CRM Software

CRM (Customer Relationship Management) software supports sales departments track all sales related interactions in a single system.

CRM is one of the most important software used by businesses as it is a key determinant of sales efficiency. From SMEs to large banks to consultancies, most companies are relying on a CRM to track sales effectiveness and improve sales efficiency.

CRM tracks all data related to existing and potential customers (i.e. prospects or leads) including their interactiond on your company's digital platforms, their interactions with your sales teams as well as other relevant data.

To achieve these, CRM needs to be able to use data from and provide data to your company's ERP, analytics, marketing automation as well as customer service systems.

CRM is also called SFA (Sales Force Automation).

To be categorized as CRM software, a product must be able to:

  • Store customer data including customer's interactions with sales
  • Track leads as they progress on the sales pipeline
  • Export this data to other systems or allow them real-time access so salesforce automation/optimization features can be offered. Alternatively, some CRM software offer these functions under one platform
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Compare CRM Software
Results: 322

AIMultiple is data driven. Evaluate 322 products based on comprehensive, transparent and objective AIMultiple scores. For any of our scores, click the icon to learn how it is calculated based on objective data.

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= Rating
= 4 Reviews
= 40 Employees
= 20,000 Branded Queries
68.04587016124485
85.4534598898833
7.363636379429779
90.66440781560392
0.2669150610908655
50.63828043260639
top5 , top10
true
4star
Pipedrive Free trial available
Rating
4.41
Reviews
100%
Employees
100%
Popularity
100%

Try Pipedrive, the #1 user-rated CRM tool.

57.507357845702224
87.45883309448901
0.009090847496591349
89.99867674796867
95.32680753245198
27.55588259691544
top10
4star
Microsoft Dynamics 365 for Sales (formerly Dynamics CRM)
Rating
4.22
Reviews
100%
Employees
100%
Popularity
71%

Go beyond sales force automation (SFA) with Dynamics 365 for Sales to better understand customer needs, engage more effectively, and win more deals.

55.08941285913282
78.1928775359983
0.7999999494610727
83.12126375101873
1.162987051895914
31.98594818226733
true
5star
Freshsales Free trial available
Rating
4.63
Reviews
100%
Employees
100%
Popularity
100%

Freshsales is a full-fledged Sales CRM software for Business. "You dont need multiple tools to drive sales anymore“ Sign Up for 30 Days Free CRM Software.

54.63312659330906
82.25524658637518
0.2363636142528556
87.49734256213854
0.021788984578846166
27.01100660024293
5star
Nimble
Rating
4.50
Reviews
100%
Employees
24%
Popularity
100%

Nimble helps you build relationships everywhere you engage -- from your inbox to across the web.

53.42030290440803
80.06749681811458
7.363636379429779
84.8053689001748
4.318032018912839
26.773108990701484
top5 , top10
4star
Zoho CRM
Rating
3.96
Reviews
100%
Employees
100%
Popularity
100%

51.04925693199518
75.36850148959607
0.012727281255716722
80.17824224501405
0.019065361506490398
26.730012374394292
true
4star
PipelineDeals Free trial available
Rating
4.34
Reviews
100%
Employees
21%
Popularity
100%

Sales CRM (Customer Relationship Management) Software by PipelineDeals Allows You to Easily Organize, Track, and Manage Your Sales Management

50.80121282125263
93.30389687114004
1.7999999652544876
99.13871978994013
1.9833423212894723
8.298528771365218
top10
4star
HubSpot CRM
Rating
4.35
Reviews
100%
Employees
100%
Popularity
100%

HubSpot CRM is everything you need to organize, track, and nurture your leads and customers. Manage your pipeline and speed up your sales team with the CRM that's free, forever.

49.86258675787839
73.1410128520274
1.1999999241916088
77.76849131320613
0.0877006629298558
26.58416066372938
top10
5star
Copper
Rating
4.54
Reviews
100%
Employees
100%
Popularity
100%

When you need CRM software that works with G Suite, you need Copper.

49.78925751226967
73.02533281669162
0.981818162866084
77.6548071846384
0.01198394151836539
26.55318220784772
top10
true
5star
Less Annoying CRM Free trial available
Rating
4.71
Reviews
100%
Employees
13%
Popularity
100%

Thousands of small businesses use Less Annoying CRM to manage contacts, track leads, and stay on top of follow-ups.

49.59770004462553
94.73246511675886
2.199999939985024
100
22.21550395197708
4.462934972492212
top5 , top10
4star
Salesforce CRM
Rating
4.18
Reviews
100%
Employees
100%
Popularity
100%

Market Presence Metrics

Popularity

Searches with brand name

These are the number of queries on search engines which include the brand name of the product. Compared to other product based solutions, CRM Software is less concentrated in terms of top 3 companies' share of search queries. Top 3 companies receive 46%, 26% less than the average of search queries in this area.

Web Traffic

CRM Software is a highly concentrated solution category in terms of web traffic. Top 3 companies receive 81% (8% more than average solution category) of the online visitors on crm software company websites.

Satisfaction

CRM Software is less concentrated than the average in terms of user reviews. Top 3 companies receive 51% (this is 8% for the average solution category) of the reviews in the market. Product satisfaction tends to be slightly higher for more popular crm software products. Average rating for top 3 products is 4.3 vs 4.2 for average crm software product review.

Leaders Average Review Score Number of Reviews

Maturity

Oracle
Microsoft
SAP
Salesforce
Sage Software

Number of Employees

20 employees work for a typical company in this category which is 32 less than the number of employees for a typical company in the average solution category.

In most cases, companies need at least 10 employees to serve other businesses with a proven tech product or service. 211 companies (163 more than average solution category) with >10 employees are offering crm software. Top 3 products are developed by companies with a total of 100-500k employees. However, all of these top 3 companies have multiple products so only a portion of this workforce is actually working on these top 3 products.

Insights

Top Words Describing CRM Software

This data is collected from customer reviews for all crm software companies. The most positive word describing crm software is "easy to use" that is used in 21% of the reviews. The most negative one is difficult with being used in 5% of all crm software the reviews.

easy to use
21%
features
14%
customer service
13%
difficult
5%
ability to customize
3%
ease of use
3%
mobile app
2%
Positive
Overall
Negative

Customer Evaluation

These scores are the average scores collected from customer reviews for all CRM Software companies. Compared to median scores of all solution categories, CRM Software comes forward with Ease of Use but falls behind in Value for Money.

Customers by

Industry

According to customer reviews, top 3 industries using CRM Software solutions are Computer Software, Marketing and Advertising and Information Technology and Services. Top 3 industries consitute 26% of all customers. Top 3 industries that use any solution categories are Computer Software, Information Technology and Services and Marketing and Advertising.

Company Size

According to customer reviews, most common company size is 1-10 employees with a share of 25%. The median share this company size is 20%. The most common company size that uses any solution category is employees.

Vendors by

HQ

Learn More About CRM Software

What is CRM software?

A CRM (Customer Relationship Management) system tracks a company’s sales-related interactions with customers. It aims to increase sales efficiency and improve business relationships by maintaining customer relationships, facilitating processes, and improving profitability.

Wikipedia defines CRM as:"Customer relationship management (CRM) is an approach to manage a company's interaction with current and potential customers "

How does CRM software work?

A CRM system collects all data related to existing and potential customers. It allows sales personnel to set themselves reminders, prioritize accounts and track their progress. Advanced CRM software also analyze customers’ interaction histories and their sales data. From these insights, CRM systems identify the needed services and products for customers. Overall, CRM helps companies understand their customers better. This leads to improved customer relationships and increased sales efficiency.

A CRM system can:

  • Store customer data including their interactions with sales
  • Track sales leads as they progress on the pipeline
  • Prioritize sales leads
  • Enable sales personnel to set reminders regarding clients
  • Integrate with other essential business systems involved in sales such as email
  • Allow other systems real-time access to automate/optimize the sales processes

Why is CRM software important now?

Sales in the past was viewed as something of an art, a skill that best sales people possesed. Something a bit magical. Metric collection was made at a high level and customer interactions were not recorded. This made sense until 2000s as most meetings were either face-to-face or on a phone and the technology to record and analyze such verbal exchanges was not available. However, today's sales relies on emails, in most companies, inside sales teams make up the majority of the sales personnel. Since their interactions can be recorded and analyzed at limited cost, CRM systems have become increasingly useful, bringing science to the sales process.

Gartner forecasts that by 2021, CRM will be the single largest revenue area of spending on enterprise software. From SMEs to large banks to consultancies, most companies use a CRM system to track their sales.

Salesforce, one of the leading vendors, states that companies can improve their revenue by 25% and sales productivity by up to 35% with a CRM. A CRM system helps to focus on company relationships, including customers, suppliers, and employees. Companies use this solution to find new customers, provide support services, and increase sales efficiency.

How is AI changing CRM?

According to a report by Pactera Technologies and Nimdzi Insights, in 2018, 53% of enterprises leveraged some form of AI in their CRM systems. Below are the top four ways of relying on AI technologies to transform CRM:

  • Predictive lead scoring: Customer sales data can be used to determine a customers’ buying readiness. Companies can analyze won versus lost deals to detect trends that can inform predictive lead scoring methods. You can read more about this in our research on the topic.
  • Data cleaning: Advanced analytics approaches can detect irregularities, anomalies, duplicates, and other errors in the data and clean them to improve decision making quality.
  • Virtual assistant: Automated virtual assistants can help employees to manage calendars, schedule meetings, make phone calls, take notes, do follow-ups, and assist them in routine manual tasks within a CRM system. A virtual assistant can also group CRM data, support companies with customer segmentation, and interpret natural language queries to handle customer calls or support customer service agents as they answer customer questions.
  • Recommendation system: CRMs are data repositories. Using data collected in CRM, next steps can be identified to progress customers along the sales funnel. For example, personalized sales and marketing material can delivered at specified times to improve sales performance. Customized product recommendations can also be identified for cross-sell based on CRM data.

How can latest AI technologies support data cleaning in CRM?

According to research by Dun & Bradstreet, 91% of data in CRM systems is incomplete, 18% is duplicated, and 70% is rendered stale each year.

  • Errors can occur while entering new sales data. These errors include duplicate entries, incomplete information, or mistaken values. If companies don't clean erroneous data, their analysis can misguide them and cause wrong decisions. Feel free to read our detailed guide about data cleaning.
  • CRM data grows stale as customer employees change jobs, customers go out of business or change their area of focus.

Advanced analytics models can identify potential issues, clean duplicate data, look for incomplete data in other systems or suggest actions to update potentially stale data in the CRM system. It can also detect the anomalies in the CRM data and notify the users to correct the errors.

How can AI-powered virtual assistants support CRM systems?

Virtual assistants are application programs that understand natural language commands and complete tasks for users. They access employee calendars, notes, and information, which provides them enough information to schedule new meetings, send reminders, and assist specific tasks that can be automated.

Besides employee support, call routing can be optimized using CRM data. Customer data can be used to cluster customers with similar behaviors. Natural language processing can be used to direct customers to agents who are more likely to have a positive interaction with that customer.

How are recommendation engines integrated in CRM software?

CRM data can be used to understand customers better and discover their needs or styles to personalize the customer communication or the products offered to the customer. Sales history, customers' online interactions and requirements of similar customers can be used in recommendations

Product recommendations are personalized in most advanced companies. As a real-life example, Microsoft has integrated Azure ML into Dynamics 365. The model computes relationships between customers and the products they purchase. The CRM system can show suggested products to sell. Users can rate these suggestions to improve recommendation performance. Salesforce, another vendor, states that personalization can improve sales by 10%.

Communication with customers is harder to personalize automatically. However, there is already multiple companies striving to support sales personnel with customer specific communication suggestions