The recent Messenger Summit Vietnam was hosted online on September 15, and had welcomed Facebook representatives and representatives from Vietnam’s leading financial firms and consumption as guest speakers to together discuss and exchange experiences in applying solutions for effective customer approach and care using Messenger.

The event is hosted online with guest speakers from Facebook, TPBank, and Suntory Pepsico.

Opening the event, Mr. Thinh Le – Management of Facebook Strategic Partners had drawn the overview of messaging app usage in smartphone users. According to statistics from Facebook: Until 2020, 88% of smartphone users use messaging apps at least once per month, with this figure being expected to rise to 90% in 2023 – equivalent to around 3 billion users. This change in smartphone usage is due to: 59% of users surveyed believe information exchange via chat to be faster and more convenient compared to via email or hotline. According to them, they will be provided with more adequate and accurate information, as conversations can be stored in the apps, and be reread when needed.

A report regarding the Vietnamese market has pointed out that: 52% of users shop online via chat, mostly by SNS or messaging apps. Facebook is still in lead as the most favored social network, taking up most of the commerce market via messaging. Therefore, Messenger – the Facebook messaging app, is becoming an effective marketing channel that businesses can use to approach new customers, maintain relationships with old ones, and reach breakthroughs in efficiency and cost saving.

Messenger is not only a messaging app, as it is equipped with Artificial Intelligence (AI) – including highly efficient pre-programmed chatbots that can act as real consultants, doing all tasks from sales consulting, customer care, simultaneous support for thousands of customers on a 24/7 basis… all completely automatic, requiring little human assistance. Businesses can thus evaluate and improve product/service quality in time, freeing its staff from repetitive tasks, and reduce operational costs while still multiplying work efficiency.

As a pioneering bank in chatbot application to operations, TPBank has deployed its Tio chatbot since 2017, with the aim to assist call centers in solving customer demands. According to the bank’s representative, thanks to Artificial Intelligence and the ability to train itself, the chatbot can continuously grow to become “smarter”. Currently, Tio can assist customers in information searching (interests, promotions, credit balances, savings…) as well as in more complex and personalized tasks like: disabling cards, changing PINs, rectifying transaction errors, and so on. The chatbot had performed excellently in reducing pressure for hotline employees, as it helps solve 80% of user inquiries and saves 50% of customer waiting time.

Speakers sharing at the event.

Mr. Tran Hoai Nam – Head of Digital Banking, TPBank, had regarded chatbot as one effective marketing channel for the business. In particular, the chatbot can sent information regarding TPBank’s promotional programs to thousands of customers at the same time, in a quick and accurate manner. This helps the business to approach new customers, while constantly growing in business operations.

Different to Finance – Banking firms, the Vietnam’s top beverage company – Suntory Pepsico, is using a Messenger-integrated chatbot which allows customers to shop online via the Pepsi fanpage. In shopping via this channel, customers can select special drink combos – unavailable on the market or via other channels, specifically designed to cater to different customer classifications’ attributes.

In Vietnam, FPT.AI Conversation is an AI-integrated chatbot building platform researched and developed by the FPT Technology Innovation Department (FTI). This chatbot from FPT.AI allows businesses to directly interaction with customers via natural conversations, which are integrated in popular messaging channels like Zalo, Viber, Facebook Messenger, Livechat…

In normal chatbots, responses are often issued based on keywords. However, due the application of state-of-the-art Artificial Intelligence and Natural Language Processing (NLP) technologies, FPT.AI Chatbot can learn on its own to grow smarter upon each conversation. The chatbot can also understand customers’ mentality and preferences to give them suitable advices in a friendly, uninterrupted, precise, and cost-saving manner. From this, customer experience is sure to be improved, along with optimized operational procedures.

Using FPT.AI, businesses can easily and effectively build and manage chatbots. The bot can also be customized, integrated, or developed per usage demands with appropriate costs, easy management, requiring little knowledge or experience in IT.

The ability to optimize operational efficiency, save costs, and improve customer experience has made AI-integrated chatbot a critical trend in many businesses around the world. A study from Gartner has predicted that, by the end of 2020, 85% of customer interactions will be automatically processed by chatbots, requiring no human influence, and that 80% of e-commerce firms globally will utilize this solution.

Thao My

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