When is a CRM not a CRM? Why the solution you need might be something else entirely - a custom CRM solution

“We need a new CRM”

It’s a phrase we hear all the time. But more often than not, it’s just the beginning of a much deeper conversation.

Because when most organisations say they need a CRM, what they’re really asking for is something more nuanced - a solution that supports their unique processes, empowers their teams, and puts their customers at the heart of everything they do.

They want a system that works the way they work - not one that forces them to work around it.

The CRM Misconception

CRM - Customer Relationship Management - is often misunderstood as a one-size-fits-all tool. The market is full of off-the-shelf platforms that promise to streamline sales, marketing, and service. But too often, these systems fall short. They’re rigid. They’re generic. And they require endless workarounds to fit the way your business actually operates.

As Salesforce puts it, CRM is meant to “streamline processes and improve profitability.” But what if the process you need to streamline isn’t sales? What if your core challenge is managing site surveys, coordinating external training, or tracking equipment warranties?

That’s where the traditional CRM model breaks down - and where a more flexible, customer-centric approach becomes essential.

What Clients Really Want

From our experience, most clients don’t want a CRM in the traditional sense. They want a solution that:

• Reflects their internal processes and workflows

• Centralises customer data in a way that’s meaningful to their teams

• Integrates seamlessly with the tools they already use

• Evolves as their business grows

  
  

In short, they want a custom-developed solution - one that starts with the customer, not the software.

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Enter SoCRM: A Platform, Not Just a Product

That’s why we built SoCRM.

It’s not just a CRM system. It’s a flexible, Microsoft 365-native platform that forms the foundation for tailored solutions. Whether you’re managing project profitability, delivering mentoring programmes, or coordinating casework, SoCRM adapts to your needs.

Because it’s built on SharePoint and Power Platform - and works seamlessly with Teams - SoCRM integrates directly into your existing environment. No new logins. No data silos. Just a seamless extension of the tools your team already uses.

And because it’s modular and customisable, we can shape it around your processes - not the other way around.

Real-World Impact of a Custom CRM Solution

Take our recent work with a client that provides expert consultancy. They came to us asking for a CRM. What they got was a fully integrated solution that improved client management, streamlined project delivery, and enhanced internal communication - all built on SoCRM and tailored to their specific needs.

Or consider our conversations with another client, where the focus wasn’t just on CRM features, but on consolidating data and automating workflows across departments.

In both cases, the result wasn’t just a better CRM. It was a better way of working.

So, What Do You Really Need?

If you’re thinking about a new CRM, ask yourself: are you looking for a tool to manage contacts and pipelines?

Or are you looking for a solution that supports your business end-to-end?

If it’s the latter, you might not need a CRM at all - at least not in the traditional sense.

You might need something better.

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Ready to Rethink CRM?

If you're exploring CRM options, start by asking the right question:

What do you really need?

Discover how SoCRM can be the foundation for a solution that fits your business - not the other way around.

DISCOVER SoCRM