Section 4 · Nutshell — Turn 30,000 Records Into an Asset

4.5Automatic CRM notes

Built in the POC

What DMA asked for · Decision Book p.14

Write the transcript, summary, score, recommended service and next action back into Nutshell.

Why it matters to DMA: It removes manual note-taking and keeps records current as a by-product of the AI's own work.

In our words, from DMA's Product Decision Book v3, page 14.

When a website visitor books, the new Nutshell lead gets a note with the chat summary, the three site-review findings, the score and the services that fit, with a link to the full conversation.
When a rep logs a call (a Zoom transcript, or pasted text), the CRM scribe writes the summary note, updates the fields it can support with a quote, and drafts the follow-up.
Every email the system sends is logged as an activity on the contact; the AI Score, Tier, Reason and Next Best Action fields are kept up to date on every record.
Routine notes and AI fields are written on their own (L3) through the write gate, with an undo; anything DMA's rules reserve for a person waits for one click.

It plays on its own while it's on screen; hover or use the controls to pause or step through.

Step 1 of 3

Something happened

A visitor booked, or a rep logged a call.

The same six stages on every page. Nothing reaches Nutshell except through the write gate.

1Chats and calls
Source
Conversations, transcripts and sent emails.
2Sync
Copies Nutshell changes into the bridge database
Mirrors the written notes back.
3Bridge database
A copy of the CRM data, plus what the AI works out
The summary and the proposed changes.
4AI
Claude models, only through DMA's own gateway
Writes the summary; extracts fields with quotes.
5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
Writes the note and fields, journaled, with undo.
6Nutshell
The system of record
A note the salesperson reads in 30 seconds.

Drawn from the POC's database catalogue: structure only, no data.

PK primary keyFK reference the database enforces (solid line)ID reference kept by id (dashed line)

Table	What it holds	Columns
ctrl.outbox	The notes and field updates bound for Nutshell.	28
conv.summaries	Summaries of conversations and accounts, versioned.	17

How the tables connect (2)

Column	Points to	Kept by
ctrl.outbox.approval_id	ctrl.approvals	The database (foreign key)
conv.summaries.prompt_id	agent.prompts	The application (by id)

Synthetic demo data: every name, business and number is made up.

1 / 3

What you see

1.The changes, ready

After a call is logged, the note and field updates wait as one batch, each with the words it came from.

localhost:13301/approvals

What happens in the system

AI agentCRM scribe
Writes the summary and extracts fields, each backed by a quote from the transcript.
Bridge databasectrl.outbox
The note (L3) and the field updates (L3 or L2 by DMA's rules).

The note on a new website lead (synthetic).

Summary: Owner of a 3-location dental practice; new-patient calls down, mostly at two offices; wants it sorted in the next month or two.
Site review: "Home" title; location pages without maps; a 4.82 MB hero image
Score: 82, tier A
Services that fit: SEO, local search
Next step: Josh: prep for the booked call with the site review in the note

localhost:13301/approvals

1 / 2A logged call's CRM changes, as one batch.

Dashboard · Approvals, a CRM change opened. Captured from the running POC on September 25, 2026; synthetic data.

Opens the exact screen in the running POC, in a new tab.

Open	Where	What to try
The CRM simulator	CRM simulator (stands in for Nutshell)	Notes and AI fields written by DMA AI.

Built in the POC

Built in the POC. This capability runs in the POC today, on synthetic data, end to end.