# From web form to CRM record and sales alert, without retyping

Source: ArrowEye (https://arroweye.be) · Language: English · Canonical page: https://arroweye.be/en/cases/webformulier-naar-crm-salesalert

Every request via the contact form lands deduplicated in the CRM and the sales team immediately gets a fully briefed alert.

## Facts

- **Category:** Transform (discovery, agents and automations)
- **Sector:** Internal use case · our own website
- **Client:** ArrowEye
- **Technology:** n8n

## The question

Every request via the contact form arrived as a loose notification in the mailbox and had to be retyped into the CRM by hand: look up or create the company, add the contact, link the two, put the lead in the right follow-up stream. That cost time on every request, produced duplicate records as soon as someone got in touch a second time, and follow-up depended on who saw the notification first. The question: process the request itself, recognise existing companies and contacts, clean up the free-text input, and brief the team immediately with everything needed to call back.

## Our approach

An automation that processes every request the moment it comes in. The submitted data is first normalised, so the same company or the same person is recognised in different spellings; only what does not exist yet is created. The sector is checked against a fixed list, the contact is linked to the company and to the right pipeline stage, and new records are marked as coming from the web form. Only when the CRM is fully updated does a briefed alert go to sales, with the reason for contact in the requester's own words. A failed run never disappears silently: the chain has error handling.

## Impact delivered

The chain runs in production. Requests are processed the moment they come in, without retyping. The CRM stays clean: no duplicate companies or contacts, one spelling, a fixed sector list, every lead recognisable as coming from the website. Sales gets everything in one message and calls back straight away instead of first reconstructing the file. And because every request follows the same structure, inbound is now measurable: which service attracts requests, from which sectors and countries.

## The route

1. request via the web form
2. normalisation and deduplication
3. CRM record with relations and pipeline stage
4. briefed alert to sales

**The next phase.** Processing and the alert are the base layer. On top of that come the
steps that take over the follow-up work itself: automatically sending a follow-up email when a
request contains too little information to assess it properly, automatically proposing a time
slot for an intro call and scheduling it in the calendar, and automatically phoning the
requester for a first qualification. That shifts the automation from recording to actual
follow-up.