“When I hear ‘Customized CRM,’ all I picture is a giant fan blowing endless dollar bills out the window.”
This was the reaction of Eileen—the CFO of a small manufacturing company. She was skeptical when her operations manager suggested moving from their off-the-shelf CRM to a customizable cloud solution.
Eileen’s hesitation is familiar.
Many business leaders envision customization as an endless expense, leading to complexity and a system that’s difficult to manage.
In reality, the real cost often hides in trying to make a one-size-fits-all CRM fit your unique business processes and workflows. Generic systems hold companies back, limiting productivity and flexibility and leaving companies to struggle with workflows that just don’t fit.
If your CRM frustrates you because it doesn’t align with your processes, keep reading as we explore how a CRM tailored to your business can drive growth and maximize ROI.
Why Generic CRM Systems Fall Short
Have you ever tried a one-size-fits-all workout plan? It covers the basics but rarely targets specific needs. Worse, a generic plan might cause issues if it doesn’t consider unique physical requirements—just like a CRM that doesn’t align with your business’s specific needs can lead to wasted time, inefficiency, and user frustration.
For Eileen’s team, trying to adapt a rigid CRM to fit their workflows felt like forcing a puzzle piece where it didn’t belong. They lost valuable time creating workarounds that barely accomplished what they needed. This took a toll on morale and productivity.
Low user adoption is another issue with generic CRMs. When employees find CRMs lacking critical fields or workflows, they often revert to using spreadsheets, bypassing the CRM altogether.
Why settle for an off-the-shelf system that undermines productivity when a tailored solution could streamline processes and improve efficiency?
The Power of Configuration: 80% of the Solution
Configuration is like tailoring a suit—no custom pattern required, just adjustments to make it fit well.
For most businesses, configuring a CRM handles about 80% of their needs, creating a cost-effective, scalable solution that adapts as they grow.
Unlike older CRMs, modern cloud-based systems like Microsoft Dynamics 365 offer substantial configuration options straight out of the box.
Built on the Microsoft Power Platform, Dynamics 365 is designed for flexibility, allowing businesses to adjust layouts, workflows, and dashboards without the fear of costly disruptions that older systems often face.
Core Features of Configuration:
Custom Forms and Fields: Avoid clutter by eliminating irrelevant options. Dynamics 365 lets you streamline data entry and improve accuracy by focusing only on necessary fields.
Automated Workflows and Dashboards: Set up workflows and dashboards that automate routine tasks, reducing time spent on manual work and creating more accessible data insights.
Role-Based Permissions and Security: Control access by role to keep data secure and relevant to each user’s needs.
Key Benefits of Configuration
Configuration doesn’t require custom code, so it keeps costs manageable—more like upgrading a car with performance tires than buying a completely customized ride.
Here’s what configuration brings to the table:
Scalability: A configured CRM can grow with your business, adjusting to expanding needs without requiring a complete overhaul.
Enhanced User Adoption: Employees are more likely to use a CRM that fits their daily workflows.
Quick Adjustments: Configuration allows incremental adaptations as your business evolves.
Cost Efficiency: Configuration is budget-friendly, providing essential customization without the expense of custom development.
When Customization is Necessary: The Last 20%
Configuration typically covers most needs, but customization is there for those unique requirements that demand precision.
Think of it as adding a custom-built turbocharger—standard options don’t include it, but it’s critical for high-performance results tailored precisely to your business.
When to Consider Customization:
Unique Workflows: If your business processes or sales cycles are highly specialized, customization ensures your CRM fits like a glove.
Advanced Reporting: When industry-specific reports beyond basic configuration are needed to fill the gaps.
Integration With Other Systems: Integrating with ERPs, marketing platforms, or custom applications may require a tailored approach.
Customer Journeys: For businesses with complex customer engagement models, customization allows the CRM to align with every touchpoint.
With customization, your CRM becomes a dynamic tool tailored to your exact needs, optimizing functionality without the costs of a complete overhaul.
5 Key Benefits of a Customized CRM Solution
A well-customized CRM is more than just a data repository—it’s a strategic tool that drives efficiency, decision-making, and customer satisfaction.
Enhanced Efficiency and Productivity: Custom dashboards reduce time spent on repetitive or manual tasks, letting employees focus on high-impact work.
Better Data Management: Customizing your CRM allows you to organize and access data in ways that are meaningful for your business, empowering data-driven decision-making.
Personalized Customer Experience: Customized workflows and automation ensure relevant, timely interactions, building loyalty and trust.
Scalability for Growth: As your business expands, a flexible CRM can adapt to new markets or products without costly system replacements.
Seamless Integration with Other Systems: Prevent data silos and improve cross-departmental efficiency with integrations to ERP, marketing, and finance platforms.
ROI of a Customized CRM
When Eileen’s company transitioned to Dynamics 365 as their CRM, they saw firsthand the value of a customized solution:
Increased Productivity: Employees spent less time navigating workarounds and more time on high-impact tasks.
Stronger Customer Relationships: Custom functionalities provided personalized service, increasing customer loyalty, repeat business, and referrals.
Long-Term Growth: A scalable CRM that grows with the business helps avoid costly replacements or overhauls.
Calculating ROI: An Example
When thinking about a Return on Investment due to saving time / increasing productivity, the ROI formula would be:
To illustrate this, consider the productivity gains from automating repetitive tasks.
Let’s say Mark, a Sales Admin, spends two hours daily on tasks that could be automated—about 520 hours per year. At $45/hour, these tasks cost roughly $23,000 annually.
If customization to automate these tasks costs $10,000, the ROI formula would be:
($23,000 - $10,000) / $10,000 = 1.3 ROI
This simple example shows the investment pays for itself within about ten months.
How Optrua’s Tailored Support Helps
With the Optrua Care Plan, you’re not just maintaining a CRM—you’re investing in continuous improvement so the systems can evolve alongside your growing business.
Our all-inclusive plan covers:
Proactive Maintenance: Regular monitoring and updates prevent issues before they occur, reducing downtime and costs.
Strategic Guidance and Ongoing Enhancement: Our team ensures your CRM evolves in step with your business. Leveraging a balanced approach of low-code configuration (80%) and pro-code customization (20%), we seamlessly introduce new features and workflows to meet changing demands and drive continuous improvement.
End-to-End Support and Optimization: Tailored support enhances user experience, operational efficiency, and scalability.
From maintenance to strategic advisory and development, Optrua’s support transforms your CRM into a robust engine for growth. For a full list of services, visit Optrua Care Plans.
Choosing the CRM solution is more than a tech decision—it’s a strategic investment.
Here’s what to remember:
Configuration First: Get flexible, cost-effective solutions through configuration to meet most needs.
Customization When Needed: For unique workflows and specialized features, customization adds precision to maximize your CRM’s value.
Support that Adapts with You: The Optrua Care Plan doesn’t just support your CRM—it continuously adapts it to meet your evolving business goals.
A tailored CRM is a strategic asset. Start with configuration for a flexible, cost-effective solution, and turn to customization for unique workflows and advanced features.
With the Optrua Care Plan, your CRM continuously adapts to support growth, improve customer relationships, and streamline productivity.
For a CRM that scales with your ambitions, Optrua is here to help make that vision a reality. Reach out to learn more about an Optrua Care Plan for your company’s CRM needs and achieve increased productivity and ROI for your business.
About the Author
Optrua specializes in optimizing Dynamics 365 CRM and Microsoft Power Platform to enhance customer experience and employee engagement. Using agile methods and continuous improvement, we're your partner in thriving amidst change.
We offer tailored solutions to help. Our clients grow and stay ahead of the competition, including CRM, AI, System Integration, Analytics, and more.
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