BuildBetter’s CRM features help you maintain a comprehensive database of the people and companies in your recordings, automatically linking conversations to contacts and enriching your understanding of customer relationships.

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Understanding the CRM Structure

BuildBetter organizes contacts in two main entities:

People

Individual contacts from your recordings, team members, and customers. Each person has a profile with contact details and associated data.

Companies

Organizations that people belong to. Companies group related contacts and provide organizational context for your interactions.

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Managing People

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Creating and Editing Profiles

People profiles contain essential contact information:
  • Name: First and last name
  • Email: Primary contact email
  • Avatar: Profile picture (auto-generated or uploaded)
  • Boundary: Internal (team) or External (customer/partner)
  • Persona: Role classification for filtering

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Finding People

The people directory provides powerful search and filtering:
1

Search

Type in the search bar to find people by:
  • First or last name
  • Email address
  • Partial matches supported
2

Filter by Persona

Use persona filters to find specific roles:
  • Customer
  • Team Member
  • Partner
  • Custom personas you’ve created
3

Sort

Organize results alphabetically (A-Z or Z-A)
4

View Details

Click any person to see their full profile and associated data

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Person Profile Features

Each person’s profile shows comprehensive information:

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Managing Companies

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Company Profiles

Companies group related people and provide organizational context: Company Information:
  • Company name
  • Logo/avatar
  • Associated people count
  • Custom properties
  • Integration data

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Creating Companies

Companies can be created in multiple ways:

Manual Creation

Add new companies directly through the Companies tab or when associating people

CRM Sync

Automatically import companies from connected HubSpot or Salesforce accounts

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Company Management Features

  • View all people in the company
  • Add or remove people
  • See roles and departments
  • Navigate to individual profiles

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CRM Integrations

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Supported Platforms

BuildBetter integrates with major CRM systems:

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Setting Up Integration

1

Connect Your CRM

Navigate to Settings → Integrations and connect your CRM platform
2

Configure Field Mapping

Select which properties to sync between BuildBetter and your CRM
3

Initial Sync

Run the first sync to import existing contacts and companies
4

Ongoing Updates

Changes in either system automatically sync based on your configuration
Synced CRM data appears as read-only in BuildBetter. Edit these properties in your source CRM system.

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Custom Properties

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Adding Custom Fields

Extend people and company profiles with custom data:
  1. Navigate to a profile (person or company)
  2. Click “Add Property” in the properties section
  3. Enter field name (e.g., “Department”, “Contract Value”)
  4. Add value for this specific record
  5. Save to create the field

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Property Management

  • Text: Single or multi-line text
  • Number: Integers or decimals
  • Date: Date picker fields
  • Select: Dropdown options
  • Multi-select: Multiple choice fields

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Merging Profiles

Clean up duplicate profiles with intelligent merging:
1

Identify Duplicates

Search for similar names or emails to find potential duplicates
2

Select Profiles

Choose 2 or more profiles to merge using checkboxes
3

Preview Merge

Review which data will be kept and how conflicts will be resolved
4

Execute Merge

Confirm to combine profiles, preserving all associated data
Merging is permanent. All recordings, signals, and properties are combined into the surviving profile.

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Using CRM Data

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Filtering Content

Use people and companies as filters throughout BuildBetter:
  • Recordings: Find all calls with specific people or companies
  • Signals: View feedback from particular accounts
  • Documents: Filter documents mentioning certain contacts
  • Reports: Generate account-specific insights

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Relationship Intelligence

BuildBetter automatically tracks:
  • Interaction Frequency: How often you meet with contacts
  • Engagement Trends: Changes in sentiment over time
  • Topic Association: What you discuss with different accounts
  • Team Relationships: Who on your team knows which contacts

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Best Practices

Keep profiles updated: Regularly sync with your CRM to maintain accurate data
Use consistent personas: Establish standard personas for better filtering and reporting
Merge duplicates promptly: Clean data leads to better insights
Add context properties: The more metadata, the richer your analysis
Link recordings to contacts: Ensure all participants are properly identified

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Privacy and Permissions

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Data Access

  • Workspace Scoped: People and companies are visible to all workspace members
  • No Private Contacts: All CRM data is shared within the workspace
  • Integration Permissions: Respect source CRM access controls

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GDPR Compliance

  • Right to Delete: Remove people profiles and associated data
  • Data Export: Export all data for a specific person
  • Consent Tracking: Record consent status as properties
When someone is removed from your CRM, they’re automatically removed from BuildBetter during the next sync.

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Advanced Features

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Bulk Operations

Manage multiple profiles efficiently:
  • Multi-select: Choose several people or companies
  • Bulk Delete: Remove multiple profiles at once
  • Bulk Property Update: Add properties to many records
  • Export Selection: Download selected data

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API Access

  • GraphQL Queries: Access people and company data programmatically
  • Webhook Events: Trigger actions when profiles are created or updated
  • Custom Integrations: Build your own CRM sync connectors
The CRM features in BuildBetter transform your customer conversations into a rich database of relationship intelligence, helping you understand not just what was said, but who said it and in what context.