With customer expectations rising and digital interactions becoming increasingly complex, traditional CRM systems are no longer sufficient for building meaningful relationships. Customers today want instant, personalized, and human-like communication across every channel. To meet these demands, businesses are turning to conversational CRM, a new generation of CRM systems powered by conversational AI and natural language processing technology.
According to Markets and Markets report, over 50% of enterprises have already adopted conversational AI in their contact centers, highlighting a clear shift toward more intelligent, automated, and human-like customer engagement.
In this article, we’ll explore what conversational CRM is, how it differs from traditional CRM, and the leading platforms driving this shift toward more conversational customer engagement.
Key Takeaways:
- Conversational CRM platforms are shifting away from static customer data repositories to natural, AI-driven conversations.
- By integrating conversational AI, businesses can engage customers and manage workflows through human-like interactions across chat, voice, and messaging channels.
- Unlike traditional CRM systems, conversational CRM enables real-time, two-way engagement, improving personalization, efficiency, and customer satisfaction.
- Leading conversational CRM platforms, such as Creatio, HubSpot, Salesforce, Zendesk, and Freshworks empower businesses to unify customer interactions, automate engagement, and deliver seamless, personalized experiences across multiple communication channels.
What is Conversational AI?
Conversational AI is a set of technologies that enable machines to understand, process, and respond to human language in a natural and meaningful way. It combines natural language processing (NLP), machine learning (ML), and speech recognition to simulate conversations with people through text or voice.
Unlike traditional chatbots that rely on scripted, rule-based flows, conversational AI systems can interpret context, learn from customer interactions, and adapt their responses to provide more personalized and human-like communication.
The conversational AI market is projected to grow by almost 20% between 2025 and 2031, signaling a rapid expansion of AI-driven customer engagement technologies and their integration into CRM platforms.
What is Conversational CRM?
Conversational CRM integrates conversational AI technologies into customer relationship management systems, fundamentally transforming how businesses engage with their customers.
Instead of relying on rigid processes or static interfaces, conversations themselves become the primary means by which relationships are built and maintained. This shift allows businesses to leverage AI capabilities to engage customers more naturally, capture richer context from every interaction, and deliver conversational experiences aligned with customer preferences across multiple channels.
Conversational CRM vs Traditional CRM
While both conversational CRM and traditional CRM share the same goal - managing and strengthening customer relationships - they approach this objective in fundamentally different ways.
Aspect | Traditional CRM | Conversational CRM |
| Core function | Primarily a data management system used to store and organize customer information, purchase history, and interactions. | A dynamic, AI-powered engagement hub that enables real-time, two-way conversations between businesses and customers. |
| Engagement style | One-directional - businesses push updates or follow up after the fact. | Two-way and interactive - customers and businesses engage in real-time conversations across multiple channels. |
| Communication channels | Email, phone calls, and manual updates through CRM dashboards. | Omnichannel - chat, messaging apps, voice, social media, and email integrated into a single conversational interface. |
| Data management | Static - relies on manual updates from users, leading to potential data delays or inaccuracies. | Dynamic - customer profiles are automatically enriched with every interaction for real-time accuracy. |
| User interaction | Requires users to manually navigate menus, input data, and generate reports. | Allows users to interact using natural language commands, simplifying data access and task execution. |
| Personalization | Limited - personalization depends on user effort. | Deep personalization powered by AI, leveraging customer history, preferences, and context to tailor every interaction. |
Traditional CRM
Traditional customer relationship management platforms are primarily data management systems. They serve as centralized repositories where customer information, purchase history, and customer interactions are stored.
Businesses typically use them to:
- Track sales pipelines
- Manage contact details
- Document customer support cases
- Generate reports and forecasts
Although effective for record-keeping and strategic planning, traditional CRMs are static databases and often rely on manual data entry and delayed communication. Customer engagement is typically one-directional, with businesses pushing updates or following up after the fact, rather than engaging in real-time interactions.
Conversational CRM
Conversational CRM systems take this a step further by embedding AI-powered, two-way interactions directly into the customer relationship management environment. Instead of being a static system of record, it becomes a dynamic engagement hub.
Key differences include:
- Real-time engagement – existing and potential customers interact instantly via chat, voice, or messaging channels, and responses are contextually driven by conversational CRM data.
- Automation and intelligence - routine tasks, such as answering FAQs, scheduling meetings, or qualifying leads, are automated through conversational AI, reducing manual work and ensuring seamless communication.
- Continuous customer data enrichment - AI agents automatically update customer profiles with every interaction, keeping records accurate and actionable, and reducing the amount of unnecessary administrative processes.
- Personalized experience – the conversational CRM system leverages past interactions and customer preferences to provide tailored responses and proactive recommendations to ongoing conversations.
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Benefits of Conversational CRM
Modern customers expect to communicate with businesses the same way they chat with friends - quickly, informally, and across their preferred channels. Conversational CRM platforms enable businesses to deliver personalized and contextually relevant customer experiences at scale.
1. Superior customer experience
Conversational CRM enables instant, context-aware responses across multiple channels. Thanks to AI agents that provide continuous support 24/7 in multiple languages and summarize interactions for human agents, customers no longer wait in long queues or repeat themselves when switching platforms.
For example, according to Business Insider, conversations between companies and customers inside social media messaging platforms, such as Facebook Messenger, have a 30% better ROI than retargeting ads.
With the help of conversational CRM, every interaction feels seamless, personal, and efficient. This responsiveness improves experiences and boosts customer satisfaction.
2. Stronger relationships
When conversations are the interface, interactions feel natural and personal. Customers don’t experience fragmented processes—they engage in an ongoing dialogue where their history and preferences are always recognized. This strengthens trust and loyalty over time.
3. Seamless omnichannel experience
Whether a customer reaches out via chat, email, messaging app, or voice, conversational CRM keeps the thread unified. Businesses can maintain continuity across communication channels, providing seamless omnichannel experiences that ensure customers feel understood and appreciated.
4. Proactive engagement
Rather than just reacting to tickets or customer queries, businesses can leverage conversational insights provided by AI to anticipate customer needs and proactively reach out to them at the right moment, offering recommendations, reminders, or support before the customer even asks. The process can also be fully or partially automated with the use of AI agents that take contextually relevant actions autonomously.
5. Revenue growth through personalization
By combining live customer conversations with existing conversational CRM data and AI-driven insights, businesses can tailor recommendations, identify opportunities for upselling and cross-selling, and nurture leads with highly relevant offers. These personalized interactions help sales teams streamline sales processes, increase conversion rates and average deal sizes.
ENT Credit Union used Creatio CRM to gain AI-powered insights to provide relevant product recommendations and personal touches at the right time, through contact center conversations, targeted communication, and in-branch consultations. They achieved an 18.5% increase in new deposit conversions, an 8.5% uplift in new loan conversions, and ~$1.4M YOY annual revenue increase.
6. Scalable customer engagement
Unlike traditional customer service models that require scaling teams in proportion, conversational CRM enables organizations to handle a large volume of inquiries simultaneously. AI-driven automation handles repetitive requests, while human agents step in for more complex cases, ensuring quality and a compassionate approach.
Additionally, the implementation of conversational AI can help businesses reduce contact center labor costs by $80 billion by 2026, according to Gartner.
7. Data-driven decision-making
Every interaction feeds new insights into the conversational CRM, enriching customer profiles and creating a more complete view of the customer journey. Business leaders can utilize this data to identify emerging trends, anticipate customer needs, and adjust their strategies proactively.
Best Conversational AI CRM Software
As conversational CRM becomes a strategic priority for businesses, several platforms have emerged as leaders in combining CRM functionality with conversational AI capabilities. Below are some of the top solutions widely recognized for enabling companies to deliver more natural, efficient, and personalized customer interactions.
1. Creatio
Best suited for: Mid-sized and enterprise businesses looking for a comprehensive solution with powerful AI capabilities.
Creatio is a leading conversational CRM and workflow platform with AI and no-code at its core. It seamlessly integrates conversational AI across every stage of the customer journey, enabling organizations to engage with customers and manage CRM workflows through natural, human-like interactions. With natural language as the default interface, users can easily automate tasks, access knowledge, and uncover insights without manually navigating the system.
Creatio’s conversational CRM capabilities allow businesses to use real-time conversations to personalize interactions, anticipate customer needs, and drive deeper engagement across all touchpoints. Every conversation automatically feeds into the platform’s 360° customer profile, ensuring that marketing, service, and sales teams have a complete, up-to-date view of each customer. AI continuously analyzes and enriches this data - identifying patterns, preferences, and opportunities to enhance both customer experience and business performance.
Additionally, AI agents built into Creatio act as intelligent digital teammates that handle routine tasks, suggest next-best actions, and provide contextual recommendations in real time. This combination of conversational AI, data intelligence, and no-code flexibility enables organizations to deliver hyper-personalized experiences, increase efficiency, and maintain a seamless connection between customers and teams.
Key features
- AI agents tailored to specific roles and functions that natively understand all CRM objects, workflows, and relationships.
- Creatio.ai embedded directly into the CRM platform and productivity tools, including Zoom, Outlook, and more.
- AI Agent Builder enables businesses to easily create custom agents using natural language and no-code visual tools, eliminating the need for technical skills.
- Extensive customization capabilities supported by AI and no-code.
- Omnichannel customer interactions via chat, messaging apps, email, and voice.
- Context-aware AI leverages CRM data, customer history, and behavioral patterns to deliver personalized responses.
Pros
- Highly customizable thanks to AI-powered no-code capabilities that don’t require technical skills.
- Intuitive and user-friendly interface.
- Access to powerful AI agents at no additional cost.
- Scalable for both mid-sized and enterprise businesses.
- A cohesive platform that seamlessly integrates all Creatio products into a unified ecosystem, including Sales Creatio, Marketing Creatio, and Service Creatio.
- A large marketplace of third-party applications to enhance CRM features.
- Comprehensive security measures and AI governance.
Cons
- Learning curve for users unfamiliar with CRM platforms due to extensive customization options and capabilities.
Pricing
Pricing for Creatio starts from $40 per user per month and includes all key features with no additional costs to access AI capabilities.
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2. HubSpot
Best suited for: Businesses seeking a robust, marketing-focused solution.
HubSpot integrates conversational AI into its CRM suite through chatbots, live chat, and messaging integrations. It unifies structured data, unstructured conversations, and external signals to provide teams with complete context. HubSpot empowers marketing, sales, and service teams to manage customer conversations directly within the CRM, providing context-driven engagement and enabling a smooth transition between channels.
Key features
- Social media management enables businesses to transform social media conversations into meaningful customer relationships through a unified inbox.
- Breeze Customer Agent helps move opportunities faster with an AI agent that resolves inquiries, qualifies prospects, and books meetings with 24/7 support.
- Call tracking automatically logs important conversations, updates CRM records, and streamlines communication.
- Omnichannel communication enables businesses to provide personalized support across channels.
Pros
- User-friendly interface.
- Seamless integration with other HubSpot products.
- Strong ecosystem of integrations and add-ons.
Cons
- Advanced automation and AI features are only available with higher-tier plans.
- High costs of AI capabilities.
- Less customizable compared to platforms like Creatio or Salesforce.
Pricing
Pricing for HubSpot CRM differs significantly depending on the chosen products. The pricing for Smart CRM starts at $45 per user per month, with advanced AI features locked in a higher-priced tier starting at $75. Pricing for other products starts at $90 per user per month for Sales and Service Hubs, and $800 per month for three users for the Marketing Hub.
See also: Top 10 HubSpot Alternatives & Competitors
3. Salesforce
Best suited for: Large enterprises already invested in the Salesforce ecosystem.
Salesforce brings conversational CRM to life through its Einstein AI capabilities. With AI-driven chatbots, natural language processing, and predictive analytics, Salesforce enables businesses to automate routine tasks and increase productivity. It helps businesses deliver more personalized experiences with a holistic view of every customer interaction across sales, service, marketing, and more.
Key features
- Einstein AI for natural language processing, predictive insights, and intelligent automation.
- Advanced chatbot capabilities with context-aware responses.
- Omnichannel messaging (SMS, chat, social, email).
- Deep integration with Salesforce Sales, Service, and Marketing Clouds.
Pros
- Highly scalable and customizable for enterprise needs.
- A comprehensive set of features, including AI-powered automation, omnichannel support, and data-driven insights.
- Large ecosystem of third-party apps and integrations.
Cons
- Complex setup and high learning curve.
- Advanced customization requires specialized technical skills or professional developer support.
- High costs of implementation and ongoing maintenance.
- Very high costs of AI capabilities, which are not natively embedded and require a separate setup and additional costs.
Pricing
Pricing for Salesforce with a full scope of AI capabilities starts at $550 per user per month for Sales Cloud and $3,250 per year for Marketing Cloud. However, access to more advanced AI-driven features, such as personalized customer experiences, agentic marketing intelligence, and tailored loyalty programs, requires additional add-ons. These can range from $8,000 to $20,000 per year.
See also: Salesforce Alternatives & Competitors and Salesforce Marketing Cloud Alternatives & Competitors
4. Zendesk
Best suited for: SMB focused on customer service.
Zendesk is well-known for customer support, and its conversational CRM features center on delivering unified, seamless customer support experiences. Through AI-powered bots and messaging solutions, Zendesk helps businesses streamline service interactions across multiple channels and track interactions, ensuring that conversations are contextualized and easily accessible to support teams.
Key features
- Zendesk AI agents help businesses automate customer support.
- Unified customer conversations across email, live chat, voice, messaging, and social channels.
- Knowledge base integration for faster resolutions.
- Strong focus on customer service and support teams.
Pros
- Strong capabilities for customer service and support use cases.
- Easy to implement and use.
- Strong automation and AI-powered ticket handling.
- Good reporting and analytics.
Cons
- Limited CRM features outside of customer service.
- Advanced AI features are add-ons and involve additional fees.
- Lack of extensive customization capabilities.
- Leveraging full AI capabilities may substantially increase the costs of ownership.
Pricing
Support Suite plans start at $55/month per agent and go up to $169/month per agent for Enterprise. Advanced AI features are either locked in the highest pricing tiers or require investing in add-ons.
5. Freshworks
Best suited for: SMB focused on customer service with limited needs for marketing and sales solutions.
Freshworks offers a multichannel, conversational CRM that unifies a suite of customer engagement tools, including AI, automation, and CRM capabilities, all on one platform. Its most advanced product, Freshdesk, combines help desk functionality with conversational AI tools, enabling businesses to engage with customers across chat, email, and social messaging. With automation at its core, Freshdesk empowers teams to deliver consistent, AI-driven experiences across the entire customer lifecycle.
Key features
- Freddy AI provides conversation insights and deal recommendations.
- Omnichannel support across chat, email, messaging apps, and social media.
- Email AI agents analyze incoming email tickets, understand context, and automatically resolve routine queries.
- AI Copilot provides summaries, live translations, and reply suggestions to streamline the work of sales and customer service teams.
- Conversational marketing enabled by AI-powered chatbots supports lead generation and nurturing.
Pros
- Simple setup and intuitive UI.
- Strong automation for support teams.
- Seamless integration with the Freshworks ecosystem.
- Unified customer data across marketing, customer service, and sales.
Cons
- AI capabilities are less advanced compared to leading enterprise vendors.
- Less suitable for highly complex or large-scale enterprise workflows.
- Lack of advanced sales and marketing functionalities.
Pricing
Pricing plans for Freshdesk start at $78 per user per month. Other products start at $15 with AI agents as a separate add-on.
Summary
As customer expectations continue to evolve, businesses must move beyond traditional CRM systems that focus solely on data management. Conversational CRM represents a fundamental shift - from managing records to managing relationships through conversations. By integrating conversational AI, organizations can deliver personalized experiences at scale and transform every customer interaction into a source of valuable insights.
