CRM & Lead Pipeline
Customer profiles, tags, notes, and lifetime value, plus the Meta-ad lead pipeline that turns ad clicks into booked customers.
CRM & Lead Pipeline
The CRM is how Royal Glow understands and nurtures every relationship — both the customers it already has and the prospects ("leads") that come in from Meta and Instagram ads. One side is about knowing your regulars; the other is about converting cold ad traffic into paying customers.
Lead vs customer. A lead is a prospect captured from a Meta/Instagram ad
via the /book page — no slot, no sign-in. A customer books through the
homepage dialog (organic, GMB, in-store QR) or as a receptionist walk-in. The
two live in different tables (lead vs booking).
What it is
Two connected things:
- Customer management — a rich profile for each customer: contact details, visit history, tags, staff notes, and lifetime value (LTV).
- Lead pipeline — a kanban board that tracks ad-sourced prospects from first contact to a booked, paying customer.
How it works — customer profiles
Each customer has a profile that staff use to give a personal, informed service:
- Identity — name, phone, email, gender, "member since" date.
- Tags — short labels for segmentation. Some are assigned automatically
(e.g.
vip,loyal,spa_lover,dormant); others are added manually by staff (e.g.bridal,corporate). - Notes — free-text notes staff add after visits (e.g. "allergic to ammonia").
- KPIs — visits, lifetime value (total spend), average spend, no-show count, and gems balance.
The customer list can be searched and sorted by LTV, visits, last visit, gems, or no-show count, so staff can quickly find their best (or at-risk) customers.
How it works — the Meta-ad lead pipeline
This is the paid-acquisition funnel, designed for maximum conversion from cold ad traffic:
Meta / Instagram ad
↓
theroyalglow.in/book (distraction-free landing page)
↓
3-field form: name, phone, service interested in
↓
POST /api/leads → lead row created (source: meta_ad) + CAPI Lead event
↓
Redirect to /?book=1&leadId={id} (into the homepage booking dialog)
↓
Customer signs in / onboards, then submits the booking
↓
lead.converted_booking_id is set → lead status becomes "booked"The /book page is deliberately minimal — no navigation, no sign-in prompt,
trust signals (4.9★, reviews, city) above a 3-field form, and a "Continue to
Booking" button. It exists only for ad traffic; the homepage, GMB, Google Maps,
and in-store QR all use /?book=1 instead so attribution stays clean.
If a lead submits the form but never completes a booking, a background job
flags it as stale after 48 hours and the receptionist follows up by phone or
WhatsApp from admin.theroyalglow.in/leads.
Lead status pipeline
A lead moves through a fixed set of statuses:
new → contacted → follow_up → booked → won
↘ lost| Status | Meaning |
|---|---|
new | Just captured; no contact yet. |
contacted | Receptionist has called or messaged. |
follow_up | Needs more nurturing; appointment not yet set. |
booked | A booking was created and linked to the lead. |
won | The booking was completed and paid — revenue attributed. |
lost | Unreachable or declined; a reason is recorded. |
A lead automatically becomes won when its linked booking is completed. Marking
a lead lost requires a reason.
Rules
First-touch attribution is permanent. A customer's acquisition source
(organic, meta_ad, gmb, walkin) is stored once on first contact and is
never overwritten by later visits — this keeps revenue attribution honest.
Related links
Leads API
Public lead capture plus the admin pipeline (list, detail, status, notes).
Customers & CRM API
Customer directory, profiles, notes, and tags.
Booking System
How a lead's booking links back for attribution.
Data Model
The lead, lead_note, customer_tag, and customer_note tables.
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Offers & Combos
Promotional offers — percentage, flat, and combo-price — applied at checkout by the receptionist, with the rules that govern them.
Staff Scheduling & Leave
How the salon sees who is working when, and how staff request, withdraw, and get approval for time off — including same-day mark-offs and booking conflict handling.