A manufacturer of motors found that their customers were having a difficult time configuring and specifying the correct motor for their application. The process often required involvement from a sales engineer from the manufacturer, an engineer from the customer, and a purchasing agent from the customer. A custom software application, commissioned by the manufacturer, was sent to potential customers, enabling them to configure and specify the correct motor considerably faster and with less involvement from the expensive technical people who used to be involved. Customers began to prefer this manufacturer because it was easier to buy from them.

A reseller of long-distance phone service used to send their phone bills to their large, multi-national customers on CD-ROM because of the volume of data. However, the customers were still unable to make much sense of the reams and reams of data that were provided. The reseller then included a custom software application that enabled the customer to graphically analyze the data - including cost centers, heavy users, and other statistically interesting information so that they could be control costs.

A manufacturer of equipment and supplies provided a custom application to their distributors and reps that enabled those sales agents to produce quotes and orders in a significantly easier and more flexible way than was used before. The software also integrated a number of other business functions that were heretofore performed manually or on disparate computer systems. Providing this software made the sales agents more inclined to specify the manufacturer's equipment on quotes and orders.

A third party analyst of insurance claims for a medical specialty niche had aggregated data for their customers for years. However, the customized reporting requirements for each client in the niche outran their capabilities to produce specialized programs for each client. A customizable umbrella application that imported and cleansed data from a variety of sources also provided for user-customizable reporting on the fly, allowing the analyst to focus on acquiring new clients and providing in-depth analysis and recommendations instead of meticulously designing new programs for each client.