A voice-activated GenAI assistant integrated with CRM, giving field sales reps hands-free access to information and logging on the move.
Field sales reps at a global life-sciences company needed fast, hands-free access to CRM information and a quicker way to log activity between and during visits, where typing on a phone isn't practical.
A voice assistant that's genuinely useful in the field has to understand natural speech, connect reliably to CRM data, and respond fast enough to be worth using instead of a screen.
We built a voice interface with natural-language understanding so reps could ask and instruct in plain speech.
The assistant integrates with the CRM to both retrieve information and log activity, keeping records current without manual entry.
We delivered it as a proof of concept to validate the experience and the integration before scaling.
Field sales reps for a life-sciences company are often in situations where pulling out a phone and typing isn't practical — between meetings, driving, or in a clinical setting where screen time is inappropriate. The assistant is voice-first: reps speak naturally to ask questions or log information, and the system responds via voice, designed around the constraint that the rep's hands and attention are often unavailable for a traditional app interaction.
Speech is transcribed and passed to a GenAI component that interprets intent — is this a query (what's the latest interaction history with this account) or a logging action (record that this meeting covered X) — and translates that intent into the appropriate CRM operation. This is where the 'assistant' framing matters: the rep isn't navigating a CRM's data model via voice commands, they're talking naturally and the assistant handles the translation to structured CRM queries and updates.
The CRM integration layer is what makes the voice interface useful rather than a novelty — without real read/write access to the CRM, a voice assistant can only have generic conversations. The integration handles authenticated, permissioned access to the rep's CRM data, so queries return real account information and logged notes actually appear in the CRM record, making the voice interaction a genuine alternative to opening the CRM app, not a separate disconnected tool.
The proof of concept showed field reps could access and update CRM data hands-free by voice — pointing to less admin time and better-kept records across the sales team.
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