3 CRM System Trends Set to Reshape Business in 2024

Discover my predictions for three trends set to reshape CRM systems like HubSpot in 2024 based on my experiences helping customers to use the platform every day.

Customer relationship management (CRM) platforms have become an essential tool for organisations to effectively manage and nurture their customer relationships. And as technology continues to evolve, so do these business-critical systems. 

Most recently, the increasing use of artificial intelligence (AI) and machine learning algorithms are enhancing CRM platform capabilities in all kinds of exciting ways. The importance of having a mobile CRM continues to grow, as more and more people rely on their smartphones and tablets for daily work activities. Additionally, I’ve noticed a greater emphasis on omnichannel systems, especially at the global/enterprise level, minimising data silos and creating a seamless experience for both users of the platform and their customers.

As we look ahead to 2024, it’s evident that the way we all manage our customers is poised for significant advancements. How might these trends impact our customer relationship management systems and what steps is HubSpot already taking to address them?

About me

In case we haven’t met before, I’m Hannah, a HubSpot CRM platform consultant at BabelQuest. In this role, I work with new and existing clients on HubSpot implementation, integration, and migration projects, unlocking automation, personalisation, and efficiency by helping them to leverage their customer data stored in the HubSpot CRM.   

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AI is driving developments in CRM automation

AI and machine learning technologies are already enabling businesses to automate and optimise various CRM processes, such as lead scoring, customer segmentation, and personalised marketing campaigns. 

In HubSpot CRM these technologies also make it possible for businesses to gain valuable insights into customer behaviour, preferences, and needs, allowing them to further personalise their marketing and sales efforts.


Predictive lead scoring

One such tool is the predictive lead scoring feature, which uses AI algorithms to analyse data and predict the likelihood of a lead converting into a customer. By considering factors such as lead source, engagement history, and demographic data, the tool assigns a score to each lead, allowing sales teams to prioritise their efforts and focus on leads with the highest conversion potential. 


Email marketing automation

Another AI-powered tool is the email marketing automation feature, which uses machine-learning algorithms to analyse customer behaviour and send personalised, targeted emails based on their interests and preferences. This not only saves time for marketers but also increases the chances of engagement and conversion.


ChatSpot AI Assistant

There is also ChatSpot. This innovative feature leverages conversational AI technology to allow businesses to engage with their website visitors in real-time, providing immediate support and assistance. With Chatspot, companies can easily integrate a chat widget onto their website, enabling visitors to ask questions, seek product information, or even request a demo. This new communication channel helps create a personalised, interactive experience, bridging the gap between businesses and their potential customers. Chatspot also provides valuable insights and analytics, allowing companies to track and analyse chat conversations, measure customer satisfaction, and identify areas for improvement.

“As AI continues to grow in sophistication, and the HubSpot CRM with it, businesses will likely be able to harness it in ever-more interesting ways to unlock valuable insights and new automation capabilities, helping them streamline their sales and marketing processes for better results.”

Read more about HubSpot automation:


Mobile CRMs are powering up productivity and data

Bring your own device (BYOD) policies have only increased in relevance since the general shift to more hybrid working models adopted by many organisations today. At the same time, greater flexibility around the way employees work, and the reopening of in-person, face-to-face business has meant that even post-pandemic, many people are no longer landlocked to their desks during working hours. CRMs have had to be able to accommodate this shift in working patterns to stay useful, relevant, and up to date, leading to mobile CRMs.

Mobile CRM systems have revolutionised the way customer relationship management is conducted, providing you with the flexibility and convenience to manage your customer interactions on the go. With the increasing reliance on handheld devices, mobile CRM systems have become essential tools for sales teams and customer service representatives. 


HubSpot mobile app

HubSpot’s mobile app allows sales teams to access the CRM and access customer data, update records, and communicate with clients any time, anywhere, putting productivity in the palm of their hands and improving responsiveness. It’s also paved the way for real-time data syncing, ensuring that all teams have access to the most up-to-date information, leading to improved collaboration and seamless communication across departments. On the security front, two-factor authentication (2FA) and single sign-on (SSO) protect company data wherever it’s being accessed, notably in this case logins to the mobile app from any device.


Business card scanner 

HubSpot’s mobile CRM meets omnichannel (see more on this below) with its business card scanner function, which allows you to easily scan and digitise all the important information from a business card with just a few taps on your smartphone. As well as streamlining networking efforts, this mobile functionality eliminates the need for manual data entry, saving time and ensuring data accuracy, as it automatically captures details like name, company, job title, email address, and phone number. Plus, this little-known and often underutilised feature integrates with your existing contact management system, allowing you to effortlessly organise and store all your important contacts in one place.

“We can anticipate the continued growth of mobile CRM systems, as more and more users prefer to engage with platforms on the go, or else at their convenience, through their smartphones and tablets.”


Omnichannel CRM is delivering more seamless experiences

With the use of channels like social media, mobile apps, and online shopping firmly embedded in mainstream buying habits, customers now expect a seamless and personalised experience across multiple platforms. Omnichannel CRM systems allow businesses to integrate data from across these channels to provide a more consistent, cohesive experience to their customers. This means that whether a customer interacts with your company through your website, social media channel, SMS, physical store, or even a phone call, their information and preferences are seamlessly shared across all channels. 

This level of integration not only improves customer satisfaction but also enables businesses to gather valuable data and insights, allowing them to better understand and cater to their customers' needs. Because HubSpot’s CRM integrates natively with the rest of the HubSpot suite, businesses on the HubSpot platform don’t need to think twice about this, never mind the huge ecosystem of other platforms and solutions with which HubSpot integrates. Even offline business and the data it offers can be integrated with tools like QR codes and event tracking. Your buyers aren’t thinking about your business in terms of online or offline; they just want a joined up experience, wherever they’re shopping, and so should you. 

“The rise of omnichannel CRM is a game-changer for businesses, enabling them to stay ahead of the competition and deliver exceptional customer experiences.”


Is your CRM system keeping up with HubSpot?

As I’ve seen it, the main development trends in CRM platforms this year have revolved around leveraging AI advancements, enhancing mobility, and integrating with other systems, all with the goal of delivering exceptional experiences for users and customers. The HubSpot CRM is pushing the boundaries of what a modern customer relationship management system can deliver and its usefulness in terms of unlocking value across the business.

Whichever CRM system your organisation uses, I’d encourage you to explore its capabilities in these areas. Doing so will help you to get the most out of your platform while ensuring your system of choice is actually helping you to manage your customer relationships. And should you feel your incumbent solution is letting you down in these areas or any others, I’m always open to conversations and product demos on the HubSpot CRM and its functionality. 

How are you planning to improve your customer relationship management in 2024 and do you have the systems in place to support your CRM strategy?

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