The term CRM customization designates a process of adding new or altering existing CRM features in order to make it a better fit for the needs of each particular business. Generally speaking, CRM customization usually falls into three broad categories.
First, custom fields are added to CRM entities, like leads, contacts or opportunities in order to collect additional information that default forms don't allow. The second type of customization involves using existing sales and marketing automation tools in order to create specific scenarios that are relevant to the client's business. The third type of customization involves creating custom integration with non-CRM tools and services. For example, integrating CRM with accounting software.
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