CRM Software Comparison: Communication Functions Of CRM Tools

CRM tools

One of the most critical functions of CRM software is communicating with customers directly via the tool. Marketing and sales use CRM tools not only to central store their customer data but also to handle mail campaigns and all contacts that arise via CRM software. In this way, all information and correspondence that has flowed can be traced to the company and management at any time.

In our CRM software comparison, we asked 20 providers about the communication functions of their CRM software. Download the overview of the included communication functions free of charge as a PDF file.

Download Overview Communication Functions CRM Software Comparison:

A CRM solution has various functions to efficiently and transparently handle the tasks in marketing and sales for all employees. In addition to sales and automation functions within the CRM software, communication tools are essential. After all, today, more than ever, customers use various contact options.

Service and support, marketing and sales know that customers don’t just want to be reached traditionally by post, telephone or email. Or vice versa: want to get in touch with the company yourself. In the meantime, service systems such as chatbots, online meetings or contact via social media have become central aspects of a well-thought-out customer experience. The communication functions of CRM software should be correspondingly extensive today. Our CRM software comparison takes a closer look at the CRM systems of 20 providers.

Classic Communication Tools On Board With All CRM Providers

The most classic communication tools in our CRM software comparison cover all providers almost without exception. Email function, letters from CRM, newsletter campaigns and telephone history are essential CRM tool features. Contacts with customers in the company can be easily and quickly traced across marketing, sales, service and support.

Email Function In The CRM Software Is An Essential Tool

Most of the contact with customers still occurs today via email, even if new communication channels are more popular, especially with young customers. CRM systems, therefore, have email functions to store correspondence directly in customer management. Only one provider falls out in our CRM software comparison with the email function that has not integrated the feature, and another also only takes outgoing emails into account. The email function is also integrated as standard in the CRM software of almost all providers. As a rule, users do not need to resort to interfaces to use the feature.

In parallel to the email function, connecting various mail service providers makes sense today. In our CRM software comparison, we have taken this into account for the connection of G-Mail, and these support 80 per cent of the CRM systems.

Telephony Directly From CRM With Subsequent Archiving

Telephoning directly from the CRM solution enables employees in marketing, sales, service and support to contact customers quickly and easily with a view to upcoming tasks, previous contact history and the like. Working within an environment also enables work without media discontinuity. It is not for nothing that the CRM providers we surveyed have integrated the function into their solution without exception. Most CRM providers also archive a telephone contact directly in the telephone history, which is now integrated into the solution in 80 per cent of the CRM software. Only three CRM providers use an interface for the telephone history.

Newsletter Campaigns: The Mandatory Program In Marketing

The newsletter is still one of the essential marketing measures for companies to reach interested parties and generate conversions from leads. Newsletter campaigns created directly in the CRM system make work much easier for marketing teams. Almost all CRM solutions from the providers surveyed enable newsletter campaigns within the CRM environment so that marketers no longer have to switch between different systems or link other systems with one another.

Letters And Text Templates Are Primarily Possible In The CRM System

It couldn’t be more classic: Posting letters is particularly relevant for standard correspondence, such as order confirmations or invoices, especially in the B2B area. CRM systems mainly offer the creation and storage of letters within the tool. The form of integration is almost balanced with the CRM providers: 9 CRM providers have embedded the function directly in the CRM solution. With another seven providers, letter documents are stored via an interface integration. Some CRM software tools also provide text templates for faster processing.

Modern Communication Via Chatbot And Online Meetings Is Finding Its Way Into CRM

Increasing Chatbot Integration In CRM Tools

Chatbots are finding their way into companies and their communication tools. No wonder, because they are very versatile. For example, in service and support, you provide customers with 24/7 help. At the same time, they relieve employees in the company. For chatbots to do more than “just” answer questions from customers, they need access to relevant user data. This is usually mapped via interfaces to the CRM system. But there are also CRM solutions that have chatbots already integrated directly into the tool environment. This means that there are no additional interfaces to the CRM software. In our CRM software comparison, a total of six providers provide an integrated chatbot. Another five providers map the chatbot function classically via interfaces.

Social Media Communication Via WhatsApp Is Still The Exception

WhatsApp also belongs to the modern communication channels as a social media messenger. In contrast to chatbots and online meetings, the integration of WhatsApp communication is still the exception in CRM software solutions. Companies that want to use WhatsApp as a communication tool connected to a CRM have eight providers to choose from in our CRM software comparison.

Work Aids Through Audio Notes

Audio notes can be an essential aid for marketing, sales, service and support. For example, you want to create memos and tasks quickly without interrupting other work. For users of CRM systems, the audio note function can be a valuable addition to everyday work. More than half of the CRM providers surveyed provide such a feature. As a rule, the audio notes can also be transcribed in CRM.

Variation In Other Communication Functions

In addition to the communication tools we asked for, some providers have specified other features in our CRM software comparison. This includes, for example, personalized sending of emails. As personalized marketing is becoming more and more important in companies today, such features are valuable to classic CRM functions. It is also essential to connect CRM solutions to lead management in the company and to be able to use CRM within a marketing automation stack. Those responsible for management should therefore check CRM software in the communication area for available extensions, depending on the requirements in the company.


In addition to managing addresses and contacts, CRM is all about communication with customers. Most CRM software solutions have various functions to connect customers via traditional and modern channels. In our CRM software comparison, we see that new forms of communication are now being found much more often in CRM systems to seamlessly interact with customers in new ways in terms of communication from the CRM system.

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