Faster AI response times and higher interaction volumes in customer service do not automatically translate into better customer experiences, according to industry experts speaking at a recent trade event. While conversational tools help businesses automate tasks and reduce resource strain, poor implementation often damages empathy and erodes consumer trust.
Evaluating Automation Performance at VIDEX Cambodia 2026
Deploying more artificial intelligence tools does not inherently improve customer experience at the Vietnam-Cambodia Trade Connection and Product Promotion Fair (VIDEX Cambodia 2026). Pham Manh Hung, deputy director of customer experience at Viettel Customer Service, stated during a presentation that speed and scalability do not offset a lack of context or inaccurate resolutions.
The trade event, held from October 14–17 in Phnom Penh, featured discussions on digital technologies in business operations. Viettel Customer Service joined Metfone and eMoney to examine operational efficiency across the Cambodian market.
While basic automation handles repetitive and rule-based tasks efficiently, complex service complaints require human adaptability. Consequently, businesses are urged to evaluate performance beyond traditional metrics like Average Handling Time and First Contact Resolution. Additional indicators include Customer Satisfaction scores, Customer Effort Score, repeat contact rates, and the cost per resolved issue.
Adopting Human-AI Collaboration Models in Regional Markets
Moving past basic automation, organizations are implementing collaborative frameworks that pair technology with human oversight. These models distribute responsibilities across different stages of the customer journey:
- Assistive AI: Technology functions as an intelligent assistant, retrieving data and recommending solutions while staff manage the interaction.
- Human-in-the-Loop: Systems execute standard processes while human employees retain direct oversight for sensitive or complex cases.
- Sequential Handoff: Automated front-ends manage initial requests before transferring complicated issues alongside relevant interaction histories to human agents.
- Multi-Step Process: Tasks are divided between software and personnel based on respective operational capabilities.
Viettel Customer Service relies on over 22 years of operational experience to deploy integrated customer experience suites across more than 10 countries.
What are the AI performance metrics and VIDEX participants?
What specific metrics should companies use to measure artificial intelligence performance in customer service?
Organizations should track Customer Satisfaction scores, Customer Effort Score, repeat contact rates for identical issues, and cost per resolved issue alongside traditional metrics like Average Handling Time.
Which companies participated in the digital technology panel discussion at VIDEX Cambodia 2026?
Viettel Customer Service joined Metfone and eMoney for the panel discussion on applying digital technologies and artificial intelligence in business operations.
How many customers and countries does Viettel Customer Service currently serve?
The company maintains a workforce of over 4,000 employees serving more than 120 million customers across upwards of 10 countries and territories.
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