In the increasingly competitive consumer electronics retail industry, simply having "good products" is not enough – businesses need effective customer management, personalized care, and tracking of the customer journey. One Vietnamese company that has done this very well is Thien Nam Hoa Electronics Supermarket (formerly Thien Hoa Electronics) – a large electronics supermarket chain with over 20 years of operation, which has implemented CRM to build a modern and sustainable sales, customer care, and after-sales system.

This article will analyze how Thien Nam Hoa applies CRM, why CRM is the "backbone" in electronics retail, and how GTG CRM can help small and medium-sized enterprises achieve similar results.

What is CRM and why is it important in the consumer electronics retail industry?

CRM (Customer Relationship Management) is a system that helps businesses store, analyze, and manage customer information, from initial contact and consultation to purchase and post-sales service.

For the electronics industry, CRM is not just a tool for storing customer names and phone numbers, but rather the "living memory" of the business:

• Record the entire transaction history and product warranty information.
• Track whether customers are making installment purchases or exchanging products.
• Remind you of warranty service schedules and promotions at the right time.
• Personalized care: Send special offers to customers who have previously purchased refrigerators, TVs, or air conditioners.

CRM helps increase revenue from existing customers, reduce the cost of acquiring new customers, and enables sales and customer service teams to collaborate more effectively.

See also: GTG CRM: A customer management solution that increases loyalty and optimizes sales performance.

Introduction to Thien Nam Hoa

Thien Nam Hoa is a chain of electronics supermarkets established in 2001 in Ho Chi Minh City, specializing in selling TVs, refrigerators, washing machines, air conditioners, mobile phones, household appliances, and smart technology products.

This brand is known for its slogan "Dedicated service - Superior value," and a system of more than 10 centers nationwide.

Image of one of the centers of Thien Nam Hoa

However, as its customer base grew, Thien Nam Hoa faced numerous challenges:

• Customer data is scattered across multiple departments.
• It is difficult for sales staff to track the transaction history of each customer.
• It's difficult to categorize loyal customers from new customers.
• The effectiveness of after-sales service cannot be measured.

To address this, they began implementing a CRM (Customer Relationship Management) system – a crucial step that helped standardize processes and enhance the customer experience.

How Thien Nam Hoa applies CRM to its electronics retail operations.

After implementing CRM, Thien Nam Hoa has digitized the entire customer process, from the moment customers visit the store to receiving after-sales service.

1. Centralize customer data on one platform.

Previously, each branch managed customers independently, leading to duplicated and inaccurate data.

CRM helps Thien Nam Hoa consolidate all information (name, phone number, purchase history, selected products, warranty date, customer service feedback) into a single location.

→ This helps staff easily look up information and personalize advice: "You just bought a Panasonic washing machine last month, and there's currently a combo offer for a refrigerator of the same brand."

2. Customer segmentation & care programs

CRM groups customers by purchase value, purchase frequency, or behavior.

For example:

• Loyal customers → receive promotional emails about scheduled maintenance.
• New customers → receive user guide + discount voucher for their next purchase.
• Business clients → have a dedicated sales team to monitor contracts and issue electronic invoices.

This helps increase repeat purchases and enhance the customer experience.

3. Monitor and measure sales staff performance.

Thanks to CRM, management knows:

• Which employee achieved the highest sales?
• Which customers have not yet been contacted?
• Which products are selling well / taking a long time to restock?

Automated reports help Thien Hoa adjust its sales plans and promotional programs flexibly.

4. After-sales service & automatic warranty reminders

The CRM system integrates warranty reminders and automatic calls/messages when the warranty is nearing its expiration date. This helps Thien Hoa maintain regular contact with customers and create a professional impression.

Satisfied customers are more willing to recommend friends, creating a natural ripple effect.

Lessons for small and medium-sized enterprises (SMEs)

The case of Thien Nam Hoa shows that CRM is not only needed by large businesses.

Any retail shop, electronics store, furniture store, or service business should start with CRM to:

• Synchronized customer management.
• Store transaction history.
• More effective customer care and upselling.
• Reduce information loss when employees leave the company.

The key takeaway: CRM isn't software, it's a smart customer service strategy.

GTG CRM - A streamlined CRM solution for retail businesses.

If Thien Nam Hoa achieved success thanks to its CRM system, then GTG CRM is the platform that helps you do the same – but faster, easier, and more cost-effectively.

1. Multi-channel CRM & centralized storage

GTG CRM automatically saves customer information from multiple channels such as Facebook, landing pages, etc., to a single location.

Here, you can view interaction history, customer information, and customer categorization by group.

GTG CRM helps you manage your customers centrally on a single platform.

2. Electronic invoices & product management

GTG CRM allows you to manage all your products on a single dashboard, making it easy to track which customers are buying which of your products.

When customers place an order, GTG CRM allows them to create and export electronic invoices directly within the system, making the sales process clearer and more transparent.

An illustrative invoice from GTG CRM

3. Automation Workflow - Automated Customer Service

Set up automated processes such as:

After the customer makes a purchase → send a thank-you email → remind them of the warranty service schedule after 6 months → send a promotion for a similar product.

Everything happens automatically, no manual intervention is required.

One of the templates for building automated workflows in GTG CRM.

4. AI Assistant - Intelligent Virtual Assistant

AI in GTG CRM can answer questions such as: "How many new orders were there this week?", "Which customers are about to have their warranties expire?", "Which groups should I send offers to?", "What is the revenue for this month?", ... and many more questions.

AI not only answers questions but also suggests the next steps, helping you provide more proactive customer care.

GTG CRM's AI reports on the company's advertising performance.

Conclude

The story of Thien Nam Hoa This shows that: There are no small customers, only businesses that haven't managed their customers well. CRM helps electronics businesses understand their customers, serve them at the right time and meet their needs – thereby increasing revenue and retaining buyers in the long term.

And with GTG CRM, you can absolutely build a system like Thien Hoa's – easy to use, smart, and with AI integration right from the start.