What is CRM Customization?

CRM customization is the process of adding or modifying CRM features to fit the way you do business. Setting up your CRM to fit your processes increases user adoption, internal efficiency, and sales. CRM customization falls into three general categories.

Types of Customization

With so many CRM software choices, it’s often difficult to determine what level of customization your business needs. So how do you determine the level of customization that’s right for your organization? Let’s take a quick look at the three levels of customization.

1. Basic-Level CRM Customization

Most CRM systems have a basic level of customization. Your CRM administer can make simple changes like keywords, picklists, etc.

General users can make personal changes like configuring their own dashboards or widgets.

2. Mid-Level CRM Customization

Some vendors offer more complex options to customize their out-of-the-box CRM solution. Examples of this would be the creation of workflows, new forms, and possible light coding.

3. Advanced-Level CRM Customization

Advanced-level customization to your CRM requires services from an experienced vendor like Clear C2. To incorporate certain features into a CRM system, you need developers to build functionality with the original source code. They will also need to perform the various testing of QA, regression, and analysis.

Common Reasons Businesses Customize their CRM

It’s very unusual for an organization to use a CRM out-of-the-box without any configuration. You will need some type of customization. Even if it’s setting up user profiles, importing data, or creating widgets for dashboards. Depending on how large your organization is and how specific your needs are, the software might require a lot of custom changes.

Key Areas to Focus on Customization

Most companies use CRM as a decision-making tool to meet their financial goals. To provide the correct analysis, your CRM needs to gather pertinent company and industry-specific data. Cookie-cutter CRMs are too general in categorizing data. They cannot provide the necessary accuracy and detail required.

One of the first steps in customizing your CRM is changing field names and options. These terms and options should be the same terminology your business currently uses.

Another important area of customization is workflow automation. Put in place all current business processes that all your teams use today. And take any manual processes and automate them.

You may need to leverage custom integration with non-CRM tools and services. This allows you to pull in pertinent data generated outside the system. For example, integrating your CRM with accounting or ERP software.

Finally, having this company-specific info available at your desktop will not be enough. The custom application built for your business should also be available on your CRM mobile app.

Foster Increased System Usage

When implementing CRM software, it is critical to get the buy-in from all your users so they will use the system religiously which hopefully will result in a database with more integrity that executives will base their decisions on.  In order to obtain the necessary buy-in, the users will have to believe the software will help them to be more productive in their daily activities and not be a chore.  Having a customized application based on the data they deem appropriate and the processes they perform in their daily routine will foster increased system usage. The user interface will be easier to use and more intuitive thus increasing the user adoption rate.

User Adoption

When implementing CRM software, it is critical to get the buy-in from all your users. You want your teams to use the system religiously, which will result in a database with more integrity. Which is important since executives use the solution to base their decisions on.

To get the necessary buy-in, the users will have to believe the software will help them to be more productive in their daily activities. Having a customized application based on the processes they perform in their daily routine will foster increased system usage. The user interface will be easier to use and more intuitive, thus increasing the user adoption rate.

Benefits of Customizing your CRM

One of the main reasons businesses buy a CRM system is to be more responsive to the customer and gaining their loyalty and confidence.

Here are a few benefits of a Customized CRM Solution:

  • marketing personnel can target prospects better
  • sales reps will focus their efforts on accounts and opportunities that better optimize their time
  • sales reps can provide better sales forecasts resulting in the correct product mix and the customer getting their orders on time
  • CSRs will offer better and more responsive customer service
  • The entire organization will look and feel more cohesive to the customer being on-point with their specific needs


When selecting a CRM vendor, it’s critical to pick one that will meet the specific needs of your business. Unfortunately, many vendors will force-fit your business model to their out-of-the-box software. Others have partners who perform the customizations at a higher cost and continue charging when your system needs modifications. When you have a two vendor (partner) solution, there can be a gray area of responsibility to the client. And often, there is the potential for finger-pointing on who is accountable.

At Clear C2, we offer a consultative approach that focuses on configuring/customizing our software to fit our client’s business model and processes. We do not outsource any part of our solution and provide our own professional services. We deliver the appropriate expertise while being held accountable…even well after the initial implementation has been completed. Give us a call. We’d love to help your business grow.

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