At times, they would prefer to click a button that says "Print ABC", or "Print XYZ" report, instead of having to crawl all over the huge spreadsheet(and get "lost" every now and then), to highlight and print different report pages. Using a custom built data entry form to make data entries into 14 different cells in different parts of a table(at the same time/with one click) would, for them, be "heaven" compared to making the entries one at a time.
Custom spreadsheet solutions which survive long after the developer has "left the scene", are often those which users accept because they discover it _ among other benefits _ makes their work quicker and easier to do. That is why the best person to develop such solutions tend to be one who works in that area, and is therefore familiar with the way the manual system operates. S/he would have an "insider's" perspective of the best way to introduce automation other users will readily adopt _ even as it solves the identified problem(s).
Spreadsheet Automation Facilitates EFFORTLESS Data Handling, Analysis & Report Generation! Sometimes people don't really care about learning(or using) all the "cool' advanced functions, formulas and techniques in the spreadsheet application they use for their work. They just want to punch in their relevant raw data _ at any time _ and immediately see the computed results generated by the spreadsheet in a manner that can facilitate their important decision making.
A person with proven competence in this area CAN become "notorious" for developing spreadsheet applications, which eliminate drudgery from the process of using MS Excel to handle large amounts of data. Typically, work that takes hours or days will suddenly take minutes or seconds to finish.