Top 12+ CRM Examples from Vietnam and Global Markets

Customer Relationship Management (CRM) is not just software. It is a smart customer-centric strategy. In this article, GMO-Z.com RUNSYSTEM brings you 12+ real-world CRM examples from both Vietnam and international markets, ranging from large enterprises to small businesses. These CRM use cases show how companies improve customer experience, increase retention, and drive sustainable revenue growth.

1. Top 3+ CRM Examples in the Vietnamese Market

Below are practical CRM system examples in Vietnam that businesses can learn from to optimize customer relationship management and improve business performance.

1.1. Mobile World (Thế Giới Di Động): Omnichannel CRM to Boost Retention and Revenue

Mobile World (MWG) implemented a custom-built CRM system fully integrated with ERP, POS, website, and mobile applications to centralize customer data and deliver a seamless omnichannel experience.

• Implementation Goals: The CRM system enables MWG to consolidate customer data from thousands of retail stores, build 360-degree customer profiles, and segment customers based on behavior and lifetime value. The system automates personalized SMS, email, and Zalo messages based on purchase history. 

  CRM tracks the entire customer journey from lead generation to loyalty and supports upselling and cross-selling, such as recommending accessories to iPhone buyers.

• System Integration: The CRM platform synchronizes in real time with internal ERP systems, in-store POS, call centers, and mobile apps, ensuring consistent data across offline and online channels. KPI dashboards track metrics such as conversion rate, retention rate, CLV, and sales pipeline, enabling data-driven decision-making.
• Results Achieved: Thanks to CRM, MWG significantly improved customer retention through personalized engagement, reduced marketing costs via precise segmentation, managed over 4,000 stores more efficiently, and maintained stable revenue growth. The CRM system also strengthened competitive advantage by optimizing inventory and delivering a seamless customer experience.

1.2. Viettel: AI-Powered CRM to Reduce Churn and Increase Customer Value

Viettel, Vietnam’s largest telecommunications group with tens of millions of subscribers, faces a major challenge: high churn rates in a highly competitive market where acquiring new customers is expensive.

To address this, Viettel deployed a CRM system integrated with AI predictive analytics. The system analyzes subscriber data such as call frequency, data usage, payment history, and customer complaints. AI models identify customers at risk of churn and automatically trigger retention actions such as bonus data, discounted plans, or personalized service recommendations.

Results Achieved

• Churn rate reduced by 15%
• ARPU increased by 12% through upselling higher-value service packages

In telecom, CRM is not just a customer database. It acts as a predictive intelligence engine. Viettel’s CRM proactively retains customers instead of reacting after they leave.

Key CRM Lessons for Vietnamese Businesses

• Collect and analyze customer behavioral data (usage, complaints, payments)
• Use AI-driven CRM to predict churn and take timely action
• Personalize pricing plans and services based on real customer needs
• Track critical KPIs: churn rate, ARPU, CLV

Industries such as finance, insurance, and SaaS can apply similar CRM predictive analytics use cases to reduce customer loss and improve retention efficiency.

1.3. Vietnam Airlines: CRM Integrated with Lotusmiles Loyalty Program

Vietnam Airlines is a classic CRM example for businesses looking to build long-term customer loyalty. As the national airline serving millions of passengers annually, Vietnam Airlines operates in a sector where acquiring new customers is costly, making retention a top priority.

To address this, the airline implemented a CRM system tightly integrated with its Lotusmiles loyalty program. The CRM tracks the entire customer journey from ticket booking and check-in to mileage accumulation and post-flight services.

Using this data, the CRM system personalizes experiences by offering seat upgrades, bonus miles, or route recommendations aligned with each customer’s travel history.

Key Results

• Repeat customer rate above the regional average
• Significant growth in Gold and Platinum loyalty members
• Lotusmiles became the airline’s most effective customer retention tool

CRM in aviation demonstrates that loyalty programs are not just promotions, they are strategic CRM ecosystems. When customer experiences are personalized end-to-end, passengers are far more likely to remain loyal rather than switch airlines.

CRM Lessons for Businesses

• Integrate CRM with loyalty programs to maintain continuous customer engagement
• Personalize rewards: upgrades, vouchers, reward points
• Manage the full 360-degree customer journey: purchase → usage → feedback
• Track essential KPIs: CLV, repeat purchase rate, churn rate

From Vietnam Airlines’ CRM use case, industries such as banking, insurance, and premium retail can transform loyalty programs into long-term relationship engines retaining customers not through price alone, but through consistent, value-driven experiences.

2. Top 6+ CRM Examples from Global Markets

Below are leading international CRM examples that demonstrate how global brands use CRM systems to enhance customer experience, improve operational efficiency, and drive long-term growth.

2.1. Coca-Cola: Salesforce CRM and SFA Powering a Global Sales Force

Coca-Cola is one of the world’s most iconic brands, operating in more than 200 countries and serving over 1.9 billion beverages every day.

This massive global footprint creates major challenges in managing distributed customer and point-of-sale data. Inventory control, in-store execution, and personalized engagement become increasingly complex at scale.

To address this, Coca-Cola deployed SAP for global operations management and Salesforce CRM to manage customers and retail outlets. The company also equipped its sales teams with mobile SFA (Sales Force Automation) applications, allowing real-time updates on product displays and orders directly at stores. In parallel, Coca-Cola developed a B2B commerce channel, enabling retailers and distributors to place orders online independently.

Results Achieved

• Sales productivity increased by 20–25%
• Administrative workload reduced by 30–40%
• Personalized promotions strengthened loyalty among both end consumers and distribution partners

This CRM use case highlights that in FMCG, customers are not only end consumers but also distributors and retailers. Managing relationships with distribution partners directly impacts shelf presence and market share.

Key CRM Lessons for Vietnamese Businesses

• Standardize point-of-sale data for transparent management
• Equip sales teams with mobile CRM tools for real-time updates
• Enable B2B online ordering to reduce dependency on sales staff
• Track critical KPIs: store visits, successful orders, in-store visibility (POSM)

Beyond FMCG, retail and F&B businesses in Vietnam can apply Coca-Cola’s CRM strategy to strengthen relationships with key distributors and partners, an effort just as important as consumer-facing marketing.

2.2. Zara: Omnichannel CRM Driving Fast Fashion Leadership

Zara, Inditex’s fast fashion brand, is famous for turning design ideas into finished products within weeks. With over 2,000 stores in 90 countries and tens of millions of customers annually, Zara faced a major challenge: fragmented data across online and offline channels, making trend forecasting, inventory control, and personalization difficult.

To solve this, Zara implemented an omnichannel CRM platform that collects customer behavior data from its website, mobile app, and physical stores, then analyzes it in real time to:

• Identify trending products
• Personalize recommendations
• Optimize product assortment

With CRM, Zara shifted from intuition-based decisions to data-driven execution. Trend response cycles were shortened from six months to just three weeks, online sales increased by 25%, and customers experienced a visibly more personalized shopping journey.

In fast fashion, where speed and adaptability define success, CRM is mission-critical. Zara transformed raw data into strategic CRM intelligence, tightly connecting design, production, and sales something many traditional fashion brands struggle to achieve.

CRM Lessons for Vietnamese Businesses

• Integrate online and offline data for a 360-degree customer view
• Analyze purchase behavior to forecast best-selling products and reduce overstock
• Personalize offers for different segments: new, loyal, and VIP customers
• Shorten market feedback cycles by tracking trends weekly instead of quarterly

Zara’s CRM system also offers valuable insights for electronics retailers and e-commerce businesses: proactive inventory planning and tailored promotions outperform passive selling.

2.3. Unilever: AI-Driven Omnichannel CRM Reducing Costs and Increasing Retention

One of the most compelling CRM system examples globally is Unilever. As one of the world’s largest FMCG corporations, Unilever owns over 400 brands across food, personal care, and household products, operating in more than 190 countries and serving billions of consumers daily.

At this scale, customer data is scattered across markets and channels, making personalization and marketing efficiency difficult.

To overcome this, Unilever deployed an AI-powered omnichannel CRM platform that centralizes data from websites, social media, loyalty programs, and mobile apps. AI analyzes behavior, predicts churn risk, and automatically recommends personalized offers for each customer segment allowing Unilever to personalize at massive scale while controlling costs.

Key Results

• Marketing costs reduced by 20%
• Customer retention increased by 18%
• Global campaigns standardized while remaining locally customized

Unilever’s CRM use case shows that at enterprise scale, CRM is not just a database; it is a strategic orchestration engine, balancing global consistency with local personalization.

Lessons for Vietnamese Businesses

• Consolidate fragmented customer data into a centralized CRM system
• Use AI CRM tools to detect churn risk and act early
• Synchronize omnichannel engagement: email, SMS, Zalo, fanpages
• Track key KPIs: churn rate, conversion rate, CLV

Industries such as retail, education, and healthcare in Vietnam can apply Unilever’s CRM marketing strategy, moving away from mass promotions toward targeted, data-driven personalization.

2.4. BMW: Predictive CRM for Premium After-Sales and Vehicle Upgrades

BMW, the German luxury automotive brand, is known for premium service and personalized experiences. In the automotive industry, however, success is not defined by the initial sale alone. Brands must manage the entire customer lifecycle: maintenance, spare parts, and vehicle upgrades.

Without centralized data, opportunities for upselling, cross-selling, and long-term loyalty are easily missed. This is why CRM, especially when combined with AI, plays a critical role.

BMW implemented Salesforce CRM integrated with predictive analytics. The system aggregates data from vehicle purchases, maintenance history, showroom interactions, and online channels. AI then generates next-best-action recommendations, such as maintenance reminders, accessory suggestions, or upgrade offers for new models.

Business Impact

• Revenue from existing customers increased by 25%
• Significant reduction in post-sales churn
• Every service visit became an opportunity to increase Customer Lifetime Value (CLV)

Expert insight: BMW’s CRM example proves that in automotive, CRM goes far beyond sales management. The real value lies in after-sales service, where loyalty is built, and recurring revenue is generated year after year.

CRM Lessons for Vietnamese Businesses

Industries with long customer lifecycles, such as insurance and real estate, can apply BMW’s CRM model:

• Design CRM around the full customer lifecycle: purchase → usage → upgrade
• Use AI to predict needs and automate renewal or maintenance reminders
• Personalize offers: service packages, accessories, trade-in programs
• Connect CRM with customer support systems for real-time data updates

Across FMCG, retail, services, and technology, successful CRM use cases show that CRM has become a strategic engine for retention, cost optimization, and sustainable revenue growth 2.5. Uber: CRM quản lý người dùng & tài xế quy mô lớn.

2.5. Uber: CRM at Scale for Managing Riders and Drivers

Operating in more than 72 countries, Uber has redefined mobility and on-demand services. As a platform business that owns no vehicles, Uber must simultaneously serve two core user groups: drivers and riders. With approximately 122 million monthly active users and a 72% market share in US. Ride-sharing, Uber requires a highly scalable CRM system to personalize experiences, maintain trust, and support global expansion.

Uber’s mission is to provide “transportation as reliable as running water, everywhere, for everyone.” To achieve this, CRM acts as a data anonymization and segmentation engine, enabling Uber to classify users by lifecycle stage and deploy highly targeted engagement campaigns.

Uber also uses CRM to analyze behavioral and engagement data, ride frequency, usage timing, feedback scores, and driver activity history. These CRM insights allow Uber to improve service quality, predict demand, and resolve issues faster at a massive scale.

2.6. Vinamilk: CRM for Distribution Management & Mobile Sales Enablement

Vinamilk is one of the most practical CRM examples that Vietnamese businesses can learn from. As the largest dairy company in Vietnam, Vinamilk operates an extensive nationwide distribution network with hundreds of thousands of retail outlets. While this scale is a competitive advantage, it also creates major challenges: sales data and distributor information are fragmented, making centralized tracking difficult. This directly affects sales performance, inventory control, and the ability to execute promotions at the right time.

To address these issues, Vinamilk implemented a CRM system for distribution management, integrating data from distributors, traditional stores, and modern retail channels into a centralized platform. At the same time, the sales team was equipped with a mobile SFA (Sales Force Automation) app, allowing them to update orders, inventory levels, and product displays in real time at each point of sale. As a result, management gained real-time visibility to make faster and more accurate decisions.

Key results include:

• Sales productivity increased by 20%
• Distribution data became more transparent and reliable
• Dealer promotion programs were monitored and controlled more effectively

This Vinamilk case highlights that in Vietnam’s FMCG sector, CRM is not only about end-customer care. It is a core tool for managing relationships with distributors and retailers, ensuring products are always available on shelves, sufficiently stocked, and displayed according to standards.

Beyond FMCG, industries with wide distribution networks, such as pharmaceuticals, medical devices, and consumer goods, can apply similar CRM use cases & examples. To sustain market share, businesses must care for distributors and wholesalers just as carefully as individual customers.

Key takeaways:

• Consolidate distributor and point-of-sale data into a centralized CRM platform
• Equip sales teams with mobile CRM/SFA tools for real-time updates
• Personalize incentive policies for dealer segments based on CRM data
• Track critical KPIs: order frequency, promotion participation, and dealer loyalty

3. Three Practical CRM Use Cases in Businesses 

Below are three real-world CRM use cases & examples that illustrate how CRM supports sales, marketing, and customer service operations effectively.

3.1. Call Center CRM

Traditionally, sales and marketing teams are the primary sources of data for CRM systems. Today, many CRM platforms integrate IP telephony to enable automatic dialing, call recording, and interaction history tracking. Some advanced call center CRM solutions also apply AI-based voice analysis to detect customer emotions and sentiment. For example, a raised voice may indicate excitement or dissatisfaction due to interruption.

By analyzing these signals, businesses can refine communication approaches, optimize service scripts, and deliver more personalized customer experiences based on actual behavior rather than assumptions. This is a clear example of CRM systems enhancing customer engagement quality.

3.2. Social CRM 

Modern businesses maintain a presence across multiple social platforms such as Facebook, Zalo, Instagram, and LinkedIn to stay connected with customers. These channels function as open forums where users share feedback, reviews, and even complaints about brands.

Managing each platform separately makes it difficult to consolidate insights and respond promptly. Social CRM tools solve this problem by centralizing all social interactions, messages, comments, brand mentions, and product discussions into a single CRM database. This allows businesses to monitor sentiment, identify trends, and implement engagement strategies that boost sales and strengthen brand image.

In addition, Social CRM enables the creation of customer communities where users voluntarily share experiences, support one another, and provide valuable feedback for R&D. These communities reduce the burden on customer support teams while increasing long-term brand loyalty. Strong CRM marketing examples in action.

3.3. CRM di động

Mobile CRM applications on smartphones and tablets have become essential for businesses with field-based sales teams. By leveraging mobile flexibility, CRM software examples allow sales and marketing staff to access customer data, update activities, and complete tasks anytime, anywhere. This improves productivity, shortens response times, and delivers a more seamless customer experience, demonstrating clearly how CRM helps sales in real-world scenarios.

4. WOWCRM – An Intelligent Customer Relationship Management Platform

WOWCRM is a next-generation CRM platform example developed by GMO-Z.com RUNSYSTEM. It integrates AI technology (AikoAI) to automate sales processes, analyze customer data holistically, predict future needs, and personalize customer experiences. The system helps reduce manual work by up to 40% and increase productivity by 70%, while meeting strict security standards required in the banking and financial sectors.

Key features of WOWCRM:

• Smart AI (AikoAI): Automates data entry, follow-up scheduling, quotation sending, and recommends next best actions
• 360-degree customer data management: Combines transaction history, interaction behavior, and predictive insights for faster decision-making
• Enterprise-grade security: Strict access control compliant with banking and financial industry standards
• Flexible system integration: Synchronizes data with core banking, LOS, AML, and internal systems to streamline operations
• Highly customizable: Tailors workflows, dashboards, and reports to each organization’s needs

WOWCRM has been successfully deployed at major Vietnamese banks such as BAC A BANK and ABBANK, automating up to 90% of sales processes, reducing data entry time by 40%, and significantly improving customer management efficiency. As a “Make in Vietnam” solution, WOWCRM is a strong example of digital transformation in financial services, helping businesses unlock data value and drive sustainable growth.

Frequently Asked Questions About CRM

What is CRM? What is the simplest example?

CRM (Customer Relationship Management) refers to both a strategy and software used to store customer information, track interactions, and optimize relationships to increase sales and customer retention.

Simple example:
A coffee shop saves regular customers’ phone numbers and sends promotional messages when they haven’t visited for a while. This is a manual CRM. With CRM software, data is automatically collected from POS systems and personalized offers are sent based on preferences, increasing repeat visits with less effort. This is a basic example of CRM software.

What is the best free CRM in 2025?

HubSpot CRM is widely considered the best free CRM in 2025. It offers a user-friendly interface, unlimited users, visual pipeline management, and integrations with over 1,700 apps. It is ideal for small and medium-sized businesses looking for solid CRM tools examples to support sales and basic marketing.

Are there CRM systems fully available in Vietnamese?

Yes. Several Vietnamese CRM systems are fully localized, including WOWCRM, CloudGO CRM, MISA AMIS CRM, 1Office CRM, and CRMViet. These platforms provide 100% Vietnamese interfaces, documentation, and support, and integrate with Zalo, Facebook, and local call centers, making them practical CRM system examples for Vietnamese SMEs.

How can I try a CRM for free?

Visit the official website of a CRM provider such as WOWCRM, register using your email or phone number (no credit card required), verify your account, and start using it immediately. You can import sample data to test sales workflows, reports, and integrations.

Basic steps:

1. Choose the CRM that fits your needs
2. Go to the homepage → “Free Trial” or “Request Demo”
3. Enter company details and confirm via email
4. Set up your profile, add sample leads and create a pipeline
5. Use the system for 7–30 days and export data if needed

These CRM examples, both local and global, clearly demonstrate how businesses leverage customer data to personalize experiences and build long-term relationships. If your organization is looking for a powerful yet easy-to-use CRM solution tailored to real operational needs, WOWCRM by GMO-Z.com RUNSYSTEM is a reliable choice. It helps optimize customer care workflows, automate sales and marketing, and unlock intelligent data insights to drive sustainable revenue growth.