Context: As scale increases, service quality is challenged

In the health and beauty industry, customer experience is a vital factor.

However, as scale expands, many businesses fall into a “chaotic loop”: more customers - more messages - more calls - but the quality of care decreases.

That is also the situation of Elena Spa & Wellness, a beauty care center in Ho Chi Minh City with more than 300 regular customers and hundreds of calls and messages every day.

Before applying GTG CRM, their operating system was distributed :

• Customers book appointments via Zalo, Facebook, and individual hotlines
• Appointments are recorded in Excel
• Revenue reports are updated manually
• No tools to analyze returning customer behavior

Results: cancellation rate increased by 20%, message response was 30 minutes slower, and revenue was difficult to forecast accurately.

Core problem: Lack of consolidated data and slow response

After reviewing, Elena Spa realized that the problem was not in the team, but in the management system fragmented.

There is no common data center, causing customer information to be fragmented, leading to:

• Not knowing who is an old customer, who is a new customer when they call.
• Not knowing the service usage history, leading to unpersonalized communication.
• Unable to analyze the effectiveness of marketing campaigns or customer care responses.

From there, Elena Spa set a goal:

Building a "smart coordination center" - where all data, calls, and messages are centralized on one platform, with AI to support fast and accurate decision making.

Solution: AI Assistant – Call Center – Messaging works as a unified system

1. AI Assistant – The Brain That Runs the Business

Previously, Ms. Huong - the owner of Elena Spa - had to wait until the end of the month for the accountant to send an Excel report, then call the marketing team to ask:

“How much revenue did you make this month?”

“What keywords are running in your Google Ads campaign?”

“Which customers have returned after 30 days?”

That whole process took several hours, sometimes even a day.

Now, with AI Assistant in GTG CRM, she just needs to type a question in natural language and the answer appears instantly:

“What was your total revenue this month?”

“Which Google Ads keywords are driving the most conversions?”

“Which customers came back after their last session?”

Not only does AI show numbers, it also automatically generates reports, suggests ways to optimize advertising budgets, and suggests remarketing customers.

“I no longer have to open 5 Excel files and call 3 departments. Now I just ask and get answers.” - Ms. Huong shared.

AI Assistant is not just an analytical tool, but also a decision assistant, helping business owners grasp the business situation instantly, adjust strategies in time and operate based on real data.

2. Call Center – When each call is valuable data

At Elena Spa, the switchboard is no longer a separate phone, but a part of the smart CRM system, helping the care team grasp information immediately and respond faster and more accurately.

All calls are made directly in CRM, helping employees not have to switch between applications or devices.

Each call, whether inbound or outbound, is recorded and assigned to the right agent to ensure no customer is missed, even just one call.

“Now, just by looking at the screen, I know immediately what treatment this customer has had and what care they need. The conversation is therefore more natural and friendly.” - A staff member at Elena Spa shared.

3. Messaging – The bridge between people and brands

At Elena Spa, on average, hundreds of messages are sent every day from Facebook, Zalo, Gmail, and WhatsApp.

Previously, the customer care team had to open each channel separately, which was easy to miss and slow down the response speed, especially during peak hours or weekends.

Since using GTG CRM Messaging with AI integration, all mailboxes from multiple platforms have been merged into a single interface, helping employees no longer have to switch back and forth between applications.

Not only stopping at social media messages, GTG CRM also integrates Live Chat right on the website and landing page, helping customers to make appointments, ask for information or receive instant advice.

All chat data is saved directly into CRM, helping the team easily track interaction history and take care of customers in the next return visits.

Results achieved after 3 months:

• The 5-minute response rate reached 95% (doubled compared to before).
• Sales from the live chat channel increased by 38%.
• The rate of returning customers increased by 25%.

“Now customers only need to send a message, we immediately know who they are, what services they have used, and what they need next.”

GTG CRM Messaging helps Elena Spa turn each conversation into a subtle sales touchpoint, where customers always feel listened to, and businesses operate more smoothly and efficiently than ever.

Strategic Lesson: When data and emotions meet

From Elena Spa, we can draw three important lessons for every service business:

• Data does not replace people, but helps people serve better.
• AI is only effective when it is connected to the actual business process.
• Customer experience starts with full information and ends with understanding.

Conclusion

The combination of AI Assistant, Call Center and Messaging has transformed Elena Spa & Wellness from a manual center into a modern operating model where all data, interactions and decisions are connected contact.

This is not just automation, but transforming the way businesses interact with people.

AI becomes the “nervous system” of the service, helping every call, every message, every action bring value and real emotions to customers.