Behind every seamless customer experience are countless technology, operations, and product decisions. At Viettel Customer Service, our product teams continuously tackle these challenges alongside businesses.
CXperts is a content series featuring insights from Viettel Customer Service's experts, product leaders, and specialists on Customer Experience, Contact Centers, AI, and the trends shaping the future of customer service.
In the first episode, Cao Manh Huy, Product Director of OmniX, explores a challenge many organizations still face: customers don't experience individual channels—they experience a single, connected journey.
Today's businesses engage customers through more channels than ever—hotlines, email, websites, Facebook, Zalo, chatbots, and mobile apps. From an organization's perspective, this may seem like a complete omnichannel ecosystem. From the customer's perspective, however, the experience is often very different.
A customer may report an issue via the hotline, continue the conversation on Zalo, and send additional details by email—only to repeat the same information at every touchpoint. Customers don't care how many systems a business operates. They care whether the business truly understands them.
According to Cao Manh Huy, Product Director of OmniX, this is one of the most common challenges businesses face in their customer service digital transformation journey.
"We've seen many organizations invest heavily in expanding communication channels, yet customer data and interaction histories remain fragmented across different systems. The real challenge is no longer how many channels a business has, but how to make customers feel they are experiencing one seamless journey."
Omnichannel Is More Than Multiple Channels
For years, many businesses have viewed omnichannel as simply adding more customer touchpoints—chatbots, mobile apps, social media, or new engagement platforms. However, according to the OmniX team, the true value of omnichannel lies not in the number of channels, but in the ability to connect them to create a unified understanding of each customer.
When customer data is synchronized and interaction history is preserved across every touchpoint, customers no longer need to repeat themselves each time they reach out. At the same time, customer service agents no longer waste time searching across multiple systems for the information they need. This is when businesses begin to deliver a truly seamless customer experience.
For Enterprise Customers, Integration Matters More Than Replacement
One of the biggest challenges in deploying a customer experience platform is not its features, but its ability to integrate. Large organizations have often invested in CRM, ERP, data platforms, and other business systems over many years, making a complete replacement of their existing ecosystem neither practical nor desirable.
According to Huy, this is why OmniX was built on an open architecture from the very beginning.
"Customers rarely want to replace the systems they already rely on. What matters most is how well a new platform integrates with their existing technology ecosystem."
From this perspective, a Contact Center platform should not operate as a standalone system. Instead, it should become an integral part of the enterprise's operational journey, where data and workflows are seamlessly connected across the organization.
Agent Experience Shapes Customer Experience
When people talk about Customer Experience, the focus is often on customers. However, according to the OmniX team, there is another group of users that has a direct impact on service quality: customer service agents.
During a typical shift, customer service agents must manage interaction histories, customer information, business workflows, and data from multiple systems simultaneously. When these systems are overly complex or poorly connected, customers are often the first to feel the impact.
"We always ask ourselves: What information does the user need at the right moment? It's not about adding more features—it's about helping users complete their work faster and more efficiently."
That is why many of OmniX's design decisions are driven by real-world operational experience rather than simply following the latest technology trends.
Viettel Customer Service is a subsidiary of the Viettel Group, operating in the technology and customer service sector. The company provides a comprehensive ecosystem including services (Contact Center Outsourcing, BPO, Upsale, Customer Experience, Loyalty, Document Processing and Digitization, Warranty & Repair Services) and technology solutions (OmniX, CXBot, KnowX Hub, AI-DMS, vCOC, InsightCI, WorkforceX).
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