Digital Marketing

Top CRM Trends for 2024

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By Helena Alcoverro, on 11 January 2024

CRM, the fastest-growing digital marketing software, with cloud-based CRM accounting for 50% of total market revenue. With statistics like these, it's evident that customer relationship management tools will continue to be a prominent trend in digital marketing adopted by businesses. But what are the CRM trends for 2024 that will help enhance your strategies on this platform and keep you from stagnating? Here, we highlight the most notable trends to keep you on the right track.

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Top CRM trends

Major CRM Trends for 2024


1. AI Takes Center Stage in Customer Relationship Management

CRM companies recognize the value of AI and are swiftly integrating it into their functionalities. 2024 is poised to witness a significant surge in AI technology within customer relationship management tools. How? Here are some examples:

  • Predictive AI data analysis for more accurate future predictions.
  • AI-driven automation that eliminates mechanical tasks, saves time, streamlines projects, and segments customers.
  • Real-time customer assistance through conversational AI, employing voice assistants or chatbots.

AI is a trend in itself for 2024, and those not using it in marketing may fall behind. However, the key is to view AI as a complement, a tool to enhance your work rather than to fully replace human effort.


2. Mobile CRM Solutions

The global market value of mobile CRM stands at $15 billion and is expected to grow further, making it a key trend to watch in 2024. Platforms compatible with mobile devices are increasingly crucial for businesses. They allow professionals to access the platform from anywhere, anytime, ensuring constant connectivity for efficient operations.

The adaptability of CRM to mobile devices has become possible due to the simplicity these platforms have acquired over the years. The era of complex CRMs is gradually fading away, making them more appealing to a broader audience.


3. Rise of Voice and Conversational User Interface

The growth of voice communication extends beyond search queries to CRM platforms. Administering data or performing tasks through voice commands will become more prevalent, making these tools more user-friendly. This shift not only simplifies tasks but also enhances accessibility for individuals initiating CRM use or those with disabilities.

This trend aims to reduce the 22% of companies that switch CRMs due to complexity.

Additionally, CRM platforms will increasingly feature conversational functions. Imagine finding what you need on the platform by simply instructing the chat to locate it.


4. Customer-Centricity: Aligned Marketing, Sales, and Operations

Traditional CRMs focused solely on enhancing customer relationships for sales and service teams. However, new CRM trends for 2024 are shifting towards customer-centric strategies across all departments. This encourages a different corporate culture by placing the customer at the center of all team strategies.

Tools facilitating alignment and collaboration among different teams will be integrated into CRMs, demonstrating each group's contribution to advancing the customer through the sales funnel.

In essence, CRM platforms are urging diverse teams to work together to achieve collective goals.


5. Self-Service CRM

Self-service CRMs allow customers to access information about products or services, making modifications without the need for CRM representatives' intervention. These CRMs enhance brand satisfaction, reduce the workload for customer service professionals, and have become a noteworthy trend for 2024.

The "do it yourself" approach is becoming more common in CRM tools. Moreover, these CRMs are often more cost-effective, providing access to a wider range of companies. Many are cloud-based, ensuring easy configuration and scalability.

Implementing self-service CRMs can enhance process efficiency, save resources, and ultimately contribute to market competitiveness.


6. Data Security and Privacy

Did you know that 84% of consumers are more loyal to companies with robust data security controls? This principle holds true for CRM platforms. Data privacy is a new trend in CRM for 2024, primarily driven by regulations like the EU General Data Protection Regulation (GDPR).

CRM tools are increasingly incorporating advanced security measures such as multifactor authentication and end-to-end encryption. Many platforms are adopting data minimization strategies, storing only what is necessary for functionality to avoid potential issues and reduce risks.

Furthermore, companies are empowering customers with more control over their privacy preferences, fostering greater trust.


7. New Markets for CRM

One of the most interesting trends in CRM for 2024 is its expansion into sectors that previously underutilized or did not implement CRM extensively. Health, finance, and construction are now becoming prominent users, alongside traditional sectors like insurance, consulting, real estate, and distribution.

The market revenue for CRM, which was $35 million in 2022, is expected to experience a significant uptick in 2024.


8. CRM and the Metaverse: A Possible Convergence

Metaverse and CRM coming together? It's an intriguing concept. This trend in CRM for 2024 explores the potential convergence of these technologies.

The metaverse, a digital universe that began gaining attention a few years ago, allows people to interact virtually and perform real-world actions like gaming or working. CRM platforms can integrate with the metaverse to track interactions and utilize them for personalized experiences or improved customer service.

While the combination is not widespread, it's expected to grow in 2024.


9. Social CRM for Enhanced Audience Connection

Have you heard of social CRM? It involves integrating social media channels into CRM platforms to include them in the system's data and effectively track all interactions. Social media has become a significant channel for customer-brand communication, with most interactions occurring through these platforms.

With the rise of multichannel marketing and customer experiences in recent years, the emergence of social CRM is inevitable. In 2024, we'll witness a surge in this functionality within CRM platforms.

The increased use of social CRM allows brands to better anticipate customer needs by understanding their behavior on social media. Marketing teams can gain deeper insights into the audience through data extracted from social CRM. This not only facilitates audience understanding but also helps identify influential individuals for potential inclusion in influencer marketing strategies.

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Helena Alcoverro

Inbound Marketing Strategist en Cyberclick. Graduada en Publicidad y Relaciones Públicas por la UPF. Responsable de la estrategia de inbound marketing, creación de contenidos digitales y posicionamiento web. Gestión del CRM con la herramienta HubSpot.

Inbound Marketing Strategist at Cyberclick. Helena holds a degree in Advertising and Public Relations from UPF. She specializes in inbound marketing campaigns, digital content creation and web positioning, with experience in CRM management and HubSpot.