Ho Chi Minh, Vietnam – Vietnam International Commercial Joint Stock Bank (VIB) is expanding its use of Salesforce technology as part of efforts to strengthen customer experience, data management, and artificial intelligence capabilities across its retail banking operations.
The Vietnamese lender said the initiative aims to help unify customer information, provide frontline employees with a more comprehensive view of customer profiles and interactions, and improve engagement across digital and physical banking channels.
VIB serves more than seven million customers through its digital platforms and a network of over 200 branches and transaction offices across 33 provinces and cities in Vietnam. Retail banking accounts for more than 85% of the bank’s business.
The implementation was delivered by VIB’s retail, digital, technology, and data teams in collaboration with Deloitte and with support from Salesforce Signature Success, a service designed to provide customers with expert guidance and support throughout deployment.
Under the project, VIB is deploying Agentforce Financial Services, Agentforce Marketing, Data 360, and MuleSoft to integrate customer, product, and transaction data from core banking and other enterprise systems into a unified customer view.
According to the companies, the platform will support teams involved in relationship management, lending, deposits, cards, bancassurance, sales, and contact center operations by providing access to consolidated customer information, including product relationships and spending behavior.
The bank said the initiative is intended to help relationship managers deliver more personalised advisory services, improve response times, and reduce the need to navigate multiple systems when serving customers.
As part of its broader digital transformation efforts, VIB is also continuing to enhance its digital credit card onboarding process. Eligible customers can apply for and receive a digital credit card through an online process, with Salesforce supporting further improvements through enhanced data connectivity and workflow integration.
The deployment also supports personalised customer engagement initiatives. By combining customer data and marketing capabilities, VIB plans to improve onboarding journeys, communications, and service experiences for credit and debit card customers. The bank said the system can help deliver more relevant engagement based on customer behavior, transaction history, and lifecycle needs while providing a more consistent experience across channels.
Looking ahead, VIB is exploring the use of Salesforce-enabled AI-assisted workflows. Potential use cases include customer segmentation, next-best-action recommendations, personalised engagement, service support, and AI-assisted banker workflows, including integrations with collaboration tools such as Slack.
The bank said any future AI capabilities would be developed with governance, risk management, and human oversight measures in place.
“Technology is most meaningful when it creates tangible value for customers. At VIB, we continue to invest in data, AI and digital capabilities that help us better understand customer needs and deliver more seamless, personalised experiences across channels. 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.
“The future of financial services belongs to institutions that not only put the customer first, but also transform their operations and workflows for the digital and AI age. We are honored to collaborate with VIB on this transformation journey, helping establish the foundation for more personalised engagement, stronger customer relationships and the future Agentic Enterprise,” said Quy Nguyen, Regional Vice President and Country General Manager, Salesforce Vietnam.
“VIB has consistently demonstrated a bold vision for the future of banking in Vietnam, and we are deeply honored they trusted us to help bring that vision to life. By delivering this comprehensive, end-to-end Salesforce implementation, our focus was to translate that ambition into immediate business uplift—optimising operational efficiency and accelerating growth at scale, while simultaneously engineering a future-proof architecture. With this unified foundation, VIB is now uniquely equipped to lead the market into the AI era, delivering highly personalised, automated customer journeys at scale,” said Lasse Lund, Sales & Service Leader, Deloitte Southeast Asia.
