Small and medium-sized enterprises (SMEs) continue to grow in Brazil, with a significant portion leveraging e-commerce expansion 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 GrandView Research report. This tool contributes to increased sales by optimizing the management of customer interactions.
Therefore, it is worthwhile to explore the key CRM trends for 2025 that are expected to impact Brazilian SMEs in the coming months.
CRM gains momentum in the market
Acronym for Customer Relationship Management, CRM for sales is a platform that organizes and controls interactions with the audience. This way, the company 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 evolving rapidly, with features such as artificial intelligence (AI) gaining traction and optimizing sales personalization and efficiency.
CRM trends for 2025
Based on an analysis conducted by Pmweb, experts identified the key CRM trends expected to gain even greater relevance for companies:
- Automation and personalization with AI: artificial intelligence enables the automation of various tasks and real-time data analysis, including personalized experiences, thereby increasing efficiency in customer service and sales.
- Omnichannel strategy: integrating physical and digital channels is essential to create a seamless customer journey. Thus, CRM connects information from different touchpoints, ensuring more consistent service.
- Fast and real-time contact: integrating CRM with chats, applications, and social media enables instant communication, increasing agility in closing deals.
- Practices focused on ESG: incorporating environmental, social, and governance (ESG) principles into CRM strategies strengthens companies' reputations, as customers value brands committed to these values.
Consumer behavior shapes the market
The Pmweb report also points to increasing changes in consumption habits. Sustainability, for example, will become increasingly relevant: 70% of customers state they would be willing to pay more for sustainably manufactured products.
This behavior reflects concern about the climate crisis and environmental impact. Furthermore, 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 data reinforce the importance of CRM for sales, as the tool allows strategies to be adapted to each consumer's needs. Therefore, the demand for this type of solution is expected to continue growing in the coming years.
