Replacing hours of desk research with an agentic CRM
WIJK replaced hours of manual municipality research with an AI research agent and dashboard, so its sales team can rank municipalities and act proactively.
WIJK is a Rotterdam-based project developer founded in 2022, with 11 to 50 employees. It develops affordable, modular, bio-based rental housing for the mid-market, from single blocks to small neighbourhoods with dozens to hundreds of homes. We worked with its sales and R&D teams.
Challenge
WIJK sells its housing projects to Dutch municipalities. Before any outreach, account managers researched each municipality by hand. They searched municipal websites, read policy documents and housing plans, followed local news and gathered internal notes. This took 2 to 3 hours per municipality. Every account manager worked differently, and information was spread across many sources. Without a standard format, municipalities could not be compared or ranked, so it was hard to decide where to focus. Sales reacted to opportunities instead of creating them. Research had become the bottleneck.
Solution
We replaced manual research with an AI research agent. It gathers the same information for every municipality and brings it together in one dashboard. The sales team compares municipalities, sees which ones to prioritise and manages follow-up in the same place.
- Research agent: collects around 70 data points per municipality automatically.
- Structured database: organises data into about 16 categories, such as housing need, policy and political signals.
- Comparison and ranking: scores every municipality on the same logic, so they can be compared directly.
- Custom CRM: keeps notes, actions and pipeline stages next to the research.
- News monitoring: alerts the sales team when relevant local news appears.
From research workflow to working sales tool
Four steps from mapping the process to daily use.
- Process analysis We mapped the existing research workflow and pinpointed where time was lost and where decisions were subjective.
- Data and logic design Together with WIJK, we defined which data points make a municipality attractive. This became a standardised scoring logic.
- AI agent development We built a research agent that gathers and structures municipality data consistently.
- Application and CRM integration We built a custom dashboard with a pipeline view, an interactive map of the Netherlands, a comparison view, notes and news alerts.
Pieter de LangeAI Engineer
Roel RotteveelAI Project Manager & COOImpact
Account managers no longer lose hours on desk research before every first conversation. The agent delivers the same structured data for each municipality, so the team compares them on facts instead of gut feeling. Clear rankings show where to focus first, and news alerts flag new opportunities. The sales team now approaches municipalities proactively and arrives at meetings better prepared. Research is no longer an individual task but a shared system capability, used in daily sales operations. That makes the sales process more efficient and easier to scale.
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