Your CRM, Built on Domo: Inside an AI-Native Customer Relationship Platform

Mark: It is a new day and I have a rock star, Miss Shana Brennan, here on the line today. Shana, how are you?

Shana: I'm doing great. How are you?

Mark: You're just excited to be presenting about all things Domo, aren't you?

Shana: I am.

Mark: That's good to hear. Okay, so I've got a little bit of a story. Sorry to steal your thunder, Shana, but Shana had one of her credit unions... You know, we have a decent amount of credit unions that use us from a Domo perspective. Shana had a credit union customer recently who, like so many others, said, "I've already got Domo. What else could it help me solve?" And so, Shana's going to show you something that she spun up pretty quickly. So, Shana, tell us the better version of the story that I didn't just tell. What did I miss?

Shana: Yeah. So, what this customer is working on, they said, "We want to maximize our investment in Domo. We were using it for a lot of fun things, but there's other areas of our business where we don't already have an existing software. One use case was we don't have a CRM. We kind of need one, but we don't need the full thing. It's not worth buying something else. What could we do in Domo that would meet some needs? You know, we're doing a lot of tracking in spreadsheets. People have sticky notes. We have this referral program and we can't really figure out who should get paid and who shouldn't. How do we organize that better within Domo?" And that is where I am working on building a CRM application within Domo that leverages a lot of AI automation and takes all those gaps that they currently had. They said it's almost enough to buy some more software, but what if we could do it in Domo? And that's what I want to show you guys today.

Mark: I love it. So Shana, I just pulled up your screen. Tell us what we're looking at, what you built.

Shana: All right, so we start with a pretty standard page, right? We're landing on a dashboard, leveraging some straightforward common requests we're getting for AI—you know, "start with a summary, tell me what I need to know"—kind of summarizing all of our members, our pipeline, how our business is doing. So this is our high-level overview, but then we start to get into some of the fun stuff.

First, we've got our basic ability to look at all of our members and we can take actions here, right? Do we need to add a new member? We can enter any details we need to manually. This actually kicks off an automated process for us that assigns tasks to people because every time we're onboarding, there's usually some things we have to do like reach out to our new members, make sure they feel welcome, make sure they know how to navigate our systems. But we can also dig into our existing members.

And what we see throughout this CRM application is we have AI and automation built in as part of the core of this CRM. So we have a summary for each member so that we can see what kind of relationship we have with them. And it's also going to automatically link them. In this case, members can be commercial members and they can be personal accounts. So, we want to know everything about our members, making it really easy to link them to what else they do with us.

And then one of my favorite things is the ability to have an AI-generated next best action. So, we're looking at all the data that we have in Domo—interactions that we've had, data coming from our core financial systems that talks about all of the relationships we have with this customer, the types of accounts, what product gaps do we have. You know, they checking, they've got operating, but they don't have savings with us. That's an opportunity.

So making it really easy to track everything. But you can also take action on anything happening here. We can view documents—so this is a really common one. We're like, "we've got that unstructured data. I want to be able to see it. I want to be able to add new data." And later on we'll talk about how we can even query that data and ask questions about it.

But one of my favorite things here is that there's always going to be tasks that you need to complete your day-to-day. And so we've got this summarized in a few places, but we've added AI in here as well. So, if I've got a task to follow up on this USDA loan program, maybe I don't remember all of the details of our program. We have so many programs running, but we're leveraging these resources that we're storing in Domo—all of the information and data on the loan types we offer, credit rates, things like that. And we can leverage AI to help summarize that for us, basically acting as our assistant to generate an email.

And I can proofread this email. I can click send and have it immediately send to this member and it has researched everything we know about our customer and also all the data we know about our institution, our policies, the programs that we offer and it has summarized it and personalized it for this particular Jensen Farms member. And now we've taken that task that would have taken an employee a few minutes to do all their research, write their email... with a click of a button, they can generate this email, complete a task, mark it done, and we're ready to go.

Mark: So Shana, when you built this, that credit union customer, what did they do when they saw this? I mean, coming from a group that doesn't have a CRM, what were they like when they saw you could do all of this in Domo?

Shana: I think that is a common response, not just from a customer asking for this, but really any of our customers who are used to the traditional dashboard where, "I look at what happened in the past and then I send someone a screenshot of the numbers." What we're doing here is showing we're leveraging some of our newer AI capabilities, also leveraging our Procode apps. This one I built with the help of Cloud Code and our MCP. I didn't need to code in order to build this, but I have built out a really robust app that can do a lot more than I think what people are thinking about if they've been Domo customers for a really long time and are maybe used to just, "Oh, I build my dashboards." There's a lot more action that we can take and tie in here.

Mark: Shana, you've created like an entire mission control center where any customer could be like, "Okay, what's happening with this customer? What's their health? What's the most recent stuff that's happening? Oh, let me look at their contract. Oh, but by the way, let me actually go and take action on that and actually make business outcomes."

Shana: Exactly. And I think that's what our customers are always looking for. These were some of the most common requests I was getting as I was talking to customers: "What is Domo doing with AI? What are we missing out on?" And I think that's what we were seeing a lot when people ask questions like, "Do we still need dashboards? Can we replace everything with AI?" And I think there's a balance that we find here: Let's supplement everything and make sure that all those next steps that you normally take that take a lot of time, let's build that into one location so that you're not going to a dashboard for some information and then another system here, and then out to our AI tool somewhere else. This consolidates it all in one place so that all the actions you need to take are built in.

Mark: That's amazing. So Shana, you talked a little bit about how you built this without writing any code. You built it via Domo's MCP and Cloud Code.

Shana: Correct.

Mark: I mean, how long of a process was this to get it to a place where it was operational?

Shana: So I would say building out the first mockup took maybe an hour or two, and then adding in some of the additionals as I tested it out, played around with it, and just made sure that it could be truly operational. Probably within a week the bulk of this was done—not a full solid week of effort, just off and on. And it was all done through Cloud Code and leveraging AI. I am not a coder.

And it also used some of our newer functionality in Domo that's really easy to create. So we leverage some Code Engine functions here that are helping us draft these emails and call our AI services. But one of the things that I was thinking about was some people may be navigating this page and wanting to do actions. Another common request we're getting is, "I just want to ask in natural language. How can I do that?" And this was the next piece that I added to the app, leveraging our AI library where we can do things beyond just asking questions. You know, it can query our documents, all the data we have on our customers, and answer questions for me. That's always fun, right? Sometimes we need to do that. But all the actions that we can take in this app—creating new members, changing our opportunity stages, drafting our emails, sending emails—all of that can also happen with this AI assistant.

So I could tell it multiple steps. Maybe I'm saying, "Yep, I had a call with my customer Snake River Grain Elevator. I talked to them for 25 minutes. I want you to log that call." So, we've got this stored in our CRM. "I want you to create my follow-up task so that I remember to send them a proposal, and also draft them an email so that I can send that initial follow-up, thank them for their call, and make sure they've got a record of it in email as well."

And we're leveraging our AI assistant here. It's done all of these tasks and drafted my email. I can read through this and say, "Yep, I love that email, send the email," and it's going to send it for me. And this was all drafted for my customer, Snake River Grain Elevator. So, if I go back to my members—it's a different member than I had looked at before—and we open up Snake River Grain Elevator, we're going to see, yep, I logged that 25-minute call. I've got a task that's ready for next week. So, I can see it on the member page. I can go to my task page and find it as well. And all of this was happening using Domo's AI library, where we can make customized agents that not only can chat with you and answer questions, but they can also take action on your behalf. And I think this is one of my favorite parts of the app because it really expands what you can do, and that ease of asking and taking action with just natural language, not having to navigate around the app if you don't want to, really opens up where people can leverage this.

Mark: Shana, this is so cool. What else in the app? Anything else that we ought to show people?

Shana: So, there's AI sprinkled throughout the app. One of the cool things we have here is we have our pipeline stages. So, looking at all of the loans and mortgages and opportunities that we're working through... pretty straightforward. We can move things from one stage to another, drag and drop, really easy to use. But one thing I like here is we have this AI sweep that I can run manually with a click of a button. It also runs weekly. And what it does is it scans all of our customers, looks at the types of business that they're doing with us, and then suggests other things that we could be doing.

So all of these customers... it's basing this on "they've got 3.75 million of deposits, but they've got minimal loans. This is why we think we're 94% confident we could close a deal with them in merchant services. Should we add this to our pipeline?" And so it's going through every single customer and suggesting all of the different lines of business that would make sense and why it would be a good fit for that customer. So, taking that AI and finding all that hidden revenue that already exists that you would have to do all the research for, we're leveraging AI, putting it right in front of you and saying, "Okay, let's add all these deals to our pipeline and start working on them."

Mark: Shana, this is so cool. If you are a customer or a prospect and you're like, "I just thought Domo did dashboarding," your eyes have now been made aware of what the beauty of Domo is—so much more. I mean, we like to talk about it as we help you build your data foundation wherever it is. If that's in Snowflake, if that's in Google, if that's in Databricks, fantastic. Don't move the data. Leave the data right where it should be. Let us help you get the right data sources, whether it's connecting to a thousand-plus different sources or whatever else. Get it in there, get it clean, get it ready, and then most importantly, help you take action on the data in a safe, secure, governed way so that you can actually drive business outcomes. Right here, this app or agent that's been created by Shana, it could literally revolutionize your business if you take the time to say, "Okay, our data is ready and prepped and clean. Now I need to go do all the things that actually help make me successful."

Shana: Exactly. And everything here... for example, there's a task section. It's going to default to show me my tasks. And because of my role in this organization, I have made myself the VP of this credit union, so I'm able to see what my whole team can do. And this can all be governed just like everything else that we do in Domo, whether you're supposed to see the data or not. We can use those same kind of governance policies throughout our app so that I can see my tasks, I can see everyone else's.

There's also an admin section. Not everyone would be admining your app, but one of the questions we get from customers when we're getting more into this Procode realm is: "How easy is it to edit?" And that's why I added this section here for things that commonly need to be edited in the app—let's make an editable interface. Maybe we need additional pipeline stages, or there's new products that we're going to start selling. Let me add a new loan product. You know, I could call this our "new member loan," and this is now something that is available within our app. So, we can add that functionality where we need different users to be able to do different things. Not everyone's going to see the admin section and be able to control what's visible in this app, but we can build that in really easily so that we don't have to go back and edit all the code for the commonly changed things. We made an interface for that. So, I think that also takes away some of that fear around getting into this Procode realm. It's become really easy with AI to make the types of edits, builds, and maintenance that you need on your apps.

Mark: Shana, this is so cool. Anything else in the app that we ought to show them?

Shana: I think we're nearly done here, but the same kind of idea where there's different user-specific tasks. So in this case, our customer was running a referral program for their internal users, and they needed to be able to track what kind of referrals they had. This is where they mentioned people are tracking this in sticky notes today. We've got all of our core data in our banking systems and tied into Domo, but everything else is kind of happening on the side.

So, this is a place where we can add new referrals, but also leveraging that AI and automation throughout the app, we can manually run what we call the "nudge"—kind of the reminder: "You've got a referral. You said you were referring someone and it's been sitting here for more than 15 days. You should probably take action." This runs automatically on a weekly basis, but also it'll find any deals or referrals that are stalled. In this case, I think I just ran it a few seconds before this call, so it didn't find anything new. But as it does, it'll send you an email. It will flag them—so these have already been flagged as stalled when it ran automatically—and send you tasks, creating new tasks so that you remember: "I've got to follow up on that because I actually earn money through this." And I've got a dashboard showing me, "If I could close these other deals, this is how much more money I would make," and what I've made in the past from these other referrals.

So, tying together all of those gaps that we had—we didn't have a CRM, we didn't have a way to track referrals—we can put it together all in one app. Take the data we have in Domo and then build those supplemental pieces for the other things we need to collect, and it's all tied up together in this nice CRM app bow that we have here.

Mark: This is so cool. Shana, wrap us up. Why is Domo needed to pull this off?

Shana: So, Domo already has access to your core data, right? We've talked about how we've got thousands of different connectors, but how do we govern that all? How do we add that AI layer and then make sure that everyone sees it in the same place? We don't want someone tracking their referrals on a Smartsheet, someone's got the sticky note that gets thrown in the trash, and then someone else is doing this all in Claude but we never get to share that output—it's not seen across the organization by everyone who needs to see it. Domo ties all those disparate pieces together. So we can still use all of those underlying systems, and this is the layer that groups it together, governs it, and everyone's getting access to the same data, the same reminders, the same automation—all governed within Domo.

Mark: Shana, you win. You win. You win. Everyone, if you have not put Domo to the test... Yes, it is not "Can we create some cool dashboards? Sure. Sure." But much more important is we help you build that data foundation, we help you action on the data, we help you distribute the data, and it's all safe, secure, and governed to be able to help you drive the business outcomes that you need to make. Shana, this was amazing. Thanks so much for joining. We are back, everyone, on Thursday. We'll see you then. Thank you.

Shana: Thanks, everyone.

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