CRM · Formilla + Claude
Formilla MCP with Claude: Capture Leads and Run Live Chat Automatically
The short answer
Claude works with Formilla through the Model Context Protocol, an open standard that acts as a secure adapter between the two. Once connected with an API key, Claude can create contacts, update contact records, search contacts and manage live chat sessions, all driven by plain-language instructions and within permissions the organisation sets.
What is Formilla?
Formilla is a live chat and marketing automation service for websites. It helps teams capture leads from visitors, keep a organised list of contacts and start conversations in real time. Sales, marketing and customer teams typically use it to respond quickly to people browsing their site, so that interested visitors become known contacts rather than anonymous traffic.
How Claude connects to Formilla through MCP
The Model Context Protocol, or MCP, is an open standard that lets Claude use other software securely. Think of it as a universal adapter between Claude and a tool. Formilla supports connection through its MCP server or a direct API, and access is granted with an API key that the organisation controls.
Once connected, Claude can read and act within Formilla. For example, it can search for an existing contact, create a new one from details a visitor gave in chat, update a record with a new company or phone number, and help manage an active live chat session. Each action follows the permissions the organisation has granted.
Permissions and approvals keep people in charge. Access can be limited to only the actions a workflow needs, and sensitive steps such as changing many records at once can require a person to approve them first. Activity can be logged so the team can see what Claude did and when.
What you can automate
Lead capture from website chats
When a visitor shares their name, email and interest in a chat, Claude can create a new contact in Formilla with those details, tag the lead by product interest and check for duplicates first. Sales staff then see a clean, up-to-date record rather than a loose note, which saves time and reduces missed follow-ups.
Contact record maintenance
Customer details change often. Claude can update job titles, company names and phone numbers in Formilla when a team member or a customer confirms new information, keeping records accurate across marketing and sales without manual data entry at every step.
Contact search for support staff
Support agents often need to find a customer quickly before answering. Claude can search Formilla contacts by name, email or company and summarise the relevant history, so agents start each conversation informed rather than hunting through several screens.
Live chat session assistance
During an active live chat, Claude can help the agent by suggesting a reply, pulling the visitor's existing contact details or noting key points for the record. The human agent stays in control of the conversation and decides what is sent.
Campaign audience preparation
Marketing teams can ask Claude to find contacts who match a set of criteria, such as recent enquiries from a region, and prepare a clean list for a follow-up campaign. A marketing manager reviews the list before anything is sent.
An end-to-end workflow: Website enquiry to sales handover
TriggerA visitor provides their details and a request for a product demo in a Formilla live chat.
Claude searches Formilla to check whether the visitor is already a contact.
If no match exists, Claude creates a new contact with the name, email and company the visitor provided.
Claude tags the contact with the product of interest and the page the visitor came from.
Claude posts a summary to the sales team's Microsoft 365 channel and creates a follow-up task in the CRM.
A sales representative reviews the summary and books the demo, with the outcome recorded back on the contact.
OutcomeTypically, enquiries reach the sales team within minutes with complete, de-duplicated records, reducing lost leads and giving representatives better context for their first call.
How we set it up
Free automation audit
We review how your team uses Formilla today and identify the workflows worth automating, such as lead capture, contact updates and chat follow-ups.
Secure API key connection
We connect Claude to Formilla using the API key sign-in method, creating a dedicated key with only the permissions the workflows need, stored securely rather than in shared documents.
Workflow design across your systems
We design how Formilla works alongside Microsoft 365, your CRM, ERP or ticketing tools, and decide which actions need a person's approval.
Testing with real cases
We test the workflows against past enquiries and contact records to confirm accuracy, adjusting instructions and permissions until results are reliable.
Launch, monitoring and training
We launch with activity logs and monitoring in place, then train your team on how to work with Claude, review its actions and handle exceptions.
Who benefits
- Sales manager
- Receives complete, de-duplicated lead records and faster handovers from website chats.
- Marketing lead
- Prepares clean, reviewed contact lists for campaigns without manual spreadsheet work.
- Customer support agent
- Finds customer details quickly and starts live chats with useful context.
- Operations or IT head
- Gains controlled, logged access to Formilla data with least-privilege API key permissions.
Security and control
- Use a dedicated API key with the minimum permissions each workflow requires, and rotate it on a set schedule.
- Require human approval for bulk changes, deletions or outreach to contacts.
- Keep audit logs of every action Claude takes in Formilla so changes can be traced.
- Test workflows on sample data before they touch live contact records.
- Limit which personal data Claude can see to what the task needs, in line with your privacy policy.
For teams in the US, UK, India and the Middle East
Organisations in the United States and the United Kingdom need to handle contact data in line with their local privacy laws, and we design access and logging to support that. In India, contact handling follows the Digital Personal Data Protection Act, 2023, which shapes consent and purpose limits. Organisations in the UAE and Saudi Arabia are subject to their own data protection laws, which we address in workflow design. Claude can be hosted in India, the United States, the United Kingdom or the European Union, and the hosting region is chosen to meet your requirements.
Learn more about Claude and MCP
Anthropic's AI model and assistant.
Secure links between Claude and business tools.
How engineers build and change software with Claude.
Hosted agents that run multi-step work.
The open standard Claude uses to connect to tools.
Frequently asked questions
What does the Formilla MCP server do?
The Formilla MCP server is the connection point that lets Claude use Formilla safely. It exposes a set of actions, such as creating contacts, updating records, searching contacts and managing live chat sessions, so Claude can carry them out on request. Access is controlled by the API key and the permissions attached to it.
Is connecting Formilla to Claude secure?
Security depends on how the connection is set up. We use a dedicated API key with only the permissions a workflow needs, avoid storing keys in shared documents, keep audit logs and require approval for sensitive actions. This reduces risk, though no setup can remove every risk, so we review the configuration with your IT team.
What can Claude do with Formilla?
Typically, Claude can search for contacts, create new ones, update existing records and help manage live chat sessions when given instructions in natural language. Exactly what it can do depends on the permissions you grant and the workflow we design together.
How long does setup take?
A simple connection for one workflow can often be set up in a few days once the audit is complete. Larger projects that connect several systems and need more testing take longer. We agree a timeline after the free automation audit, based on the scope you choose.
What plan or permissions do I need?
Generally, you need an active Formilla account with access to the API and an API key with permissions matching the actions you want Claude to take. The exact plan requirements depend on your Formilla subscription, so we confirm these during the audit.