Build a better picture of every customer
AI enriches records, normalises information and detects duplicates, bringing more reliable information into each customer profile.
CRM
Turn customer context into action
Mordiford brings every lead, interaction and next step into one view. Use AI to prioritise opportunities and automate follow-ups, so your team knows where to focus and when to act.
How CRM works
From first contact to closed deal
- 01
See every lead in one place
Every contact, every conversation, one record. Bring profiles across contacts, companies and accounts together with their interaction history, with AI helping to enrich records and detect duplicates, so your team can see where every relationship stands.
- 02
Know who to focus on next
Stop guessing which leads are ready. AI ranks opportunities by propensity, fit and urgency, showing the factors behind each score and giving your team the control to override when they know better.
- 03
Keep every deal moving
Spot stalled deals before they slip through the cracks. Configurable stages, ownership and next actions keep opportunities visible, with forecasting and reporting that give you a clearer view of your pipeline.
- 04
Automate the follow-up
Build automated journeys around how leads engage, with re-engagement flows for inactivity, abandoned journeys and stalled opportunities. AI can draft messages and prepare call briefs, helping your team know what to say next.
Bring every opportunity into view
Give your team a more connected way to manage leads and customers, with the tools to:
- Bring customer data and interactions together
- Prioritise opportunities with greater confidence
- Keep deals and next actions visible
- Make follow-up more consistent
- Give teams greater visibility across the pipeline
AI built in
AI that prioritises your next move
Mordiford uses AI to bring more context to every lead, helping your team understand where to focus, why an opportunity has been prioritised and what could happen next.
Understand why an opportunity matters
See how propensity, fit and urgency contribute to lead scores, with the factors behind each recommendation kept visible.
Bring important changes into view
Surface stalled deals, missing information and forecast changes, with relevant insights routed to the right person.
Give every next step more context
Summarise customer histories, prepare call briefs, draft messages and recommend next actions based on what’s already known about the relationship.
Mordiford captures leads from web forms, APIs, imports, inbox parsing and affiliate referrals, preserving source and consent details on every record.
AI helps enrich records, normalise information and detect duplicates using approved internal or third-party sources, giving your team a cleaner, more reliable view of every lead and customer.
Every score shows the factors behind it, so your team can understand why an opportunity has been ranked the way it has. Rules-based overrides give your team the final say when needed.
Yes. Approval of AI outputs is configurable, giving your team control over how AI-assisted work is reviewed and used.
Mordiford can detect stalled deals, missing data, unusual behaviour and forecast risk, then route alerts to the accountable owner so your team knows where attention is needed.
Yes. Mordiford connects with email, calendar, telephony, forms, Affiliate Management, Analytics, advertising, CDP or warehouse and transactional systems through APIs and webhooks.
Mordiford supports role-based and field-level permissions, consent controls and audit history, alongside SSO/MFA, encryption and configurable data retention.
