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Why is it necessary to customize CRM

May 26, 2022 | Posted by:  abi s

Most CRM solutions come with adequate capacity to handle all common use-case scenarios right out of the box. However, adapting your CRM product to your individual needs allows you to get a lot more value out of it. I've detailed some of the most common CRM customization options, as well as the benefits you can expect from using them.

What should you change in your CRM software?

Although the CRM components I describe here are primarily from Microsoft Dynamics 365, all major CRMs, including Salesforce and HubSpot, offer similar customization options.

Fields and entities

A CRM entity is an object that contains a piece of data. Prospects, leads, customers, and other entities with which you can interact as a business are represented by such objects. You can design particular tactics for dealing with consumers based on their location inside a sales funnel by defining custom entities.
Fields allow you to further modify entities. A basic set of fields is included with most predefined CRM entities, such as name, email address, and so on. You can save time by removing unneeded fields and adding custom ones.


Entities and fields serve as placeholders for client information. Forms are the best way to deliver this information. You can change input methods and make form names more clear by customizing forms.
Accessibility can also be set for forms. For sales people, marketers, customer support personnel, and others, you may develop bespoke forms with many options. For example, whereas a sales representative requires the ability to define the value of a client's order, a customer service representative benefits from a form designed to track an issue that prompted a consumer to contact them.

Dashboards and views

CRM users can submit data via forms, while dashboards and views are utilized to generate informative results. They're a type of data visualization that gives users the information they need to be productive in their daily operations.
Views can be adjusted in terms of what data is displayed and how that data is manipulated, such as sorting and highlighting. Dashboard customization entails displaying on a user interface the functions required to complete a specific activity.


A CRM workflow is a set of tasks that are usually carried out in a specific order. You can create a custom process instead of manually navigating through menus and selecting each step to do.
Workflows and workflow actions can be run automatically based on user-defined rules. You can, for example, establish the action of sending an email, specify a time-based or trigger-based condition for when it is sent, and construct a follow-up action based on the result.


CRM software helps companies to get more personalized, personal treatment. It is essential for any company to have a CRM system in place to stay competitive in the market.
CRM can be used for collecting, managing and processing customer data efficiently. But there are also many other uses that CRM has. For instance, it can help the company reach out and respond quickly to customer queries and complaints. It also helps with business intelligence by providing reports on activities done by different departments within the company which helps decision-making.