Case Study · Custom CRM & Mobile App
Replacing Spreadsheets, Plugins, and WhatsApp with a Custom Lead-to-Groomer CRM
How we rebuilt OhMyPet's operational stack across 10 Indian cities — unifying 4 lead sources, automating groomer assignment, and giving customers a portal for the first time.
The client
OhMyPet
OhMyPet is an at-home pet grooming service operating across 10 Indian cities — Delhi, Gurgaon, Noida, Faridabad, Ghaziabad, Mumbai, Pune, Bangalore, Chennai, and Hyderabad.
Groomers travel to customers' homes. Bookings come in from a website, paid ads, and WhatsApp inquiries. By late 2025, the brand had real volume — 22,000+ customer records and a steady flow of new leads.
What it didn't have was a system that could see all of that in one place.
The problem
Four lead sources. Four different places to look.
By late 2025, OhMyPet was running operations on a stack of disconnected tools that didn't talk to each other.
Leads were arriving from four sources, going to four different places:
- Website popup form → Google Sheet
- LatePoint plugin bookings → stuck inside LatePoint
- Facebook ad leads → HubSpot
- WhatsApp inquiries → just sitting in WhatsApp
No one could see all leads in one place. Pipeline visibility was guesswork.
Assigning groomers was manual. When a booking came in, someone on the team had to spot it in the relevant sheet or tool, decide which groomer in that city was free, message them, and confirm. The team had to refresh sheets to find out new leads existed. No record of who got assigned what until someone wrote it down. Leads waited. Some leaked.
Customers had no portal. Once a booking was made, they had no visibility into payments, service history, or which groomer was coming. Reviews were collected ad-hoc, not tied to specific groomers.
Our approach
One platform owning the full lead-to-service path.
Before writing a single line of code, we mapped every place a lead could enter, every hand-off, and every moment a customer or groomer needed information. The diagram had four lead sources, three manual hand-offs, and zero shared source of truth.
Two principles drove the build:
- Every lead, regardless of source, lands in one inbox with the same shape.
- Groomer assignment runs without a human in the loop — the system picks, the groomers compete, the first to accept wins.
The rest fell out of those two decisions.
What we built
Website, CRM, groomer app, and customer portal.
- Website rebuild — WordPress to Next.js. The old site ran on WordPress with a LatePoint plugin handling bookings. We rebuilt the entire site in Next.js — same look and feel, faster, no plugin dependency. The booking flow that used to live inside LatePoint is now a custom-coded wizard owned end-to-end by OhMyPet. Customers pick their city, choose their service, book — three steps, no third-party plugin in the path.
- Custom CRM — every lead in one place. A single admin platform where every lead from every source lands. Website popup, custom booking wizard, Facebook ads, WhatsApp — all unified. The CRM is the source of truth: every customer record, every booking, every groomer assignment, every payment, every review. Migration brought over 22,000+ existing customer records from the legacy stack — no data lost, no duplicates, searchable in seconds.
- Groomer mobile app — instant lead routing. The biggest operational shift. When a booking is confirmed in a city, the system identifies eligible groomers in that area and sends them all a push notification at the same moment. First groomer to accept wins the lead. Manual assignment is gone. Lead-to-groomer time is now down to 2–3 minutes, automated. The sales team handles exceptions, not every booking.
- Customer portal — visibility on both sides. Customers can log in to see their bookings, payment history, past services, and which groomer is assigned. After a service, they submit a review tied to the groomer — those reviews feed back into the CRM, so OhMyPet can track groomer performance over time.
The result
Platform live February 2026. Phased migration in progress.
| Area | Before (Late 2025) | After (May 2026) | Change |
|---|---|---|---|
| Lead sources | 4 disconnected sources | 1 unified inbox | Consolidated |
| Groomer assignment | Manual | 2–3 min auto-routing | Automated |
| Customer records | 22,000+ across tools | 22,000+ in one CRM | Migrated |
| Customer portal | None | Live customer portal | Built |
| Reviews | Ad-hoc | Per-groomer in CRM | Structured |
| Tech stack | WordPress + LatePoint | Next.js + custom booking | Rebuilt |
The bottleneck was never lead generation. It was the gap between getting a lead and acting on it.
Running operations on spreadsheets and WhatsApp?
If your business is held together by 4-5 disconnected tools and a WhatsApp group, you're at the same inflection point OhMyPet was in late 2025. We've built custom CRMs and internal tools for service businesses across India — let's talk about yours.
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