Leads, clients, deals and bookings
The CRM data model: what each record type is and how they relate and convert.
MAZZA keeps four kinds of records about the people you do business with: leads, clients, deals, and bookings. Each one answers a different question. A lead is someone who showed interest. A client is someone you know. A deal is a sales opportunity. A booking is a reservation. They are connected, so a single phone call can fill in all four without you typing a thing.
This page explains what each record is, how they relate, and how one becomes another.
The four record types at a glance
A potential customer who showed interest but has not booked yet.
ClientA known person with real history: calls, bookings, and messages.
DealA sales opportunity moving through stages toward a close.
BookingA confirmed or pending reservation tied to a date and service.
Lead
A lead is a potential customer. Someone got in touch, showed interest, but has not booked. MAZZA creates leads automatically from your voice agent, from WhatsApp, and from funnel forms. You can also add one by hand or bring a list in with Bulk import.
Every lead carries two signals that help you prioritise:
| Field | Type | Description |
|---|---|---|
| Qualification statusYou control | status | Where the lead stands: new, contacted, qualified, or unqualified. New leads start as new; converting one to a deal or booking marks it qualified. You can change it anytime. |
| Lead scoreAutomatic | 0 to 100 | An automatic ranking of how warm the lead is. A score of 70 or higher is treated as a hot lead. |
The lead score is not a guess from an AI. It is calculated from things MAZZA already knows: the qualification status, how many calls the person made, the sentiment of their last call, how recently they were in touch, whether they replied on WhatsApp, and where they came from. It recalculates the moment any of those change.
Hot leads find you
When a lead crosses a score of 70, MAZZA flags it as hot and can notify your team. That is your cue to follow up while the interest is fresh. Learn more in Leads.
Client
A client (shown as Clients in your dashboard) is a known person with a real history. The profile is built and updated automatically every time the agent speaks with them. It pulls together their calls, their bookings, their WhatsApp messages, and a running read of sentiment.
A client profile keeps useful totals at a glance:
- Total calls, total bookings, and when the first and last of each happened.
- A breakdown of positive, neutral, and negative calls.
- A complaint count, so unhappy customers do not slip through.
- Their preferred vehicle class and any operator notes you add.
The agent recognises returning callers by phone number and links the new activity to the right profile, so the history stays in one place.
Deal
A deal is a sales opportunity moving through your pipeline, from first interest to closed. Deals are an optional module. If your business does not run a sales pipeline, you can leave it switched off in Settings > Features and never see it.
When deals are on, each one sits in a stage of a pipeline and carries a value in AED. A deal links back to the lead it came from and to the client it belongs to, so its timeline can show every call and message in one view. Read more in Deals and pipelines.
Booking
A booking is a reservation tied to a date and a service. It can be pending (requested, not yet confirmed) or confirmed. A booking captures the customer name and phone, the dates, the location, and, for fleet businesses, an optional vehicle. Bookings land on your shared calendar whether the agent made them, your team added them, or a customer used your booking page.
A booking links to a client by phone number, so the reservation shows up on that person's profile alongside their calls and messages.
How they relate and convert
The records are not separate islands. One conversation can flow into all four. A lead can become a client, a deal, and a booking. Each step is logged so you can always trace where a record came from.
Here is what happens at each conversion.
A lead is captured
Interest arrives from a call, a WhatsApp chat, or a funnel form. MAZZA creates a lead, scores it, and assigns it to a team member based on your rules.
A client profile forms
The first time the agent speaks with someone, a client profile appears and starts collecting their history automatically. No data entry needed.
The lead converts to a deal
When a lead is worth pursuing, convert it to a deal. MAZZA marks the lead as qualified, links it to the new deal, and reuses the matching client profile if one already exists for that phone number.
A booking is made
The agent, your team, or the customer creates a booking. It links to the client by phone and appears on the calendar. From a deal, confirming the booking can move the deal toward a win.
A lead converts once
Each lead can convert to a deal a single time. Once it is linked to a deal, MAZZA keeps that connection so you never create duplicate opportunities for the same enquiry.
Patterns every record shares
Because the four types work the same way under the hood, the skills you learn on one carry over to the rest.
| Field | Description |
|---|---|
| Activity timelineAll records | Every record has a timeline that logs calls, messages, bookings, status changes, and notes in order. |
| TagsAll records | Label and group records with tags, then filter or run bulk actions by tag. |
| Merge duplicatesLeads and clients | When the same person appears twice, merge the records. The history combines and blank fields fill in from the duplicate. |
| Trash and restoreAll records | Deleted records go to trash, not gone for good. You can restore them if needed. |
Merge keeps the better record
When you merge two leads, MAZZA keeps the one with the stronger qualification status and the deal link, then folds the other into it. Pick the record you want to keep as the primary. See Tags, bulk actions, and trash.
Where to go next
Last updated June 2026