Facing the AI era and rising customer experience expectations, Dien Thoai Gia Kho boldly embraced full-scale digital transformation in both operations and service. The partnership with Filum.ai enabled Gia Kho to evolve from a traditional customer care system into a “unified, sustainable service hub”. It helps deliver on the ultimate mission of “Best price, Wow service” in tech retail.

About Dien Thoai Gia Kho

Founded with a commitment to price transparency and dedicated service, Gia Kho has become a trusted destination for tens of thousands of customers seeking phones, accessories, and tech devices. After more than a decade in business, Gia Kho now operates 5 stores and a specialized service center in key areas, handling thousands of orders each month for individual and SMB clients. The company is set to open 2 more stores in the second half of 2025, reflecting strong ambitions for expansion.

According to Mr. Giang, Gia Kho’s growth relies not only on “best price” but also on delivering exceptional customer experience:
"Tech-savvy customers are demanding. Every request for warranty or consultation requires speed, accuracy, and genuine care."

Removing Customer Service Bottlenecks

Before partnering with Filum.ai, Gia Kho relied on a traditional contact center to support customers via hotline, website chat, fanpage, and e-commerce channels. However, as the business expanded and customer interactions surged during peak periods (e.g., major sales events or when handling more installment and warranty requests), the old system struggled to keep up. Overloads, slow response times, and missed requests became common, impacting conversion rates, customer satisfaction, and retention.

A mix of manual and semi-automated workflows meant staff routinely handled hundreds of repeated tasks daily—stock checks, price quotes, technical advice, policy explanations, and order tracking. Growth brought more repetitive queries and the risk of information bottlenecks, especially as customers engaged across multiple channels at once. Leadership repeatedly asked:
"Can we digitize our service to scale and still deliver Gia Kho's signature wow experience?"

According to iPrice Group (2024), 53% of Vietnamese online shoppers will leave a brand after just one slow response (over 3 minutes). McKinsey (2023) found that 76% of tech retail customers demand fast, precise, and consistent after-sales support across all channels.

Ambition to Break Through: Making AI Central, Data Foundational

These “hard-earned lessons” led Gia Kho’s leadership to realize that sustainable growth in the competitive tech sector requires a radical shift: making AI the core of automation, and data the driver behind every decision. Key objectives included:

• Unified Customer Touchpoints: Centralize all customer interactions—hotline, web chat, Facebook, Zalo, app—into a single interface, eliminating missed or duplicated requests.

• Standardized & Personalized Advice: Ensure customers always get timely, accurate, and complete answers about models, specs, pricing, and policies—whether via automation or live staff.

• Automate Ticket Handling & Prioritization: Instantly route requests to the right team, prioritize urgent or VIP cases, and deliver fast, high-quality after-sales support.

• Scalable and Reliable Operations: Expand stores and services without needing to proportionally increase headcount, while maintaining high service standards.

Rebuilding from the Ground Up with Filum.ai

After careful evaluation, Gia Kho teamed up with Filum.ai for a structured rollout:

Reimagining the Contact Center – One Unified Inbox

Within just two weeks, all customer channels—hotline, web/app chat, social—were consolidated in the Filum AI Inbox. Staff now work from one simple dashboard, with full interaction history and fewer errors or missed messages. Unified data helps teams coordinate efficiently, especially in urgent situations.

Supercharged Performance with Sales & Service AI Agents

• AI Agents are trained on an extensive knowledge base: hundreds of SKUs, detailed specs, warranty policies, and user guides.

• AI responds proactively to common questions, helps recommend the right products, and assists both customers and new staff.

• Inquiries about order status, returns, setup instructions, and warranty fees are answered instantly, 24/7—eliminating wait times and handoffs.

Automated Ticket Routing

Filum Ticket, powered by AI, automatically receives, classifies, and assigns tickets to the right teams—from small complaints to complex warranty cases. Urgent, VIP, or high-value issues are flagged and fast-tracked, minimizing delays and missed cases.

Scalability with Multi-layer AI & Automation

Filum AI Agent empowers Gia Kho to configure and customize AI agents and automated workflows tailored to specific campaigns, product lines, or new store operations.

Remarkable Transformation Under the Wing of AI

After adopting Filum.ai, Gia Kho quickly saw tangible improvement across their service operations. The AI Agent now handles and responds to the majority of routine requests automatically—faster, more consistently, and more conveniently. Customer satisfaction and active engagement have both increased.

"Thanks to Filum, our customer service team isn’t bogged down by repetitive tasks anymore. They’ve improved their consulting quality and responsiveness—peak hours or off-hours," shared Tuan Anh, CEO of Gia Kho Group.

Staff also feel less pressure and are able to focus on complex cases or proactively upsell to high-value customers. This shift boosts individual productivity while also improving both sales and service.

Automated ticket management now ensures every customer request is properly categorized and prioritized. Urgent cases are always identified and handled promptly, reducing wait times and boosting satisfaction with after-sales services.

Notably, since using Filum.ai, Gia Kho’s operations remain stable and efficient—even during peak seasons and major promotions. Leadership appreciates the ease of scaling: new stores and programs are quickly integrated and synchronized with the existing AI-powered system, maintaining high service quality without needing more staff. This reliable foundation supports Gia Kho’s ongoing “wow service” at every customer touchpoint.

Human-AI Collaboration in Action

Implementing Filum.ai has driven Gia Kho’s breakthrough, while also professionalizing staff training and turning operational data into a continuous improvement asset. Success depends on management’s commitment to training and fostering a “AI as teammate” mindset, plus regular collaboration with Filum experts to update and validate the AI’s knowledge—critical in a fast-changing tech industry.

Conclusion

The rise of AI has sparked not just sales growth at Gia Kho, but a fundamental transformation—making customer service always “ready, precise, and personalized.”
"With automation and easy scalability, Gia Kho can confidently open new branches while maintaining our 'best price, wow service' standard. Filum.ai is the solid foundation for continuously enhancing the customer experience and leading the tech retail market," said Vu Viet Tuan Anh, CEO of Gia Kho Group.

Early results are impressive, but the true long-term gain is a company culture rooted in data-driven, customer-centric continuous improvement. Every customer - on any channel, at any time - enjoys a seamless, personable, and memorable experience, true to Gia Kho’s “best price, wow service” promise.

Are you a tech retailer ready for a sustainable leap in service? Start with a smart AI platform and a full-service partner like Filum.ai.