Customer Relationship Management (CRM) Software

Top Rated Customer Relationship Management (CRM) Products

TrustRadius Top Rated for 2020

These products won a Top Rated award for having excellent customer satisfaction ratings. The list is based purely on reviews; there is no paid placement, and analyst opinions do not influence the rankings. Read more about the Top Rated criteria.

Customer Relationship Management (CRM) Software TrustMap

TrustMaps are two-dimensional charts that compare products based on trScore and research frequency by prospective buyers. Products must have 50 or more ratings to appear on this TrustMap.

Customer Relationship Management (CRM) Software Overview

What is CRM Software?

Customer relationship management (CRM) is a business strategy that stresses good ongoing relationships with customers. It holds that maintaining these relationships drives growth and profitability. There are two core elements of this customer-centric strategy:

  1. Presenting a unified face to the customer

  2. Providing a seamless customer experience

CRM software can help by synchronizing customer communications among business units. Sales, marketing and customer service can all get on the same page. It acts as a system of record for contacts and accounts throughout the customer lifecycle. With CRM tools companies can track, automate, analyze, and optimize customer interactions. At its core, a CRM is a database of contact information and interaction history for each individual contact.


Multiple departments may be using the CRM within one organization. These include sales, marketing, customer success or service, and potentially other teams too.

Customer Relationship Management Software Features

In general, customer relationship management technology provides the following sets of capabilities:

Customer Data Management

CRM software collects and organizes customer data. This includes contact information and interactions via email, phone, web chat and social media.

Sales Acceleration and Enablement

CRM software helps streamline and automate certain sales-related duties. This helps enable sales reps to do their job better and also accelerates sales cycles through automation of repetitive tasks. These tasks may include:

  • Creation of quotes

  • Order processing

  • Updating contact information

  • Sending emails

  • Sales forecasting

  • Evaluating employee performance

As the original source of sales force automation features, CRM systems are the most established type of sales acceleration technology. They are also considered a tool for sales enablement.

Marketing Automation

Many CRM software products include some marketing automation features. Others integrate with dedicated marketing automation products. Some features to look for include:

  • Email marketing

  • Lead management

  • Lead scoring and qualification

  • Landing page creation

  • Web forms

  • Marketing analytics

Customer Service & Support

CRM software products often provide customer support-related features. Many also integrate with standalone customer support software (i.e. help desks and contact center software). Customer support features may include:

  • Knowledge bases

  • Ticketing systems

  • Live chat

  • Customer support portals

Additional Features & Considerations

Some CRM software products also offer project management and social media management capabilities.


Additional considerations when evaluating CRM software include:

  • Deployment type (on-premise vs. hosted)

  • Customization options

  • Usability/UX

  • Mobile access

  • Security and privacy

  • Ease of integration

  • Scalability

Benefits of Using a CRM System

CRM systems hold a number of benefits for both small businesses and enterprises. When implemented properly, CRM can:

  • Create a single storehouse for customer data

  • Provide greater visibility into sales, marketing and customer service processes

  • Help optimize customer communications

  • Shorten sales cycles

  • Improve customer retention

  • Help companies understand and address the needs of customers

  • Increase customer satisfaction

  • Automate tasks

  • Increase operational efficiency

  • Free up employees to focus on customer interactions

Marketing CRM Software

CRMs are usually sales-focused. But there are benefits for marketing as well. Marketers usually store their leads in a CRM system, and often help with database management.


Integrating your CRM system with marketing automation, CMS, and eCommerce platforms can help improve marketing campaigns performance. Information in the CRM helps marketers target their messages sent through these systems to the right people. These communications can then be tracked within the CRM.


Marketers can also use CRM software to report on marketing goals, like lead engagement and leads passed to sales. Having a shared database can help align sales and marketing efforts as well.


Some marketing automation tools include a built-in CRM system (e.g. HubSpot and SharpSpring). Additionally, some CRM vendors have developed marketing automation capabilities (e.g. Salesforce and GreenRope).


All-in-one marketing tools typically include both CRM and marketing automation functionality. They often also have content management, SEO, social marketing and eCommerce capabilities. These tools are aimed at small businesses looking for basic features. Larger companies tend to favor a best-of-breed approach, integrating their CRM,marketing automation, and other systems.

CRM System Comparison

Here are two key things to consider while evaluating different CRM software products:


  1. Do you need a CRM that has been designed for either a specific industry or department? Some customer relationship management systems have been designed with a specific use case in mind, for example, Pipedrive is especially well suited for sales. There are also a range of CRM products that have been designed for the Financial Services industry. Other CRM products, like Salesforce and HubSpot CRM are ideal for use across industries and across functions.

  2. Does your business need an easy to use and budget friendly CRM solution, or a more comprehensive solution that allows for greater customization and offers advanced features? There are CRM products at both ends of this spectrum, as well as products in between. More advanced solutions may have a longer implementation timeline, have a steeper learning curve, and may need a dedicated administrator. On the other hand, lightweight CRM solutions may take less time to set up and start running, but they may not have the same breadth of features available.

Pricing Information

CRM software is usually priced by user on a monthly subscription model. Price per user depends on the extent of the features you are looking for. Subscriptions can start as low as $12/mo. per user for small businesses. Enterprise level tools rise to hundreds of dollars per user per month. This tier typically has more automation, reporting, integrations, and customer support features.


Free CRM Software

Free CRM software can be a great way for new users to get more familiar with using a CRM system before committing to purchasing a tool. Most free CRMs, or ‘freemium’ versions of paid platforms, will have limited functionality when compared to paid tools. But they still offer businesses the benefit of having all of their contact information centralized in one location.

Free CRM platforms are often well-suited for small businesses and startups, especially if there’s the option to upgrade to a paid version of the platform as they continue to grow. There’s also a large degree of overlap between contact management software and lighter-weight CRM software, including free tools.

A few potential pitfalls to be aware of with free CRMs: they’ll have more limited functionality and sometimes a cap on the number of contact records or platform users. They typically have fewer native integrations (if any) with other third-party systems. Many free CRMs also do not offer integrated email tracking, automatic notifications and reminders, and features like lead scoring.

Here is a list of free and freemium CRM platforms for buyers to consider:



Customer Relationship Management (CRM) Products

(26-50 of 276) Sorted by Most Reviews

Ontraport

Ontraport

Starting Price $29

ONTRAPORT offers customer relations management services that help with content management (creating and hosting webpages), lead tracking, traditional marketing approaches (e-mail, SMS, social media, direct mail), managing online payments, and workflow automation.

Key Features

  • WYSIWYG email editor (16)
    85%
    8.5
  • Landing pages (15)
    78%
    7.8
  • Email deliverability reporting (16)
    67%
    6.7
Workbooks

Workbooks

Starting Price $30

Workbooks offers cloud-based CRM, marketing automation and business applications to the mid-market. Workbooks includes order management and fulfillment, invoicing, and supplier management. Workbooks aims to provide a single 360° view of customers, where the information is accessible…

Salesmate

Salesmate

Customer Verified
Starting Price $15

Salesmate is a sales CRM that is designed to help sales reps be more productive, increase their sales and engage deeply with their customers. The vendor’s value proposition is that Salesmate makes it easier for businesses to manage their pipeline, save time at all stages of the sales…

Key Features

  • Custom fields (17)
    84%
    8.4
  • Integration with email client (e.g., Outlook or Gmail) (18)
    83%
    8.3
  • Pipeline visualization (17)
    80%
    8.0
Agile CRM

Agile CRM

Starting Price $8.99

Agile CRM is a customer relationship management (CRM) software built to make the entire marketing and sales lifecycles more efficient, built around features like sales enablement, marketing automation, social suite, and web engagement.

Key Features

  • Customer data management / contact management (18)
    93%
    9.3
  • Custom fields (18)
    92%
    9.2
  • Email marketing (18)
    85%
    8.5
Creatio

Creatio

Customer Verified
Top Rated
Starting Price $0

Creatio is a global software company providing a low-code platform for process management and CRM. The company combines a low-code platform, CRM and BPM in a single solution to accelerate sales, marketing, service and operations for mid-size and large enterprises. The company…

Infor CloudSuite CRM

Infor CloudSuite CRM delivers tools for individuals, teams, and companies focused on increasing sales performance and the insights to optimize sales, marketing, and service strategy and execution. Infor CloudSuite CRM provides sales teams with rich customer information from interactions…

Really Simple Systems

Really Simple Systems is a customer relationship management (CRM) software deployed via cloud with built-in features like email marketing, pipeline management, and case management.

Key Features

  • Custom fields (14)
    83%
    8.3
  • Customer data management / contact management (16)
    81%
    8.1
  • Interaction tracking (14)
    73%
    7.3
Oracle Siebel CRM

Oracle Siebel CRM is a Customer Relationship Management system that is part of the Siebel family of applications. See reviews of the Oracle Siebel Enterprise Marketing Management Suite for perspectives on the broader marketing and sales functionality, beyond and including Siebel…

Key Features

  • Workflow management (16)
    94%
    9.4
  • Opportunity management (15)
    93%
    9.3
  • Customer data management / contact management (16)
    91%
    9.1
Zendesk Sell (formerly Base CRM)

Zendesk Sell

Starting Price $19

Zendesk Sell (formerly Base CRM) is a CRM that aims to give reps access to integrated tools that provide the full context of a customer account. This keeps them in the loop and allows them to capitalize on opportunities. Zendesk Sell can be extended with Reach, a lead generation…

Key Features

  • Integration with email client (e.g., Outlook or Gmail) (16)
    64%
    6.4
  • Interaction tracking (16)
    63%
    6.3
  • Custom fields (16)
    59%
    5.9
Sparkcentral, by Hootsuite

Sparkcentral by Hootsuite is a social customer care solution that aims to let users keep a personal touch, as a cloud-based customer engagement platform that caters specifically to customer care teams within large enterprises, enabling them to deliver real-time social customer service.…

Pipeliner CRM

Pipeliner CRM

Starting Price $35

Pipeliner CRM is a sales enablement tool focusing on pipeline management, sales processes, and analytics designed to empower sales professionals. Pipeliner CRM provides an easy to follow, visual sales process, profiles, and charts, all of which aim to help users take the right actions…

Key Features

  • Customizable reports (14)
    87%
    8.7
  • Task management (14)
    85%
    8.5
  • Lead management (14)
    82%
    8.2
Method:CRM

Method:CRM

Starting Price $25

Method:crm is a QuickBooks-integrated, web-based CRM platform.

Key Features

  • Customer data management / contact management (11)
    89%
    8.9
  • Custom fields (10)
    79%
    7.9
  • Integration with email client (e.g., Outlook or Gmail) (10)
    60%
    6.0
Odoo

Odoo

Starting Price $3,060

Odoo, from the Belgium-headquartered multinational company of the same name, is a suite of business applications for managing the sales pipeline. It also comprises a PoS and inventory management modules, scaling to a warehouse or retail management solution.

Key Features

  • Location management (10)
    86%
    8.6
  • Inventory tracking (10)
    81%
    8.1
Copper (formerly ProsperWorks)

Copper

Starting Price $25

Copper (formerly ProsperWorks) is a customer relationship management (CRM) built as an integration into Google Apps.

Key Features

  • Custom fields (13)
    80%
    8.0
  • Pipeline visualization (13)
    77%
    7.7
  • Mobile access (13)
    73%
    7.3
Followup CRM

FollowUp Power CRM for Construction is a CRM system for the construction industry. Features include lead tracking, sales pipeline analysis, closing ratios, quota management, project management, and dashboards. It can integrate with other marketing and accounting products.

Key Features

  • Customer data management / contact management (12)
    100%
    10.0
  • Opportunity management (10)
    100%
    10.0
  • Workflow management (10)
    100%
    10.0
Oracle CRM On Demand

The basis of this offering is the Market2Lead product that Oracle acquired in 2010. It has now been fully integrated with Oracle's On Demand CRM product and is a full-featured marketing automation product with features from lead management and nurturing, to measuring marketing ROI.…

Key Features

  • Role-based user permissions (11)
    81%
    8.1
  • Customer data management / contact management (11)
    71%
    7.1
  • Custom objects (11)
    61%
    6.1
Streak

Streak is a cloud-based sales email tracking tool for Gmail. The vendor describes Streak as "CRM in your inbox," and the mission is to allow users to run their entire businesses from their inboxes. It includes email power tools such as view tracking info, mail merge, snooze, send…

Nutshell CRM

Nutshell

Starting Price $20

Nutshell offers a CRM with contact management, calendar sync, click-to-call, and collaboration features.

Key Features

  • Customer data management / contact management (10)
    90%
    9.0
  • Mobile access (11)
    75%
    7.5
  • Integration with email client (e.g., Outlook or Gmail) (11)
    75%
    7.5
Capsule CRM

Capsule CRM

Starting Price $12

Capsule is a CRM solution for businesses of up to 1,000 employees. The vendor boasts over 10,000 businesses globally as customers, who choose it as the platform to deliver success across their sales and customer facing teams. Capsule is presented as easy to use and quick to adopt.…

Key Features

  • Opportunity management (11)
    84%
    8.4
  • Customer data management / contact management (11)
    83%
    8.3
  • Pipeline visualization (11)
    72%
    7.2
Workamajig

Workamajig is a project management system with capabilities such as file sharing, resource management, and revenue projection.

Key Features

  • Task Management (11)
    82%
    8.2
  • Resource Management (11)
    75%
    7.5
  • Team Collaboration (11)
    74%
    7.4
Highrise

Highrise

Starting Price $4

Highrise is offered by Basecamp (formerly 37 Signals) as a simple CRM, allowing the user to track leads and manage follow ups with zero learning curve. Highrise is only available and supported for existing customers. As of August 2018 Highrise is no longer available to new customers.…

Salesflare

Salesflare

Starting Price $29

Salesflare headquartered in Antwerp offers their small business intelligent CRM, providing automated event tracking and related features designed to aid the operations of SMBs.

Key Features

  • Customer data management / contact management (10)
    85%
    8.5
  • Opportunity management (10)
    83%
    8.3
  • Workflow management (10)
    80%
    8.0
Less Annoying CRM

Less Annoying CRM

Starting Price $10

Less Annoying CRM is a customer relationship management (CRM) solution built specifically for small businesses to help clients manage contacts and track leads.

Vtiger

Vtiger

Starting Price $10

Vtiger is a customer relationship management (CRM) solution with sales and marketing automation, project management, and inventory management capabilities.

1CRM

1CRM is an open source, integrated customer relationship management (CRM) solution that covers the complete business management lifecycle. It includes features like collaboration and mobile access, and it can be customized for multiple industries.

Frequently Asked Questions

What is customer relationship management software?

Customer relationship management (CRM) software is a centralized database that records, stores, analyzes contact and account-level information. This information can include communication with customers and potential customers over email, phone, or other digital communication channels.

What are the best customer relationship management (CRM) systems?

The Top Rated CRM software product include:


Some of these products are designed with specific use cases in mind. For example, Pipedrive is primarily a sales CRM and includes sales automation features like auto-populating contact information. Learn more about these products and other CRM solutions here.


What is CRM software used for?

Sales, marketing, and customer success/service teams use CRM software to help keep track of customer information and interactions. For sales, this may involve the creation of quotes, order processing, lead qualification, and sales forecasting.


For marketing, CRM activities may include lead management and nurture, landing page creation, and email marketing. For customer support, CRMs can serve as a knowledge base or ticketing system.

What are the benefits of using a CRM system?

Some of the key benefits of using a CRM system to track and store customer data include:

  • having a ‘single source of truth’ to track and store contact data
  • ability to automate repetitive tasks
  • increased visibility into marketing, sales, and customer service processes
  • ability to conduct lead scoring based on historical data
  • greater sales efficiency, leading to shorter sales cycles


To learn more about CRM systems and the benefits of adoption one, read TrustRadius’ Customer Relationship Management Software description.

How much does a CRM system cost?

There are a few examples of free CRM systems, like HubSpot CRM, or vendors that offer a free (but limited) version of their paid software. Most CRM products range from $10 up to hundreds of dollars per user per month. The more expensive plans usually have much more advanced features and increased access to customer support.