CRA Trends 2024-2025: real opportunities for Quebec SMEs

For Quebec SMEs, customer relationship management (CRA/CRM) is entering a new era. With the rise of artificial intelligence, process automation and the explosion of digital channels, the way we prospect, sell and build loyalty is changing profoundly. Far from being the preserve of large companies, these technologies are becoming accessible, simple to integrate and rapidly profitable for small and medium-sized organizations. According to a BDC study published in 2024, 60% of very small Canadian businesses (1 to 4 employees) are already using AI, often without even knowing it, and 97% of those using it are seeing concrete gains in efficiency, cost reduction and increased sales.([economie.gouv.qc.ca](https://www.economie.gouv.qc.ca/objectifs/informer/vecteurs/vecteurs-economie-et-innovation-detail/lintelligence-artificielle-dans-les-pme-canadiennes?utm_source=openai))

In this context, the CRA 2024-2025 trends are not just a theoretical exercise: they represent real growth levers for local SMEs. By modernizing your customer relations tools, you can get to know your customers better, personalize your offers, shorten your sales cycles and offer a service that meets the omnichannel expectations of Quebec consumers. This article presents the major trends to watch, concrete examples of their application, and courses of action to transform these trends into tangible opportunities for your company.

1. AI and conversational agents at the heart of customer relations

One of the major changes in CRA for 2024-2025 is the massive integration of artificial intelligence (AI) into sales and customer service processes. Several recent studies confirm this. Microsoft Canada reports that, by 2025, 71% of Canadian SMBs are already using AI or generative AI tools in their operations, with the rate rising to 90% for born-digital businesses.([news.microsoft.com](https://news.microsoft.com/source/canada/2025/06/25/la-majorite-des-petites-et-moyennes-entreprises-canadiennes-adoptent-lia-71-utilisent-activement-des-outils-pour-accroitre-lefficacite-et-stimuler-la-croissance/?lang=fr&utm_source=openai)) For its part, BDC points out that 97% of SMEs that have adopted AI are seeing tangible benefits: increased efficiency, lower costs, higher sales and improved customer service.([bdc.ca](https://www.bdc.ca/fr/a-propos/centre-des-medias/communiques-presse/nouvelle-etude-bdc-revele-que-27-pourcents-des-entreprises-canadiennes-ignorent-qu-elles-utilisent-intelligence-artificielle-ia?utm_source=openai))

In concrete terms, this translates into the use ofconversational agents (chatbots and conversational AI) capable of :

• Answer frequently asked questions 24/7 (schedules, rates, availability, order tracking);
• Automatically qualify prospects before transferring them to a sales representative;
• Offer complementary products in an online store;
• Automate appointment scheduling or quote requests.

The new generations of chatbots, boosted by generative AI, go much further than the old frozen scripts. They understand natural language, adapt to context and can even execute actions (modify a reservation, launch an order, update a customer file). International contact centers are investing massively in these solutions, and the trend is spreading rapidly to SMEs.([lemonde.fr](https://www.lemonde.fr/economie/article/2025/05/11/pourquoi-les-entreprises-se-ruent-sur-les-ia-conversationnelles_6604968_3234.html?utm_source=openai))

For a Quebec SME, the opportunities are many:

• Reduce pressure on teams: automating repetitive tasks frees up time for high value-added interactions (advice, complex sales, personalized follow-up).
• Consistent bilingual service: modern conversational agents can easily handle both French and English, a major issue in Quebec.
• Customer data collector: every interaction feeds your CRM database, enriching customer knowledge.

SMEs wishing to begin this transition can start with a targeted project: for example, a chatbot on their website to answer frequently asked questions, or an appointment scheduling assistant integrated into their CRM. Solutions like those offered by Nuaweb (AI, chatbots and automation) enable these tools to be deployed rapidly, with strategic support to align AI with your business objectives.

2. From CRA to intelligent CRM: sales centralization and automation

Talking about “CRA trends” in 2024-2025 inevitably means talking about intelligent CRM. Statistics Canada observes that a growing share of companies are planning to use AI for data analysis, marketing automation and machine learning over the next 12 months([www150.statcan.gc.ca](https://www150.statcan.gc.ca/n1/pub/11-621-m/11-621-m2024013-fra.htm?utm_source=openai)). For SMEs, this translates into CRM platforms capable not only of recording customer history, but also of recommending the best next action to take.

A modern CRM becomes the core of your customer relationship management :

• Centralization: all interactions (e-mails, calls, web forms, chat, social networks) are grouped together in a single customer file.
• Automation: post-submission follow-up mailings, renewal reminders, abandoned cart reminders, nurturing sequences.
• Dynamic segmentation: your segments are automatically updated according to actual customer behavior (purchases, visits, clicks).
• Reports and forecasts: real-time dashboards on sales, pipeline and marketing performance.

For an SME in Quebec, the challenges are often very real: loss of information when an employee leaves, difficulty in tracking opportunities, lack of visibility on campaign returns, dependence on scattered Excel files. A well-managed CRM implementation or optimization project enables you to move from reactive to proactive customer relationship management.

CRM trends for 2024-2025:

• CRM + predictive AI: automatic identification of high-potential prospects and prioritization of follow-ups.
• CRM – e-commerce – accounting integration: fewer manual re-entries and a better view of profitability per customer.
• No-code workflows: business teams can configure simple automations (notifications, tasks, e-mails) themselves, without depending on IT.
• Mobility: full access to CRM on mobile for sales reps on the road.

According to Quebec’s Ministère de l’Économie, de l’Innovation et de l’Énergie, the strategic integration of AI – particularly in data analysis and automation – is one of the five major trends SMEs must consider in 2025 to remain competitive.([economie.gouv.qc.ca](https://www.economie.gouv.qc.ca/objectifs/informer/vecteurs/vecteurs-economie-et-innovation-detail/les-tendances-que-les-pme-canadiennes-devraient-prendre-en-consideration-en-2025?utm_source=openai)) By combining a solid CRM with AI capabilities, you turn your customer data into concrete business decisions: where to invest, which segments to prioritize, which products to push.

To initiate this shift, we recommend starting with an audit of your sales and service processes, then identifying possible quick wins (for example, automating quotation follow-up or web lead follow-up). Partners like Nuaweb can support you in selecting, implementing and customizing your CRM to suit the realities of your SME and industry.

3. Omnichannel customer experience and e-commerce: from click to loyalty

Customer relations are no longer limited to the telephone and the counter. Quebec consumers now expect a seamless experience across all channels: website, online store, social media, email, instant messaging and even face-to-face. For SMEs, this means that the CRA must be thought through from end to end, from the first click to after-sales service.

E-commerce and omnichannel trends for 2024-2025 :

• CRM – online store integration: each online purchase enriches the customer file (purchase history, preferences, frequency), enabling personalized offers and campaigns.
• Unified customer journeys: a customer who starts on your site, continues on Instagram and concludes in store must be recognized as one and the same person in your systems.
• Marketing automation: campaigns to relaunch abandoned baskets, product recommendations, loyalty programs targeted according to purchasing behavior.
• Integrated customer service: support tickets automatically linked to orders, deliveries and warranties.

Data from organizations such as Statistics Canada also show that companies that invest in the digital transformation of their processes (including customer relations) significantly improve their ability to operate efficiently.([www150.statcan.gc.ca](https://www150.statcan.gc.ca/n1/pub/11-621-m/11-621-m2024008-fra.htm?utm_source=openai)) In a context of labor shortages and pressure on margins, optimizing every customer interaction is becoming an important competitive advantage.

For a Quebec SME, a few concrete steps can have a rapid impact:

• Modernize or redesign your showcase site with a conversion-oriented logic (forms, appointment booking, chat). See our conversion-optimized website creation services.
• Launch or optimize an online store connected to your CRM and emailing tools.
• Structure automated post-purchase follow-up scenarios (thanks, customer reviews, cross-selling, renewals).
• Set up a unified ticketing system (support) connected to your customer files.

The aim is not to multiply tools, but to build a coherent ecosystem: your website, e-commerce, social networks and CRM must “talk to each other” to offer your customers a seamless, memorable experience. This is precisely what today’s consumers are looking for, accustomed to the standards of the big platforms, but who appreciate the proximity and authenticity of local SMEs.

4. Data governance and customer culture: the key to sustainable CRA

Finally, a fundamental trend in CRA 2024-2025 is less about technology than about data governance and customer culture. SMEs that successfully make the digital shift are not simply installing new software: they are rethinking the way they collect, secure, share and exploit customer information.

Several strong signals point in this direction:

• Analyses by the Ministère de l’Économie du Québec stress the need for SMEs to adopt clear strategies for taking advantage of AI, which means working on data quality and structuring.([economie.gouv.qc.ca](https://www.economie.gouv.qc.ca/objectifs/informer/vecteurs/vecteurs-economie-et-innovation-detail/lintelligence-artificielle-dans-les-pme-canadiennes?utm_source=openai))
• National studies show that many companies are already using AI or CRM tools without always being fully aware of it (27% according to BDC), which raises questions of control and security.([bdc.ca](https://www.bdc.ca/fr/a-propos/centre-des-medias/communiques-presse/nouvelle-etude-bdc-revele-que-27-pourcents-des-entreprises-canadiennes-ignorent-qu-elles-utilisent-intelligence-artificielle-ia?utm_source=openai))
• The issues of confidentiality, consent and regulatory compliance are becoming central to customer trust.

For Quebec SMEs, building a sustainable CRA requires a few structuring principles:

• Clarity of purpose: why are you collecting this data? To better serve, better personalize, better anticipate – not to accumulate data for no purpose.
• Data quality: standardize customer files, eliminate duplicates, regularly update information.
• Controlled access: define who has access to what in your systems, according to roles and responsibilities.
• Ongoing training: support your teams in adopting tools, understanding AI issues and protecting data.

Beyond the technical, the strong trend is towards customer culture: each department (sales, marketing, service, administration) contributes to the overall experience. A good CRA/CRM system thus becomes a tool for internal collaboration, not just a contact register.

SMEs that adopt this vision can :

• Improve customer retention and customer lifetime value (CLV);
• Reduce acquisition costs through better word-of-mouth and more targeted recommendations;
• Better innovation based on structured and analyzed customer feedback.

To help you structure this approach, strategic support combining technology, processes and training is often the most effective route. Nuaweb offers integrated approaches that coverAI (including chatbots), CRM management,e-commerce and the creation of performance-oriented websites, to transform your data into a true business asset.

Conclusion: transforming CRA trends into concrete results for your SME

CRA trends 2024-2025 draw a clear landscape: artificial intelligence, conversational agents, intelligent CRM and omnichannel are no longer options reserved for large organizations. The numbers speak for themselves: 71% of Canadian SMBs are already using AI in their operations,([news.microsoft.com](https://news.microsoft.com/source/canada/2025/06/25/la-majorite-des-petites-et-moyennes-entreprises-canadiennes-adoptent-lia-71-utilisent-activement-des-outils-pour-accroitre-lefficacite-et-stimuler-la-croissance/?lang=fr&utm_source=openai)) 60% of very small businesses are integrating AI solutions, and 97% of SMBs using it report concrete gains in efficiency, cost reduction and sales growth.([economie.gouv.qc.ca](https://www.economie.gouv.qc.ca/objectifs/informer/vecteurs/vecteurs-economie-et-innovation-detail/lintelligence-artificielle-dans-les-pme-canadiennes?utm_source=openai))

For Quebec SMEs, the issue is no longer whether to invest in CRA/CRM, but how to do so in a pragmatic, progressive way that’s adapted to their reality. By centralizing your customer data, automating repetitive tasks, offering a consistent omnichannel experience and developing a truly customer-oriented culture, you’ll give yourself the means to :

• Generate more sales with the same teams;
• Better retain your best customers;
• Gaining resilience in the face of economic fluctuations ;
• Make a lasting difference in your market.

Would you like to quickly identify CRA/CRM opportunities for your SME and take action without getting lost in the technology? The Nuaweb team supports Quebec companies in implementing concrete solutions in AI, web creation, e-commerce, CRM and automation.

Book a free consultation today and discover which initiatives can generate the greatest impact for your company over the next 3 to 6 months. Contact Nuaweb today to transform your customer relations challenges into real growth drivers.