Verystar’s OmniCRM clinches Tech MVP for 2024

Campaign Asia-Pacific is happy to announce the winner of Tech MVP 2024, marking the fourth year of recognising outstanding technology innovation in the region. Note that the Most Valuable Professional award will not presented this year, shifting full focus to the Most Valuable Product award only.

This year’s judges

An esteemed panel of industry leaders from diverse sectors joined the jury this year, each bringing a unique perspective to assess APAC’s top talent and products:

• Belinda Clark, VP of experience strategy, RAPP SEA
• Chandan Deep, VP, B Capital Group
• Dorothy Peng, partner, Deloitte Consulting
• Hasan S. Hasnie, CTO APAC, VML
• Nadiya Omar, media consultant
• Nick Seckold, regional VP for APAC, Microsoft Advertising
• Niraj Nagpal, APAC lead, Mastercard
• Sunita Kaur, director, Toothcomb
• Lu Kenn Wong, group director, Mediabrands Content Studios 

Campaign Asia-Pacific’s tech correspondent Shawn Lim, served as the jury chair, underscoring the awards' role in recognising transformative tech solutions and inspiring the next wave of digital leaders.

Without further ado, announcing the Tech MVP Product winner for 2024:

OmniCRM by Verystar

As part of the Dentsu network, Verystar’s OmniCRM has clinched the Tech MVP 2024 accolade for its pioneering approach to connecting China’s fragmented digital ecosystem with CRM systems. Tailored for the Chinese retail market, OmniCRM empowers brands by linking public platforms like Meituan, Douyin, and JD.com to private domains, facilitating efficient member management and personalised loyalty programmes.

OmniCRM addresses a critical challenge: Traditional CRM systems have often struggled to integrate seamlessly with China’s fast-paced, platform-rich environment, leaving brands unable to bridge the gap between public platform users and their customer databases.

The judges were impressed with OmniCRM’s customer-centric design, which evaluates success through new member growth, average revenue per user (ARPU), and a decrease in consumer complaints. Judge Sunita Kuar highlighted the product’s strength in consolidating traditional and social CRM capabilities, simplifying loyalty programmes, and minimising the need for brands to manage multiple, complex systems.

Fellow judge Belinda Clark echoed this sentiment, noting that while OmniCRM’s scalability remains predominantly China-based, its ability to integrate multiple digital platforms signals strong potential for expansion across APAC and beyond.

OmniCRM has garnered momentum with high-profile clients in China, including Burger King, CoCo Milk Tea, and Muji China. Judge Hasan Hasnie commended the solution’s well-defined growth roadmap and adaptability, which is underscored by success through word-of-mouth referrals and high customer retention. OmniCRM’s North Star metrics show a 12% annual member growth rate, an 8% increase in ARPU, and a 17% reduction in consumer complaints—validating its effectiveness.

Despite the need for manual updates to stay aligned with platform API changes, the judges praised OmniCRM’s commitment to user satisfaction and continuous innovation. The product’s expansion to the U.S. with Happy Lemon in 2024 marks Verystar’s initial move toward global scalability. Judge Nadiya Omar further emphasised OmniCRM’s impressive ambition and noted that its approach could establish new standards for CRM adaptability across digital ecosystems.

Congratulations to OmniCRM on their win! We offer our sincere thanks to all who put themselves, their colleagues and their products forward for consideration and we look forward to reading your entries again in 2025!