Abstract

With today's strong competition and globalization trend, customers are faced with countless products, brands, prices, suppliers, and businesses that want to survive and develop. Customer-oriented and customer-centric, bringing the highest value to customers. When customers have more demands on satisfying their needs, businesses need to have a strategy to develop close relationships with customers, which is also a way to maintain existing customer loyalty. and build relationships with potential customers. Through research, thoroughly understand the needs and habits of customers, approach and communicate with customers, manage customer information in the most systematic and effective way in order to offer the best products and services. the most suitable service that meets the needs and wants of the market. In fact, customer relationship management has been quite popular in the world, but it is still new in Vietnam, businesses are still not really aware and focused on the importance of customer relationship management. Therefore, in the current fierce competition, in order to acquire and retain customers, Co.opmart supermarkets must have appropriate customer management policies. Building a customer relationship management system will create and maintain sustainable relationships with existing customer groups as well as potential customer groups. demand, adding value to customers and increasing profits for Co.opmart supermarkets. From the above reasons, research on the formation and development of CRM system at Co.opmart has been carried out.