The bank announced that Salesforce's customer relationship management (CRM) platform will help consolidate customer information, giving frontline employees a more comprehensive view of customer profiles, product holdings and interaction histories. The system is designed to make relevant information more accessible to staff, supporting customer service, product recommendations and engagement across digital and physical channels.
The initiative forms part of VIB's broader digital transformation strategy, which focuses on connecting customer data, workflows and service capabilities across business units and channels.
VIB serves more than 7 million customers through a network of over 200 branches and transaction offices across 33 provinces and cities in Vietnam. The bank has continued investing in digital banking, card services, lending, wealth management, small and medium-sized enterprise (SME) banking, data analytics and artificial intelligence.
The implementation was carried out by VIB's retail banking, digital, technology and data teams in collaboration with consulting firm Deloitte, with support from Salesforce Signature Success, a service that provides technical guidance and operational support for Salesforce customers.
Retail banking accounts for more than 85% of VIB's business activities. Through the deployment, the bank is building a front-office platform designed to connect customer data, interactions and service workflows across products and channels.
Using Salesforce technologies including Agentforce Financial Services, Agentforce Marketing, Data 360 and MuleSoft, VIB is integrating customer, product and transaction data from core banking systems and other enterprise platforms into a unified customer view.
The platform is expected to support employees working in relationship management, card services, lending, deposits, bancassurance, sales and contact center operations. By providing a consolidated view of customer information, the system aims to reduce time spent navigating multiple systems and enable staff to respond more efficiently to customer needs.
The project also supports VIB's digital credit card onboarding process. Eligible customers can currently apply for and receive a digital credit card through an online process. The bank said the Salesforce deployment will help improve this experience through enhanced data connectivity and workflow integration.
In addition, the platform is intended to strengthen customer engagement by enabling more personalized communications and onboarding journeys for credit and debit card users. By leveraging customer behavior and transaction data, VIB aims to deliver more targeted interactions across digital channels, branches and contact centers.
The bank said the integrated platform could also reduce the need for customers to repeatedly provide the same information when moving between online and offline service channels.
Looking ahead, VIB is exploring the use of AI-assisted workflows enabled by Salesforce technologies. Potential applications include customer segmentation, product recommendation tools, service support functions and productivity tools for frontline employees.
The bank said any future AI applications would be developed with governance frameworks, risk management measures and human oversight in place. These initiatives are intended to support operational efficiency and customer engagement while maintaining compliance and responsible use of emerging technologies.
