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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).

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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.

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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.

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How it works — the Meta-ad lead pipeline

This is the paid-acquisition funnel, designed for maximum conversion from cold ad traffic:
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.

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Lead status pipeline

A lead moves through a fixed set of statuses:
A lead automatically becomes won when its linked booking is completed. Marking a lead lost requires a reason.

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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.
Phone numbers are normalised to canonical +91XXXXXXXXXX before storage, so the same number is never duplicated under two formats.
Yes. POST /api/leads is the only unauthenticated write endpoint and is rate-limited per IP to prevent abuse.
Up to 10 tags. Automatic tags (e.g. vip, loyal, spa_lover, dormant) cannot be removed by hand.
Lead conversations are handled through AiSensy. When a status changes there, a webhook updates Neon so the database stays the single source of truth.
Leads created from inside the admin portal are forced to source = manual (versus meta_ad for ad traffic).

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.
Last modified on August 29, 2026

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Booking SystemNo-Show PolicyFeaturesTech StackAdmin & Staff Guide