Customers may begin a conversation on a mobile app, continue it through a call center, and complete it at a physical service point. Even when their journey spans multiple channels and different departments, their expectation is simple: the business should understand who they are, remember the entire context, and deliver a consistent experience.
This is also the challenge that an increasing number of businesses are trying to solve as AI becomes more deeply integrated into business operations. While technology can help companies respond faster and operate more efficiently, customer trust is only built when the entire organization works together as one.
This message was shared by Viettel Customer Service (VCX) at the event "Building Trusted Digital Infrastructure for the AI Era," co-hosted by Viettel Customer Service, VCloudia, and Trust Global in Phnom Penh, Cambodia, on July 23. During the presentation titled "Act As One – Orchestrating Trust Across the Customer Journey in the AI Era," Ms. Nguyen Thi Hoang Lan, Director of Customer Experience at Viettel Customer Service, introduced a new approach to customer experience management and showcased a customer experience ecosystem developed by Vietnamese engineers for businesses across the region.
Customer Experience Is Shaped by the Entire Organization
Today's businesses have no shortage of customer service technologies. From omnichannel contact centers and AI to data management systems and analytics tools, each solution helps optimize a specific part of the customer journey.
However, in practice, customers are still often required to repeat information when switching between channels, wait while requests are transferred between departments, or receive inconsistent responses during the same service journey.
According to many experts, the real challenge is no longer how much technology a business owns, but rather its ability to connect data, people, and processes so that the entire organization operates with a shared understanding of the customer. When this happens, customer experience becomes more than the sum of isolated touchpoints—it becomes a seamless end-to-end journey.
"Act As One" – Orchestrating Trust Across the Customer Journey
Speaking at the event, Ms. Nguyen Thi Hoang Lan emphasized that customers do not evaluate a company based on individual departments or systems, but on the overall experience they receive.
"Customers see only one company. They expect that company to Act As One—to understand them, remember their history, and accompany them consistently throughout their entire journey."
According to Ms. Lan, this is why businesses must shift from optimizing individual touchpoints to orchestrating the entire customer journey, ensuring that every interaction builds upon the same customer context.
"Act As One is a new concept in customer experience management. It focuses on orchestrating AI, data, people, and business processes around a shared customer context. Only when the entire organization shares information and coordinates its actions can a business deliver a seamless experience and earn customer trust."
According to Viettel Customer Service, this is its approach to customer experience in the AI era—where technology is no longer an isolated tool but a foundation that connects people, data, and operations throughout the customer journey.
To bring the "Act As One" model to life, Viettel Customer Service introduced its comprehensive Customer Experience ecosystem at the event. The ecosystem includes OmniX, KnowX Hub, CXBot, Customer Data Platform, AI Vision, and a range of advanced AI applications designed to enhance customer experience, optimize operations, and accelerate digital transformation.
A key highlight is that these solutions are designed to operate on a unified data platform and share the same customer context. Rather than functioning as standalone tools, each component contributes to a unified customer journey, enabling different departments within an organization to collaborate more effectively at every customer interaction.
According to VCX, introducing this ecosystem in Cambodia not only creates new partnership opportunities with businesses across the region but also marks another milestone in bringing "Make in Vietnam" Customer Experience solutions to international markets.
Exporting More Than Solutions—Bringing Vietnam's Customer Experience Expertise to the World
For Viettel Customer Service, the value it offers international markets extends beyond technology solutions. It also brings proven expertise in designing and operating customer experience systems, developed through extensive real-world implementation in Vietnam.
Drawing on experience from deploying large-scale customer service models, VCX has continuously refined its Customer Experience ecosystem to meet the needs of diverse industries and international markets. Its participation in Cambodia also provides an opportunity to share practical expertise in building customer-centric operating models with regional partners.
"We believe the true value of Customer Experience does not lie in individual tools, but in the ability to connect the entire organization around serving the customer. What Viettel Customer Service brings to international markets is not just a technology ecosystem, but also the expertise in building and operating Customer Experience gained through practical implementation in Vietnam."
According to Ms. Nguyen Thi Hoang Lan, as customer experience increasingly becomes a key competitive differentiator, businesses will need more than advanced technologies. What truly matters is establishing an operating model in which the entire organization shares the same objectives, works from a common customer context, and collaborates to build trust.
Participation in the "Building Trusted Digital Infrastructure for the AI Era" event marks another step forward in Viettel Customer Service's international expansion strategy while demonstrating its ambition to bring Vietnam's Customer Experience capabilities closer to businesses across the region. Through its "Act As One" philosophy and Customer Experience ecosystem, VCX aims to share Vietnam's expertise in customer experience management and help businesses create seamless, trustworthy customer journeys in the AI era
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).
Contact Viettel Customer Service today for solutions tailored to your business!
Contact Information:
Hotline: 1800 9397 / Email: dvkh@viettel.com.vn
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Address: 23rd floor, Vinacomin Building, 3rd Duong Dinh Nghe Street, Yen Hoa Ward, Hanoi.
