People relationship context
Use People records to understand contact identity, ownership, related company, deals, tickets, and activity before follow-up.
Inspect the customer memory that work depends on: record identity, relationships, activity, ownership, and recent context.
What a People record tells you about the contact
A People record holds contact identity (name, email, phone, role), ownership (assigned teammate), relationship links (connected company, deals, tickets), and conversation history.
Max uses this to understand who the contact is before drafting outreach or deciding what to suggest. A person with no company link, no owner, or no conversation history will produce vague AI output.
Relationship links that matter
Each person should be linked to their company if one exists. This lets Studio workflows retrieve account-level context when operating on a person — for example, checking whether the account already has an open deal before routing a new inquiry.
Tickets and deals should also link back to the person so resolution history and revenue motion connect to the right contact.
Ownership and routing
The owner field on a People record determines who Max presents follow-up tasks to and which teammate a workflow assigns work to.
Keep ownership current. If a contact transfers to a new rep, update the owner field immediately — otherwise AI will surface tasks to the wrong person and workflows may route incorrectly.
Activity shaping what AI does next
Max reads a person's conversation history and activity log when generating context for the next action. Recent conversations tell Max what was said; tasks tell it what was agreed; stage changes tell it where the relationship stands.
Before drafting an email, generating a summary, or suggesting a next step, Max uses People context to ground the response. Sparse activity means generic output. Rich activity means contextual output.
How to use People records
Start with identity, then company, then owner, then recent activity. If any of those are missing, the next follow-up will be weaker.
Use People records before asking Max to draft outreach or before building a workflow that routes a contact to Sales or Support.
FAQs
When should I open a People record?
Open it before follow-up, handoff, or routing when the next action depends on who the contact is, who owns the relationship, and which company or active work they connect to.
What fields matter most at first?
Start with name, email or phone, company, role, owner, linked deals or tickets, and recent activity. Missing links usually explain weak AI context.
How do CRM records improve AI workflows?
CRM records give Max and Studio shared customer memory: identity, relationships, deals, tickets, activity, and context that workflows can retrieve, summarize, update, or route around.
When should I create a relationship between records?
Create relationships when context should travel together: a person belongs to a company, a deal depends on contacts, a ticket affects customer health, or a workflow needs related records.
What should I check before changing the data model?
Check which workflows, summaries, views, and teammates rely on the field or relationship. Schema changes should preserve operational context and avoid breaking automation.
How should teams handle duplicate or incomplete records?
Prioritize records that affect active work. Merge or clean duplicates when they confuse ownership, customer context, workflow routing, or AI-generated summaries.
What makes CRM context trustworthy?
Trust comes from clear ownership, current activity, useful relationships, well-defined fields, and visible history. AI suggestions should point back to this structured context.