By Adrian Ephraim
FOR many Cape Town businesses, CRM systems promise to streamline operations, improve customer relationships, and unlock new insights. But according to Hayley Blane, Dynamics 365 CE Practice Head and Solution Architect at Braintree, the reality often falls short of the promise.
“Too many companies assume all CRM systems are the same, and simple enough to set up themselves,” Blane explains. “That’s where things start to unravel.” Businesses end up with underpowered systems that can’t scale or deliver meaningful reports, leading to low adoption and minimal return on investment.
CRM systems: strategy before software
This is especially problematic for small and medium-sized enterprises in sectors like retail, tourism, and manufacturing. The solution, says Blane, is to begin with strategy, not software. “You need to define your goals and pain points first, then evaluate CRM options with those in mind. Involve specialists who understand both your industry and the technology.”
But what happens when you’ve already gone down the wrong path? Blane refers to this as “CRM quicksand” – when companies find themselves locked into fragmented systems that no longer meet their needs.
These systems may lack basic accessibility, provide clunky interfaces, or fail to give a unified view of the customer. “You end up stitching together multiple tools to do what one well-designed platform could achieve,” she says.
CRM solutions: balancing cost and value
One of the biggest pitfalls, especially in the South African market, is choosing CRM solutions based on cost alone. “The cheapest option often becomes the most expensive in the long run,” Blane warns. Implementing a system without certified architects or neglecting change management processes only compounds the problem. “User buy-in is critical. If employees don’t see the value or aren’t involved from the start, adoption will suffer.”
Measuring CRM success shouldn’t be limited to sales metrics, either. Blane highlights customer retention, reduced duplication of effort, and more effective marketing as key indicators of value. A good CRM provides a 360-degree customer view across all channels — from phone and email to WhatsApp and social media. This visibility reduces operational inefficiencies and enables more personalised, responsive service.
CRM automation: efficiency and scalability
Cloud-based CRM systems can also relieve internal IT teams by managing uptime and storage, cutting infrastructure costs. “You don’t need in-house servers or maintenance teams — and many platforms now offer mobile apps with offline functionality, which is crucial in data-scarce environments,” she adds.
As for concerns around AI and automation, Blane advises starting small. “Features like autofill, smart prompts, or virtual assistants that schedule appointments can make a big impact without overwhelming teams or breaking budgets.” These tools streamline processes and help employees focus on higher-value tasks.
Perhaps the most powerful feature a CRM can offer is scalability. For South African businesses, this means a phased rollout — what Blane calls the “land and expand” model. “Start with one division or function, solve a specific problem, and build from there.” She shares an example of a client who replaced four different systems by gradually adding service, sales, marketing, and portal functionality — all within one CRM platform. “They saw value at every stage without disrupting operations.”
CRM scalability: land and expand model
For Cape Town’s business community, the takeaway is clear: a CRM system can absolutely be a growth engine – but only if it’s chosen with care, aligned to business goals, and implemented with expert guidance. “It’s not about the latest features,” says Blane. “It’s about fit, usability, and long-term value.”
If your CRM isn’t helping your business move forward, it might be time to reassess whether it’s really a solution or just another survival tool in disguise.
