5 Ways Salesforce Customization Can Help You Improve Customer Experience and Conversions

The importance of Salesforce Customization

It’s not often that a CRM (customer relationship management) system doubles up as a tool to help build customized and connected customer journeys.  But when a company claims a market share as large as 19.8% of the global CRM market, there is no doubt that it can be your most trusted partner in charting customer journeys.  It is none other than Salesforce that continues to help raise the bar for customer experience year after year. 

The customer experience (CX) has been the primary focus of successful companies, and 68% of marketing leaders admit their companies compete based on customer experience.  It would be impossible to create a meaningful CX without substantial data and a deeper understanding of the customer journey. 

67% of marketers believe a connected customer journey across all touchpoints is crucial to enhance customer loyalty, but only 23% were delighted with their ability to leverage customer data. 

Image source: Salesforce state of the connected customer report – Third edition

Salesforce CRM helps you manage your customer data, gives a 360-degree view of the interactions between you and your customers, and offers constant updates about customer activity.  Most importantly, it helps you create experiences that lead to conversions and brand loyalty. 

The milestones in a customer journey

Offering tailor-made solutions to customers and enhancing the overall experience can be challenging. The customer journey typically involves six important stages:

  • Awareness – It’s when the customer comes across your brand for the first time.
  • Acquisition – It’s the stage wherein a consumer converts into a lead by interacting with your products or services.
  • Onboarding – The customer is now interested in your brand enough to make the first purchase.
  • Engagement – This is the time to deliver new and personalized experiences to keep the customer engaged and connected to the brand. 
  • Retention – This is a crucial phase as you have to ensure customers are not losing interest in the brand and stop them from going off the trail.
  • Advocacy – It’s the time for happy customers to speak about their experience with the brand through reviews and positive feedback. 

All of the above phases need solid communication and collaboration tools and tons of data.  You will have to visualize diverse scenarios and the numerous paths customers take to reach your brand and engage with it.  You need to use data effectively to take your customers on a more rewarding journey. 

That’s what American Express did by combining data and the power of Salesforce Customer 360 to empower their customers to make smarter decisions.  The company had a broad view of their customers’ spending patterns, and Salesforce customization helped the company convert this data into insights to make their lives easier.  It transformed the travel experience for customers with secure phone payments and helped their employees with business tools to solve customer pain points.

The WOW in customer experience

Out of 15,000 global consumers and business buyers participating in a survey, 85% of business buyers and 79% of consumers said the experience offered by a company is as important as the products and services it provides.  

This is particularly true in a day when it is difficult to distinguish products by brand and price.  Customer experience has become the distinguishing factor helping companies build lasting relationships with customers.  But the wow in customer experience comes through customization. 

As per the State of Sales report, customer satisfaction has become the most critical metric.  This is precisely why salespeople who once focused heavily on closing transactions are monitoring it more than any other metric.  Customer experience is now the most critical factor for growth and success.  Salesforce customization helps you enhance it. 

Image source: Salesforce.com

While Salesforce configuration has been popular due to simple ‘point & click’ and ‘no code’ features, it is Salesforce customization that is helping companies manage their business.  It helps carry out routine tasks like sending email alerts, creating custom reports, customizing page layouts, and adding/deleting/modifying fields and objects. It integrates with third-party applications like Outlook, Gmail, Echosign, Docusign, and Quickbooks. 

The Salesforce Catch-22 

Salesforce ensures better business performance and offers you the functionality that goes beyond typical of mass-produced, cookie-cutter software.  It gives you the power and freedom to create your own unique processes.  But there comes a time when you realize that it is not as perfect as you thought it would be despite having the best solution. 

Some dashboards may not be as enlightening, a report may seem incomplete, a field or two may have to be added, and the processes may not be adequately automated to achieve the desired result.  You may want your Salesforce CRM to work with existing third-party systems to address specific requirements.  You may also want to get a detailed view of customers to broaden sales prospects.

It happens to the best of us and often requires us to go beyond standard configuration and customize what needs to be done.  88% of survey respondents in a recent research report said it is imperative to have a complete and consistent view of their customers across channels and platforms. Yet, only 31% have such a unified view. 

Examples of Salesforce customization include third-party integrations, visual force emails, and modification of page layout with CSS. 

You can change the look and feel of the user interface if you wish to make it more relevant.  For instance, you may want your employees and customers to see the corporate logo and colors and make the whole user interface branded.  Top companies are constantly working towards addressing the pain points at scale to define and offer the perfect customer experience. 

Here’s what you can achieve with greater customization and capabilities:

Highlight a message 

AIDS United is a classic example of Salesforce customization for how they customized their donation forms.  They leveraged the open API of the Salesforce solution to create a more engaging donation page.  Through a simple Click & Pledge, they encourage visitors to dedicate their gifts and make a recurring monthly donation.  

Build a centralized database 

Data centralization is crucial for fast decision-making.  The right data can be used effectively to improve the user experience. College Track wanted to manage volunteer check-ins across six locations and hence chose to create a customized volunteer profile page. 

Volunteers entered their names into the tablets available at the entrance of the facilities every time they signed in and out.  Information was now readily available, and the connected endeavor gave the feeling of the tablets talking to each other.

Add a functionality 

You may want Salesforce to autogenerate quotes and email them to your clients.  Or you might want it to automate processes to auto-generate contracts to send them to customers for e-signing.  After all, better digital capabilities are critical for day-to-day functioning. 

BOKS relies on its custom-built page to allow trainers and coaches to monitor attendance and send out bulk messages.  It uses WordPress as the content server allowing users to add updates that typically translate into a Visualforce page.

Build custom apps 

You may have to customize Salesforce to address a particular need.  Perhaps, you may want to build an app to manage specific onboarding processes or a lending management application.  With Salesforce customization, you can build a secure app that can be scaled as the business grows.

Companies leverage Einstein features to build artificial intelligence-powered apps that get smarter with every interaction. 

Integrate with existing tools

Salesforce offers APIs to enable developers to integrate with existing solutions.  Such integration tears down silos and allows decision-making based on data related to different aspects of the business.  Without integration, it is difficult to see how a specific change affects the organization.  On the other hand, integrating data helps reduce data entry burdens and errors.

Penneo, a RegTech company, improved productivity and end-user experience by customizing Salesforce solutions.  The company customized Salesforce CRM to give their people and marketing agents a complete overview of leads and customers to get the data and connectivity they wanted.

Create the perfect CX with Trigent

Dynamic and user-centered experiences always lead to conversions and an increased Salesforce ROI.  Our technology experts can evaluate your current business structure and make recommendations based on your unique business needs. 

Get the necessary support and tools to implement complicated customizations.  Call us today for a business consultation. 

Off the Shelf vs Custom Software: Making the Right Choice for Your Business

Here’s all that you need to make an informed choice on off the shelf vs custom software

Digital transformation has propelled businesses to adopt automation and scale up their processes to stay ahead of the competition. While doing so, they have two choices – to buy a ready-made off-the-shelf solution created for the mass market or get a custom software designed and developed to serve their specific needs and requirements. 

The difference between off the shelf and custom written software

Several readymade solutions are available in the market that is incredibly easy to use. SAP, the enterprise resource planning (ERP) system, is a classic example of what you can achieve with off-the-shelf software powered by built-in intelligent technologies. 

On the other hand, Airbnb has been using customized CRM (customer relationship management) software to create a tailored marketplace to elevate the customer experience.

Choosing one of these two options depends solely on the type of business, its specific requirements, the budget in hand, and a few other factors. In this blog, we intend to help you make an informed decision that serves the best for your business. 

To build or to buy?

It can be overwhelming for organizations to choose between off-the-shelf software and custom software. It is essential to balance the long-term growth plans of the business with its short time needs while making a decision.

Before we dwell further, let’s take a look at the basics of off-the-shelf and custom software. 

 Off-the-shelf software is a pre-designed software developed to cater to the needs of a wide range of customers. It has the following benefits.

  • Ready-to-use with few configuration steps
  • Flexible commercials including annual licensing and pay-per-use
  • Ready templates and workflows depending on Industry and Use Case

However, being a standard version designed for a wide range of customers, it may fail to meet some specific needs of a business. Some of the features may be irrelevant and new features would be difficult to add. Besides, an undifferentiated offering would also mean businesses would lack the distinction to stand out in the market.

On the other hand, custom software can be tailor-made to fulfill all the requirements of a business. Precisely why McDonald’s decided to cook up its own software to manage its supply chain decades ago. While its competitors used packaged point-of-sale software, McDonald’s created PC POS, a two-part system, that helped it reduce the cost of POS systems down to approximately $15,000 to $20,000 per restaurant.

A more recent example includes Uber API which utilizes custom software in transportation to make the driver experience more rewarding through its intelligent navigation and guidance systems. Amazon too uses customized enterprise software solutions to collect data and boost revenue, while Netflix is relying on custom software to offer personalized entertainment.

Those who critically evaluate their business requirements understand the potential customization holds in maximizing growth, decreasing costs, and increasing revenue. 

A natural health products company increased its order throughput by 150% with a next-gen CRM application. Find out how!

Precisely why even popular off-the-shelf platforms like Shopify2 offer a high level of customization through its eCommerce solutions. Shopify allows businesses to build a visually appealing online store while providing security, reliability, speed, and a powerful suite of marketing tools. It empowers them to make it SEO-friendly and mobile responsive to ensure utmost shopping comfort. 

Choosing custom software is easier when you know the feasibility, user experience and effort required to realize the desired solution. 

Organizations are often tempted to start with an off-the-shelf solution, and they end up buying them too, only to realize their limitations in the long run. Unlike off-the-shelf solutions, custom software solutions are designed specifically for in-house use, helping organizations digitize processes to improve overall efficiency and performance.

The implementation difference

With a constantly evolving technology landscape, coding is no longer what it used to be. It’s fast, efficient, and relatively simple, as the proliferation of open source has made code snippets readily available for programmers. A smooth, drag-and-drop interface allows them to create highly advanced applications without writing a single line of code. As long as programmers have the essential knowledge about coding, they can develop custom software as required with the necessary features

Of course, you will also need an in-house team to develop the software and address challenges pertaining to requirement gathering, app design, testing, support, feature enhancements, patches, and general maintenance that would require dedicated time and effort. 

Off-the-shelf does not call for writing codes, but companies may often find themselves struggling to use agile methodologies to their full potential. Challenges usually arise due to a lack of skills required to use those platforms and insufficient customization. 

Besides, successful implementation is not just about technology but also revolves around the people within the organization who may require training before they can adapt and accept accountability.

The decision to build or buy will require buy-in from key participants to ensure proper communication and collaboration among users, developers, customers, and business partners.  

The cost factor

The initial cost of off-the-shelf software is usually low and affordable since it gets divided among multiple users who buy the same software license. 

But is off-the-shelf ‘good enough’?

The initial cost has been a major draw for most opting for ‘off-the-shelf’ solutions. But it may often end up costing you more over time since you will have to spend on customization to align with your business requirements. For instance, if you need cloud-centric or mobile-specific features, those may not be inclusive of your standard package forcing you to pay a little extra to get these additional perks.

The cost of custom software, on the other hand, will have to include the assessment, designing, wireframing, and building costs. 

The cost of custom software will depend on the time and resources required to complete the project and the user interface (UI) and user experience (UX) you intend to create. It will also depend on whether the software development is on-site or off-shore. 

Off the shelf vs custom software : The 80/20 decision criteria

A readymade solution with a limited scope of functions and standard workflows is great for small businesses. The software can be launched quickly, and users dive into the new ways of working quickly without expert guidance or an extensive learning curve. But you should be aware of the perils of working with a one size fits all solution. Businesses need to measure their ROI based on the nature of their workflows, the tools and technologies they need, and the pain points they wish to address.

We recommend the 80/20 rule.

In other words, the off-the-shelf solution you choose should offer at least 80 percent of the features you are looking for and require only 20% of customization. But if you need further customization, you should evaluate the customization effort required versus having custom-built software. The key lies in mapping your long-term ROI so that your efforts and investments align perfectly with the organizational objectives, team goals, and nuanced workflows. 

The custom application advantage

Custom software comes with a world of benefits and is hence preferred by many. Companies wanting to expand their footprints may choose to develop a custom platform aligned with their goals. Partnering with specialists can be an excellent option for those wanting the versatility of custom software but are not in a position to put together and manage a specialized team in-house.

Trigent recently helped a technology-driven fashion accessories retailer develop an easy-to-use mobile app. The application was designed by combining  Augmented Reality, Artificial Intelligence, and Machine Learning to help digital shoppers determine the fit of their footwear from the comfort of their homes.

The custom application helped the retailer offer a differentiated experience for its millennial customers, maintain its leadership in the industry and increase its user base by 17%. The application also increased the usual sales three times and decreased product returns by 57%.  

Want to know how? Read our case study 

Build with Trigent

Our technology experts have been helping companies upgrade their technology stack, empowering them to reimagine their business and better engage with customers. Our suite of software solutions is just what you need to automate and revamp business processes. Our deep domain knowledge gives us an edge to design and build software for the specific needs of diverse industries. 

Unleash business growth and ensure business continuity with custom software from Trigent. Call us now for a business consultation.


  1. https://www.salesforce.com/in/?ir=1
  2. https://www.shopify.in/

Clutch Recognizes Trigent Software as Top Software Developer in India

As companies scale up their digital transformation initiatives, achieving the desired outcome is dependent on finding the right talent with skills and experience relevant to their domain. Rapid changes in technology, the emergence of new platforms and tools need high investment in training.

At Trigent Software, we have a customer-first approach. We deliver scalable, secure, agile, flexible, high-quality software that our clients require. Our goal lies in delivering next-gen software applications that streamline business processes and promises superior customer experience. Our team delivers innovative solutions using our decades of experience, deep domain knowledge, and technology expertise.

Headquartered in Southborough, Massachusetts, we work with businesses big and small all over the world. We are proud to have developed more than 400 products so far. No matter the size of the project, we work with care and diligence to make sure it becomes successful.

We are thrilled to announce that Clutch has named Trigent Software as a top software developer in India. We are proud to have been considered a top company by an industry leader like them.

Clutch is a B2B rating and reviews firm based in Washington, DC. Their team of independent analysts conducts interviews with current and former clients of companies listed on their site. These verified reviews form the basis of their rankings and awards. Clutch carefully curates lists of the absolute best agencies and organizations by industry and location, simultaneously enabling companies to establish credibility and buyers to find the right services.

We currently hold a 4.8 out of five ratings as the top software developer on their platform based on 47 client reviews.

We appreciate the reviews given by our clients. Their feedback lets us know that we are doing the right thing in terms of providing our service. It only motivates our team to work harder and help more businesses overcome their limits. Check our profile on Clutch to see what our clients have to say about our services.

Want to learn more about our services? Contact us today, and let’s discuss the ways we could help your business grow.

What do Brown M&Ms Have to do with Outsourcing?

It is a folklore that has been proven true. In the 80s, Van Halen had strict conditions to remove brown M&Ms from their dressing room at the tour venues, or the show promoter will forfeit their money. The 53 pages typewritten rider contained the condition that along with a wide selection of beverages and food, M&Ms must be provided, but absolutely no brown ones. Years later, David Lee Roth charmingly explains the truth behind this clause in his video – that it was not a silly rockstar misdemeanor excess, but an intelligent safety check measure. Simply put, if the band found brown M&Ms in the dressing room, they will assume the promoters have not taken care of all the electrical and mechanical safety conditions in the rider. Then the band would spend time checking everything with a fine-tooth comb to ensure a safe and flawless show.

In other words, it is a simple assumption that if someone has taken care of the small stuff, they certainly can be trusted to take care of the big things. Just like Van Halen, check if your outsourcing partner has done the small things right. If they did, you could rest assured that they will take care of the big things.

Access to everyone on the team

Did the outsourcing company set up a meeting early to introduce everyone on the team? Such meetings are impactful when done with video. You should have all the details to reach everyone on the team – their emails, phone, skype, etc. Easy access increases communication among the teams. Highly collaborative companies set up Slack channels to communicate instantly with team members. Do you have easy access to the provider’s senior management? The provider’s leadership must check in with you periodically. When needed, you also should be able to get their senior management’s attention.

Transparency in daily activities

You should know what your outsourced team does every day. Though they maybe thousands of miles away and separated by timezones, you should get brief but crisp updates each day – on Slack or via email. Your daily stand up may include them to provide the updates. The remote teams should be check-in code into your repository every day. Weekly timesheets with a judicious amount of details will provide better insight into the time spent on various activities throughout the week.

Empowered Client Partner/Project Manager

Your project manager must your trust to make decisions on their end – as well as demand changes on your side – to ensure mutual success. While you have access to all of your team – who are hyper-focused on coding, testing, etc., you need a client partner who has your perspective to make everyday tactical decisions. They do not lose sight of the forest for the trees. The project manager should make specific, concise, and realistic communication about what they need and expect from each other. Do they take the liberty to suggest process changes? To put is crude, while you may have many backs to pat, you need one throat to choke.

The flexibility of the engagement

Good partners make the engagement flexible for both. Does your outsourcer lock you down with long term commitments and penalties? An outsourcing provider should be agile in terms of process, contracts, and other demands. How easy is it for you to scale your team up or down with relatively short notice, say weeks and not months.

How well do they treat their employees

“Customers will never love a company until the employees love it first.” — Simon Sinek

Companies that treat their employees well, certainly will treat their clients well and value them. When employees are valued with trust, respect, and dignity, they perform at their best. High performing teams will produce results that matter to you. See if your outsourcing vendor provides their employees a good work/life balance, continued carrier training, rewards, and recognition.

In summary, little things make big things happen. See if your outsourcer takes care of some of these small things. If they do, then you can trust that they take care of more complex and critical things too.

Trigent Software Proud to be Named on Clutch 1000

Here at Trigent Software, we know it can be tough trying to juggle business success and staying up to date with all of the latest and greatest software innovations. That’s why we’re dedicated to IT outsourcing and offshore development! We enable organizations to adopt innovative digital processes and customer engagement models and outstanding results.

In light of our success, we’ve earned recognition for our custom software development prowess, and have earned ourselves a spot on the Clutch 1000! This is a list of the top B2B service providers, reviewed and vetted by Clutch’s verified research. We’re number 179 on the list, out of over 1000 custom software developers, but the only service provider featured from Fayville, Massachusetts!

We’d like to set this time aside to thank our wonderful customers for helping us achieve this award. They participated in client interviews with Clutch analysts to gauge our impact on their day to day business. They ranked us on the basis of cost-effectiveness, attention to project deadlines, and our overall quality of service. In reflection of those scores, we’ve been given an amazing 4.8 out of 5-stars! We’re so happy we’ve been able to meet our clients’ expectations! Please take a look at a recent review below:

For those who might not know, Clutch is a B2B market research firm that employs a unique ratings methodology to compare companies across sectors. We’ve also been recognized by Clutch’s sister platforms, The Manifest and Visual Objects. The Manifest, a site where companies can be identified as leaders through business metrics, list us on their directory of top software development companies. Visual Objects, a platform that features top firms and their visual portfolios, names us among their top custom software developers.

Thank you one and all for making this award possible! Please drop us a line if you’d like to start a project today.

Trigent Recognized as a Top Software Developer 2019

We’re excited to announce that Clutch has ranked us among the best software development companies in the financial services industry!

Clutch is an independent platform that objectively collects feedback from clients about each vendor on their site. By publishing in-depth interviews conducted by unbiased Clutch analysts, they cut through disorganized market research and help businesses find partners for upcoming projects.

Based on the data they collect, their team selects a handful of their best-performing service providers for their monthly awards.

We’re particularly proud to have been selected, because our overall client rating was a major part of the awards criteria. At Trigent Software, we have decades of experience, deep domain knowledge, and the technical expertise necessary for us to help our partners grow, and we’re dedicated to that mission. Since joining the platform, we’ve collected 25 positive reviews, giving us an average of 4.8 out of 5 stars!

Since Clutch has become a go-to resource for B2B companies, we’ve also been featured on their sister sites — The Manifest and Visual Objects. Of the thousands of companies featured on their site, The Manifest named us at the best cloud computing consultant company in India!

You can compare the quality of our work to other developers in India, by checking out Visual Objects, a new platform that equips buyers with additional information by showcasing the digital portfolio of the vendors on Clutch’s site.

To learn more about our services, contact us online. We’re here to help!

Use EmberJS and Simplify Complex Web Application Creation

What is EmberJS?

EmberJS is a free, open source JavaScript framework for developing complex web applications using Model-View-Controller (MVC) pattern. EmberJS relies on client-side templates and uses handlebars templating library which provides expressions to create dynamic HTML-based templates. An EmberJS developer can bind data to these embeddable expressions and dynamically change the display of their applications, on-the-fly.


 {{#each member}}
 <li>Hello, {{name}}!</li>

EmberJS’s Benefits

  • It automatically creates router and controllers when you have not defined the same
  • It auto-updates Handlebars templates
  • It has excellent routing features
  • Its EmberData looks perfect for syncing data between your app and a server API and/or localStocalStorage (especially if your server code follows a few conventions, Restful routes…)
  • It supports RESTFUL JSON API
  • It supports Localstorage
  • It supports Fixture Adapter

EmberJS in comparison with Angular.js and Backbone.js

In general, all the three frameworks have a lot in common, i.e. they are all open sourced, come under MIT license, follow MVC architecture and support single-page web applications. However, a couple of noteworthy observations are, Angular.js’s Community option is worth highlighting and EmberJS uses Handlebars template engine which can be integrated with several third party template engines and Backbone’s default template engine.

EmberJS’s features


Routers are the URL representations of the application’s objects and it manages the URL and transitions between them. It is the central piece that coordinates various building blocks. The goal of the router is to query the model and make it available to the controller and the template. For example, routing to users, would be,

App.Router.map( function() {
 this.route( 'users' ); // Takes us to "/users"

And Users router would be,
App.UsersRoute = Ember.Route.extend({
model: function() {
return App.User.find(); // Gets all the users from User Model


Model is like database data that can be retrieved or updated by Ajax calls from routes or we can rely on Ember-Data to simplify the retrieval and updating over a REST API.

User model would be,

App.User = DS.Model.extend({
 name : DS.attr('string'),
 email : DS.attr('string'),
 bio : DS.attr('string'),
 creationDate : DS.attr('date')


Controller gets a model from the route and then, it builds a bridge between the model and view template. Controllers are auto-generated by EmberJS if you don’t declare them. For example, user controller would be:

App.UsersController = Ember.ArrayContoller.extend({
 /*Custom actions like create, edit & delete users...*/
 createUser: function(){
 /*code to create an user*/


View represents the visual parts that users can see in the browser. View is normally associated with a controller, template and route. Views are useful when we handle events or custom interaction that are impossible to handle in templates. Views are useful to play jQuery and they are helpful to create reusable views like modal boxes, popovers, date-pickers.


EmberJS uses Handlebars for templates. It is a lightweight templating engine which is maintained by the Ember team.  A template is a HTML markup, where we can print model data and the template automatically updates when model data get changed. We can keep our handlebar template code in a separate .hbs or .handlebars files. Few examples,


The above code binds the user’s nick name in UI. So, the user can see the new nickname changed when he changes it.

&lt;img {{bind-attr src=userProfilePicture}} class="profile_picture"/&gt;

The above code dynamically binds the profile picture with an image tag.


Helpers are functions that modify the data before it is rendered on the screen. For example, it would be better to show a date as “29th February, 2016” instead of “Mon Feb 29 2016 13:37:39”. This can be achieved using helper by giving specifics such as {{formatDate date}}. Here “formatData” is a helper function and “data” is the input to helper. For example, helper creation code would be,

Ember.Handlebars.helper('formatDate', function(date){
 return moment(date).fromNow();

And calling the helper object would be,

&lt;span class="date"&gt;Created {{formatDate creationDate}}&lt;/span&gt;


A component is a ‘view’ but it is completely isolated. To simplify, there is no access to the surrounding context. In ‘view’, we could get an associated controller using this.get(‘controller’) which is not the case with component. It is a great way to build reusable components like custom select boxes, auto-complete field, reusable charts. A sample component creation is:


App.ConfirmBoxComponent = Ember.Component.extend({
isVisible: false,
actions: {
//Handle your action here


{{#if isVisible}}
<div class=”confirm-box confirmin”>
<button {{action “confirmDelete”}} title=”yes”> y </button>
<button {{action “cancelDelete”}} title=”no”> n </button>

Computed Properties

Computed properties are properties that depend on other properties. The values of these computed properties are cached by EmberJS until one of the dependent properties change. Ember then recalculates the value of computed properties and caches it again.

Sample Demo Snapshots:


Click here to download working demo





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