Top 10 CRM Trends to Watch in 2024

CRM technology‘s popularity can be due to the growing volume of data. This trend is supported by research involving over 2,500 industry leaders, which shows that 80% of organizations benefit from CRM software.¹ That’s why, remaining up to date on the newest innovations and trends in CRM technology is critical, as it enables businesses to take advantage of the full range of benefits, enhancing customer interaction and boosting business performance.

In this article, we provide the latest trends in the CRM industry to inform CRM users and help organizations in their CRM tool selection process.

Top 10 CRM trends

1- AI-powered automation

Artificial Intelligence (AI) adoption helps companies automate several parts of processes in businesses and research shows that it increases revenue for different activities in organizations such as marketing and sales, or corporate finance (see Figure 1).

Source: Statista

Figure 1. AI-adoption-based revenue growth.

AI-powered tools can also help improve Customer Relationship Management (CRM) systems by automating various tasks. This can include: 

• automating customer support replies
• sending email push-up notifications
• analyzing consumer data
• forecasting future customer behavior.

AI-powered CRM platforms can help businesses better engage with their customers, personalize communications, and anticipate future customer needs.

For those interested, here is our benchmarking on the leading vendors that offer AI-powered CRM features.

2- Low-code no-code development

It is estimated that more than 80% of low-code development tool users are expected to be employees outside of IT departments by 2024, growing from 60% in 2021.² Instead of traditional programming, low-code/no-code platforms allow non-technical users to create and customize applications through graphical user interfaces and settings. This means that CRM system users can quickly modify the system to their own needs, such as developing new workflows or reports.

Check out our article on no-code CRM to learn more.

3- Voice assistants

The rise of voice assistants is enhancing the CRM user experience. Voice assistants integrated into CRM systems allow for hands-free data entry and command execution, while Natural Language Processing (NLP) helps understand and extract meaningful insights from customer interactions, enhancing the system’s ability to predict and respond to customer needs.

4- Chatbots

Chatbots are AI-powered tools that can imitate human communication and deliver rapid solutions to customer inquiries. They can be connected to CRM systems to handle basic questions or issues, allowing representatives to focus on more complex issues, and the 24/7 availability of chatbots allows for a better customer experience.

5- Gamification

To boost user engagement and productivity, CRM providers may incorporate gamification elements into their systems. This could involve rewards or points for completing certain tasks or achieving sales targets, increasing productivity and engagement in sales teams.

6- Social CRM systems

Source: Statista

Figure 2. The effectiveness of channels for digital marketing teams.

According to research, social media is the most effective channel for digital marketing teams (see Figure 2). Social CRM involves the integration of social media platforms with CRM systems to improve customer engagement, monitor brand mentions, and respond to customer inquiries in real-time.

7- Mobile CRM

Mobile CRM apps allow users to access customer data and perform tasks from anywhere, at any time. This is especially useful for sales reps who are often on the go, meeting clients and need to update records or access customer information immediately.

8- Internal audit

Businesses are focusing more on internal audits of their CRM systems as data privacy, and security become increasingly crucial. This helps to guarantee that customer information is handled correctly and that the system is in accordance with the relevant laws.

9- Offline data synchronization

Some CRM tools enable customers to view and update CRM data even when they aren’t online. When they are back online, the data is synced with the primary CRM system, and all the changes are implemented. This can be particularly useful for field sales representatives and other employees who frequently work in locations with limited internet connection.

10- Centralized calendar system

Teams can better manage their time and plan customer interactions by using an integrated calendar system within the CRM. A calendar system can help businesses stay organized by providing a summary of coming meetings, tasks, and deadlines and making sure that they are up-to-date.

For those interested, here is our data-driven list of CRM software in the market.

Further Reading

• AI-powered CRM Systems: In-Depth Guide
• CRM Pricing Guide
• CRM Best Practices

Reach us if you need help in your CRM vendor selection process:

External Links

• 1. “Software Market Insights: Customer Relationship Management (CRM)” (PDF). Gartner. Retrieved July 8, 2023.
• 2. “Software Market Insights: Customer Relationship Management (CRM)” (PDF). Gartner. Retrieved July 8, 2023.