The CRM landscape is always evolving to help businesses further leverage customer data. As customer needs become increasingly specific, companies have to adapt their strategies to keep pace. Whether you’re using a paid CRM or an open-source version, new trends and tools are shaping how we use these programs.

1. Nearly all CRM buyers (98%) prioritize CRMs with sales automation features. (Capterra)

2. CRM adoption is high, with an estimated 90% of mid-sized businesses using a CRM system. (CIO)

3. Investing in CRM can lead to an average ROI of $8.71 for every dollar spent. (Nucleus Researcm Enfroy)

4. In today's competitive landscape, 92% of businesses view CRM software as essential for reaching their revenue goals. (REVE Chat) 

5. Nearly 73% of companies leverage CRM to strengthen customer bonds and track interactions. (Adam Enfroy)

CRM adoption varies depending on business type (B2B vs. B2C) and industry, but as the importance of the customer experience takes center stage, companies of all types and sizes are using CRMs. 

6. The retail industry boasts the largest use of CRMs, with a share of 23.5% in 2022. (Grand View Research)

7. While sales teams are the primary CRM users (80%), marketing (46%) and customer service (45%) also use it, highlighting its cross-functional reach. (Thrive My Way)

8. Over half (57%) of surveyed organizations plan to increase their CRM budget within the next year, indicating a growing recognition of its value. (Forrester)

9. More than 80% of executives predict CRM usage will extend beyond traditional sales functions within the next three to five years. (Salesmate)

10. Eighty-seven percent of businesses using CRMs use cloud-based versions of the software. (SuperOffice)

Strong customer relationships are the cornerstone of business success, and CRMs play a vital role in nurturing them. By prioritizing the customer journey, CRMs empower service teams to enhance customer satisfaction, boost retention rates, and drive higher sales.

11. 69% of customes say they're likely to switch brands based on a poor customer service experience. (ServiceNow)

12. 84% of customers say they're likely to recommend a brand based on great customer service. (ServiceNow)

13. More than 74% of businesses recognize that a consolidated view of customer information is crucial for organizations to deliver optimal customer experiences. (Technology Coast Partners)

14. Using a CRM can help boost conversions by 300%. (Finances Online)

15. Nearly half (47%) of CRM users report a significant boost in customer satisfaction thanks to CRM technology. (Thrive My Way)

16. While 70% of organizations use CRM for customer service, a significant portion also leverage it for B2B marketing and sales automation (64%) and field service (62%), showcasing its departmental reach. (Forrester)

17. Nearly two-thirds of businesses that used mobile CRM hit their sales quotas, compared to only 22% of companies that hit quotas without having a mobile CRM. (Finances Online)

CRMs were previously the domain of sales and customer service, but as customer service delivery channels grow, CRMs are now becoming company-wide staples. Take a look at how companies are using CRMs to maximize the value of these platforms and develop more useful workflows for your own business.

18. Ninety-one percent of larger companies (100+ employees) leverage CRMs to optimize operations. (BuyerZone)

19. Nearly a third (29%) of organizations face hurdles in achieving buy-in for CRM improvement initiatives across different departments. (Forrester) 

20. Over 82% of small and mid-sized businesses (SMBs) said customer relationship management (CRM) software is helpful in achieving their marketing goals. (Capterra)

21. Manufacturers (71%) and business service firms (75%) have some of the highest rates of CRM adoption. (Forrester)

22. Industries like real estate, distribution, insurance, and consulting represent over half (51%) of all CRM users, showcasing its widespread adoption across various business types. (4CRMs)

AI is now incorporated into CRMs to sort data and track customer journeys. This advanced functionality can deliver improved workflows and processes to help companies save time and money, but responsible AI use is key.

23. 27% of leaders say AI is the capability providing the greatest reduction in customer effort. (ServiceNow)

24. AI could help structure as much as 90% of existing data found in CRMs. (AIMultiple)

25. Businesses that leverage AI within their CRM systems see an average 44% boost in lead generation. (WiFiTalents)

26. A staggering 91% of data in CRM systems is incomplete, further compounded by 18% being duplicated and 70% becoming outdated each year. Generative AI tools can help identify these types of data quickly. (Dun & Bradstreet)

27. As much as half of all CRM processes could be automated by AI. (Salesmate)

28. Twenty percent of businesses see AI as a way to maximize the value of their CRMs. (SugarCRM)

As the CRM industry grows, user experiences will, too. Looking at the health of the CRM industry gives insight into lowering costs and improved features that can connect your entire business. Examine how expanding CRMs can better connect your employees with the rest of your company to help you decide which software to choose.

29. The CRM market is projected to reach $215.72 billion by 2032. (Precedence Research)

30. Businesses are expected to spend an average of $25.14 per employee on CRM software in 2024. (Statista) 

31. By 2025, the CRM industry is expected to have more than $80 billion in annual revenue. (4CRMs)

32. Four companies currently generate between 40% and 70% of the revenue in the CRM industry. (IBIS World)

CRM undoubtedly helps improve customer experience, but it doesn’t solve every piece of the customer service puzzle.

That’s where customer service management (CSM) and sales and order management (SOM) take over. With CSM, you can manage support issues alongside sales and marketing efforts so you can oversee your customers’ journey from start to finish. Additionally, SOM brings sales order management capabilities into the same platform as customer service, reducing costs, increasing efficiency, and driving revenue.

By connecting more internal departments, SOM and CSM create a holistic view of a customer journey, making it easier to build better customer experiences instead of having vital information siloed across multiple platforms.

Use ServiceNow CSM and SOM to increase the efficacy of your CRM by integrating sales and customer support workflows into the broader CRM ecosystem.