CRM pricing models are set to change in the near future, as the system undergoes a significant revolution with the rise of AI.
In a conversation with CX Today, Martin Schneider, VP & Principal Analyst at Constellation Research, broke down how generative AI is shifting CRM pricing models, and suggested how companies can implement the new models into their customer service offerings.
“We’re going from historical CRM as a system of record [to] a system of action," Schneider explained.
Under previous systems, CRMs would charge the same amount regardless of who was using it or how much value they got out of it.
However, with the rising popularity of AI agents, Schneider believes that “fixed per-seat per-user price doesn’t make as much sense in terms of value transaction between provider and user.
What we’re seeing with Agentic and Generative AI, outcomes can now be analyzed and measured because of the system, not because of the user.
The Constellation Research VP also outlined some of the benefits and value that AI agents can deliver, stating:
“These AI agents are digital workers that can be tied to the innovation in the CRM application, it’s 24/7, it’s global, it’s multi-currency, it knows everything about your company and products”
This change in pricing is moving towards paying for the work being done and the outcomes generated by these agents.
By evaluating how much you spend on your Agentic AI software a month in comparison to an SDR, you can judge how much more or less the AI is really worth to your workforce
"You should be paying for that work that is getting done and for those improved outcomes," Schneider said.
Alternatively, Schneider suggests tying the prices directly to the results through the AI system, much like the e-commerce model:
“Others in CRM are looking at it from value levers and outcomes-based – how much volume do you do, how complex is it, and we’re going to take a percentage”
However, he also notes the possibilities of the industry eventually replacing human agents with these AI models, as they can help “rationalize your spend.
“Since you’re not paying humans anymore, you’re actually saving money."