Viettien Unlocks 24/7 Data with AI CDP: Optimizing Sales & Customer Care

With nearly 50 years of growth, Viettien has built an extensive distribution network and multiple online sales channels. However, fragmented data made it difficult for the company to identify customers and personalize consultations. Easy AI deployed the Viettien AI CDP solution, identifying more than 30,000 customer profiles and recording a 6.1% increase in net revenue for the month. The results show that using AI to activate data can improve consultation effectiveness, support sales activities, and drive revenue growth.

After nearly 50 years in business, Viettien has built an extensive distribution network of hundreds of stores and agents nationwide, while also expanding its presence across its website, Facebook, Zalo, and online sales platforms. Every touchpoint generates new customer data, from interaction details and consultation history to shopping behavior. As data is generated across multiple channels and systems, Viettien faces a major question: how can it understand customers well enough to serve them better?

1. Viettien’s Customer Data Management Challenge

1.1 An Overview of Viet Tien Garment Corporation

Viet Tien Garment Corporation is one of Vietnam’s leading garment companies, with a history spanning nearly 50 years. The company demonstrates its manufacturing capabilities and technical expertise through a modern factory network, rigorous quality management processes, and the ability to fulfill large export orders.

In the domestic market, Viet Tien has developed an extensive distribution network of more than 1,300 stores and agents nationwide. With a diverse brand portfolio, including Viettien, Viettien Smart Casual, and San Sciaro, the company flexibly serves the clothing needs of different customer groups.

1.2 How Are Customers’ Shopping Behaviors Changing?

The purchase journey increasingly spans multiple touchpoints. A Harvard Business Review study of more than 46,000 shoppers found that 73% of customers use multiple channels during their purchase journey. Every touchpoint generates a valuable signal. The website records the products customers are interested in. Zalo stores their questions and consultation needs. POS records purchase history. Marketing holds data from campaigns.

However, this data is often stored in separate systems. Sales has order information, Marketing records interest, and Customer Service handles conversations, but no team has a complete view of customer interactions. As a result, the same customer may appear in multiple profiles, leaving each department with only part of the picture. This creates a barrier to personalization. To recommend products and run relevant customer care campaigns, a business needs to understand each customer’s history of interest, transactions, and interactions.

For Viettien, the central challenge was to consolidate data from point-of-sale systems and interaction channels into a unified customer profile that spans the shopping journey. This provides Sales, Marketing, and Customer Service with a complete view of customers’ transaction histories, behaviors, and needs, enabling personalized marketing, better customer care, and stronger business performance.

2. How Easy AI and Viettien Connected Data and Ran AI on a Single Platform

To address the challenge of consolidating omnichannel data and building a comprehensive view of customers, Viettien partnered with Easy AI to deploy an AI CDP solution. It brings this data together in unified customer profiles, giving the company the context it needs to understand and segment customers and personalize Marketing, Sales, and Customer Service activities.

2.1 AI Consolidates Customer Data to Build Customer 360 Profiles

Interactions from the website, social media, consultation channels, and sales systems are connected to the Viettien AI CDP. From conversation and purchase histories to browsing behavior, the company can identify customers across touchpoints and track their journey from initial engagement and product research through purchase and post-purchase care.

Using this consolidated data, AI supports behavioral analysis and customer segmentation, helping the Sales team identify high-potential customer groups and choose the right consultation approach for each group.

2.2 Connecting Data to an AI Chatbot for Personalized Sales Consultations

Once consolidated on the Easy AI platform, customer data provides a foundation for the AI Chatbot to maintain conversation context and personalize consultations. When connected to relevant customer information and interaction history, the AI can identify needs, understand which products customers are interested in, and provide responses and recommendations that better fit each situation.

2.3 Connecting the AI CDP to Marketing Automation to Automate Customer Care on One Platform

The Viettien AI CDP also serves as the data layer for Marketing Automation. On this basis, Viettien can set up automated care journeys for different stages of the customer journey, from welcoming new customers and post-purchase care to repurchase reminders, VIP offers, and new product announcements. Connecting the AI CDP with Marketing Automation on one platform helps Viettien put data to work in real customer care activities and better align Sales, Marketing, and Customer Service.

3. Key Results with the Viettien AI CDP

After deploying the AI customer data management solution, Viettien recorded the following results:

• More than 30,000 customer profiles identified

• Net revenue increased by 6.1% in August

• The number of orders closed during the month increased by 10.5%

With Easy AI, Viettien can connect customer information from fragmented touchpoints on a single platform and use the data for behavioral analysis, sales consultations, and customer care. This provides a foundation for personalizing the customer experience and activating the value of data throughout the purchase journey.

4. Easy AI: Technology for Revenue Growth

Viettien’s customer data management and personalized consultation challenges demonstrate that AI’s value lies in connecting data to real business activities. This is also the direction Easy AI pursues in developing Revenue AI OS, a platform that connects AI, customer data, and workflows in one operating system.

• “Make in Vietnam” core technology: Easy AI’s 100% Vietnamese team directly researches and develops the technology, with the ability to understand the Vietnamese language through training on a language model specialized for Vietnamese, as well as the operational characteristics of each industry.

• Enterprise deployment capabilities: The system is built to process data at scale, connect data, and run AI in real-world workflows, from customer consultations and care to sales and automation.

• Cross-industry deployment experience: Easy AI has worked with major businesses including Viettel Store, Rạng Đông, MediaMart, Laptop88, Pico, and Casper, deploying AI to address each company’s specific challenges and operational needs.

Alongside projects for large enterprises, Easy AI offers a SaaS model for SMEs, helping businesses access AI solutions at a cost starting from just over VND 1 million/month, suited to their needs and operational scale.

>>> Explore Easy AI’s pricing and choose a solution that fits your business needs.