What Are CRM Applications? TOP 5+ Customer Relationship Management Software

Today, CRM applications have become an essential tool for businesses to manage data, streamline sales operations, and improve customer care. In this article, let’s explore with GMO-Z.com RUNSYSTEM how CRM works and which platforms are worth investing in.

1. What are CRM applications? Who should use CRM software?

Definition

CRM applications (CRM applications) are web-based or mobile software that enable businesses to manage customer relationships anytime, anywhere. These CRM applications allow companies to track leads, interaction history, sales reports, and automate workflows directly on computers or mobile devices.

CRM applications examples

Trung Nguyên uses a CRM system integrated with Magento 2 to manage customer data across online sales channels, physical stores, and franchise programs. The system collects information on coffee preferences, purchase history, and customer feedback, enabling personalized promotions, relevant product recommendations, optimized order management, POS integration, and data analytics to support effective international marketing strategies.

Target users

• Sales teams: Track leads, opportunities, and transaction history to close deals faster.
• Marketing teams: Segment customers, run email/SMS campaigns, and measure performance based on interaction data.
• Customer support teams: Manage tickets, handle survey feedback, and monitor customer satisfaction to improve retention.
• Managers / CEOs: View real-time reports on revenue, employee performance, and trend forecasts to make strategic decisions.
• Other supporting departments: Accounting and HR can synchronize invoices, track payments, or manage customer-related records; system administrators handle CRM setup, configuration, and data maintenance.

Industries commonly using CRM applications: Education, retail, services, and businesses with large customer bases that require centralized management to improve operational efficiency.

Related reading: What is CRM? A Complete A–Z Guide to Customer Relationship Management Software

2. Key features of modern CRM applications

Below are the essential features that modern CRM applications should offer to optimize customer management and drive business performance:

2.1 Customer data management

This is the core feature of any CRM application, allowing businesses to collect, organize, and segment customer data for analysis and personalized experiences. As a result, companies can significantly improve marketing effectiveness, sales performance, and customer service quality.

2.2 Automation of manual tasks

Modern CRM programs automate repetitive tasks such as data collection, reporting, sales forecasting, and process monitoring. This helps save time, reduce human errors, and identify areas for improvement within business workflows.

2.3 Sales data analysis and reporting

CRM applications consolidate data from multiple channels, analyze strategy performance, and deliver detailed reports on:

• Sales funnel status and marketing stages
• Bottlenecks or gaps in the sales process
• Statistics on successful and failed contracts or deals
• Revenue growth by business cycle
• Sales campaign performance

Related reading: What Is a CRM Database? Roles & How to Build High-Quality Business Data

2.4 Sales forecasting

A CRM application helps businesses forecast revenue, compare projections with actual results, and evaluate sales strategy effectiveness. These insights support better planning, optimized targets, and sustainable revenue growth in the future.

2.5 Cross-department integration

Modern CRM applications go beyond sales management by connecting the entire workflow from product and marketing to sales, payment, and customer support. This integration enables seamless operations, prevents data silos, and improves overall management efficiency.

3. Criteria for choosing CRM software

Below are the key criteria businesses should consider when selecting CRM applications that match their size, industry, and operational needs:

Fit with business needs and processes

A CRM application should be designed to align with a company’s scale, industry, and operating model. Essential features include lead management, sales automation, real-time reporting, and flexible customization. These capabilities help optimize internal workflows, evaluate KPIs, and analyze customer data, ultimately boosting productivity by 20–30%.

Cost of using CRM applications

The cost of CRM applications is typically calculated per user per month or through annual packages. Businesses should consider the total cost of ownership, including implementation, training, and upgrades. Free CRM apps are usually suitable only for startups due to storage and feature limitations, while paid CRM programs deliver higher ROI by driving revenue growth when fully utilized.

Vendor support and service quality

A reputable CRM provider should have proven implementation experience, offer 24/7 support via hotline or email, provide free training, and guarantee 99.9% uptime. Businesses are advised to review customer feedback and case studies to ensure fast and reliable support, especially when integrating popular platforms in Vietnam, such as Zalo or Facebook.

Integration with other systems

Effective CRM applications should support open APIs and seamlessly integrate with ERP systems, accounting software, email marketing tools, Zalo OA, websites, and Google Workspace. Real-time data synchronization reduces manual work, streamlines workflows from marketing to customer care, and improves operational efficiency by up to 40%.

Mobile accessibility of CRM applications

A CRM app should be fully compatible across platforms (iOS, Android, and web), feature a mobile-friendly interface, support offline sync, and enable push notifications. Sales teams can access data anytime, manage appointments remotely, and respond to customers faster accelerating service speed by 50%.

4. TOP 6+ leading CRM applications today

Below is a list of 6+ CRM applications that are highly rated and suitable for businesses of various sizes and industries.

WOWCRM Software

Best suited for: Businesses of all sizes, both B2C and B2B mespecially those in the BFSI sector (Banking, Finance, Insurance)

Rating: 9.5/10

With over 20 years of experience, GMO-Z.com RUNSYSTEM has delivered thousands of technology projects across Vietnam and Japan, building a comprehensive digital ecosystem that includes OCR Studio, eKYC, AI Chatbots, and Big Data solutions. WOWCRM is a strong CRM application example, showcasing the company’s ability to develop localized, AI-powered CRM solutions that help Vietnamese financial institutions achieve smart and efficient digital transformation.

WOWCRM is a next-generation CRM application designed to optimize sales processes, deliver 360° customer management, and enhance omnichannel experiences. The platform integrates AikoAI, automating sales tasks, enabling intelligent data analysis, forecasting customer demand, and personalizing customer experiences. It is particularly well-suited for BFSI, real estate, and retail industries.

Key Features of WOWCRM:

• Comprehensive customer management: Consolidates data from multiple sources, synchronizes with Core Banking, LOS, and AML systems, builds 360° customer profiles, and delivers accurate demand forecasting.
• Process automation: Reduces data entry time by 40%, automates reminders, quotation delivery, and progress tracking, boosting productivity by up to 70%.
• Omnichannel customer experience optimization: Tracks customer journeys, personalizes interactions, and increases customer lifetime value by 3–6 times.
• AikoAI assistant: Analyzes data, recommends actions and personalization strategies, helping sales teams double conversion rates.
• Reporting and access control: Intuitive dashboards, real-time reporting, and flexible role-based permissions to support faster decision-making.

Real-World Applications

Banks such as ABBank and BAC A BANK have implemented WOWCRM integrated with AikoAI and achieved:

• Automation of 90% of sales processes
• A 40% reduction in manual data entry time
• Improved customer management efficiency and strategic decision-making

This case study demonstrates that the application of CRM combined with AI not only optimizes operations but also enhances customer experience and creates sustainable competitive advantages in the digital banking era.

Base CRM software

Base CRM is a next-generation CRM application that helps businesses drive revenue growth and build long-term customer relationships. The platform operates on a unified model combining three core pillars: Product, Team, and Customer to create a seamless and highly efficient business workflow.

Best suited for: Businesses of all sizes, both B2C and B2B
Rating: 9.5/10

Key Features

• Product Center – Product & Service Management: Provides a comprehensive and continuously updated product database, enabling both sales teams and customers to clearly understand service value.
• Sales Center – Customer Data & Sales Funnel Management: Tracks the entire customer journey, automates sales activities (calls, emails, meetings, lead scoring), records all touchpoints, and integrates analytics and reporting systems.
• Services Center – After-Sales Customer Support: Supports omnichannel customer service via live chat and ticketing, includes documentation libraries and user communities to improve experience and retention rates.
• Operation Center – Business Operations Management: Handles payments, order tracking, contract management, and revenue analysis directly on the platform, enabling businesses to operate end-to-end within a single system.

Pipedrive CRM Software

Pipedrive delivers a simple and intuitive CRM application experience, helping businesses track leads, communication history, promotional campaigns, and automate manual workflows. The system also provides detailed evaluations of individual sales performance, supporting sales teams in optimizing their operations.

Best suited for: Small and medium-sized businesses
Rating: 9.0/10

Key Features

• Lead & deal management: Capture leads from website forms or chatbots and manage all deals within a single, visual interface.
• Contact tracking: Centralize all calls, emails, and customer interaction history in one system.
• Workflow automation: Reduce manual tasks through automated recurring activities and AI-powered support.
• Detailed reporting: Deliver performance analysis based on predefined goals, enabling more accurate business evaluation.
• Privacy & security: Protect business data and access rights, ensuring customer information is used appropriately.
• Mobile app & integrations: Access data on the go and connect with over 350 apps such as Slack, Trello, Gmail, and PandaDoc.

Key Features

• Customer Data Management: Track the customer journey, record actions such as support requests, quote requests, etc., for more personalized customer care.

• Sales Team Management: Assign tasks by product, transaction size, or region; automatically allocate leads appropriately; track detailed KPIs (targets, sales, transaction history).

  Freshworks CRM Software

  Freshworks CRM stands out for its ability to nurture long-term customer relationships, helping businesses enhance service quality and optimize sales processes. The platform eliminates unnecessary steps, shortens deal-closing cycles, and accelerates revenue growth.

  Best suited for: Businesses of all sizes across commercial industries
  Rating: 9.0/10

• Omnichannel customer engagement: Deliver seamless experiences across chat, email, SMS, calls, and other interaction channels.
• 24/7 AI chatbot support: AI-powered bots automatically answer questions, provide information, and offer instant support on customers’ preferred channels.
• Analytics & reporting: Analyze customer behavior and employee performance, enabling data-driven decisions and identifying areas for improvement.
• Multi-platform integrations: Connect with ERP systems, e-commerce platforms, social networks, email marketing tools, and project management software.

HubSpot CRM Software

HubSpot CRM is a leading free CRM application, designed with separate modules tailored to the needs of different user groups, including sales managers, sales representatives, marketers, customer support teams, executives, and business owners. The platform provides comprehensive management capabilities without requiring complex installation.

Best suited for: Medium and large enterprises in both B2B and B2C models
Rating: 8.8/10

Key Features

• Centralized database: Consolidates all lead information in one place, enabling sales teams to collaborate effectively while minimizing data loss.
• Deeper customer insights: Tracks detailed information (name, job title, social media accounts, interaction behavior, etc.) to personalize customer engagement and increase retention.
• Lead notes and tracking: Records lead activities, optimizes outreach timing, and improves conversion rates.
• Advanced sales reporting: Builds in-depth reports and dashboards to manage pipelines, monitor performance, forecast revenue, and support expansion planning.

Nimble CRM Software

Nimble CRM is a CRM application that helps businesses aggregate data from multiple social networks into a single system, creating a rich data source for consulting, sales, and more effective marketing execution.

Best suited for: Medium-sized businesses
Rating: 8.7/10

Key Features

• Customer database creation: Collects contact details, emails, and customer profiles, enabling seamless interaction via Gmail, Outlook, or LinkedIn.
• Google Workspace & Microsoft 365 integration: Synchronizes contacts, emails, calendars, and work resources, allowing teams to collaborate smoothly.
• Revenue growth support: Evaluates lead quality, improves conversion rates, and delivers in-depth reports to track sales performance.
• Anytime, anywhere customer relationship management: Access data and manage appointments directly through the mobile CRM application.

Quick Comparison Table of CRM Applications

In addition to the CRM solutions analyzed in detail above, there are several other widely used CRM applications on the market today, adopted by many Vietnamese and international businesses. These include Salesforce, Zoho CRM, Microsoft Dynamics 365, Odoo CRM, SAP Sales Cloud, SugarCRM, and more. Each of these platforms is a strong option within its respective segment, from large enterprises to small and medium-sized businesses and they are often considered when companies need additional implementation choices or greater flexibility.

5. CRM Implementation Process

Below is a step-by-step CRM implementation process, covering planning, software selection, training, and real-world adoption to help businesses maximize effectiveness.

Step 1 – Define Objectives

Set clear goals that the application of CRM is expected to achieve, such as increasing conversion rates, improving customer satisfaction, or optimizing marketing campaigns. Align these goals with KPIs to measure performance and ensure consistency with the overall business strategy.

Step 2 – Choose a Vendor

Select a reputable provider based on features, customization capabilities, scalability, cost, and customer feedback. Compare different CRM applications to identify the system that best fits your business needs.

Step 3 – Create an Implementation Plan

Develop a detailed plan including timelines, resource allocation, risk management, clearly defined roles and responsibilities, and communication channels with the CRM vendor.

Step 4 – Train the Team

Train employees to use the CRM application effectivel from basic usage for general users to advanced training for managers and IT teams ensuring everyone fully understands key features.

Step 5 – Deploy, Evaluate, and Optimize: Apply the CRM app in real operations, either company-wide or by department. Continuously monitor performance, evaluate results, and optimize workflows to fully leverage the system.

7. Frequently Asked Questions

What are the benefits of using CRM software?

CRM applications help businesses centralize customer data on a single platform, automate sales and marketing workflows, increase revenue by 20–30%, and improve customer satisfaction through personalized experiences.

Key benefits include:

• Higher sales efficiency: Track leads, forecast revenue in real time, and close deals faster with automated email/SMS and lead scoring.
• Improved customer service: Manage tickets, collect feedback, build long-term relationships, and reduce churn rates by 15–25%.
• Analytics and reporting: Intuitive dashboards help optimize marketing campaigns and reduce costs from targeting the wrong audience.
• Time and cost savings: Reduce manual data entry, integrate multiple channels, and increase employee productivity by up to 40% without relying on multiple separate tools.

When should a business implement CRM?

Businesses should implement when they struggle with managing scattered leads, fragmented customer data, manual sales processes, or when they need to improve customer experience to drive revenue growth.

Signs that immediate implementation is needed:

• Leads are missed or not properly prioritized.
• Customer data is scattered, duplicated, and difficult to control.
• Reports and analytics lack real-time insights, making revenue forecasting difficult.
• Customer support is slow, not personalized, and retention rates are declining.

Ideal timing: During growth phases (with 10–50 sales staff) or in highly competitive markets, where CRM helps optimize marketing, manage the full business cycle, and boost productivity.

Why do businesses need a CRM strategy?

Businesses need a CRM strategy to manage customer relationships systematically, increase revenue by 20–30%, reduce marketing and sales costs, and build sustainable competitive advantages through centralized data and personalized experiences.

Key advantages:

• Improved business performance: Sales automation, accurate lead scoring, and targeted outreach to high-potential customers.
• Enhanced customer experience: Personalized services, effective upsell and cross-sell strategies, and higher retention rates.
• Data-driven decision-making: Real-time reports, trend analysis, optimized campaigns, and reduced operational costs.

A strong CRM strategy enables businesses to expand market share, improve service quality, and adapt quickly to changing market conditions.

CRM applications help businesses manage customer relationships efficiently, automate workflows, and optimize revenue. To implement CRM smoothly and fully leverage customer data, businesses can use WOWCRM by GMO-Z.com RUNSYSTEM. This platform integrates intelligent AI, automates sales and marketing processes, and delivers 360° customer management, enhancing customer experience, increasing sales, and optimizing operational efficiency.

Contact us today to experience WOWCRM, a next-generation CRM application designed specifically for Vietnamese enterprises.