A CRM designed for desk-based sales teams doesn't work for reps who spend their day in the car, in customer sites, and on the phone.

CRM interface designed from the ground up for phone use -- not a desktop layout resized to mobile -- with interaction patterns derived from how field reps actually use a device: one hand, frequently while standing, often with gloves or in poor lighting. Touch targets sized to Apple HIG minimum of 44x44pt and Google Material Design's 48x48dp minimum so the primary actions (log a visit, add a note, call a contact) are never a two-tap correction. Bottom navigation bar for one-thumb access to the five most-used sections so the rep doesn't need to reach to the top of the screen for every navigation action. Screen layout for the account detail view prioritises: next scheduled visit, last visit outcome, outstanding orders, key contacts with click-to-call -- the four pieces of information a rep needs in the 60 seconds before walking into a customer. Sections that matter at a desk (analytics, reporting, admin) are deprioritised or absent from the mobile interface. Network performance: API responses cached aggressively on-device so the account detail view loads in under 1 second on a 4G connection and in under 2 seconds on a 3G connection, because a 6-second load time in a customer car park means the rep stops using the CRM in the field. Native iOS and Android apps (Swift/SwiftUI for iOS, Kotlin/Jetpack Compose for Android) for maximum offline capability and access to GPS, camera, NFC, and Siri Shortcuts. Progressive web app (React, IndexedDB for offline storage, service worker background sync) where MDM distribution is the deployment method or where cross-platform consistency outweighs native capability. The interface is tested with 3-5 field reps on real devices during the design review phase -- not adapted from a desktop prototype at the end of the build when changes are expensive.

Customer account data synced to the device's local database when connected so it is fully available without a signal: account profile, all contacts with phone numbers and email addresses, last 90 days of order history, open activities and tasks, visit history, and the account notes relevant to the next planned visit. On native apps, the local database uses SQLite (iOS Core Data with SQLite backing, Android Room) for structured offline queries -- the rep can search accounts, filter contacts, and view order history while offline without any degraded experience. On PWA, IndexedDB stores the same data with a read-all-write-queue pattern: reads are served from local storage instantly; writes (visit logs, new notes, photo captures) are queued in the service worker's background sync queue and uploaded when connectivity returns. Nothing typed or captured offline is lost even if the app is closed before connectivity returns -- the sync queue persists in device storage. Activity creation offline: the rep logs a visit outcome, records a voice note, and creates a follow-up task while standing in a location with no signal. The activity is timestamped at the moment of creation (using device local time, converted to UTC), not at the moment of sync, so the record accurately reflects when the visit happened. Conflict resolution when a record was modified both offline and online: last-write-wins for simple field changes; for activity records (where no concurrent modification should happen), the offline version is always authoritative. Sync status visible on the account record: a "pending sync" indicator shows the rep that changes have not yet reached the server, removing the ambiguity about whether a visit log successfully saved. Delta sync on reconnect: only records modified since the last sync are transferred, not the full account dataset, so sync completes in seconds rather than minutes even on slow connections.

Account map view rendering customer locations on a map layer (Google Maps SDK for iOS/Android, Mapbox where offline map tiles are required) relative to the rep's current GPS position so nearby accounts are visible without searching. Each map pin colour-coded by account status: green (visited within cadence), amber (visit overdue), red (not visited in the last 60 days and in rep territory), grey (unassigned or not in current territory). Account list view alongside the map showing nearby accounts sorted by distance from the current location, with filters for account tier, visit cadence compliance, and days since last visit -- enabling the rep to spot a nearby high-value account that hasn't been seen this quarter and add it to today's route without advance planning. Tap an account pin: the account overview loads showing name, primary contact, last visit outcome, and open orders -- the pre-visit briefing in two taps. Tap navigate: hands-off navigation via Apple Maps, Google Maps, or Waze launched from the CRM with the destination address pre-filled. Geofence-triggered check-in: a 200-metre geofence is maintained around each account address using the device's location API; when the rep enters the geofence, a system notification prompts "Starting your visit at [Account name]?" with a single tap to confirm. This eliminates manual search-for-account-then-start-visit steps when the rep is already at the door. Visit start time is recorded at the moment of geofence entry, giving the manager accurate dwell time data per visit. Proximity discovery: a "nearby accounts" list sorted by distance shows accounts within 5 miles that the rep hasn't scheduled a visit for, enabling opportunistic calls during slack time in the day.

Daily route planner that takes the rep's list of planned visits for the day and calculates the travel-optimised sequence using Google Maps Directions API with traffic-aware travel time estimates -- the same route optimisation problem solved by delivery logistics software, applied to a day of sales calls. The rep selects accounts to visit, the planner orders them to minimise total drive time, and the output is a sequenced itinerary with estimated arrival time at each stop and cumulative drive time for the day. Route optimisation saves a typical field rep 20-40 minutes of drive time per day by eliminating the backtracking that results from manually chosen visit sequences. The optimised route exports to the rep's calendar as a series of appointments with the account address pre-filled, or opens in turn-by-turn navigation mode with the first destination loaded. Territory coverage view: all accounts in the rep's territory displayed with visit cadence status, last visit date, and account tier. The rep can identify which accounts are overdue for a visit and plan visits around current geographic distribution rather than relying on memory. Visit cadence configuration by account tier: A-tier accounts (highest value, highest strategic importance) require visits every 30 days; B-tier every 60 days; C-tier every 90 days. Cadence breach alerts appear on the account record and in the manager dashboard when an account hasn't been visited within its tier's required window. Calendar integration with Google Calendar and Microsoft Outlook via their respective APIs: planned visits created in the CRM appear as calendar events with the account name, address, and the last visit summary in the event description; calendar events with customer contact addresses can import into the CRM visit queue. Visit scheduling from the manager side: managers can pre-assign visit targets to reps for the week as a guided plan, with the rep having the flexibility to add opportunistic visits around the scheduled ones.

Visit outcome logging that a field rep completes in under 30 seconds by selecting from pre-defined outcome options (met decision maker, met gatekeeper, left materials, presented proposal, placed order, no answer, did not visit -- outcome types configured for your sales process) and optionally adding a voice note. The full result of a 45-minute customer meeting is logged before the rep starts the car, while the detail is still fresh, rather than reconstructed from memory at 6pm. Voice-to-text notes use the device's native speech recognition (iOS Speech framework, Android SpeechRecognizer) for hands-free capture in the car: the rep speaks a summary, the transcript is displayed for a quick review and correction tap if needed, and submitted. Transcription accuracy on modern iOS and Android devices in quiet conditions is 95%+ for English -- the 30-second edit window catches the errors before the note saves. Photo capture attached directly to the visit record: shelf displays, planogram compliance, damaged stock, competitor product placement, or site conditions photographed using the device camera and uploaded to the visit record in the background. Photos tagged with GPS coordinates and timestamp automatically. Each photo is compressed to 400-600KB before upload to avoid mobile data consumption on large image files while preserving sufficient quality for review. Follow-up task creation is part of closing the visit log: the rep selects "follow-up required" as an outcome, specifies the action (send quote, arrange demo, escalate to manager, call next week) and the date, and the task is created against the account record before the visit is saved -- a single workflow that closes the visit and creates the next action without navigation. NFC tag integration for accounts with NFC-enabled check-in tags at reception: the rep taps their phone to the NFC tag on arrival to auto-populate the account, start time, and location without any search or navigation steps.

Field manager dashboard providing a live view of territory activity without requiring reps to submit daily reports: rep location (last GPS position from the CRM, not continuous tracking), visits completed today with outcomes, visits planned but not yet completed, and time-in-field since the first check-in of the day. The manager sees this for every rep in their team simultaneously, updated each time a rep logs a visit or syncs. Daily visit count per rep tracked against a configurable daily target (e.g., 8 visits/day for an FMCG field rep, 4 visits/day for a key account rep with longer call times) with a compliance percentage for the week, month, and rolling quarter. Account coverage heatmap: territory map showing accounts colour-coded by cadence compliance so the manager can identify geographic clusters of unvisited accounts before they become relationship risk -- a red cluster in one city means that area is effectively uncovered regardless of headline visit counts. Visit frequency compliance report by rep and by account tier: the percentage of A-tier accounts visited within cadence in the last 30 days; B-tier compliance over the last 60 days; C-tier compliance over the last 90 days. This report replaces the weekly "did everyone do their calls" conversation with data. Pipeline progression by territory: deal stages for opportunities in each territory showing movement from the prior week -- new deals added, deals advanced to next stage, deals that stalled. The manager sees where pipeline is being generated and where it is stuck without interrogating the rep's call log. Performance comparison: rep-level metrics normalised by territory difficulty (account count, geographic spread, tier mix) so a comparison between reps accounts for territory inequality rather than rewarding reps with easy territories and penalising reps in harder patches. Export to CSV or integration with Salesforce, HubSpot, or the reporting tool already in use for consolidation into company-wide sales performance reporting.