Top 7 CRM Trends to Look for in 2021

Today, providing the best products and services is just not enough. Building meaningful relationships with customers to foster loyalty and retention is equally important. Customer Relationship Management plays a pivotal role for each and every business, and staying ahead of CRM trends can provide you with a competitive advantage.

In the past few years, the Customer Relationship Management system has grown well beyond just being a contact management mechanism to a holistic business solution. It offers something for everyone and adds a lot of value to your organization.

Brands around the world are choosing CRM to support their customers with a more conversational approach. It is expected that the global CRM market will grow to an impressive $81.9 billion by 2025. CRM is emerging as a one-stop solution helping organizations make data-driven decisions to drive hyper sales growth and boost revenue.

As we progress into this new decade, the industry as we know it has shaken up by key CRM trends. In this article, we’ve gathered the top CRM trends that you should know for 2021 and beyond. Here are some of our top CRM predictions, including increased use of CRM from new markets, strong features and integrations, and the effect of wider tech trends on CRM.

1. AI is becoming a central part of CRM

There’s a ton of noise around Artificial Intelligence these days, and CRM is not going to be excluded from this trend. According to Gartner’s 2019 CIO Agenda survey, 14% of global CIOs have already deployed AI, and it is estimated that AI associated with CRM activities will boost global business revenue by $1.1 trillion by the end of 2021.

To allow personalization of customer interactions, CRM analyses vast amounts of data. Different CRM tools provide organizations with access to information from multiple touchpoints across various departments and channels, such as sales, marketing, and contact centers, to build effective business strategies. Businesses can expect AI-powered CRM platforms to shed light on real-time consumer behaviors and provide insights into purchase trends to facilitate potential conversions.

AI will assist CRM to simplify laborious and repetitive manual activities, thereby enhancing employee productivity. AI and Machine Learning (ML) will boost the conversational options currently available with CRM platforms. CRM chatbots backed by AI will soon be able to anticipate future customer queries and provide additional information that might be required. AI-powered CRM will deliver quicker and better solutions, eliminating the incidence of human errors.

2. CRM will join hands with IoT

IoT is emerging as the biggest game-changer in almost every industry vertical. The integration of CRM and IoT will be witnessed this year on a larger scale. CRM and IoT combined offers numerous advantages, such as an advanced level of customization, increased customer loyalty, improved customer retention, and helps deliver personalized marketing campaigns.

According to experts, IoT will continue to make substantial changes in the manner in which CRM is done. According to research, IoT devices will increase to 39 billion by 2025. By adding connections to IoT feeds from devices, advanced CRM systems are taking advantage of this trend. These smart devices provide a treasure trove of insights into customer behaviour and enable businesses to use these insights not only to provide enhanced customer support but also to deliver more personalized marketing strategies.

3. Voice Technology and Conversational User Interface (UI)

Voice technology plays a fundamental role in the advancement of SaaS solutions. According to an Adobe study on voice technology, around 94% of users consider voice technology easy to use and believe that it saves more time and enhances their quality of life. Voice assistants help sales staff monitor customer data faster. Leading CRM solution providers have embraced voice technology and more CRM solution providers are expected to follow suit.

4. Customer Experience will take centre stage

Usability has always been a challenge for CRM platforms, but the most popular CRM systems in the future will have an interface that focuses on ease of use. User experience will always be at the heart of CRM. Experts have predicted that CRM systems will soon grow to be easy to use, making it easier to access and evaluate information. We might also see advanced CRM functionality that will make it easier for sales and customer service agents to initiate contact with customers.

With the ease of use in CRM, businesses can be expected to provide enhanced and personalized customer service. CRM systems will be able to deliver information that addresses the needs of consumers reliably and guide them further into the marketing funnel.

Microsoft Dynamics 365 is a powerful, scalable CRM solution. With a familiar and intuitive user interface, it ranks among the highest in user adoption. With great functionality, value, and flexibility, it is not easy to lose sight of the advantages that Dynamics 365 CRM can bring to an organization that wants minimal configuration and ease of use to optimize business operations and provide a fast return on investment.

5. Mobile CRM will pave the way

The advent of smartphones has transformed the way businesses manage their operations. To keep up with the ever-evolving trends in the digital world, CRM technology has evolved as well. With ‘work from home’ being the standard of the day, all concerned stakeholders need to access CRM resources. This requires compact CRM tools with easy, interchangeable online-offline capabilities. More mobile compatible CRM features are expected to enter the market to meet the increasing connectivity needs of the end-users.

6. Social CRM will be on the rise

Social CRM can be defined as the integration of social media networks into CRM platforms. When social media and CRM come together, businesses get to derive more powerful insights from social media and get a greater understanding of brand awareness. By delivering timely and insightful responses to comments posted, businesses can utilize social CRM to create stronger relationships with customers, both current and prospective. CRM is expected to dive deeper into social networking helping businesses to better understand how consumers view their goods and services and provide quick responses to their queries. Adopting social CRM will help companies generate more leads, win more customers and retain them in the long run.

7. Integration of CRM with Other Processes

In order to work, CRM systems use data from as many as 12 sources. Advanced integration with multiple data sources and other third-party applications will certainly become a prerequisite for future CRM platforms to gain more insights into customers while enhancing their software functionality. Integration with marketing automation and analytical tools, for instance, will help CRM systems monitor and analyze external customer interactions. Similarly, the incorporation of different accounting tools will help organizations streamline their billing processes and better implement customer segmentation.


Today, a large share of the software industry is dominated by CRM, and it is only going to get bigger in the years to come. Getting ahead of these trends will help you find out which functions to look for in a CRM platform for your business.

Author Bio: Scarlett Jonathon is the head of marketing at DynamicsSmartz. She is a Microsoft Dynamics enthusiast with rich experience in integrated business solutions. She has a special knack for Dynamics 365 Business Central and Microsoft CRM solutions. She always tries to work on new ways of improving the entire concept of custom business solutions by providing truly user-oriented services.

6 real-life examples of Machine Learning deployments for non-profits

Artificial Intelligence and Machine Learning are two terms we hear a lot, are often treated as interchangable, and sometimes mis-represented, but for all that, they are technology innovations which have the potential to radically improve the quality of life of individuals the world over.

At TechsmartNFP 2019 I gave a talk which shared a number of real-life examples to show how non-profits have been able to put AI and/or ML to good use already, from some basic everyday communications applications, to some implementations which appear to belong in the latest sci-fi blockbuster.

Featured here I wanted to give 6 real-world applications which non-profits and their beneficiaries are benefiting from right now, which are accessible and adaptable to many a charity or health-related network today.

The final section of the article then describes how AI-based Chatbots can be deployed to help deal with the overhead of routine administrative tasks, so hopefully there’s something here for everyone!

Troll Patrol

With digital communications tools readily available to everyone, online trolls can disrupt organisations and target particular individuals. To tackle this issue, Amnesty International pioneered a machine learning and crowdsourcing tool that can spot online abuse automatically and enable organisations to remove it.

The Troll Patrol can identify racist, sexist, or homophobic tweets, among other objectionable content and eliminate the abuse. In an era of polarized rhetoric and hate speech across all channels, but especially on Social Media, this is highly relevant for non-profits.

Crisis Text Line

Crisi Text Line still implements a human-to-human volunteer model, but the tech non-profit has the largest open source database of youth crisis behaviour in the US, and has been able to use AI to dramatically shorten response time for high-risk texters from 120 seconds to 39.

Crisis Text Line leveraged machine learning to identify the term “ibuprofen” as 16 times more likely to predict the need for emergency aid than the word “suicide.” Now using AI, messages containing the word “ibuprofen” are prioritized in the queue.

Protecting Endangered Animals

PAWS, is an application developed by a team of researchers dedicated to combating poaching. The application is using modeling and machine learning to give park rangers the information they need to predict poachers’ actions and stop them.

Digital Health Assistant

Reason Digital is teaming up with Parkinson’s UK, the Stroke Association, Muscular Dystrophy UK and the MS Society to develop the Digital Health Assistant project, which is set to transform the way medical advice and information is delivered to almost half-a-million people in the UK.

The Digital Health Assistant (DHA) will use machine learning to develop an understanding of the person being supported and continues to adapt to their needs over time based on interactions. This allows DHA to provide emailed content and support specific to the individual’s needs, making it more effective than current alternatives.


Text4baby, a free nonprofit service from Wellpass in cooperation with CTIA Wireless Foundation, uses a chatbot to provide critical health and safety information for pregnant women and mothers with infants in the US.

This chatbot covers an impressive array of critical topics including nutrition, immunization, breastfeeding, and car seat safety, and is available in English or Spanish. Those who use the app receive free text messages three times per week, timed to their baby’s due date or birth date, from pregnancy up until their baby’s first birthday.

Finance, Governance and Fraud Detection

Fraud and corruption are major challenges for any kind of organization as it is hard to monitor every financial transaction and business contract.The non-profit sector is facign ever-greater scrutiny of its behaviours and governance, with the damage caused by any negative publicity potentially disastrous for individuals and causes alike.

AI tools can help managers automatically detect actions that warrant additional investigation. Businesses long have used AI and ML to create early warning systems, spot abnormalities, and thereby minimize financial misconduct. These tools offer ways to combat fraud and detect unusual transactions.

Routine Administrative Tasks

AI-based Chatbots, which we’ve all encountered, automate conversations for commonly asked questions through text messaging or telephone. A chatbot is a type of software that produces intelligent, automated responses to common questions in order to hold a “conversation” with a user. It stands to follow then, that AI algorithms can enable efficient and effective communications with both internal and external audiences.

Chatbots can help with customer service and routine requests, such as how to contribute money, address a budget question, or learn about upcoming programs. They can manage first-line support queries and subsequently direct those queries to human personnel as needed. Chatbots can even schedule appointments.

In addition, AI can automate repetitive tasks, reducing the risk of human inputting errors, accelerating accurate data collection and ensuring an organization’s donor outreach is seamless and timely.

Schedule and reschedule meetings, send out briefings, set reminders – AI is primed to handle these types of routine obligations and applications already exist to manage these tasks. A message to schedule, postpone, or cancel a meeting is sent to an office bot, via SMS or other software-enabled tool, and the bot first scans a person’s calendar before scheduling the meeting. Then, it automatically sends alerts to involved parties.

AI completes the task, saving time, labour and flaws of human involvement. Afterward, it can automatically send meeting minutes to all involved parties, arrange introductions among individuals, and even book travel. That’s pretty handy and supremely efficient


This gives a few simple examples which show that non-profits have been able to harness AI/ML to deliver better services, or deliver them more widely, or more consistently, and are intended to encourage others to follow suit. This entails identifying appropriate use cases for your non-profit, exploring possibilities, experimenting, learning, tuning and trying again. It takes elements of bravery, degrees of effort and a willingness to fail then start over, but the opportunities do make that a worthwhile investment.


The drive for non-profits to really engage with AI

Despite the potentially off-putting hype and noise around Artificial Intelligence and “the rise of the machines” the reality is that AI and machine learning are technologies which have arrived and are on the verge of being mainstream.

Projects to evaluate, implement and deploy these technologies are now both appropriate and affordable, and whilst they must of course be treated with caution, they now represent arguably the biggest opportunity for non-profits who are striving to stay relevant and to radically enhance the services and benefits they offer to their supporters, members and beneficiaries alike.

What does this mean in practice?

The deployment of AI and ML technology can mean many things but the real benefit they bring to non-profits is in the ability they offer to mine and manipulate data at scale. Data is the lifeblood of non-profits; whether that’s to be able to understand more about donors and supporters and thereby to create deeper, more valuable relationships, or whether it’s used to analyse vast quantities of data in ever-decreasing timeframes, to identify and provide back critical information to beneficiaries or service users.

In the latest example of this, delivering a ground-breaking innovation, Muscular Dystrophy UK, Reason Digital, Parkinsons’ UK, the Stroke Association, and the MS Society have joined in an unprecedented partnership to harness the power of AI for good, creating the UK’s first AI health assistant. The Digital Health Assistant (DHA) is set to transform the way medical advice and information is delivered to millions of people in the UK.

The DHA will use machine learning to develop an understanding of the person being supported and continues to adapt to their needs over time based on interactions. This allows DHA to provide emailed content and support specific to an individual’s needs, making it vastly more effective than current alternatives.

This real-world implementation of AI for good, by a coalition of charities, spells out the opportunity for every non-profit to innovate and to harness the latest technologies in support of their cause. The technology is now science-fact and our challenge is to be brave enough to embrace it, to put it to use, and to derive a series of benefits for the whole of society.


This article was first published by Synergy in print format

AI: A new hope?

We need to figure out how to bring people together from all over the world to solve problems and create the right solutions globally, says Kriti Sharma, founder of AI for Good UK, whose vision for the future is that AI is utilised equally and fairly to make decisions that are ethical, just and for the benefit of all humanity.

AI is a big responsibility for people who work in the sector – we need to evolve in terms of ethics as a profession.

“The technology industry has a diversity problem at the moment and needs to figure out how to be more inclusive globally – it’s all about bringing people together and building the right teams with the right people, with right skills, working for social justice,” she told delegates at TechSmart 2019.

“There is a growing sentiment in the industry which recognises that mistakes have been made which now we need to fix. Human biases have been injected into the digital world by data that has been fed into the machines. However, the good news is that we can fix it!”

AI should level the playing field, says Kriti, “we have to make sure it is applied to solve the right problems, that it is developed for the common good and benefit of humanity, not just to provide a company’s advertisements with more clicks.”

Digital technology in action

Recent projects that AI for Good UK has been involved with, where a digital solution has been employed to help vulnerable people, include rAInbow, an AI chatbot that helps victims of domestic abuse in South Africa find help and support, especially when traditional agencies are not available out of normal working hours. In 10 months there have been more than 300,000 consultations.

“For many women, this is a very lonely journey with no support and a complete lack of belief in any system that might help them. There is often a lot of stigma and shame associated with domestic violence. We wanted to create a digital tool to give them the help when they needed it, where women could speak freely and privately,” says Kriti.

She has also been collaborating with younger people around the world and recently spearheaded the launch of the Sage Future Makers Lab, a forum that hopes to equip young people with skills to enter a career in artificial intelligence.

“I have worked with some AI technologists recently, aged 12-17, and the way that they have been using technology has given me hope – they want to be creative and empathic in their use of technology. They are interested in projects that assist people or tackle climate change. My impression generally is that they are lacking role models.”

AI: The key issues

  • AI has to reflect diversity
  • AI should be held accountable
  • Reward AI for showing transparency
  • Self-regulation is not the answer
  • People are the key not just the technology

The biggest challenge will be user trust: building ethics by design will be crucial for success

Re-imagining technology to put people first

Where the heart is is the social heart of, empowering tens of thousands of non-profits and educational institutions through technology, grants and volunteering programmes, Richard Young told delegates at TechSmart 2019.

“Our goal is to enable each and every one of our customers, partners, grantees and community members to create more impact in the world.”

“More than 80% of people you deal with say that experience is the most important thing and it’s important these days to break away from a traditional marketing approach such as newsletters – you have to change and move forward.”

The average person is carrying three connecting devices with them and has yet more devices at home, says Richard, “you have to look at your different audiences and you have to change your marketing efforts to match the device they are using at the time – whether at home or outside. Find out where your people are and connect with them wherever they are.”

Many non-profits face significant organisational changes as they are often using multiple systems and have siloed people and data, which need to be broken down. “You must have a co-ordinated system to increase engagement with your constituents,” says Richard. Our path to impact

  • Technology for social change
  • Investment in the EMEA region through grants
  • Community of citizen philanthropists (three million volunteer hours)
  • Impact

“Use digital technology to optimise donations and volunteering, and personalise very interaction; make meaningful connections at every stage of the constituent’s journey by staying relevant with intelligent personalisation at scale,” says Richard.

Leverage Einstein AI to drive better interactions

  • Einstein-Powered Experiences: Orchestrate every interaction with the power of AI
    Intelligent and Actionable Insights: Listen, interpret, and respond to constituent intent
    Right Content, Right Channel: Personalise based on attributes, preferences, and location
    Constituent Rights and Trust: Create authentic communications based on consent

It is important to engage at every touchpoint through the constituent’s journey, says Richard, “by personalising journeys from awareness to advocacy; using data dynamically to tailor your message; integrating email, mobile, ads, social, web and apps; and breaking down silos to connect and engage with people right across your organisation.”

Intelligent marketing helps build relationships and will blaze your trail to success


Fundraising AI: Where man and machine merge

‘Every day we’re empowering our non-profit clients to use their website as a tool to drive impact and raise funds for causes they dedicate their time to’, is the mission statement of, provider of charity and non-profit websites, fundraising and marketing tools in the UK, Australia and New Zealand.

Tom Latchford,’s founder, shared his vision and belief with delegates at TechSmart 2019, that by merging man and machine, non-profits can expand their reach and maximise their impact.

Tom used some real time examples to demonstrate how harnessing digital technology can significantly improve an organisation’s fundraising potential in the marketplace, such as accessing Google Ad Grants.

The Google Ad Grants programme provides non-profits with the chance to advertise on Google Ads at no cost to the non-profit. This programme gives qualified organisations $10,000 per month in Google Ads spend to be used to promote their missions and initiatives on

“This is a unique opportunity – non-profits appear against advertisements that other companies may not want to advertise against and Google Ad Grants offers tools that can make organisations massively more successful at recruiting donors and fundraising,” says Tom.

“At, we build more than just websites, we help non-profits take back control of their digital presence and raise millions for hundreds of charities through our versatile platform, which is all about getting charities results, seeing results in real time and scaling your success.”

“Our mission is to spread joy and inspiration, to heal suffering around the world, as well as helping to distribute the world’s wealth around to all who need it. is mobilising the world’s wealth to bring joy and help the suffering

Non-profits using their data for optimised decision-making

Analytics: Key to finding your missing link

From enabling Great Ormond Street Hospital (GOSH) to help more sick children, to assisting colleges to identify and support students who may be struggling and therefore reduce attrition, Einstein Analytics has allowed these organisations to use utilise their data to improve and enhance their decision-making processes.

At TechSmart 2019, Sisu Berhane, Senior Partner Success Manager – EMEA at described for delegates the pathway to becoming data driven, whereby you can use your data to describe what is happening, why it is happening, calculating what will happen next, and finally deciding what should happen in the future.

“The baseline is actually having data and that’s ground zero. Where you start to become data driven is when you can describe what has happened using your data, then gain an insight and find answers, which subsequently takes you to the predictive and prescriptive stages – not many systems can do this and this is where AI comes in,” says Sisu.

The important thing to do first though, she told delegates, is to find out exactly where you are – and what you need to improve. “It is the equivalent of putting your own mask on first during an aircraft emergency before you can save anyone else.”

Key questions

  • Who does what and how much does that cost?
  • What should we start to do – what should we stop doing or keep doing?
  • What needs to be improved?
  • How can we optimise the working experience for our staff?
  • Do we have a profit and loss for everything we do at the unit level?

“There are three types of analytics: Traditional business analytics that are static and number crunching; visualisation, where data is optimised but only for a few people and information is still generated by data specialists but not directly accessible by the user; and an intelligent experience for every business process, aimed at end users performing day-to-day functions. It is user centric – not restricted to the tech team and tied into all the business processes,” says Sisu.

“If you don’t have intelligence linked to business process it’s of no use and the data you have is useless. Creating an intelligent experience requires a combination of business apps, analytics and AI, all of which have to be connected. AI must be embedded for optimal decision-making and the system must be simple for people to use, with a natural language interface.”

Benefits of Einstein Analytics

  • Native to CRM
  • Connected
  • Complete
  • Intelligent
  • Enterprise ready

“Becoming a data driven non-profit is not a linear journey; it will need constant refining and if actions are feeding foresight it should never end.”

“With Salesforce, we can raise more money at a lower cost, which means we can give more help to the children, families, and staff of Great Ormond Street Hospital.” Tim Johnson, Great Ormond Street Hospital Charity


AI: Bringing people together or the end of the world as we know it?

It is predicted that in the next 50 years we will have built a brain that is smarter than us in every way. This will probably be the last thing we ever create and nobody knows what will happen. It keeps me awake at night and is probably the largest existential threat to humanity, leading AI expert Daniel Hulme told delegates at TechSmart 2019.

Daniel, who is CEO of Satalia and also runs a masters programme at UCL (University College London), views the world of artificial intelligence from both an academic and commercial viewpoint.

“There are two definitions that people often have of AI – the first one is popular and weak: getting computers to do things as good as or better than humans do. The second which is much better, is that AI is goal directed adaptive behaviour that works towards an objective. Good AI learns from its decisions both good and bad, and adapts its behaviour accordingly.”

Often, Daniel told delegates, companies don’t have technology or machine learning problems, they have decision-making problems and many are beginning to realise they have people working for them who have the wrong skills or the culture of the organisation does not motivate and inspire.

“We need organisations with a strong purpose which are empowering people for the future. It is not just about the technology – attracting the right talent is the most important thing. The challenge is how to attract this talent. You need the right culture to enable talent to thrive; traditional hierarchies are not conducive to innovation and the faster you can adapt the better.”

Data is only useful of you have it all in one place, analyse it, and by finding patterns you gain insight which allows you to find out not only what is happening but why, and then gives you the ability to make predictions and take action. “When I build AI solutions they usually have at least these three components – data, insight and action,” says Daniel.

Computers are usually very effective at finding patterns but not so good at adaptive decision-making and solving optimisation problems. This is because they understand what is happening but not why. “Computers can study masses of data and solve some problems in seconds, such as planning a delivery route. The point is that understanding is not what the computer does – people are needed to understand what the data means.

“And when we build the brain that is smarter than us it may remove us from the equation if we are not working together.”

If you give a machine the task of eradicating cancer it may well decide that to do that you need to kill all humans. We have to give machines the right objectives and constraints