In today's e-commerce, it's not just good advertising or products that determine success, but how you manage and take care of customers after purchase. That is why CRM (Customer Relationship Management) has become a core tool in the growth journey of many businesses.

A typical example in Vietnam is Coolmate, a men's fashion startup founded in 2019, which has applied CRM and automation to turn customer data into a growth driver.

After just 1 year of implementing the CRM system, Coolmate recorded a 2.5-fold increase in online revenue, a 50% increase in the rate of returning customers, and a customer satisfaction rate of over 95%.

Who is Coolmate?

Coolmate Joint Stock Company is a Vietnamese men's fashion brand following the D2C (Direct-to-Consumer) model, which means selling directly to consumers without intermediaries. Coolmate was founded by Nguyen Van Thong, with the orientation of "Bringing the simplest, fastest and most transparent online shopping experience for men."

Coolmate's Challenges

From basic T-shirts, Coolmate has expanded to underwear, socks, shirts, accessories... with more than 3 million products sold and more than 500,000 loyal customers (according to Forbes Vietnam).

However, as revenue increased rapidly, Coolmate faced a familiar problem for online businesses:

• Scattered customer data: Each channel (website, email, Facebook, Zalo) stores separate data, not synchronized set.
• Lack of automated care: All messages, responses, and order confirmations must be done manually.
• Not tracking customer lifecycle: Cannot distinguish between new customers, potential customers, or loyal customers.
• High advertising costs: Because old customer files have not been utilized, a lot must be spent to find new customers.

How Coolmate applies CRM in marketing and operations

Coolmate has deployed an integrated CRM system for the entire process: from lead collection to customer care, including 4 main activity group:

Multi-channel customer data connection

Coolmate synchronizes data from:

• Website (orders, shopping behavior)
• Email marketing (Mailchimp → CRM)
• Chatbot & Zalo OA
• Facebook & Google Ads

Therefore, each customer has a “unique profile”, helping the marketing team easily analyze behavior and make decisions based on data.

Automation of Email & SMS customer care

Coolmate's CRM is integrated with automatic scenarios:

• Send order confirmation emails, thank you emails after purchase, remind to rate products.
• Send personalized promotional messages based on purchased products.
• Automatically reactivate inactive customers after 30 days.

Therefore, the sales-marketing team can take care of tens of thousands of customers without increasing staff.

See more: Automations: Smart care scenarios, saving time for small businesses

Customer lifecycle tracking

Coolmate divides customers into 4 groups: New → First purchase → Return → Loyal. CRM helps them know which stage each person is in to send appropriate content.

For example: Customers who buy a T-shirt for the first time will be suggested a combo of 3 pieces or accessories in the next email.

Behavior analysis & personalization of offers

By analyzing the number of purchases and clicks, Coolmate's CRM automatically recommends programs suitable for each group.

• If a customer buys sportswear → send a promotion "Mix gym clothes - 20%"
• If the customer does not buy again within 90 days → send a return voucher

Results achieved

According to CEO Nguyen Van Thong:

• Online revenue increased 2.5 times after 1 year of CRM application
• The rate of returning customers increased by more than 50%
• Customer satisfaction rate (CSAT) reached 95%
• Email and automatic message responses increased by 20% compared to before

Coolmate has turned CRM into the "operational heart" of the business, where all data, campaigns and marketing actions are connected and measured.

Lessons learned

From Coolmate's story, Vietnamese businesses can draw 4 important lessons:

• Focus on customer data: CRM helps businesses see the big picture, not miss opportunities
• Automation is not a luxury: just a few basic email and text scripts can significantly increase revenue
• Personalization is key: Customers like brands that understand them, not just give them random discounts
• Measure to optimize: every marketing action needs to be recorded, analyzed, and improved

GTG CRM - AI-integrated sales operation platform #1

If Coolmate can grow strongly thanks to digital transformation, then GTG CRM is a tool to help every small and medium-sized enterprise in Vietnam do the same.

GTG CRM provides full tools for you to operate like Coolmate:

• CRM & Messaging: save all customer data and multi-channel communication from Facebook, Zalo, Gmail, ... website in one place
• Email Builder & Automations: Set up an automated email/sms sequence (care, upsell, feedback)
• Landing Page AI: Create a sales page to attract returning customers, integrate a registration form directly into CRM, and combine running advertising on GTG CRM
• AI Assistant: Suggest content, care scenarios, and even analyze behavior to optimize campaigns
• Data Dashboard: From advertising results to the effectiveness of email campaigns, GTG CRM synthesizes them all on a single interface

GTG CRM not only helps you collect customers, but also turns them into loyal customers, like Coolmate has done OK.

Conclusion

Coolmate's case study shows one thing clearly: "Any business that can control data and take care of customers with technology will win."

If you are looking for a way to run marketing, sales, and customer care effectively, GTG CRM is the platform to help you start that journey: from landing pages, advertising to CRM and automation, all on a unified platform.