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Top 10 CRM Trends to Watch in 2024

Updated on Jan 3
3 min read
Written by
Cem Dilmegani
Cem Dilmegani
Cem Dilmegani

Cem is the principal analyst at AIMultiple since 2017. AIMultiple informs hundreds of thousands of businesses (as per Similarweb) including 60% of Fortune 500 every month.

Cem's work focuses on how enterprises can leverage new technologies in AI, automation, cybersecurity(including network security, application security), data collection including web data collection and process intelligence.

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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.

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

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

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Cem Dilmegani
Principal Analyst

Cem is the principal analyst at AIMultiple since 2017. AIMultiple informs hundreds of thousands of businesses (as per Similarweb) including 60% of Fortune 500 every month.

Cem's work focuses on how enterprises can leverage new technologies in AI, automation, cybersecurity(including network security, application security), data collection including web data collection and process intelligence.

Cem's work has been cited by leading global publications including Business Insider, Forbes, Washington Post, global firms like Deloitte, HPE, NGOs like World Economic Forum and supranational organizations like European Commission. You can see more reputable companies and media that referenced AIMultiple.

Cem's hands-on enterprise software experience contributes to the insights that he generates. He oversees AIMultiple benchmarks in dynamic application security testing (DAST), data loss prevention (DLP), email marketing and web data collection. Other AIMultiple industry analysts and tech team support Cem in designing, running and evaluating benchmarks.

Throughout his career, Cem served as a tech consultant, tech buyer and tech entrepreneur. He advised enterprises on their technology decisions at McKinsey & Company and Altman Solon for more than a decade. He also published a McKinsey report on digitalization.

He led technology strategy and procurement of a telco while reporting to the CEO. He has also led commercial growth of deep tech company Hypatos that reached a 7 digit annual recurring revenue and a 9 digit valuation from 0 within 2 years. Cem's work in Hypatos was covered by leading technology publications like TechCrunch and Business Insider.

Cem regularly speaks at international technology conferences. He graduated from Bogazici University as a computer engineer and holds an MBA from Columbia Business School.

Sources: Traffic Analytics, Ranking & Audience, Similarweb.
Why Microsoft, IBM, and Google Are Ramping up Efforts on AI Ethics, Business Insider.
Microsoft invests $1 billion in OpenAI to pursue artificial intelligence that’s smarter than we are, Washington Post.
Data management barriers to AI success, Deloitte.
Empowering AI Leadership: AI C-Suite Toolkit, World Economic Forum.
Science, Research and Innovation Performance of the EU, European Commission.
Public-sector digitization: The trillion-dollar challenge, McKinsey & Company.
Hypatos gets $11.8M for a deep learning approach to document processing, TechCrunch.
We got an exclusive look at the pitch deck AI startup Hypatos used to raise $11 million, Business Insider.

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