Hoàng Hà Mobile is a familiar name among technology enthusiasts, known for its wide range of premium phones and quality tech accessories. At one point, they struggled to keep up in the fast-paced tech retail game. With help from Filum AI, however, Hoàng Hà Mobile not only found the answer but turned challenges into new opportunities for growth. This is the story of a leading retailer with 127 branches across Vietnam, serving over 4 million customers. From racing to meet customer service deadlines to confidently leading the market, they have achieved success with technology as their trusted companion.
About Hoàng Hà Mobile
Hoàng Hà Mobile was founded in 2004 with a big dream: to make genuine technology products accessible to Vietnamese people at affordable prices. Their offerings include smartphones, tablets, laptops, tech accessories, home appliances, and smart home devices. Over the past 20 years, Hoàng Hà Mobile has built a strong reputation with 127 branches, processing tens of thousands of orders every month and serving more than 4 million customers. Today, the company is a household name for technology lovers across Vietnam.
“Customer service used to be challenging and resource-intensive. But since we started using Filum.ai’s AI Agent, things have gotten so much easier. It handles a high volume of customer requests quickly and efficiently, which saves our team a lot of work. What really stands out is how it keeps learning from every interaction and gets smarter over time. It’s reassuring to know we have a tool that improves itself and supports us so effectively.”
Nguyen Kim Duc, Retail Director
The Landscape Before Technology Changed the Game
Before 2024, managing customer experience at Hoàng Hà Mobile was fragmented and inefficient. The customer care team tried their best, calling customers individually after each purchase and relying on dozens of separate Zalo groups for each store. Despite their admirable efforts, this traditional approach lacked impact.
"We once found a negative review on Shopee that had been left months earlier, and no one even knew about it,” admitted Nguyễn Kim Đức, Sales Director at Hoàng Hà Mobile. Data sat scattered across Google Business, Shopee, hotlines, and internal notes. Even with hard work, the team could only reach 60% of all customers. The remaining voices - opportunities for improvement - were often missed in the daily rush. According to McKinsey (2023), 70% of customers will switch brands if their experience doesn’t improve - a wake-up call that made Hoàng Hà Mobile realize that standing still was not an option.
When Data Fails to Tell the Full Story
The challenge wasn’t just about numbers, but about the inability to truly understand the customer. “We knew our customers weren’t satisfied, but we couldn’t pinpoint the reasons or respond quickly enough,” a company representative admitted. With 127 stores and tens of thousands of monthly transactions, fragmented data made spotting problems - negative reviews or complaints - a never-ending chase. One study shows 80% of businesses lose customers if negative feedback isn’t addressed within 24 hours - a pressure Hoàng Hà Mobile couldn’t ignore.
As the business grew, so did the pressure - not just to retain customers, but to earn their trust. Manual processes were no longer enough. The task was clear: Hoàng Hà Mobile needed a solution to unify data, listen more deeply to customers, and act quickly to keep them in a competitive market.
A New Vision for Customer Service
By mid-2024, Hoàng Hà Mobile launched Filum AI - a comprehensive customer experience management platform powered by GenAI - designed to tackle the very problems the business faced: bringing them closer to customers through connected data and real-time action.
Unifying Data for Clearer Insights
Within just the first two weeks, Filum integrated Hoàng Hà Mobile’s feedback - across Shopee, Google Business, call centers, and social media - into a single system. Whenever a negative review appears, the platform immediately notifies the relevant teams at all 127 locations by email, so issues can be resolved quickly. Hoàng Hà Mobile committed to a closed feedback loop - internal coordination within 2 hours, promise to resolve with customers within 12 hours. Automated vouchers help not only fix issues, but also rebuild customer trust.
Illustration: Filum Review – part of the Voice of Customer suite
Acting on Customer Feedback in Real Time
Customer surveys are now sent via SMS and Zalo ZNS right after each transaction, and again five days after using the product or receiving warranty service, to gather real feedback from customers. In just one month, the response rate doubled - far exceeding the retail industry average according to Qualtrics (2025).
To ensure no voice is missed, survey methods are flexible: if Zalo ZNS can’t deliver or the customer doesn't use that platform, the survey switches to SMS. This comprehensive approach doesn’t just collect data; it turns every response into timely, customer-focused action.
Personalization that Sets Hoàng Hà Mobile Apart
For the official launch of the iPhone 16 Series in Vietnam on September 27, Hoàng Hà Mobile received tens of thousands of pre-orders within the first 24 hours. Filum.ai sends immediate order confirmations, notifies customers when to pick up their new device at any of the 127 locations, or provides detailed delivery status via Zalo ZNS and SMS. “I received an SMS at 2 AM, inviting me to get my iPhone 16 on my birthday. It felt like Hoàng Hà Mobile truly knows me,” shared one excited customer. According to Forrester (2023), 66% of customers value speed and personalized delivery updates, and over 90% of customers in this campaign responded positively after five days. This isn’t just selling. It’s turning every order into a unique experience.
Illustration: Filum Campaign – part of the Customer 360 suite
Hoàng Hà Mobile: A Transformational Leap with AI
Since launching the platform, Hoàng Hà Mobile has unified all its main customer touchpoints – Zalo, Facebook, Instagram, and web chat – into a single contact center powered by Filum AI. Staff no longer need to juggle between different apps to handle customer inquiries; everything is streamlined in one place, saving time and ensuring every customer query is answered. This transformation moves them from manual work to a smart, centralized system where every interaction is managed efficiently.
Illustration: Filum Contact Center – part of the Customer Service AI suite
The heart of this solution is the AI agent “Phương Anh”, a virtual team member available 24/7. Handling tens of thousands of conversations every month, “Phương Anh” resolves 50% of repetitive tasks, like branch lookup or product information, with reliable accuracy. “I asked about my order status at 1 AM and got an instant reply. Truly impressive.” said a customer. Thanks to “Phương Anh,” the customer care team no longer gets bogged down in repetitive questions, freeing up hundreds of hours to focus on more complex support or technical issues. Pressure is reduced, service quality rises. Everyone benefits.
But the contact center does more than answer questions quickly. It acts as a smart analyst, aggregating data from thousands of conversations to uncover customer needs. Over 50% of inquiries relate to inventory and store location - questions that staff can now anticipate and answer proactively. This ensures seamless connection across all channels, from physical stores to online shoppers. “AI Agent has become our right hand, helping us reach customers faster and more effectively,” says Ms. Thoa, Head of Customer Service. As Gartner (2022) predicts that by 2025, 70% of customer interactions will rely on AI, Hoàng Hà Mobile is embracing this future, leading Vietnam’s retail industry in personalized care.
Illustration: Filum AI Agent – part of the Customer Service AI suite
Growth Driven by Customer Trust
Amplifying the Customer Voice
Six months into working with Filum AI, Hoàng Hà Mobile has transformed customer engagement. Out of more than 4 million users, their survey response rate is twice the retail industry average (Qualtrics, 2025). The message is clear: when customers are listened to sincerely, they’re eager to share. This isn’t just about results. It’s proof that Hoàng Hà Mobile truly opened an effective dialogue with its users.
Delivering Experiences Beyond Expectations
Customer satisfaction score (CSAT) at Hoàng Hà Mobile has reached 99% across all touchpoints, from 127 nationwide stores to online channels. This outstanding figure reflects not just good service, but memorable experiences that build loyalty. Customer trust has become a solid foundation for long-term success.
Smart Technology, Stronger Business
Hoàng Hà Mobile’s business performance grew 30% in just eight months, powered by Filum AI’s GenAI technology. According to Deloitte (2024), only 25% of retailers achieve such growth with effective AI adoption. This improvement is not just a number. It demonstrates Hoàng Hà Mobile’s ability to leverage technology for real business value.
Filum’s AI agent now resolves over half of routine inquiries each month, including finding store addresses and giving product advice, operating 24/7. This frees up staff to handle more complex needs, elevating service quality to the next level.
Faster and More Effective Complaint Resolution
Hoàng Hà Mobile has reduced complaint resolution times by over 50% compared to before, twice as fast as Gartner (2025)'s recommended timeframe for retailers. This allows the team to turn dissatisfaction into renewed trust in less than a day, showing a true customer-first commitment.
Conclusion
Hoàng Hà Mobile’s journey, from dealing with fragmented data to achieving 99% CSAT and 30% growth, demonstrates a critical lesson: listening to customers is not optional; it’s the key to winning in today’s competitive market.
Want your business to understand customers better, respond faster, and stand out for all the right reasons? Let Filum AI be your partner, just as we helped Hoàng Hà Mobile turn 4 million customer voices into engines of growth. Book a demo now and discover how GenAI can transform your customer experience, delivering real, measurable results.
