Combining AI And Human Expertise to Enhance Customer Experience

on Oct, 28 2026

Combining AI and Human Expertise for Better Customer Care

The growth of digital services is changing how customers contact businesses and use their services. According to DataReportal’s Digital 2026: Cambodia report, Cambodia had approximately 12 million Internet users at the end of 2025, representing 67.3 per cent of the population. Customers increasingly expect fast, convenient support and solutions to their problems on the first contact.

In response to these needs, Metfone is exploring technological solutions to improve the quality of customer care. Inviting VCX experts to share their experience at VIDEX Cambodia 2026 provides an opportunity for Metfone and businesses in Cambodia to learn from practical experience in applying AI.

At the event, Pham Manh Hung, Deputy Director of Customer Experience at Viettel Customer Service (VCX), emphasised the message “More AI ≠ Better CX” — using more AI does not necessarily lead to a better customer experience.

According to the presentation, AI can automatically answer frequently asked questions, reduce waiting times, and help employees complete tasks more quickly. However, if the system fails to understand a request correctly or provides an unsuitable response, customers still need to contact a human agent for assistance. Therefore, AI effectiveness should be measured not only by response speed but also by its ability to resolve problems and by customer satisfaction.

Drawing on practical experience, VCX presented four approaches to combining AI with human expertise: AI assists employees in finding information and suggesting responses; employees supervise and verify AI-generated results; AI receives initial requests and transfers complex cases to employees; and AI collaborates with employees throughout the customer care process.

For Metfone, these approaches could help improve customer care operations. AI can handle simple, frequently occurring requests, while employees focus on issues requiring specialised expertise and human understanding. Sharing information between AI systems and employees also means customers do not have to repeat their requests multiple times, saving time and improving service quality.

Bringing Intelligent Customer Care Solutions to Cambodia

In addition to sharing its experience in applying AI, VCX introduced its “Consulting First, Technology That Fits” approach. Under this approach, businesses should first clearly identify challenges in their customer care operations before selecting appropriate solutions, rather than investing in technology simply to follow trends.

Built on more than 20 years of customer care experience accumulated by Viettel, VCX currently offers a range of technology solutions, including OmniX for managing customer interaction channels; CXBot for automated responses and customer support; KnowXHub for information management and employee knowledge retrieval; and InsightCI, QualityX, and vCOC for data analytics, quality assessment, and monitoring customer care operations.

By connecting with and inviting VCX experts to VIDEX Cambodia 2026, Metfone is helping introduce these solutions to businesses in Cambodia. Drawing on its operational experience and understanding of the local market, Metfone can work with VCX to identify actual needs and select suitable solutions to improve customer service quality, while expanding opportunities for adoption in telecommunications, finance, and digital services.

During the event, VCX also held discussions with Metfone and eMoney about the potential application of AI to improve business efficiency and service quality. This provided an opportunity for the organizations to exchange experience, explore needs, and consider possible areas for future cooperation.

Cooperation between Metfone and VCX brings together the strengths of both organisations. Metfone has extensive operational experience and a deep understanding of customer needs in Cambodia, while VCX contributes customer care expertise and technological solutions developed from Viettel’s practical experience.

Applying AI is not simply about reducing employees’ workloads. More importantly, it is about providing customers with faster, more accurate, and more convenient service. This is also the goal Metfone and VCX are working toward as they jointly introduce and explore customer care solutions suited to the Cambodian market.

This press release was supplied.