Our insights on business digitalization through proper Salesforce customization based on a real-life project

Do you ever feel like you've got the right tools but can’t seem to make the most of them? This is a common issue for many companies. Even with powerful systems like Salesforce, your operations might struggle to grow as planned without proper setup.

In fact, this type of setup problem can slow you down. Imagine being bogged down by constant manual data entry, leaving your team frustrated and focused more on fixing issues than providing great service. The problem only grows when you realize you’re missing out on real-time data insights that could help you make quick, informed decisions—something your more agile competitors already do.

We’ve seen how these problems play out. In our experience, even a solid Salesforce environment needs specific customization to truly support your business. This was the case with Emplify, a German agency that came to us facing similar issues. In this article, we’ll dive into their story and highlight the importance of tailoring Salesforce to fit your unique needs.

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How we helped our client optimize Salesforce to digitize processes and improve customer service 

Emplify, based in Stuttgart, is no ordinary HR agency. They’re reshaping the HR world with a creative approach to everything from job ads to tailored HR software solutions. However, as their digital reach expanded, they faced a familiar problem: Salesforce was set up, but it just didn’t quite fit their way of working. They had outgrown a basic setup, which slowed their operations and left their teams stuck doing manual tasks that seemed never-ending.

As a result, their efficiency suffered, and they couldn’t keep up with the fast pace required to deliver top-tier service to their clients. They needed a digital environment that matched their growing complexity, with tools like Experience Cloud to improve client engagement and Sales Cloud to efficiently manage leads and sales pipelines.

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Challenges we uncovered

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For a company as forward-thinking as Emplify, working within the limits of an inflexible Salesforce setup was more than just a hassle—it was holding them back. Their CRM had limited customization options, which meant more manual data entry, slowing client onboarding and making reporting a headache. They needed Salesforce to do more than store data; it had to actively support their processes, making tasks easier, quicker, and more transparent.

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Consulting and collaboration

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Our team got to work by digging into Emplify’s existing setup. We didn’t just patch things up; we spent time with their team to understand exactly what wasn’t working and where improvements could make the biggest impact. Together, we outlined ways to boost data handling and adapt their system to their specific needs. The goal was simple: to turn their Salesforce into a tool that would truly empower their team.

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Our custom solutions

Once we had a clear picture, we got to work on a series of tailored solutions:

• Emplify’s team dealt with lots of spreadsheets, so we built an application that made it easy to import and manage opportunities directly from Excel. No more manual entry—just efficient, quick data management.
• We crafted a custom numbering system that seamlessly integrated with Emplify’s existing business workflow, ensuring consistent order processing and easy tracking.
• To save time and effort, we introduced an onboarding component. Now, new clients could be integrated faster and with fewer steps, giving the Emplify team more time to focus on clients’ needs.
• We implemented a process to generate invoices automatically for end customers, simplifying billing and ensuring accuracy.
• With a custom renewal setup, managing ongoing opportunities became easier, helping Emplify keep track of repeat business without the usual hassle.
• We set up notifications to inform the internal team and external clients. This way, everyone knew about important updates and didn’t miss a beat.

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The results

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With these improvements, Emplify’s day-to-day operations became smoother and more effective. They saved time on data entry, enjoyed better reporting, and had a setup that truly suited their way of working. Their team was now more focused on delivering value rather than dealing with time-consuming CRM tasks.

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Our insights from this case

Setting up Salesforce doesn’t automatically fix every operational issue. Emplify’s story highlights the need for a flexible, well-tailored CRM solution that aligns with your specific needs. Their prior system was rigid, with limited customization options, which left them stuck in time-consuming processes and prevented their team from working efficiently. Tools like Experience Cloud and Sales Cloud can transform customer relationships and sales efficiency, but only when customized to fit each unique business.

To ensure your CRM investment delivers real results, choose a development team that dives deep into your processes, identifies the gaps, and provides solutions designed for your business. 

"A great Salesforce consultant's mission is to spot the gaps in your current system and guide you on what needs to be improved. But it doesn't stop there—it's just as important to recognize that as your business grows, so do its needs, and your systems need to keep up." – says our CTO Vlad Petrovych

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Implement API-driven integration architecture

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An API-driven approach allows you to connect Salesforce smoothly with other core systems, ensuring data flows freely and is always accessible for real-time analytics. This integration can reduce data silos, giving you a holistic view of your business data. Here are some practical tips:

• Start by identifying the key systems you need to connect, like ERP or marketing automation platforms. Using REST or SOAP APIs, you can ensure Salesforce talks to these systems without manual intervention.
• Real-time syncing is ideal, but if it’s not feasible, scheduled syncs can still keep systems aligned. For example, set hourly or daily syncs to ensure data accuracy across systems.
• Use OAuth for secure connections and monitor API activity to protect data. Regularly audit access permissions to prevent unauthorized access.

As Vlad puts it, "An API-first approach ensures data is always available and actionable across all systems, providing a strong foundation for any analytics and reporting needs."

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Automate advanced workflows

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Workflow automation reduces manual effort and speeds up tedious tasks, so your team can concentrate on higher-impact work. Here’s how to approach it:

• Outline the steps in processes you want to automate. For example, a sales cycle could be broken down into lead capture, qualification, and handoff to sales. Mapping the journey helps identify opportunities for automation.
• Salesforce provides powerful tools, like Flow Builder or Process Builder, for designing custom workflows. For instance, you can automate task creation upon lead qualification or notify team members when a deal reaches a critical stage.
• Set clear conditions to avoid unnecessary automation. Trigger notifications only for specific stages or data values to keep your team focused on priority items.

“The right workflow automation helps you tackle repetitive tasks, letting your team focus on high-value activities rather than getting bogged down by routine,” notes Vlad.

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Establish a continuous improvement cycle

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Keeping your Salesforce environment optimized requires regular feedback and improvement. A continuous improvement cycle ensures that you adapt Salesforce to new needs as they arise. Here’s a step-by-step approach:

• Set up a feedback system, such as monthly surveys or a feedback portal, so users can share issues or ideas on improving the system.
• Track key metrics like data accuracy, workflow efficiency, and task completion rates to assess where updates are needed. These insights reveal areas where adjustments could make a big impact.
• Prioritize changes based on feedback and work in short, manageable sprints. This lets you quickly deploy improvements without disrupting regular operations.

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Design a scalable digital ecosystem

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As your business grows, your CRM should be ready to scale with it. Building a scalable Salesforce setup from the start allows you to add features and functionality over time with minimal disruption. Here’s how to design a flexible ecosystem:

• Configure Salesforce with modular components, such as custom apps or Lightning Web Components that can be easily updated or added as your needs change.
• Plan out data relationships and dependencies so you can extend the system smoothly. For example, standardize data formats across departments to ensure new features integrate without requiring data cleanup.
• Use sandbox environments to simulate future needs or test new components before adding them to your main system. This way, you can be sure your setup can handle growth without slowing down.

In our experience, “Setting up a scalable digital ecosystem early on allows you to respond to new business demands without needing a complete overhaul every few years,” explains Vlad.

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Need to customize your Salesforce ecosystem to achieve business goals? We’re here to help

Our journey with Salesforce started back in 2017 when we took on our first project. Since then, we’ve worked with companies of all sizes—from small startups to established global brands—each with unique challenges and big dreams. This experience taught us that no two projects are the same and that a one-size-fits-all approach to Salesforce just doesn’t cut it.

With over 110 projects completed, we’ve seen it all: rigid processes, disconnected data, and teams stuck doing tasks manually. Our role has been to step in, understand the specifics, and design solutions that bring those businesses forward. We’re proud that our work has led to a 5.0 rating on Clutch, a testament to the satisfaction and success of our clients. When we work on a project, we’re focused on delivering outcomes that genuinely improve your day-to-day operations.

Our team’s knowledge runs deep. With 300+ Salesforce certificates, we’re a group of specialists who know Salesforce inside and out. This isn’t just about technical qualifications; each certification represents hours of training and a commitment to staying up-to-date with Salesforce’s latest advancements. We even have 10 Salesforce Certified Architects on board. These architects bring a strategic eye to every project, thinking about how each customization, integration, and solution fits into the big picture.

Salesforce recognizes our expertise: We’re proud to be a Salesforce Summit Consulting Partner, a status awarded only to partners who consistently deliver excellence. This partnership means we’re backed by Salesforce’s trust and resources, ready to help you unlock the full potential of your CRM.

Each of these achievements isn’t just a badge for us—they mean you’re getting a team with the experience, insight, and dedication to make Salesforce work specifically for you.

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Wrapping up

Implementing Salesforce is just the beginning. For it to truly drive results, it must be tailored to fit your specific processes, goals, and growth plans. Through our experience with clients like Emplify, we’ve seen that a rigid, off-the-shelf setup can hold your business back, causing inefficiencies and lost opportunities. By focusing on customizations, API-driven integrations, advanced workflows, and a scalable structure, we create Salesforce solutions that evolve alongside your business.

Whether you need to organize your data management, automate complex workflows, or develop new functionalities, our team has the expertise to make Salesforce work for you.

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FAQs

Do I need technical expertise to customize Salesforce?

Not necessarily. If you are wondering how to customize Salesforce for your business, you need to know that it’s possible to make some basic customizations independently. However, getting the most out of Salesforce often requires specialized knowledge. Working with a skilled team like Noltic can transform your Salesforce experience. Our team will assess your current setup, understand your processes, and implement customizations that align with your business goals. This way, even without a technical background, you’ll get a full process optimization tailored to your unique needs in your Salesforce environment.

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What are some common Salesforce customization examples?

Salesforce can be customized in many ways to streamline operations. For instance:

• Automating tasks like lead assignments, approvals, or notifications to reduce manual work.
• Developing applications for data management, like importing records from Excel directly into Salesforce.
• Add fields and adjust layouts to capture data specific to your industry, such as specialized order information or service requests.
• Creating dashboards that give insights into KPIs, sales performance, or customer support activities.
• Customizing Experience Cloud portals for better client engagement and improved communication flows.

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How can Salesforce streamline digital transformation in my company?

Salesforce drives digital transformation by centralizing information, automating processes, and enabling data-driven insights. With customized integrations, Salesforce can connect seamlessly with other systems, such as ERP or marketing platforms, ensuring real-time data flow. This makes information readily available to all departments, fostering collaboration and better decision-making. Additionally, Salesforce’s automation capabilities cut down on repetitive tasks, while custom reports and dashboards provide actionable insights. This empowers your team to respond quickly to market trends, improve customer experience, and scale efficiently as your business grows.