In line with Vietnam’s national digital transformation strategy and the Vietnam Rubber Group (VRG)’s digitalization roadmap, the VRG Business and Market Department has been actively applying information technology and digital platforms to enhance customer segmentation, care, and market expansion.
Recently, the department has deployed a Customer Relationship Management (CRM) system to digitize customer data, track behavior, and optimize engagement strategies for more effective outreach and retention.
Applying Digital Tools for Customer Management and Insights
The new software records customer behavior patterns such as website or landing page visits, social media interactions, and email engagement, allowing VRG to measure the level of interest and conversion potential.
It consolidates all relevant information — personal data, contact details, customer classification, interaction history, transactions, and service records — into one digital platform.
This enables the department to allocate sales resources efficiently, identify weak points in the sales funnel, and correct issues promptly. Through this CRM system, all sales activities — from email campaigns and cold calls to quotation management and order tracking — are monitored in real time.
By analyzing conversion rate reports at each stage, the system helps improve lead conversion efficiency. It also generates performance analytics for individual staff, allowing for data-driven evaluation and management decisions.
Accelerating Digital Transformation in Business Operations
As part of its broader digitalization goal, the department has also implemented a task management and reporting application to monitor daily assignments and improve productivity.
This software — widely used by major enterprises — offers advanced functions that help staff get accustomed to digital workflows and build internal expertise. In the near future, the department plans to develop or propose a fully integrated management system synchronized with the Group’s overall digital infrastructure.
Digital Commerce – A Strategic Direction for Global Reach
Globally, cross-border e-commerce has become a dominant trend in recent years and will continue to shape the future of trade.
In this context, the department aims to complete the development of VRG’s online rubber trading portal, integrated into the Group’s main website.
This platform will introduce VRG’s rubber products and trade services to international buyers, enabling the Group to digitize sales activities and enhance its global competitiveness.
Transitioning from traditional business operations to digital platforms is viewed as a strategic and essential step — driving innovation, expanding export opportunities, and strengthening VRG’s position in the international market.