Hai Tien Deploys Comprehensive AI Customer Care Solution
Hai Tien’s deployment of an AI customer care solution opens a new direction for traditional manufacturing enterprises looking to upgrade customer experiences on digital platforms. Having partnered with Easy AI during its initial brand website build, Hai Tien continues to trust the deployment of an AI-native customer care system. This elevates its website into an intelligent consulting channel that captures user behavior, supports AI lead generation, and standardizes digital consulting workflows.
1. Hai Tien – A Nearly 40-Year-Old Vietnamese Brand Loved Across Generations
Hai Tien is a leading paper and stationery manufacturer in Vietnam, with a strong presence across Northern and Central regions. Featuring popular product lines such as notebooks, grid-lined pads, student workbooks, and corporate stationery, Hai Tien has established a solid market standing over nearly 40 years of growth.
The brand earned the "High-Quality Vietnamese Goods" title from 2002 to 2019, was recognized in the Top 500 Famous Brands by VCCI and Nielsen Denmark, and received the Gold Cup for "Prestigious Brand - Gold Quality Products and Services in 2010." This strong foundation has helped Hai Tien maintain long-term trust with consumers, dealers, schools, and distribution partners.
As search, evaluation, and inquiry habits shift online, a heritage brand like Hai Tien needs more than a static branding website. The enterprise requires a professional digital touchpoint that reflects its market leadership while intelligently capturing intent, consulting users, and assisting customers faster.
2. The Partnership Journey: From Branding & E-commerce Websites to an AI Customer Care Solution
What sets the Hai Tien project apart is not a single deployment, but a phased journey aligned with the brand's digital evolution.
In the initial stage, Easy AI partnered with Hai Tien to build its corporate branding website. The objective was to create a polished, professional digital touchpoint reflecting the stature of a major paper and stationery manufacturer in Vietnam. The website served not only to introduce the business, but also to convey brand identity, product catalogs, and production capabilities.
In the current phase, as AI proves its operational efficiency in customer engagement, Hai Tien continues to rely on Easy AI to implement an AI-native platform. This next upgrade transforms the website from an informational showcase into an intelligent interaction channel capable of consulting, collecting data, and supporting shoppers in real time.
This journey highlights Easy AI’s ongoing commitment: going beyond delivering a digital asset to proactively proposing tailored technology layers that continually increase enterprise value.
3. The Challenge for Hai Tien: How to Sync Consultation and Track Customer Journeys on a Single Platform?
Unlike direct-to-consumer online retailers focused purely on immediate website conversions, Hai Tien needed a unified, professional consulting platform capable of tracking complex B2B buyer journeys.
Hai Tien’s primary clientele includes B2B segments such as dealers, distributors, educational institutions, organizations placing bulk orders, and custom manufacturing partners. These buyers require accurate consultation, clear policy details, and a trustworthy experience before advancing to deep engagements with the sales team.
Hai Tien’s challenge involved not just faster response times, but consistent consultation data across touchpoints. Whether customers interact via website forms, live chat, Zalo, or Facebook, the business must record exact requirements, identify specific interests, and route leads to the correct team.
Furthermore, without buyer journey data, it was difficult to identify where drop-offs occurred, why visitors exited, or which touchpoints lacked persuasive information. This made it challenging for operations teams to optimize content, adjust consulting flows, or refine user experiences in a timely manner.
Consequently, Hai Tien's website needed to fulfill three primary roles:
Synchronize consultation information regarding products, policies, bulk orders, custom manufacturing, and distribution channels for each target group.
Record customer intent and categorize inquiries from the website, forms, live chat, Zalo, and Facebook to route them to the appropriate handling department.
Track customer journeys on the website to pinpoint drop-off stages and exit reasons, giving teams data-driven insights for rapid optimization.
To address these needs, Hai Tien required an AI customer care solution capable of instant responses, standardized consultation, and end-to-end buyer journey tracking on a single platform.
4. Easy AI's Solution: AI-Native for Sales and Customer Care
Based on Hai Tien’s strategy, Easy AI implemented an AI customer care solution centered around three main layers: (1) AI Chatbot & Livechat, (2) Centralized Customer Data Platform (CDP), and (3) Analytics, Reporting, and Forecasting.
4.1. AI Chatbot & Livechat: Multi-Channel Omnipresent AI Customer Support with Instant Responses
Multi-channel AI customer care, 100% automated workflows.
Instant responses to inquiries regarding products, policies, bulk ordering, and custom manufacturing.
Multilingual support for retail customers, wholesalers, dealers, distributors, and international clients.
Initial intent gathering and automatic routing to sales or production teams when deep technical handling is required.
4.2. Centralized Customer Data Platform (CDP): AI Lead Capture and Customer Data Consolidation
Unifies data collection from website, Zalo, Facebook, and user behavior logs.
Records lead source, requirements, interaction history, and prospect scoring for every contact.
Categorizes identified vs. anonymous profiles, retail buyers, wholesale clients, and OEM/manufacturing partners.
AI behavioral analysis that suggests contextual action prompts on category and product detail pages (feature summaries, model comparisons, best-seller highlights, key promotions, etc.).
4.3. Analytics, Reporting, and Forecasting: AI-Driven Behavioral Analysis and Journey Drop-off Detection
Near real-time monitoring of business performance and customer experience metrics.
Sentiment analysis through CSAT tracking.
End-to-end user journey tracking to identify exact drop-off points.
Contact form lead capture with automated email forwarding to telesales or production departments based on specific needs.
5. Deployment Results: 100% of Conversations Processed by AI
Following implementation, Hai Tien recorded significant operational milestones:
100% of conversations processed by AI, enabling the website to receive and respond to customer inquiries instantly.
98% CSAT rating (satisfied and neutral combined), demonstrating reliable AI consultation quality aligned with user expectations.
Consolidated multi-channel data from website, Zalo, Facebook, and contact forms, enabling centralized lead management.
Reduced operational load on support teams, allowing human staff to focus on complex, high-value partnership opportunities.
Optimized customer support costs, reducing reliance on manual staff responses while maintaining a professional digital presence.
6. The Easy AI Value: Beyond Tech Deployment—A Partnership in Digital Escalation
A key highlight of the Hai Tien project is Easy AI’s long-term partnership role. Starting with the brand website, Easy AI assisted Hai Tien in building a polished digital asset reflecting its corporate reputation. Today, with the AI-Native platform, Hai Tien’s web presence has evolved into an intelligent interaction channel.
Through ongoing deployments with Hai Tien and enterprise partners such as Thế Giới Di Động, Điện máy XANH, Rang Dong, MediaMart, University Medical Center HCMC, Điện Máy Chợ Lớn, Pico, Laptop88, Casper, and others, Easy AI continues to prove its capability in building professional, enterprise-grade digital platforms across diverse industries and operational scales.
As AI becomes the new benchmark for digital experience, Hai Tien’s pioneering adoption reflects a forward-thinking mindset and long-term strategy. It embodies the "Hai Tien Creative" spirit within its operational framework: innovating not only in educational products, but also in customer service and market connectivity.
7. Conclusion: Hai Tien’s New Milestone on the AI-Native Journey
The Hai Tien case study demonstrates the critical role AI customer care plays in elevating digital experiences for traditional manufacturing businesses. When systematically deployed, AI goes beyond automated replies to help enterprises standardize consulting content, track customer journeys, and manage customer operations comprehensively.
For Hai Tien, Easy AI’s AI-native solution was engineered to meet strict standards for accuracy and synchronization. It stands as a testament to the execution capabilities of Vietnamese tech teams in applying enterprise AI to real-world business challenges. Easy AI’s partnership with Hai Tien not only transforms a corporate website into a smart consultation touchpoint, but also establishes a modern, data-driven customer care engine built for scalable efficiency.