KES Successfully Implements AI for Customers and Internal Systems

In the materials, interiors, and construction industries, customers do not make a purchase with a single click. They ask questions continuously, compare dozens of options, and require detailed advice before making a decision. A response delayed by just a few minutes or a single incorrect piece of advice can cause a business to lose a customer to a competitor immediately.

For KES GROUP, the pressure is even greater because the company has more than 600 color codes and a diverse product catalog. In this industry, customers often require highly detailed advice before making a decision—from color codes and materials to practical applications. This means the challenge is not only response speed, but also the ability to provide advice that meets customer needs and remains consistent across every channel. A single inaccurate detail or inconsistent response can cause customers to leave during the consultation process. As a result, KES GROUP faces growing operational pressure: responses are not fast enough, leads are lost in conversations, and the entire customer conversion journey is difficult to control.

That is why KES GROUP implemented Easy AI’s AI-native platform—not merely a support chatbot, but an AI operations layer integrated directly into multichannel sales and customer service activities.

1. Project Overview

• Company: KES GROUP
• Industry: Retail
• Challenge: With a large product catalog and customer behavior that requires multistep consultation, KES GROUP struggled to respond quickly and consistently across employees. At the same time, leads generated in conversations were not fully collected and managed, resulting in lost business opportunities and less-than-optimal customer service operations.
• Objective: Apply AI to support direct consultation on the website, shorten response times, and improve the customer experience.
• Solution: Implement an AI-native platform with multichannel AI Chatbot & Livechat to engage and retain customers, combined with a CDP system to collect, classify, and manage leads, as well as conversation analytics tools to optimize consultation effectiveness and CSAT.

2. Background and Challenges

2.1. Industry Background

The building materials and construction finishing industry has distinctive characteristics that make customer service and consultation complex. According to the Vietnam Construction Market Report 2024, each customer interacts with an average of 2–3 channels before making a purchase decision, and more than 60% require multistep consultation to understand products, materials, dimensions, and warranty policies.

In this industry, customers often ask for the same information repeatedly, leading to FAQ overload, while also expecting instant responses, including outside business hours and on weekends. In addition, intense competition requires businesses to implement automation tools such as chatbots to maintain consultation speed and retain customers. Relying solely on people can lead to delayed responses and inconsistent consultation information, reducing customer experience and conversion opportunities.

2.2. About KES GROUP

KES Group is a leading Vietnamese group that owns a closed-loop industrial wood manufacturing chain, with a system of 6 factories covering 1.2 million m2 and total investment of approximately VND 9,000 billion. The company holds 18% of the national market share and exports more than 3,000 containers each year to demanding markets such as the United States. In 2024, KES received USD 60 million in funding from IFC, affirming its position as a major player in sustainable building materials.

2.3. Business Challenge

Given its large product catalog and customer behavior that requires multistep consultation, KES GROUP began to encounter bottlenecks in customer service operations:

• The large product catalog makes it difficult for employees to provide quick advice, causing customers to “leave” as soon as they need detailed information.
• Leads are not fully collected, resulting in lost business opportunities.
• Responses are inconsistent because employees handle cases differently, making the customer experience unstable.
• Customer service operations are not optimized and cannot keep up with demand distributed across the Website, Fanpage, and Zalo OA.
• Competitive pressure: competitors such as An Cường have already implemented AI Chatbots, increasing response speed and lead capture, creating direct market pressure.

This context created an urgent need for an intelligent automation solution that could ensure instant response times, standardize the customer experience, and optimize lead collection and management throughout the customer journey.

3. Easy AI’s AI-native Solution

After assessing the business challenge, Easy AI implemented an AI-native system for KES GROUP with two main layers: a layer that interacts directly with customers and a layer that manages data behind the scenes.

3.1. AI Chatbot Combined with Livechat for Customer Service

At the customer interaction layer, AI Chatbot combined with Livechat was deployed consistently across the Website, Fanpage, and Zalo OA. The system proactively classifies customer needs, recommends suitable products, and instantly answers frequently asked questions. The AI Chatbot proactively engages customers on the page, guides them to leave their contact information, and transfers them to an employee when in-depth consultation is needed, ensuring every request is handled promptly and accurately.

3.2. AI for Customer Data Management and Behavioral Analytics

• Customer data management & activation (CDP)

On the back-end operations layer, the CDP records all data from interaction channels, stores it, and classifies leads by level of interest, product group, and traffic source. With this mechanism, employees can easily identify high-quality prospects and prioritize timely follow-up, reducing the risk of missing opportunities.

• Analytics, reporting & prediction

Alongside the CDP, conversation analytics and customer satisfaction (CSAT) help the business evaluate the effectiveness of each interaction, identify areas for improvement in consultation scripts, and continuously refine conversation content. This not only improves the customer experience but also enhances operational performance and conversion rates.

4. AI Applications Help KES GROUP Improve Customer Service Operations

Since implementing Easy AI’s AI-native platform, KES GROUP has recorded significant improvements, demonstrating clear gains in operations and customer experience after 3 months of operation:

• Customer satisfaction scores increased by 43% (1359 users) – with faster responses and standardized consultation information throughout the journey.
• Neutral scores increased by 51% (1620 users) – with a more consistent customer experience and fewer discrepancies in consultation.
• AI answered 90% of inquiries – intelligently classified leads and enabled timely monitoring of urgent cases in the admin system.
• The rate of customers submitting contact forms increased noticeably – reducing the risk of missing business opportunities and saving staffing operating costs.

5. Easy AI – AI-native Implementation Partner for Retail & E-commerce Businesses

The KES GROUP project is one of many AI-native systems that Easy AI has implemented for retail and e-commerce businesses in Vietnam. The platform is currently used in many large systems, including Thế Giới Di Động, Điện Máy XANH, MediaMart, Laptop88, Pico, Casper… to automate customer service, optimize operations, and grow revenue.
With the ability to implement AI according to real business workflows, Easy AI helps brands build AI-native operating systems across the customer journey: from acquisition and consultation to conversion and post-sale care.

>>> If your business is looking for an end-to-end AI-native solution for customer service and sales across multiple channels, contact Easy AI here for advice and implementation tailored to your actual operating model.