The current state of the CRM market is a nuanced and ever-evolving conversation. Whether discussing unstructured data, RAG, end-to-end automation, or personalization, AI is at the heart of the conversation.
In this roundtable, our panelists highlight the latest trends, features, and providers in the CRM market. They include:
- Laurie Aquilante, VP of Customer Success at HubSpot
- Simon Thorpe, Global Director of Product Marketing, Customer Service and Sales Automation at Pegasystems
- Simon Morris, VP of Solution Consulting at ServiceNow
- Paul Farrell, Chief Product Officer at SugarCRM
- Andrew Lawson, SVP EMEA at Zendesk
Below, each participant shares emerging use cases for customer service CRM, trends for 2025, features, and providers.
Customer Service CRM: The Latest Trends
Unstructured Data
Aquilante: Everyone is talking about AI, no matter the GTM team. However, unstructured data is one equally important trend that is talked about less. The two go hand-in-hand.
We’re starting to see how unlocking hidden data like call logs, emails, and support tickets will greatly impact scaling businesses, particularly in the quality and value of their AI output.
Ultimately, AI technology is only as good as the data it’s trained on, making unified, clean data essential for success.
The real game-changer will be how AI handles unstructured data – all those conversations, emails, and video calls containing crucial insights that were previously impossible to analyze at scale.
Retrieval-Augmented Generation
Thorpe: Integrating artificial intelligence (AI) in CRM creates unprecedented real-time customer insights.
Retrieval-Augmented Generation (RAG) will be pivotal, and RAG answers will be better woven throughout the CRM experience.
This will be a key focus for enterprise-grade functionality for robust ingestion, security, and advanced prompt engineering. Customers will directly see the benefits of this increased automation and AI via self-service.
Further, we will continue to see businesses leverage pattern recognition to preemptively alert customers about potential issues. An autonomous AI agent could even resolve the issue alone.
End-to-end Service Automation
Morris: Traditional CRM systems have focused on front-end customer engagement, but businesses now require seamless fulfillment across the entire service lifecycle.
AI-powered automation enables service teams to resolve issues faster, reduce manual effort, and improve efficiency by integrating front, middle, and back-office operations.
This approach ensures that service requests are captured, addressed, and fulfilled seamlessly. By breaking down silos and connecting processes across departments, organizations can provide faster, more accurate resolutions, leading to improved customer satisfaction and operational efficiency.
Automation will be key to maintaining high service standards while reducing costs as businesses scale.
The demand for more intelligent, connected, and automated service workflows is only increasing, making end-to-end automation an essential component of modern CRM strategies.
Integrating CRM and ERP Data
Farrell: Making everyone in the company responsible for customer experience is now a necessity.
Intelligent account management plays a pivotal role in delivering this level of service by providing a holistic view of customer accounts, fostering cross-department collaboration, generating data-driven insights, and ensuring proactive issue support and resolution.
By breaking down silos and aligning front-end and back-end systems, businesses can enable transparency and effectiveness.
For example, we are seeing customer relationship management (CRM) integration and enterprise resource planning (ERP) data to provide a 360-degree view of the customer.
This includes their purchase history, service interactions, and financial transactions. With this holistic view, customer service reps and sales teams alike can offer more personalized and informed interactions, addressing customer needs more effectively.
AI-driven Personalization
Lawson: AI-driven personalization is transforming the CRM market, enabling businesses to deliver more tailored and seamless customer experiences.
Zendesk’s CX Trends 2025 reveals that 51% of UK consumers say they’d use AI more often if it offered greater personalization.
In response, 84% of IT leaders have made deploying and optimizing AI within their organizations a top priority.
Companies identified as trendsetters are leading the way, with 56% prioritizing AI to create relevant and meaningful interactions.
Personalized recommendations, tailored responses, and real-time AI-powered solutions allow businesses to craft unique customer experiences.
Customer Service CRM: The Hottest Features
Breeze Customer Agent
Aquilante: Service teams have been among the biggest and fastest adopters of AI agents.
That will continue into 2025, and the success teams are seeing with AI agents to increase ticket reduction, and deflection will only grow as more data becomes available.
At HubSpot, we’re seeing this with the Breeze Customer Agent. It’s among the most popular of our agents with the highest adoption.
Agentic AI
Thorpe: The trends extend beyond basic automation, focusing on “agentic AI” that actively drives customer engagement through personalized interactions.
As agentic AI operates autonomously, making decisions, pursuing goals, and only asking for human input when needed will shift how customer service teams operate.
Now, different agents will be able to collaborate to deliver proactive support, reduce response times, and provide more tailored experiences.
This ultimately transforms them from reactive problem-solvers to proactive customer success partners.
Again, the value of agentic AI will depend on how well it is aligned with workflows and on whether a swelling swarm of agents’ work has been thoroughly considered rather than clashing in helping customers and furthering the right outcomes in real-time.
AI-powered Autonomous Agents
Morris:
The rise of AI-powered autonomous agents is set to define the CRM market in 2025. Unlike traditional chatbots, these AI agents go beyond simple prompts, understanding context, automating responses, and even resolving customer issues autonomously.
With capabilities like case summarization, post-call transcription, and AI-powered search, they help reduce agent workload and improve service speed.
This means live agents can focus on complex, high-value interactions while AI handles routine queries.
Another benefit is enhanced self-service, empowering customers to resolve issues independently through AI-driven support. This not only increases satisfaction but also reduces service costs.
AI-powered Revenue Intelligence Tools
Farrell: AI-powered revenue intelligence tools integrated with CRM and ERP systems enable teams to analyze customer buying patterns and make data-driven recommendations.
The more products and services a company offers, the deeper its relationship with the customer, creating opportunities for future growth.
These tools also drive intelligent account management by providing insights into customer behavior and preferences, helping businesses create effective strategies for upselling, cross-selling, switch-selling, and reducing churn.
By analyzing customer data, such as activity patterns, purchase history, and engagement levels, CRM tools help identify trends and potential churn risks, enabling customer service teams to take proactive action.
For example, in industries with long sales cycles, like manufacturing, understanding which products customers are using and uncovering additional products they might need – often before they realize it – can drive further success.
This ensures that frontline teams focus on the right actions by providing deeper insights into customer behavior, leading to more personalized, timely, and effective support.
AI Copilots
Lawson: AI copilots are quickly becoming a pivotal feature in CRM systems, revolutionizing how customer service teams operate.
These intelligent assistants automate tasks such as after-call summaries and query routing, freeing agents to focus on more complex issues.
They also provide real-time insights, suggest the next best actions, and offer instant access to relevant information, enabling faster and more precise resolutions.
Our data reveals that 73% of agents believe having an AI copilot would enhance their ability to do their job, leading to smoother workflows and scalable service experiences.
Looking ahead, AI copilots will transform customer service operations, boosting productivity, improving satisfaction, and empowering teams to deliver exceptional support at scale.
Customer Service CRM: High-Profile Providers
HubSpot
Aquilante: HubSpot is a customer platform that empowers service teams to deliver exceptional customer experiences by integrating all customer interactions across sales, marketing, and customer service channels.
Unstructured data represents 80% of the information a business captures and holds a treasure trove of information that reveals what customers care about.
Our customer platform unifies structured and unstructured customer data, providing a complete view of customer interactions.
This approach ensures personalized experiences, improves operational efficiency, and supports scalability with automated data cleaning and real-time updates for customer service teams.
Pegasystems
Thorpe: Pega’s Customer Service application marks a shift to models that focus on the entire customer journey, helping companies move to proactive and intuitive service.
Built on a unified low-code platform with native workflow automation and AI capabilities, Pega automates work in the front and back offices while enabling customers to do more with self-service.
Over time, we help clients streamline internal operations and leverage agentic agents to deliver faster, more personalized service experiences. Our workflow automation and AI-powered decision-making set us apart.
The CRM Customer Engagement Centre (CEC) market is embracing agentic agents as the foundations of an autonomous future. Our AI-heavy roadmap builds on a case-workflow backbone to deliver “AI with a purpose.”
Our clients’ rapid innovation goals become easier as we continue to invest in GenAI Blueprint, which allows users to instantly prototype an idea and kick off new projects in hours. We leverage adaptive AI models that offer 1:1 personalization capabilities throughout each customer’s experience.
ServiceNow
Morris: Most CRM systems focus on capturing customer requests but fail to deliver seamless, end-to-end service fulfillment.
To meet rising customer expectations, organizations need a unified platform that connects front-end interactions with middle and back-office operations, ensuring faster resolutions and improved efficiency.
ServiceNow’s AI-powered Customer Service Management (CSM) solution empowers enterprises to automate complex workflows across service teams.
With AI Agents, Field Service Management (FSM), and Sales and Order Management (SOM), businesses can scale operations while providing proactive, personalized support.
Furthermore, the ServiceNow Platform serves as an AI agent control tower, enabling ServiceNow’s new AI Agent Orchestrator to elevate the way organizations operate, transforming groups of AI agents into a symphony working toward a common goal.
SugarCRM
Farrell: Sugar Sell, sales-i, Market, and Serve are integral components of its AI-powered CRM platform.
Together, these solutions break down the silos that often exist within a business, ensuring a cohesive and efficient approach to customer relationship management and customer success. Sugar’s intelligence-driven tools and predictive capabilities empower sales, marketing, and service teams to engage customers with clarity, consistency, and confidence.
Sugar focuses on the synergy between CRM and ERP solutions, offering over 180 out-of-the-box ERP integrations and strategic partnerships with leading ERP vendors.
Furthermore, Sugar makes generative AI capabilities approachable and accessible to the midmarket with its latest features, such as opportunity and case summarization, for greater customer intelligence and improving productivity for sales and service professionals – all at a price point that allows midmarket enterprises to fully realize the power of generative AI.
Zendesk
Lawson: Zendesk is an excellent CRM partner for customer service teams, offering smart tools and AI-driven solutions that make support faster, easier, and more effective.
From automating routine tasks to providing agents with real-time insights, Zendesk’s AI-powered solutions can handle up to 80% of customer interactions, allowing human agents to focus on complex issues that demand empathy and nuanced solutions.
Additionally, features like “Agent Copilot” provide real-time suggestions, helping agents work smarter while providing high-quality support.
Zendesk’s impact speaks for itself. Liberty London, a UK premium department store, used Zendesk’s AI to improve its CSAT by 9%, cutting First Reply Time by 73% and reducing its ticket resolution time by 11%. Eurail (formerly Europass) used Zendesk AI to cut down the First Response Time by 95% to 3.4 hours and achieved an 82% CSAT score.
Zendesk’s AI capabilities drive exceptional results across all industries, making it a trusted partner for delivering outstanding customer experiences.
Miss out on our previous CX Today roundtable? Catch up here: Copilots & Virtual Assistants: Emerging Use Cases, Trends, & Strategies.
