The growth of call centers, social media, chatbots, and digital interaction platforms has enabled businesses to expand their reach and connect with customers through more touchpoints.
However, when each channel operates on a separate system, introducing more technology does not necessarily improve the customer experience. Instead, it may increase coordination costs and prolong the time needed to resolve customer issues.
THE CHALLENGES BEHIND THE EXPANSION OF CUSTOMER SERVICE CHANNELS
In the digital age, a customer may initiate a conversation via Zalo, continue the exchange on Facebook, submit a request by email, and eventually call a contact center to file a complaint. Yet, at many businesses, each of these channels is managed through a separate software system.
As a result, customer service agents must constantly switch between applications, spend additional time retrieving information, and struggle to access a complete record of previous interactions. Customers, in turn, may have to repeat their concerns multiple times, despite dealing with the same company.
This highlights a paradox in the digitalization of customer service: having more communication channels does not necessarily translate into a more seamless customer experience. When customer data is fragmented across different systems, expanding touchpoints can add to employees' workloads, increase operating costs, and extend resolution times.
Businesses need to integrate their existing customer service channels into a centralized management platform.
The fundamental distinction lies between being present across multiple channels and managing those channels through a unified system. Customers are generally less concerned about whether they contact a business through social media, email, or a call center. What matters to them is that the business can access their interaction history and continue addressing their concerns without requiring them to start over.
The challenge, therefore, is not simply to introduce additional communication channels, but to connect existing ones through a centralized management platform.
UNIFIED PLATFORMS AS A FOUNDATION FOR EFFECTIVE AI ADOPTION IN CUSTOMER SERVICE
According to Mr. Truong Quang Viet, Director of Viettel Customer Service (VCX), businesses must first address fragmented systems before expecting AI to deliver meaningful improvements in customer service operations.
"When each customer service channel operates on a separate system, agents struggle to gain a complete view of customer interaction histories, while businesses face difficulties in managing and coordinating the resolution of customer requests. The priority is to bring these channels together on a unified platform, enabling agents to receive and track customer interactions in one place. This provides a stronger foundation for businesses to make more effective use of technologies such as AI and automation, ultimately delivering exceptional customer experiences while optimizing customer service operations," said Mr. Truong Quang Viet, Director of Viettel Customer Service.
This approach is reflected in OmniX – Omnichannel Contact Center Platform, developed by Viettel Customer Service. Rather than managing each channel independently, OmniX brings together customer touchpoints, including voice calls, websites, social media, and messaging platforms, within a single system. This enables agents to work from a centralized interface and manage customer requests more efficiently.
The value of this model extends beyond reducing the number of software applications employees need to use. By managing multiple channels through a shared platform, businesses can maintain a more comprehensive view of customer interaction histories, reduce the risk of information being lost when customers switch channels, and improve coordination throughout the service process.
Building on this unified foundation, AI can further support customer service operations by automating routine interactions, routing requests, and helping agents retrieve relevant information. OmniX is built on a cloud-native architecture, designed to support flexible deployment and scalability in line with businesses' operational needs.
OmniX was recognized at the Vietnam Digital Transformation Awards 2026.
In 2026, OmniX received recognition at the Globee Awards for Technology 2026, an annual international technology awards program held in the United States, in the Best Contact Center as a Service (CCaaS) Solution category. The platform was also honored at the Vietnam Digital Transformation Awards 2026.
Nevertheless, integrating technology does not automatically resolve every operational challenge. Businesses must also standardize their data, establish clear procedures for receiving and transferring customer requests, and define responsibilities across departments.
The effectiveness of these efforts should be measured through tangible operational improvements: whether agents spend less time switching between systems, whether customers are required to repeat information, and whether their requests are handled more quickly and consistently.
As businesses continue to expand their digital customer touchpoints, competitive advantage will not come solely from maintaining a presence across multiple channels or adopting additional AI tools. More importantly, it will depend on their ability to bring customer service channels together on a unified platform, creating the foundation for connected data, coordinated operations, and a seamless customer experience.
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
Website Viettel Customer Service / Facebook Viettel Customer Service / Zalo Viettel Customer Service
Address: 23rd floor, Vinacomin Building, 3rd Duong Dinh Nghe Street, Yen Hoa Ward, Hanoi.
