CRM with an AI receptionist: what UK small businesses should know

Short answer: A CRM with an AI receptionist answers your business phone when you cannot, takes the caller’s details, answers simple questions and books the job straight into the same system that holds your customers, quotes and invoices. In the UK you typically pay a monthly software fee plus a per-minute charge for the calls the AI answers. The big advantage over a separate answering service is that nothing has to be copied across: the enquiry, booking and follow-up all live in one place.

What it actually does

• Answers calls you miss, out of hours or while you are busy
• Takes the caller’s name, number, address and what they need
• Answers common questions from information you give it, such as areas covered and opening hours
• Books an appointment or job into your diary, or sends you a summary to call back
• Creates or updates the customer record automatically, so follow-ups and quotes start from there

What it costs in the UK

Most options combine a monthly fee with a charge per minute of calls answered. With Unavoidable CRM the software starts at £29 a month per business and AI receptionist minutes are billed at the provider’s cost, 10p to 15p a minute, never marked up. Some job management apps sell a receptionist as a separate add-on for a fixed monthly fee. Our guide to AI receptionist costs in the UK goes into more detail.

Five things to check before you buy

1. Does it book into your real diary, or just send a message?
2. Can you control what it says, such as prices, areas and when to pass a call to you?
3. Where is the data held, and is there a UK GDPR data processing agreement?
4. How are minutes charged, and is there a mark-up?
5. What happens after the call: does the CRM follow up the quote and chase the invoice too?

When a human answering service is better

If many of your calls are sensitive, complex or emotional, or your customers strongly expect a person, a human service may suit you better. Many businesses use both: AI for routine bookings and out of hours, people for difficult calls. See AI receptionist vs answering service.

Frequently asked questions

Will callers know it is AI?

Good AI receptionists sound natural, but it is best to be open with callers that they are speaking to an automated assistant.

Can it handle emergencies?

Check how each product handles urgent calls before you buy. At a minimum, urgent enquiries should be flagged to you straight away so you can call back.

Do I need a new phone number?

Usually not. You can forward missed or out-of-hours calls from your existing number.