Vietnam International Commercial Joint Stock Bank (VIB) is strengthening its customer experience, data and AI foundation through the deployment of Salesforce across its retail banking.
With Salesforce, VIB is expanding its ability to unify customer information, provide frontline teams with a more complete view of each customer’s profile, product relationships and interactions, and make the right information available to the right banker at the right time.
This enables VIB to deliver faster customer service, more relevant product recommendations, and a more seamless experience across both digital and physical channels.
VIB serves more than 7 million customers across digital and physical channels, with a nationwide network of more than 200 branches and transaction offices in 33 provinces and cities across Vietnam. The bank continues to advance innovation across digital banking, cards, lending, wealth, SME banking, data, AI and customer experience.
Retail banking represents more than 85% of VIB’s business. With Salesforce, VIB is building a modern front-office foundation that connects customer data, interactions and service workflows across products, channels and teams.
Through Agentforce Financial Services, Agentforce Marketing, Data 360 and MuleSoft, VIB is integrating customer, product and transaction information from core banking and other enterprise systems into a real-time 360-degree customer view.
This shared customer view supports frontline teams across relationship management, cards, lending, deposits, bancassurance, physical and digital sales, and contact center operations.
Every relationship manager can access a more complete customer view, including customer profile, product relationships and spending behavior. This enables more personalised advisory, faster service and more relevant customer engagement. It also allows bankers to spend less time navigating fragmented systems and more time serving customers.
As part of VIB’s ongoing digital transformation, the bank continues to enhance its fully digital credit card onboarding journey. Eligible customers can apply and receive a digital credit card within minutes through an online process.
Salesforce supports VIB in further optimising this journey through improved data connectivity and workflow integration.
Also, with Agentforce Marketing and connected customer data, VIB can continue enhancing personalised onboarding journeys, customer communications and service experiences for credit and debit card customers.
Through the platform, VIB can deliver more relevant engagement based on customer behavior, transaction data and lifecycle needs. It also helps ensure customers receive a more seamless experience across digital channels, branches and contact center interactions.
Customers can move more easily between digital and physical channels without repeatedly providing the same information, supporting a more unified and convenient banking experience.
Further, VIB is exploring Salesforce-enabled AI-assisted workflows to further improve customer relevance, frontline productivity and operational quality.
Potential applications include customer segmentation, next-best-action and next-best-offer recommendations, personalised engagement, service support and AI-assisted banker workflows, including through collaboration tools such as Slack.
These capabilities will be developed with appropriate governance, risk management and human oversight, supporting VIB’s commitment to responsible innovation in banking.
“Our collaboration with Salesforce enhances our ability to serve customers faster, engage them more effectively and support their financial journeys with greater relevance and convenience,” said Tuong Nguyen Mong, deputy CEO and head of retail banking at VIB.
