Vietcombank wins Vietnam Customer Experience of the Year - Banking

The bank enhanced its contact centre through multi-platform digital solutions that streamlined service journeys.

Joint Stock Commercial Bank for Foreign Trade of Vietnam (Vietcombank) won Vietnam Customer Experience of the Year - Banking in the Asian Experience Awards 2026.

The bank implemented strategic solutions to elevate service delivery and improve overall customer satisfaction across its support channels. To achieve this, the organisation introduced internal process upgrades together with customer-facing enhancements throughout the service journey.

To optimise customer inquiry handling, Vietcombank redesigned its inbound call flow with a more streamlined approach. This change reduced pre-routing connection times before callers reach an agent, bringing waiting times down whilst driving up Net Promoter Scores across consecutive quarters.

Vietcombank launched a digital ticket solution that automates request transfers between its contact centre and relevant branches to speed up response handling. The system enables real-time status updates and transparent tracking for each customer request, whilst reducing average handling times.

Accessibility was further expanded through new digital touchpoints. Vietcombank launched an official Zalo Chat account to route complex requests to agents via automated chatbots. Additionally, calls initiated from the digital banking application now route directly through the internet, giving customers a convenient way to reach hotlines whilst lowering operational costs.

The bank also deployed voicebots across service areas to automate interactions, boost response efficiency, and maintain high service quality across all customer care journeys.

These combined efforts delivered measurable operational improvements. Customer satisfaction scores increased from the first nine months of 2025 to the first three months of 2026. Call abandonment rates also showed a consistent reduction, lowering in the first half of 2026.

The Asian Experience Awards recognises the ingenious initiatives of creative companies delivering meaningful brand experiences. It applauds unique, standout, and innovative experience initiatives launched for clients, potential customers, or employees.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact the awards team at +(65) 3158 1386 or [email protected].