CRM

Unified Inbox

Unified Inbox

Your centralized messaging hub. View and respond to all conversations with families and contacts across channels (Email, SMS, WhatsApp, and more) from one place. Use filters to focus on open, pending, or assigned conversations. Internal notes let your staff communicate privately about a conversation without the contact seeing it.

One thread per family per channel, covering SMS, email, WhatsApp, Instagram, Facebook Messenger and web chat. A family that texts on Monday and emails on Thursday stays one conversation with one history. The AI front desk answers from this same inbox, so handovers between Alina and a human are seamless rather than a fresh start.

Sections of this screen

This screen is divided into sections: New conversation. Each is part of the same screen rather than a separate page.

New conversation

Use this when you need to reach out first, rather than wait for a family to message you. Search for the family, choose the channel you want to use, then click Start conversation to open a new thread. The button stays disabled until you pick a family. Check the channel before you start: SMS or WhatsApp only works if the family has a mobile number on file, and Email needs an email address.

Notifications

What is the Notifications panel?

This is the outbox - every notification scheduled to go out to a family, student, or teacher lands here with a grace window before it actually sends. During that window (default 60 minutes, configurable per type) your staff can click the trash icon to cancel a mistake, or click Resend to re-render and send again. Real sending happens through the every-10-minute automated task; this page just gives you the audit and the undo button.

Every message the system is about to send a family, student or teacher waits here first. That wait is deliberate and it is the reason this page exists: for 60 minutes by default, a notification sits Pending and can be cancelled with the bin icon on its row. Cancel it and the family never knows it existed. This is what makes it safe to cancel a class, correct an invoice or fix a typo in a student record without a message going out about it - do the work, then come here and bin the notification it generated, all within the window. The window is configurable per notification type, so an invoice reminder can have a longer one than a lesson change. After it closes, the every-ten-minute automated task sends the message and the row becomes a record rather than a decision. Resend re-renders and sends again, which is what you want after correcting the underlying data.

Leads

What is the CRM?

The CRM (Customer Relationship Management) is where you track everyone interested in your school *before* they enroll - Leads. A Lead is a prospective student or account you've heard from but who hasn't paid for anything yet. Each Lead has a status (New, Contacted, Trial, Won, Lost), an owner on your staff, a source (how they found you), and a history of every touchpoint. When a Lead converts, they become a real account and student with no data loss. Use the CRM page for your sales pipeline view, the Inbox for live conversations, Segments to slice the database, and Sequences to automate follow-ups.

Enquiries that have not become students yet. Each lead carries its source, its stage and its history, so you can see which channels actually produce enrolments rather than which produce enquiries. Losing a lead asks for a reason, which is what makes the loss report useful later.

Segments

What are Segments?

A Segment is a saved filter over your contacts/accounts/students - for example, 'all students enrolled in Piano who haven't attended a lesson in 3 weeks', or 'all accounts with overdue invoices'. Build it once with the visual filter builder, save it, and the segment stays live: as records start matching the criteria they appear in the segment automatically. Use segments to drive Sequences (send emails to everyone in the segment), Mass Communications, churn prevention, and reporting.

A saved definition of a group of people, such as everyone who trialled but did not enrol, or every family with a balance over thirty days. Segments are the audience that campaigns and sequences send to, and they stay current on their own rather than being a list you rebuild.

Adding a new segment

Give the segment a name that says who is in it, such as "Piano students, no lesson in 3 weeks", because that name is what you will pick from later in Sequences and Mass Communications. Choose the Entity Type first, since the conditions you can add depend on whether you are filtering accounts, families or students. Every condition you add under Filters must be true for a record to match, so start with one or two and add more only if the list is still too broad. Save Changes stays greyed out until the Name is filled in.

Inside a segment record

Open a segment here to adjust its conditions, then press Save Changes and Recalculate so the match count at the top reflects the new rules. If the count at the top and the number in View Matches disagree, recalculate before you use the segment for a send. Expand View Matches to check who is actually included. Turn the Active switch off to retire a segment you may need again instead of deleting it, since a deleted segment is removed from any Sequence or campaign that relied on it.

Sequences

What are Sequences?

A Sequence is a multi-step automated workflow that runs over time. Pick a trigger ('Lead created with source = Instagram', 'student enrolled in a Course', 'Trial lesson attended'), then add steps that execute on a schedule: send an email/WhatsApp, wait N days, send another, branch by whether the recipient replied. Sequences are how you automate follow-up without having to remember who to chase. Common uses: nurture cold Leads, onboard new students, win-back former students, post-trial conversion drip.

Multi-step follow-up that runs on its own. A sequence waits, sends, checks whether the person responded and branches accordingly. Most useful straight after a trial and straight after a first missed payment, which are the two moments where manual follow-up usually slips.

Adding a new sequence

Give the Sequence a name you will recognise later, then choose the trigger that starts it. Each step waits the number of days you set before it sends, so leave Step 1 at 0 if you want the first message to go out as soon as the trigger fires. The Subject field only shows up for email, so if you switch a step to WhatsApp, make sure the message still works without it. Use Add Step to build the rest of the follow-up, and put anything meant only for your staff in Notes, because recipients never see it.

Inside a sequence record

Open a Sequence to edit its trigger, steps and wording, then click Save Changes. Changes apply to messages that have not gone out yet, so check Active Executions before you rewrite a step that people are already partway through. If you need to pause the whole Sequence, turn off the Active toggle instead of deleting it, so you keep the steps and can switch it back on later. Use Number (sorting) to control where it appears in your list.

The record is organised into tabs: Trigger Manually. Each one is scoped to this record, so what you see is only this record's data.

Trigger Manually

Trigger Manually starts this Sequence for one family right now, without waiting for the trigger event to happen. Search for the family's account, pick it and click Trigger, and they begin at Step 1. It is handy for adding someone the automatic trigger missed, or for testing a new Sequence on your own account before it goes live. Make sure the family is not already running the Sequence, or they may get the same messages twice.

Campaigns

What are Campaigns?

A Campaign is a marketing initiative you tag Leads with so you can measure how much business each campaign actually drove. Run a Black Friday promo? Tag every Lead that came in with the 'BlackFriday2025' campaign. At the end you can ask: how many Leads, how many converted, what was the revenue per Lead, what was the ROI. Different from Sources - a Source is *where* the Lead came from (Instagram, Google), a Campaign is *which initiative* attracted them (a specific ad, a referral push, a discount window).

A one-off send to a segment, as opposed to a sequence that runs continuously. Use it for intake pushes, term announcements and re-engagement of former students.

Adding a new campaign

Give the campaign a name you will recognise months from now, like "BlackFriday2025" or "Spring referral push", because this is the label your staff pick when they tag a Lead. Name is the only required field, and Save Changes stays greyed out until you fill it in. Use Notes to record the dates, the offer or the budget, so you have the context later when you check how many Leads the campaign brought in and what it earned. Keep campaigns for the initiative itself, not the channel. Instagram or Google belong in Sources.

Inside a campaign record

Open a campaign here to rename it, add notes or change where it sits in the list with the sorting number. When a promo ends, switch off Active instead of deleting it. That way it no longer shows up when staff tag new Leads, but the Leads already tagged keep their history for your reports. Notes are marked internal, so they are for your staff only. Delete is best kept for campaigns created by mistake that have no Leads attached.