The Russian market for CRM systems is growing rapidly today and is adapting to new conditions and customer demands. What trends influenced the market in 2023, which drives its development now, what the business is betting on when choosing a system and vendor - in a new TAdviser review.

At the end of 2023, the volume of the Russian CRM systems market exceeded 28 billion rubles. For him, it was a period of adaptation and reorientation. After a stressful 2022, when many companies were forced to urgently look for an alternative to Western CRM solutions, the import substitution process acquired a more conscious and systematic character.

The market began to grow again, largely thanks to the started migrations to domestic software. Companies began to take a balanced and systematic approach to market assessment: to consider the proposals of various vendors, to compare the functionality and integration capabilities of solutions.

According to preliminary estimates of TAdviser, by the end of 2024 the Russian CRM market will increase by 15% and reach 32.4 billion rubles. This year there was a real boom in the CRM market - competition grew due to the emergence of new players with innovative solutions. In turn, old companies actively updated their products, introducing advanced technologies and improving interfaces. The developers began to pay more attention to UI/UX design, which corresponds to the global trend. The development of analytical tools has also intensified, which are gradually erasing the border between the operating and analytical CRM.

Companies are looking towards hyperautomatization and robotization, actively introducing artificial intelligence technologies into business processes. The end of the period of "rethinking" industry trends will lead to the creation of products that can compete with global solutions.

The rating of the largest Russian suppliers of CRM systems gathered 21 participants. The leader was the Digital Economy League company with revenue of more than 2 billion rubles. The top three also included the companies BPMSoft and 1C-Rarus.

The total revenue of all participants in the rating amounted to 13.7 billion rubles.

Today, customers of CRM systems focus on key aspects when choosing a solution, such as system functionality that corresponds to business specifics and tasks, flexibility and customization, reliability and security of data. It also matters the expertise of the vendor team, the availability of technical support.

An important role is played by budget issues and independent administration of the system. Customers are interested in training opportunities and the availability of resources in the market to support CRM health. They often face a shortage of qualified professionals to maintain already installed systems.

When choosing contractors for business, the first place is their ability to quickly respond to changing requirements and ensure high quality of service on time, readiness for the introduction of new products and technologies, and wide experience with various technology stacks.

The development of the vendor's partner network is also important for customers, as it allows them to find competent integrators and experts.

Among the trends that will affect the market in the near future are:

1. Implementation of AI and ML to improve analytics and forecasting.
2. Automate routine operations related to Customer Experience Management.
3. Development of mobile solutions and applications for working with CRM systems.
4. Development of visual tools for setting up and using CRM systems, data analysis and business processes.
5. Development of systems based on microservice architecture.
6. Usability and usability of CRM systems.
7. Development of universal CRM systems.
8. Strengthening information security.

According to the information on projects contained in the TAdviser database, over the past 4 years, CRM systems have been most often implemented in four industries - in trade, in the field of financial services, as well as in construction and in the field of information technology. They account for more than 43.6% of all implemented projects known to TAdviser.

For 2021-2024, the TAdviser database has been replenished with information about more than 1,000 CRM systems implementation projects. During this period, such projects were most often implemented on the solutions of four vendors - Creatio, Elma, 1C and Alexrovich.

The Skolkovo Foundation (ВЭБ.РФ Group), together with the TAdviser analytical center, conducted a large-scale study of the Russian CRM market (Customer Relationship Management, customer relationship management systems). The study was attended by developers of 23 Russian CRMs, as well as their customers from banks, retail, chemical industry, pharmaceuticals, metallurgy and insurance.

According to the results of the study, a group of leaders was identified among universal CRM systems with wide functionality that most fully covers the processes regarding the proposed reference model: BPMSoft, ELMA, Bitrix24, Persona.CRM and Amber.

In 2023, the cost of CRM systems (customer relationship management tools) globally reached approximately $40.2 billion. This industry has been showing steady positive dynamics since 2018, as stated in the Market Research Future review, published at the end of October 2024.

One of the drivers of the market in question, analysts call the introduction of artificial intelligence and machine learning. The integration of these tools with CRM platforms allows you to expand functionality and improve customer experience. In particular, it becomes possible to collect data using speech technologies. In addition, bots and virtual assistants help automate routine tasks, such as generating reports and extracting data from large amounts of information, as well as reducing human error.

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