The Challenge
Jim's Glass had grown around several different systems. FMS, its custom-built legacy franchise and job-management system, remained an important part of day-to-day operations. Trak provided a newer environment for managing work, while the website and sales team operated through their own points of contact.
Each system served a purpose, but information did not move cleanly between them. New enquiries could arrive without enough detail to judge their urgency, value or service requirements. Qualification, prioritisation and assignment depended on someone manually interpreting the enquiry and passing it to the right person.
That slowed the response to potential customers and made lead ownership less consistent. It also left important information scattered across platforms, limiting the business's ability to understand which lead sources were performing, where opportunities were being lost and what should change next. Generating more leads without fixing that underlying process would only have increased the operational pressure.
Our Approach
We mapped the lead journey from the moment someone contacted Jim's Glass through to qualification, assignment, follow-up and operational handover. At each stage, we identified what information was needed, which decisions required interpretation and which actions could happen automatically.
AI was used where the system needed to understand the context of an enquiry, organise unstructured information and assess it against the business's qualification criteria. Automation handled the repeatable work that followed: scoring the lead, assigning ownership, triggering a response and updating the relevant platforms.
This created one connected workflow across the website, sales team, Trak and FMS without asking staff to manage another standalone system.
- 01
AI lead intake and qualification
New enquiries enter a consistent workflow. AI interprets the information supplied by the customer, identifies the relevant job context and turns it into a structured lead record the sales and operational systems can use. This gives the team a clearer picture of the customer's need before the first conversation begins.
- 02
Lead scoring and prioritisation
Each enquiry is assessed against the qualification signals defined with the Jim's Glass team. The resulting score or priority helps distinguish urgent and high-value opportunities from leads requiring a different response, giving salespeople both the lead and the context behind it.
- 03
Automated routing and response
Once qualified, the lead is automatically routed to the appropriate salesperson or franchise location based on the relevant service, territory and business rules. The workflow can trigger an immediate response, record ownership and begin the next stage without waiting for someone to coordinate it manually.
- 04
FMS, Trak and website integration
We connected the website and relevant sales touchpoints with Trak and Jim's Glass's custom-built FMS platform. As a lead progresses, its information is carried into the systems used by the people responsible for the next step, reducing repeated data entry and keeping records consistent.
- 05
A website built to feed the AI workflow
The website was rebuilt as part of the lead system rather than treated as a separate marketing asset. Service, location and quote journeys capture the information required for qualification and routing. The rebuild also retained and validated 565 indexable pages, with full accessibility and SEO scores and mobile performance between 90 and 100 across the final audit.
Outcomes & Impact
new enquiries assessed before reaching the sales team
leads sent to the appropriate salesperson or franchise location
information kept current across the website, Trak and FMS
New enquiries no longer need to wait for someone to interpret, copy and manually assign them before follow-up can begin. AI qualification and scoring give the sales team useful context and priority, while automation moves each lead to the appropriate person faster.
Connecting the website, Trak and FMS also creates a more consistent record of what happens after an enquiry arrives. Jim's Glass can collect cleaner data around lead sources, qualification, response, routing and eventual outcomes, giving decision-makers a stronger basis for improving marketing investment, sales processes and team performance over time.
Why This Matters
The value of AI in this project is not a chatbot sitting on top of the website. It is the role AI plays inside the wider lead operation: understanding enquiries, helping prioritise opportunities and triggering the next action across the systems the business already uses.
Automation makes those decisions operational. It assigns ownership, transfers information and keeps work moving without relying on someone to coordinate every step manually. For Jim's Glass, that means a stronger foundation for generating more leads without adding the same level of administrative pressure.