VIB strengthens AI and data foundation with Salesforce to deliver more personalized customer experiences

Salesforce helps VIB unify customer information, empower frontline teams, and deliver seamless engagement across digital and physical channels

Ho Chi Minh City, 17 June 2026 — Vietnam International Commercial Joint Stock Bank (VIB), one of Vietnam’s leading retail banks, and Salesforce, the world’s #1 AI CRM, today announced that VIB is strengthening its customer experience, data and AI foundation through the deployment of Salesforce across its retail banking business.

With Salesforce, VIB is expanding its ability to unify customer information, provide frontline teams with a more complete view of each customer’s profile, product relationships and interactions, and make the right information available to the right banker at the right time. This enables VIB to deliver faster customer service, more relevant product recommendations, and a more seamless experience across both digital and physical channels.

As VIB continues its journey to become Vietnam’s most innovative and customer-centric bank, Salesforce supports the bank’s broader digital transformation agenda by connecting customer data, engagement workflows and service capabilities across products, channels and teams.

VIB serves more than 7 million customers across digital and physical channels, with a nationwide network of more than 200 branches and transaction offices in 33 provinces and cities across Vietnam. The bank continues to advance innovation across digital banking, cards, lending, wealth, SME banking, data, AI and customer experience.

Delivered by VIB’s internal retail, digital, technology and data teams in close collaboration      with Deloitte, and supported by Salesforce Signature Success, the implementation strengthens VIB’s ability to serve customers at scale through a modern, unified customer relationship management platform. Signature Success provides direct access to Salesforce expert guidance and proactive support to accelerate business outcomes and maximize the value of their Salesforce investment.

Transforming Vietnam’s retail banking front office

Retail banking represents more than 85% of VIB’s business. With Salesforce, VIB is building a modern front-office foundation that connects customer data, interactions and service workflows across products, channels and teams.

Through Agentforce Financial Services, Agentforce Marketing, Data 360 and MuleSoft, VIB is integrating customer, product and transaction information from core banking and other enterprise systems into a real-time 360-degree customer view.

This shared customer view supports frontline teams across relationship management, cards, lending, deposits, bancassurance, physical and digital sales, and contact center operations.

Every relationship manager can access a more complete customer view, including customer profile, product relationships and spending behavior. This enables more personalized advisory, faster service and more relevant customer engagement. It also allows bankers to spend less time navigating fragmented systems and more time serving customers.

Enhancing digital credit card onboarding

As part of VIB’s ongoing digital transformation, the bank continues to enhance its fully digital credit card onboarding journey. Eligible customers can apply and receive a digital credit card within minutes through an online process. Salesforce supports VIB in further optimizing this journey through improved data connectivity and workflow integration.

Personalized engagement at scale

With Agentforce Marketing and connected customer data, VIB can continue enhancing personalized onboarding journeys, customer communications and service experiences for credit and debit card customers.

Through the platform, VIB can deliver more relevant engagement based on customer behavior, transaction data and lifecycle needs. It also helps ensure customers receive a more seamless experience across digital channels, branches and contact center interactions.

Customers can move more easily between digital and physical channels without repeatedly providing the same information, supporting a more unified and convenient banking experience.

Building the foundation for AI-assisted banking workflows

As part of the next phase of its transformation journey, VIB is exploring Salesforce-enabled AI-assisted workflows to further improve customer relevance, frontline productivity and operational quality.

Potential applications include customer segmentation, next-best-action and next-best-offer recommendations, personalized engagement, service support and AI-assisted banker workflows, including through collaboration tools such as Slack.

These capabilities will be developed with appropriate governance, risk management and human oversight, supporting VIB’s commitment to responsible innovation in banking.

“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, personalized 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 personalized 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—optimizing 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 personalized, automated customer journeys at scale,” said Lasse Lund, Sales & Service Leader, Deloitte Southeast Asia.