Huy Thanh Jewelry, a prestigious gold jewelry brand with over 30 years of history, is renowned for its exquisite pieces ranging from wedding rings to contemporary designs. The company once faced intense pressure to retain customers while operating an overloaded manual system. Since 2024, with the support of Filum AI, Huy Thanh Jewelry has not only streamlined its processes but also elevated the customer experience, transforming each piece of jewelry into a true "happiness story" in line with their commitment. This marks the journey from a traditional workshop to a premium retail system with 25 stores, where technology bridges the gap between brand and customer. 

After adopting Filum AI, the company has achieved several impressive milestones.

About Huy Thanh Jewelry

Founded in 1987 in Hanoi, Huy Thanh Jewelry began as a goldsmith workshop covering over 3,000 square meters, specializing in producing jewelry for international orders and distributing through local agents. Over more than three decades, the business has evolved into a premium jewelry retail chain, now operating 25 stores in Hanoi, Ho Chi Minh City, Hai Phong, Da Nang, Quang Ngai, Can Tho, and Khanh Hoa. Its three main product lines, wedding rings, bridal jewelry, and modern jewelry for women, feature youthful and creative styles, crafted from 10K, 14K, 18K, and 24K gold to international standards using advanced production lines imported from Italy, South Korea, and Germany. Guided by the mission of "cherishing every happy moment," Huy Thanh Jewelry provides more than just jewelry; it delivers value that goes far beyond the material.

Manual Processes "Weigh Down" the Experience

Before 2024, Huy Thanh Jewelry struggled to manage customer experience. They sent out review requests via an internal app and made survey calls, but with little effect. Only 15% of customers responded via the app—most found it cumbersome due to having to download and navigate multiple platforms. Phone surveys performed even worse, with most customers declining or giving generic answers like “good” or “fine,” without any useful detail. “We want to understand our customers, but the old methods were actually driving them away,” admitted a business representative.

A team of just 10 customer service staff handled 700 - 2,200 messages per day while the company served 150,000 orders per month. The manual workflow - checking messages on Zalo, inputting data from Google Review, Shopee, Lazada, and the call center - was exhausting. “One time, a customer complained on Google Review about a wrong ring size, but we didn’t find out for a month because our data was fragmented,” shared Ms. Hanh from customer service. According to McKinsey (2024), reduce employee overload without expanding the team, and find a better way to understand their customers.

First Steps in Technology Transformation

In mid-2024, Huy Thanh Jewelry launched Filum.ai, a customer experience management platform with GenAI, to tackle these issues. They sought a solution to improve customer service efficiency by 40-70%, streamline survey processes, and ensure immediate action on negative feedback.

Centralized System and Instant Action

In just two weeks, Filum.ai integrated data from 25 stores, Google Review, Shopee, and Lazada into a single platform. When negative feedback appeared, the system sent real-time notifications via Telegram to the customer service team. Automation sped up the complaint process, reducing response time by 70% - from hours to just a few minutes. “Customers notice the immediate attention, which we could never provide in the past,” said Ms. Hanh.

Filum Automation product interface – Customer Service AI suite

Boosting Response Rate by Targeting the Right Touchpoints

Filum.ai launched two main survey campaigns via SMS and Zalo ZNS:

• After-purchase: Surveys are sent immediately after purchases, whether in one of 25 stores nationwide or through online channels.

• After warranty/cleaning services: Measures satisfaction with after-sales service, which is crucial for premium jewelry customers.

The system analyzes customer behavior to send surveys at optimal times, like in the evening after work. If a Zalo ZNS message can’t reach a customer, the system switches to SMS for maximum coverage. As a result, survey completion rose to 8%, well above the industry average of 3-5% (Qualtrics, 2025), and nearly 10,000 feedback responses are now collected monthly. “We used to get only a few dozen responses per month. Now, we receive nearly 10,000, allowing us to truly understand our customers,” said Mr. Dung. Another customer shared, “I got a feedback request after a warranty service, and responded immediately. It took only 60 seconds.”

Filum Survey product interface – Voice of Customer suite

AI Set to Become a Powerful Ally

Soon, Huy Thanh Jewelry will rollout Filum.ai’s AI Agent. The company expects AI Agent will save 40-70% in customer service effort, and handle 80% of the 700 - 2,200 daily messages, including:

• Automatic order status checks via phone number.

• Answering FAQs about products, warranty, and promotions.

• Processing cancellation/return/exchange requests per Huy Thanh Jewelry’s policy.

• Automatically creating complaint tickets.

• Helping customers look up points and purchase history.

Currently, AI Agent is only being piloted on 10% of messages, such as answering basic questions (“How long does a 14K ring have warranty?” “Where’s the nearest Huy Thanh Jewelry branch?”) in 5 seconds. “If we go fully live, our 10 staff won’t be overwhelmed with repeating messages anymore,” Mr. Dung expects. In the past, employees wasted 2-3 hours a day answering repetitive questions; now, with AI Agent, that time can be spent handling complex cases, like manufacturing faults that require coordination with the workshop.

Filum AI Agent product interface – Customer Service AI suite

Every Feedback is a Story

Huy Thanh Jewelry turns feedback into long-term improvement. Surveys revealed distinct customer needs by region, guiding product development for each location. “Every opinion is a lesson helping us to improve; that’s crucial for competitiveness, since customers have plenty of options,” said Ms. Hanh.

Filum.ai also analyzes emotional tone in messages. For example, when a customer says “beautiful” but also wishes for “faster delivery”allowing the team to fine-tune internal workflows. With the rollout of AI Agent, the company hopes to achieve not just efficiency, but also personalization, like sending anniversary greetings when a customer receives a wedding ring. According to Bain & Company (2023), 60% of luxury customers would switch brands if service doesn’t meet expectations, highlighting the role of experience in this industry. “In jewelry, every customer has their own story, and we want to help tell it fully,” said Mr. Dung.

Conclusion

From more than 30 years of craftsmanship to a premium retail chain, Huy Thanh Jewelry proves that streamlining customer care is the key to sustainably earning customer loyalty in a competitive industry.

Want your team to work more efficiently and understand customers better? Book a demo with Filum.ai today to discover the solution that’s helping Huy Thanh elevate their customer experience.