Vietnam International Commercial Joint Stock Bank (VIB) is deploying Salesforce across its retail banking business to unify customer data and build the foundation for AI-assisted banking workflows.
The implementation, announced on 17 June, gives VIB’s frontline teams a more complete view of each customer’s profile, product relationships and interactions across more than 7 million customers and over 200 branches and transaction offices in 33 provinces and cities. Salesforce said the deployment was delivered by VIB’s internal retail, digital, technology and data teams in collaboration with Deloitte, and is supported by Salesforce Signature Success for expert guidance.
A unified view for Vietnam’s retail banking front office
Retail banking represents more than 85 per cent of VIB’s business. 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 that supports frontline teams across relationship management, cards, lending, deposits, bancassurance and contact centre operations.
The bank is also using the platform to enhance its digital credit card onboarding journey, letting eligible customers apply for and receive a digital card within minutes, and to power more personalised engagement through Agentforce Marketing across digital and physical channels.
“Technology is most meaningful when it creates tangible value for customers… 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 Chief Executive Officer and Head of Retail Banking at VIB.
Building toward AI-assisted banking
As part of the next phase of its transformation, VIB is exploring Salesforce-enabled AI-assisted workflows covering customer segmentation, next-best-action recommendations and AI-assisted banker workflows, including through collaboration tools such as Slack. The bank said these capabilities will be developed with governance, risk management and human oversight to align with Vietnam’s banking compliance requirements.
Quy Nguyen, Regional Vice President and Country General Manager for Salesforce Vietnam, said the collaboration is intended to help establish the foundation for the “Agentic Enterprise” in Vietnamese banking, while Lasse Lund, Sales and Service Leader at Deloitte Southeast Asia, said the implementation was engineered to be future-proof as VIB scales personalised, automated customer journeys.
