growth.
  • Centralized critical business actions in one system instead of scattered tools and spreadsheets.

Value of This Case Study

This page is intentionally written as a detailed project case study around custom CRM development, internal dashboard development, workflow automation, and Next.js-based operations tooling. That helps the project page rank for more relevant service and portfolio terms while making the work easier for potential clients to understand.

Custom CRM DevelopmentInternal Dashboard DevelopmentNext.js Case StudyWorkflow AutomationRole-Based Access ControlAPI Integration Project

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