According to Viettel Customer Service, the gap between "more powerful AI" and "better customer experience" is becoming a key challenge for many financial institutions on their digital transformation journey.
At the World Financial Innovation Series (WFIS) Vietnam 2026—one of the region's leading forums for financial institutions, banks, and fintech companies—the application of AI to enhance customer experience emerged as one of the event's most discussed topics.
From chatbots and voicebots to workflow automation and data analytics, AI is enabling financial institutions to streamline operations and deliver personalized services at scale. However, customer journeys can still be disrupted when data, people, and operational systems are not seamlessly connected.
Customers are often required to verify their identity again when switching channels, repeat their issues to different departments, or wait for requests to be processed despite the information already existing within the system. According to industry experts, this is no longer merely a technology challenge—it is a customer journey orchestration challenge.
Speaking at the event, Pham Thi Thanh Van, Deputy Director of Viettel Customer Service, noted that many organizations have successfully optimized individual touchpoints such as contact centers, AI bots, and digital banking applications. Yet customers do not experience these systems separately—they experience a single, continuous journey.
"This is the gap between optimizing individual touchpoints and orchestrating the entire customer experience. When data and operational logic are not seamlessly connected, customers end up having to reconnect the experience themselves."
Customer Experience Is No Longer Defined by Individual Touchpoints
According to Viettel Customer Service, one of the biggest gaps across financial institutions today is that AI is often deployed rapidly within individual departments without a unified orchestration layer connecting data, operations, and customer experience.
At WFIS Vietnam 2026, Viettel Customer Service introduced its CX Orchestration approach, which brings together AI, data, people, and operations into a single customer journey.
Under this model, customer experience is not created by chatbots or contact centers alone. Instead, it is driven by four interconnected operational layers:
Customer Experience
AI Technology
People
Operations
AI automates routine tasks, analyzes data, and provides real-time recommendations. Human agents handle situations requiring judgment, empathy, and trust-building, while the operational layer ensures every system works together consistently at scale.
According to Viettel Customer Service, only when these four layers operate within the same context can organizations deliver truly seamless and personalized customer experiences.
This vision is reflected in the company's Customer Experience ecosystem, including:
OmniX – a unified omnichannel contact center platform
KnowX Hub – an intelligent knowledge management platform
AI Agent Mate – a real-time AI assistant for customer service agents
QualityX – an AI-powered conversation analytics and quality management solution
A key differentiator is that these solutions operate on a shared data foundation rather than as standalone applications. AI not only automates repetitive tasks such as identity verification and request classification but also assists employees by providing contextual recommendations tailored to each customer interaction.
AI Doesn't Replace People—It Amplifies Human Capability
According to Pham Thi Thanh Van, many organizations still approach AI as either a collection of isolated tools or a replacement for human employees. However, in large-scale customer service operations, AI delivers the greatest value by enabling employees to make faster, more accurate, and more consistent decisions.
"AI doesn't create customer experience. Customer experience is created by how organizations orchestrate AI, people, and operations to work together within a shared context."
Viettel Customer Service believes that for financial institutions, success is no longer measured by how much AI they deploy, but by how effectively they unify data, people, and engagement channels within a single operational model.
When systems share the same context, organizations can shorten handling times, improve real-time responsiveness, and eliminate the need for customers to repeat information across channels.
Drawing on its experience supporting customer service operations for more than 120 million customers, Viettel Customer Service reports that connecting AI, people, and operations within a unified context has delivered measurable business outcomes, including a 7% increase in workforce productivity, a 5% reduction in handling time, and an improvement in Customer Satisfaction (CSAT) from 88.5% to 93.29%.
Industry experts suggest that financial services are evolving from AI Automation toward AI Orchestration, where AI moves beyond automating individual tasks to orchestrating the entire customer journey in real time.
As AI becomes a standard capability across the market, competitive advantage will no longer depend on how much technology an organization owns, but on how effectively its systems can understand customers, operate within a shared context, and respond as one continuous journey.
In the new era of customer experience, the question is no longer "What technology should we add next?" but rather "Which customer journey is causing the greatest loss of trust?"
Only when every system can understand, remember, and act within the same context can AI truly become the engine behind seamless customer experiences.
Công ty Dịch vụ Khách hàng Viettel (Viettel Customer Service) là đơn vị thành viên của Tập đoàn Công nghiệp – Viễn thông Quân đội Viettel, hoạt động trong lĩnh vực công nghệ và dịch vụ khách hàng. Công ty cung cấp hệ sinh thái toàn diện bao gồm các dịch vụ (Customer Experience, Contact Center Outsourcing, BPO, Upsale, Loyalty, Document Processing and Digitization, Warranty & Repair Services) và các giải pháp công nghệ (OmniX, CXBot, KnowX Hub, AI-DMS, vCOC, InsightCI, WorkforceX).
Liên hệ với Viettel Customer Service để được tư vấn giải pháp phù hợp với doanh nghiệp của Quý khách!
Thông tin liên hệ:
Hotline: 1800 9397 / Email: dvkh@viettel.com.vn
Website Viettel Customer Service / Facebook Viettel Customer Service / Zalo Viettel Customer Service
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