FPT, Salesforce, and PwC join forces with banks to explore the future of digital experience through AI-powered CRM solutions
As digital transformation accelerates across the banking and finance sector, Artificial Intelligence (AI) is emerging as a game-changing force, reshaping how financial institutions operate and engage with their customers. The seminar titled “The Next in Banking CX with AI”, jointly organized by FPT, Salesforce, and PwC, attracted widespread attention from the banking community by offering an in-depth perspective on the future of financial services in the era of AI.
The event “The Next in Banking CX with AI” hosted in Hanoi
The event “The Next in Banking CX with AI” hosted in Ho Chi Minh City
With the participation of experts from Salesforce, PwC, FPT, and senior representatives from major banks in Vietnam, the seminar not only updated attendees on the latest technology trends but also presented real-world case studies from large-scale CRM implementation projects in the banking sector. A highlight of the program was the introduction of AI-powered solutions aimed at personalizing customer experiences, optimizing operations, and building a comprehensive digital roadmap for financial organizations.
Speaking on the strategic collaboration among FPT, Salesforce, and PwC, Ms. Marie-Francine Richard, Director of the Salesforce Deployment Center at FPT Corporation, emphasized:
“FPT possesses extensive experience in implementing large-scale software projects and has a wide client network, especially in Asia. Acting as a strategic bridge, FPT effectively integrates PwC’s consulting capabilities and Salesforce’s advanced solution platforms, thereby enabling financial institutions to implement projects swiftly, flexibly, and in alignment with practical business needs.”
Ms. Marie-Francine Richard, FPT, shared the rationale behind the tripartite partnership between FPT, Salesforce, and PwC
During the opening session, speakers agreed that in a fiercely competitive environment, adopting AI is no longer optional but essential for maintaining an edge and meeting ever-growing customer expectations. This initiative also concretely supports the Vietnamese Government’s Resolution 57, which promotes the research, development, and application of artificial intelligence, aiming to position Vietnam as a regional technology innovation hub.
According to Business Wire, global spending on next-generation AI (GenAI) in the banking sector is expected to surge by 1,400%, from USD 5.6 billion in 2024 to USD 85.7 billion by 2030. Meanwhile, Forbes points out that integrating AI into personalized CRM processes can increase customer satisfaction by up to 35% and significantly enhance customer retention rates.
Trends and Innovations in the Banking and Finance Industry
Kicking off the seminar’s deep-dive sessions, Ms. Quý Nguyễn – Country Director, Salesforce Vietnam in Hanoi, and Ms. Vũ Thu Hà – Partner Business Manager, Salesforce Vietnam in Ho Chi Minh City, shared insights into the technological trends and innovations shaping the future of banking and finance. According to Salesforce representatives, as customers increasingly expect personalized and seamless experiences, financial institutions must undergo bold transformations to stay competitive in the digital race.
Ms. Quý Nguyễn, Salesforce Vietnam, discussed technology trends and innovations shaping the future of banking
Key trends highlighted included: shifts in customer demand for financial services, the looming challenges if institutions fail to adapt, and the role AI in CRM can play in enhancing customer experiences. Salesforce also underscored the centrality of customer-centricity in the strategic vision of modern banks, where technology is not merely a support tool but a foundational driver of innovation and sustainable growth.
Practical Lessons from Large-Scale CRM Projects in Banking
During the seminar, Mr. Terence Moey – Director for PwC SEA Salesforce Alliance, Ms. Marie-Francine Richard – Director of the Salesforce Deployment Center at FPT Corporation, and Ms. Emily Wilhelm – Partner at PwC Consulting Southeast Asia, shared practical insights from CRM implementation projects at leading banks globally and in Vietnam.
Mr. Terence Moey, PwC, discussed common challenges in the pre-implementation phase of AI-powered CRM projects
From a consulting perspective, Mr. Terence Moey analyzed the common “pain points” banks face during the early stages of digital transformation, particularly in areas such as strategy development, goal setting, customer journey design, and organizational readiness assessment. These foundational elements help businesses avoid unnecessary waste during implementation.
Meanwhile, Ms. Marie-Francine Richard provided a detailed view of real-world implementation challenges, including system integration, customer data management, workforce training, and optimizing the customer journey across all touchpoints.
Using real case studies- most notably the CRM system deployment at Vietnam Prosperity Joint Stock Commercial Bank (VPBank) in 2024—she emphasized the growing role of AI in transforming traditional CRMs into intelligent platforms capable of learning, analyzing, and making real-time decisions to improve customer experiences.
The insights from PwC and Salesforce not only helped financial institutions visualize the necessary preparation steps for a successful CRM journey but also highlighted key success factors: a clear strategy, a ready team, the right technology, and a trusted implementation partner.
FPT, Salesforce, and the Journey to Build the Next-Gen Digital Bank with a Comprehensive AI Ecosystem
Affirming its position as a tech enabler for Vietnam’s banking transformation, FPT presented a strategic and systematic perspective on how AI can be a breakthrough driver for banks in the coming years. With the theme “Digital Bank Breakthrough: The Power of Agentforce and FPT’s AI Ecosystem,” FPT’s presentation drew significant interest from attendees.
Mr. Lương Ngọc Bình, FPT, outlined the overall picture of AI applications in Finance and Banking, especially in CRM
Representing FPT, Mr. Lương Ngọc Bình – AI & Data Consulting Expert for Finance and Banking at FPT IS, FPT Corporation – introduced AI applications developed based on the latest technology trends and the real needs of banks, such as Customer 360 view, AI Agents, Alert Systems, and Generative AI. FPT mapped out a comprehensive picture of how AI is gradually transforming core banking functions like customer service, risk management, internal operations, investment consulting, and data analytics.
Notably, FPT introduced a tailor-made AI ecosystem for banking, offering practical solutions across business units: Retail Banking, Operations, Risk Management, Branches, and Technology. Signature products such as Customer Needs Survey AI, AI Telesales, Customer 360, eKYC, Chatbot/Voicebot, AI Mentors in debt collection, and virtual investment assistants demonstrate FPT’s strong maturity and progress in building AI tools focused on real-world effectiveness.
Nguyễn Thị Huyền, Salesforce, presented AgentAI, a new component in Salesforce’s Einstein AI ecosystem
Complementing this landscape, Lead Solution Engineers at Salesforce Vietnam – Mr. Nghĩa Phạm and Ms. Nguyễn Thị Huyền – introduced AgentAI, a new component of Salesforce’s Einstein AI ecosystem. AgentAI helps bank staff process customer requests faster and more accurately by automatically aggregating information, suggesting response scripts, and continuously learning from real interactions. With AgentAI, Salesforce aims to elevate bank staff into “intelligent digital assistants,” accompanying customers through every journey.
Beyond the technical perspective, FPT also emphasized key steps banks must take to successfully implement an AI ecosystem, including defining strategic objectives, assessing readiness, building suitable roadmaps, selecting reliable technology partners, and—most importantly—investing in people and organizational culture.
Panel Discussion: Unblocking Challenges in the CRM Implementation Journey for Banking
Closing the program, a panel discussion featuring representatives from FPT, Salesforce, PwC, and bank leaders provided practical perspectives on the common challenges during the CRM pre-implementation phase, which is often a decisive step for the overall digital transformation journey.
Panel discussion at the Hanoi event
According to experts, the greatest challenge today does not lie in the technology itself, but in the synchronization of data across departments, the readiness of internal processes, and the establishment of a customer-centric mindset throughout the organization.
Additionally, clearly defined roles and responsibilities for individuals and departments are essential to avoid conflict and stagnation. Dual-role staffing, lack of prioritization, or improper time allocation can significantly impact project progress and quality.
Panel discussion at the Ho Chi Minh City event
Notably, the panel in Ho Chi Minh City featured Mr. Trần Thái Bình – Chief Digital Transformation Officer at Sacombank – one of the pioneers in implementing a comprehensive CRM system in Vietnam. Mr. Bình shared his real-world experience leading the CRM implementation at the bank—a large-scale, strategic project aimed at enhancing customer experience and optimizing sales performance. According to Sacombank, the project’s success largely hinged on a unified understanding from top leadership to execution teams, process standardization, and particularly, the cleansing and integration of data from multiple legacy systems.
The event “The Next in Banking CX with AI” was not only a platform for trend updates and experience sharing but also a forum for connecting bank leaders, technology experts, and strategic consultants. The insightful presentations and engaging discussions helped attendees better visualize how to apply AI effectively and systematically, from strategic vision to actionable execution.
The Next in Banking CX with AI 2025 seminar
In the digital era, where customer experience determines loyalty and growth, AI is not just a tool—it is the “intelligence” guiding pioneering banks. To realize this potential, the collaboration between financial institutions and technology partners like FPT, Salesforce, and PwC will be the solid foundation for Vietnam’s banking industry to confidently advance on its transformation journey and be ready to embrace the future.
