Customer relationship management (CRM) is accepted as an effective approach for acquisition, retention and expansion of customer relationship by collecting, analyzing and accessing valuable customer information. As the market competitions becomes keen, constructing a CRM system is coming to win over new customer, develop service and products for customer satisfaction. This investigation applies cross-case study method to explore and assess the CRM in supermarkets at Can Tho City. The results show that CRM implementation is a holistic and complex, which means that it is not only an integration of information technology but also the business process changes. The CRM stages involve customer portfolio management, multi-channel management, and customer value management. Among supporting factors, customer oriented organization process is a crucial factor, including vision and mission.  In addition, senior management support and leadership, human and technology factors need to be considered and combined when implementing CRM. Through CRM-based supermarket implementation study, the research aims to guide future studies that evaluating is not only the support condition for CRM operations but also the impact of CRM on firm performance.