Investcar · CRM auto-translation

Automatic translation for customer conversations in CRM

≈50 chats per manager daily · In use since June 2026

My role: integration development and translation workflow.

Investcar buys, sells and repairs cars. I built a translation service that lets an English-speaking sales manager handle Spanish-language enquiries directly in the CRM, while customers keep using their preferred messaging apps.

Every reply meant another round of copying and pasting

During a visit to Investcar’s office, a sales manager showed me his daily routine. He copied Spanish messages into a ChatGPT conversation configured with his translation instructions, read the English version, wrote a reply, then copied the Spanish translation back into the CRM.

Manual translation takes about 25 seconds per message transfer, or 50 seconds for two messages, excluding typing. Automatic translation takes about 3 seconds of server processing per message. These figures describe translation handling, not total conversation time.

One conversation, two languages

The manager sees the customer’s original message alongside its English translation and replies in English in the same CRM chat. The customer receives the Spanish reply in their messaging app.

Manager view · English
Customer view · Spanish

Connected channels: Facebook, Instagram, WhatsApp, Telegram and Viber.

Demonstration interface with fictional conversation data.

Translation that follows the conversation

The manager still writes the reply. The service handles translation and delivery between the CRM and the customer’s channel.

Customer messages are translated before reaching CRM alongside the original. Replies are translated automatically, while English messages go straight to CRM. Context stays with the conversation: the current message, manager instructions, and history from the second message.

Custom integration and launch support

I developed a custom connector app for Investcar’s established cloud CRM platform, extending its standard connectors to support messaging through the company’s business accounts. The work included creating and configuring platform-side applications, including a Meta app.

I also guided the client through Meta’s business and developer verification processes and handled application setup as part of launch support.

Less translation work, more attention to the conversation

Manual transfers between the CRM and ChatGPT are gone: the manager reads and replies in one place, while customers continue using their own language and messaging app.

“It took me a couple of days to get used to the simpler process. Now it’s hard to imagine going back to translating every message by hand.”

Sales manager, Investcar