Small and medium-sized enterprises (SMEs) continue to grow in Brazil, and many of them are taking advantage of the expansion of e-commerce as a business alternative. In this scenario, adopting a CRM system can become a key strategy.
Currently, 91% of companies already use some CRM model for sales, according to a report by GrandView Research. This tool contributes to increased sales by optimizing customer interaction management.
Therefore, it is worth exploring what the main CRM trends for 2025 are that will impact Brazilian SMEs in the coming months.
CRM gains strength in the market
Acronym for Customer Relationship Management, theCRM for salesIt is a platform that organizes and controls interactions with the public. In this way, the company is able to 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 like artificial intelligence (AI) gaining ground and optimizing personalization and sales efficiency.
CRM Trends for 2025
Based on an analysis conducted by Pmweb, specialists identified the main CRM trends that will become even more relevant for companies:
- Automation and personalization with AIArtificial intelligence enables the automation of various tasks and real-time data analysis, including personalized experiences and increasing efficiency in customer service and sales.
- Omnichannel strategyIntegrating physical and digital channels is essential to create a seamless customer journey. In this way, the CRM connects information from different touchpoints, ensuring more consistent service.
- Quick and real-time contactThe integration of CRM with chats, applications, and social networks allows for instant communication, increasing agility in closing deals.
- Practices focused on ESGIncluding environmental, social, and governance (ESG) principles in CRM strategies strengthens companies' reputations, as customers value brands committed to these values.
Consumer behavior shapes the market
The Pmweb report also points to changes in consumption habits that are expected to increase. Sustainability, for example, will become increasingly important: 70% of customers say they would be willing to pay more for sustainably produced products.
This behavior reflects concern about the climate crisis and environmental impact. Furthermore, customer loyalty becomes even more strategic. According to the survey, 41% of consumers prefer to buy from brands they already know and trust.
Customization also takes center stage: 66% of consumers expect their preferences to be considered during the shopping journey.
These data reinforce the importance of CRM for sales, as the tool allows strategies to be tailored to each customer's needs. Therefore, the trend is that the demand for this type of solution will continue to grow in the coming years.
