CRM founders (people actually running and supporting production platforms), what feature ended up being far more important than you expected?

I've spent a lot of time talking with service businesses, and it's interesting how often the things founders think are important differ from what customers actually use every day.

For example, I originally expected reporting and analytics to be a major selling point.

Instead, I keep hearing more about dispatching, technician communication, appointment management, customer self-service, and simply getting invoices paid faster.

What's surprised me most is that many customers don't seem to care how sophisticated the system is under the hood. They care about whether it removes friction from their day.

I'm specifically interested in hearing from founders, operators, and people responsible for maintaining real-world CRM deployments—not just building demos or prototypes.

What feature ended up driving adoption, retention, or customer satisfaction that you didn't initially think would matter?

And conversely, what feature did you spend months building that customers barely cared about?