01→
Demand
Website, paid and organic acquisition
LA Climatização
Home services / HVAC
Brazil
Ongoing product pilot
From first
message to
finished job.
Building a connected customer operation for a service business, with acquisition, conversations, quoting and delivery sharing the same context.
Digital acquisition, customer experience, CRM, WhatsApp, quoting, workflow design, AI assistance and operational architecture.
Marc.I.A. / Operational system
First tenant: LA Climatização
02→
Conversation
WhatsApp and assisted service
03→
Customer
Context and relationship history
04→
Visit
Technical evaluation when needed
05→
Quote
Items, terms, approval and versions
06→
Work order
Scheduling, execution and records
07
History
A shared operational memory
One conversation can create a customer, trigger a visit, become a quote, generate a work order and remain part of the same operational history.
The system is designed so that customer context survives the handoffs between marketing, service, commercial decisions and execution.
The problem
A lead is only valuable if the business can keep the thread.
For a busy technical service company, customer information can quickly become fragmented across WhatsApp, memory, notes, visits, quotes and execution.
The project began by connecting that operational chain. Instead of adding another isolated dashboard, the goal became a simpler assistant backed by a structured system of record.
Conversation layer
The interface starts where the customer already is.
WhatsApp is treated as a customer channel, not as the database. Messages create structured context while automatic, human and paused modes keep control with the operation.
Customer conversation
WhatsApp / assisted flow
Good morning. I'd like a quote for a new air conditioning installation.
10:32
Of course. I can help with the quote. To start, what is the unit capacity and which city is the installation in?
10:32
12,000 BTU, in Hortolândia.
10:33
Perfect. I'll register those details and prepare the next step for the quote.
10:33
Product direction
The assistant is the product. The CRM is the operational memory underneath.
The system is being shaped around natural requests such as preparing a quote, scheduling a visit or surfacing what needs attention today.
Complexity stays below the interface: multi-tenant data, permissions, command handling, audit trails, communication rules and domain state.
Operational memory
What needs attention, before another screen gets opened.
Marc.I.A.
LA Climatização
AttendancesCustomersSite visitsQuotesWork orders
Overview
What needs your attention
Priorities first. The system surfaces the next action without forcing the user to search through several modules.
Open
8
active attendances
Visits today
2
scheduled visits
Prepare quote
3
waiting proposal
Work orders
4
scheduled today
No date
1
may be forgotten
Priorities
Resolve now
Customer A
Prepare installation quote
Customer B
Confirm technical visit
Customer C
Follow up proposal
Connected flow
From lead to service completion.
✓ Next action registered
✓ Quote with approval flow
✓ Work order with execution history
Architecture
AI with boundaries, not AI with unlimited access.
Conversation
Customer request and context
Policy layer
Mode, consent and allowed behaviour
Command layer
Authorised domain action
Audit
What changed and why
Product principles
Conversation becomes context.
An enquiry does not remain trapped inside a message thread. Customer, service need and next action become structured operational context.
AI acts through rules.
Marc.I.A. is designed around authorised actions, policy checks, auditability and human handoff instead of unrestricted autonomous behaviour.
The CRM stays underneath.
The product is the assistant and the workflow around it. The CRM works as operational memory, keeping clients, visits, quotes and work orders connected.
What this proves
Marketing, service and operations do not have to live in separate systems.
LA is the first real operating environment for Marc.I.A., a Proxy product direction developed alongside the business. The work connects Ichthus acquisition and experience capabilities with Proxy technology.
The project is ongoing. This case documents the system direction and implemented operational foundation without presenting unverified performance claims.