How Multiply Built a Nationwide Contact Center on Zoho CRM

The proof of concept worked: applying even a crude omnichannel cadence took the contact ratio from 8% to 33% — roughly four to five times more conversations from the exact same lead volume, with close ratios holding steady at 35–38%. That result became the founding thesis for Multiply as a standalone company, and Zoho CRM became its system of record.

“By just implementing a crude structure of Multiply, we got almost five times more conversations.”

– PATRICK, FOUNDER & PRESIDENT, MULTIPLY

The initial build, completed with an outside engineering firm, got the core CRM workflow right but the SMS integration never worked the way the business needed. That’s when Patrick brought in Lior and the Amazing Business Results (ABR) team to rebuild and extend the Zoho implementation, rather than starting over on new technology.

As Multiply scaled from an internal tool to a multi-client platform, it quickly hit one of Zoho’s structural limits: the maximum number of workflow rules allowed per module. With dozens of clients, each requiring its own follow-up logic on the Leads module, a one-workflow-per-requirement approach was not sustainable.

ABR’s lead, Nelvin, solved this by consolidating what would have been dozens of individual workflows into a single, condition-driven custom function — several hundred lines of Deluge code — that a single workflow trigger calls to evaluate each client’s specific rules and route the outreach accordingly (SMS, email, or call). Custom fields were used as configurable “variables” inside that logic wherever possible, avoiding the need to create a new workflow every time a client needed a new rule.

Rather than rebuilding from scratch, ABR salvaged and extended the existing Zoho implementation — preserving live client programs and revenue while fixing the underlying architecture, an approach Patrick credits with letting Multiply keep growing without downtime.

Multiply now sends millions of SMS messages, emails, and calls each year on a Zoho based tech stack that, in Patrick’s words, has shown “absolutely no limitations” as the business has grown. Clients typically see their contactable lead volume double or triple almost immediately after onboarding — so consistently that staffing to handle the new volume, not technology, is now the most common early bottleneck for new customers.

Because workflow customization in Zoho doesn’t require an engineering team for most day-to-day changes, Multiply’s own staff can add fields, adjust logic, and launch new client programs directly — reserving ABR’s development team for the more complex architecture work, like the Deluge-based workflow consolidation described above. Combined with a fully remote, locally-hired agent model (avoiding the trust issues associated with offshore accents and the friction of predictive dialers), Multiply has grown from an internal fix for one insurance business into a contact center platform trusted by publicly traded companies, with an aggressive plan to reach 1,000 agents and a dominant Quebec and Canada-wide position within five years.