Small and medium-sized enterprises (SMEs) continue to grow in Brazil, and many of them take advantage of the expansion of e-commerce as a business alternative. In this scenario, adopting a CRM system can become a fundamental strategy.
Currently, 91% of companies already use some form of CRM for sales, according to a report by GrandView Research. This tool contributes to increased sales by optimizing customer interaction management.
Given this, it is worth exploring the key CRM trends for 2025 that will impact Brazilian SMEs in the coming months.
CRM gains strength in the market
Acronym for Customer Relationship Management, the CRM for sales is a platform that organizes and controls interactions with customers. This way, businesses can gather relevant data to develop targeted campaigns and other marketing actions.
According to GrandView Research, 91% of companies with at least ten employees have already incorporated CRM into their routine. The system is rapidly evolving, with features like artificial intelligence (AI) gaining traction and optimizing personalization and sales efficiency.
CRM Trends for 2025
Based on an analysis by Pmweb, experts identified the key CRM trends that will become even more relevant for businesses:
- Automation and personalization with AI: artificial intelligence enables the automation of various tasks and real-time data analysis, including personalized experiences, increasing efficiency in customer service and sales.
- Omnichannel strategy: integrating physical and digital channels is essential to create a seamless customer journey. This way, CRM connects information from different touchpoints, ensuring more consistent service.
- Fast and real-time contact: integrating CRM with chats, apps, and social media enables instant communication, increasing business closing speed.
- ESG-focused practices: incorporating environmental, social, and governance (ESG) principles into CRM strategies strengthens a company’s reputation, as customers value brands committed to these values.
Consumer behavior shapes the market
The Pmweb report also highlights upcoming changes in consumption habits. Sustainability, for example, will become increasingly relevant: 70% of customers state they would be willing to pay more for sustainably produced products.
This behavior reflects concerns about the climate crisis and environmental impact. Additionally, customer loyalty becomes even more strategic. According to the research, 41% of consumers prefer to buy from brands they already know and trust.
Personalization also stands out: 66% of consumers expect their preferences to be considered during the purchasing journey.
These findings reinforce the importance of CRM for sales, as the tool allows businesses to adapt strategies to each customer’s needs. Therefore, the demand for such solutions is expected to continue growing in the coming years.
