Context: As scale increases, service quality is challenged.

In the healthcare and beauty industry, customer experience is vital.

However, as businesses scale up, many fall into a "vicious cycle": customers increase - messages increase - calls increase - but the quality of customer service decreases.

That's exactly the situation at Elena Spa & Wellness, a beauty center in Ho Chi Minh City with over 300 regular customers and hundreds of calls and messages every day.

Before implementing GTG CRM, their operating system was distributed:

• Customers book appointments via Zalo, Facebook, and individual hotlines.
• The appointment schedule is recorded in Excel.
• Revenue report updated manually
• There are no tools to analyze customer return behavior.

Results: Cancellation rates increased by 20%, message response times were 30 minutes slower, and revenue was difficult to predict accurately.

The core problem: Lack of consolidated data and slow response.

After reviewing the situation, Elena Spa realized the problem wasn't with the staff, but with a disjointed management system.

The lack of a central data center results in fragmented customer information, leading to:

• It's impossible to tell who's a returning customer and who's a new one when they call.
• Not having access to your service usage history leads to impersonalized communication.
• It is not possible to analyze the effectiveness of the marketing campaign or customer service responses.

From there, Elena Spa set the following goals:

Build an "intelligent dispatch center"—where all data, calls, and messages are centralized on one platform, with AI supporting fast and accurate decision-making.

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

1. AI Assistant – The Brain Running Your Business

Previously, Ms. Huong - the owner of Elena Spa - had to wait until the end of the month for the accounting staff to send the Excel report, and then call the marketing team to ask for more information.

"How much revenue did you generate this month?"

"What keywords are being used in the Google Ads campaign?"

"Which guests have returned after 30 days?"

The whole process takes several hours, sometimes even a whole day.

Now, with the AI Assistant in GTG CRM, she simply types her question in natural language and the answer appears instantly:

"What was the total revenue this month?"

"Which Google Ads keywords are generating the most conversions?"

"Which guests returned after their last treatment?"

Beyond simply displaying numbers, AI automatically generates reports, suggests ways to optimize advertising budgets, and even recommends target audiences for remarketing.

"I no longer have to open 5 Excel files and call 3 different departments. Now I just ask and get an answer right away," Ms. Huong shared.

AI Assistant is not just an analytical tool, but a decision-making assistant that helps business owners grasp the real-time business situation, adjust strategies promptly, and operate based on real data.

AI assistants are always available to support customers.

2. Call Center – Where every call is valuable data.

At Elena Spa, the call center is no longer just a standalone phone, but an integral part of a smart CRM system, enabling the care team to instantly grasp information and respond more quickly and accurately.

All calls are made directly within the CRM, saving employees from having to switch back and forth between applications or devices.

Convenient customer service with GTG CRM's Call Center.

Every call, whether inbound or outbound, is recorded and assigned to the correct agent, ensuring that no customer is missed, not even a single call.

"Now, just by looking at the screen, I can immediately tell what treatments this client has had and what kind of aftercare they need. The conversation is therefore more natural and friendly," shared an employee at Elena Spa.

3. Messaging – The bridge between people and brands

At Elena Spa, we receive hundreds of messages daily from Facebook, Zalo, Gmail, and WhatsApp on average.

Previously, customer service teams had to open separate channels, which made it easy to miss information and resulted in slow response times, especially during peak hours or weekends.

GTG CRM always has AI to assist in professionally responding to customer messages.

Since adopting GTG CRM Messaging with its integrated AI, entire inboxes from multiple platforms have been merged into a single interface, eliminating the need for employees to switch back and forth between applications.

Beyond just social media messaging, GTG CRM also integrates Live Chat directly into the website and landing page, allowing customers to schedule appointments, ask for information, or receive instant advice.

All chat data is saved directly to the CRM, making it easy for the team to track interaction history and provide customer support during subsequent visits.

Results achieved after 3 months:

• The response rate within 5 minutes reached 95% (double the previous rate).
• Sales from live chat channels increased by 38%.
• The rate of returning customers using the service increased by 25%.

"Now, customers just need to send a message, and we'll know immediately who they are, what services they've used before, and what they need next."

GTG CRM Messaging helps Elena Spa transform every conversation into a sophisticated sales touchpoint, where customers always feel heard, and the business operates more smoothly and efficiently than ever before.

Strategic lesson: When data and emotion meet.

From Elena Spa, three important lessons can be drawn for all service businesses:

• Data doesn't replace humans, but it helps humans serve better.
• AI is only effective when it is connected to the actual business processes.
• The customer experience begins with complete information and ends with understanding.

Conclude

The integration of AI Assistant, Call Center, and Messaging has transformed Elena Spa & Wellness from a manual center into a modern operational model where all data, interactions, and decisions are seamlessly interconnected.

This isn't just about automation; it's about transforming how businesses interact with people.

AI becomes the "nervous system" of the service, ensuring that every call, every message, and every action delivers genuine value and emotion to the customer.