Vietcombank has selected Salesforce to support its next phase of digital transformation, bringing advanced AI-powered solutions to both its Retail and Corporate Banking operations. The Vietnamese bank will implement Salesforce’s Financial Services Cloud, CRM Analytics, Marketing Cloud, and MuleSoft to unify systems and processes on a single integrated platform.
This move, supported by the combined expertise of PwC, Gimasys, and CMC TS, is aimed at improving operational efficiency and productivity across the bank’s sales and marketing teams. By consolidating customer data and automating key processes, the new system will enable Vietcombank to deliver more personalised and timely services to its clients.
According to Salesforce, the implementation provides a single view of the customer across all banking functions. Relationship managers will gain real-time access to insights that help deepen customer engagement, increase productivity, and accelerate decision-making.
Driving personalisation with AI-powered insights
Salesforce’s suite of tools is expected to support Vietcombank’s marketing teams in running highly targeted digital campaigns. Through improved segmentation and omnichannel outreach, the bank aims to attract higher-quality leads and convert them more efficiently.
The system also introduces AI-driven capabilities such as predictive models and personalised product recommendations. These insights will enable relationship managers to spot cross-sell and upsell opportunities faster, tailoring services to each customer’s needs. Additionally, streamlined lead management ensures timely follow-ups and a more responsive customer journey.
A new mobile app forms part of the digital rollout, giving frontline staff access to insights and tools wherever they are. This flexibility is designed to help them engage clients on the move and close deals faster, while also strengthening customer relationships.
Supporting long-term transformation in Vietnam’s financial sector
The project marks a significant milestone in Vietcombank’s transformation efforts, reinforcing its position as one of Vietnam’s leading financial institutions. By moving away from manual processes and isolated data systems, the bank is creating a more connected and agile organisation.
Ms. Nguyen Thi Kim Oanh, Member of the Board of Directors and Head of the Project Implementation Committee at Vietcombank, said, “This CRM initiative is more than just a technology project for Vietcombank. It’s integral to our strategic transformation in how we approach customers, improving management and sales efficiency bank-wide. With the support of the Board of Directors, the Executive Board, our branches, and our trusted partners Salesforce, Gimasys, PwC, and CMC-TS, we are confident in a professional, effective, and timely implementation that will significantly differentiate Vietcombank in serving customer needs.”
Sujith Abraham, Senior Vice President and General Manager, ASEAN at Salesforce, added, “We are excited to collaborate with Vietcombank, a leading force in Vietnam’s banking sector, on this transformative journey. This collaboration signifies a shared vision for the future of banking shaped by data-driven strategies where technology serves as the catalyst for enhanced customer relationships. Salesforce’s trusted platform is purpose-built to help financial institutions like Vietcombank better serve their customers, boost operational agility, and lead in today’s fast-evolving market.”
