OnCustomer is a customer experience management platform developed by Novaon Tech, a subsidiary of Novaon Group—one of the fastest-growing digital technology corporations in Vietnam. Launched in 2017, OnCustomer quickly positioned itself as a pioneer in redefining how businesses interact with customers, especially as digitalization and personalized user experiences have become essential competitive standards across industries.
At the core of OnCustomer’s technology is the idea of creating a unified platform that integrates all customer communication channels—such as websites, social media, chatbots, emails, and call center systems. This allows businesses not only to manage interactions seamlessly but also to optimize the entire customer journey within a single ecosystem. Prior to OnCustomer, many Vietnamese companies operated these channels in isolation, resulting in disjointed user experiences and inefficient use of customer data. Meanwhile, international solutions like Zendesk, Hubspot, or Salesforce were often unsuitable for local small and medium-sized enterprises due to high costs, limited customization, and lack of Vietnamese language support. The “Make in Vietnam” advantage of OnCustomer lies not only in cost-effectiveness but also in its deep understanding of local user behavior and the ability to flexibly integrate domestic tools such as Zalo OA, Facebook API, and in-house CRM systems.
From a technological perspective, OnCustomer underwent a rigorous R&D process to develop its core feature: consolidating conversations from multiple sources into one intuitive dashboard. The platform then advanced by integrating AI capabilities, enabling semantic analysis of conversations, sentiment assessment, and prediction of future customer interaction trends. These technologies allow businesses to segment customers based on behavior and provide immediate automated responses or personalized engagement scenarios. By 2022, the platform had recorded over 139 million user conversations and facilitated more than 2.4 million customer consultations—an impressive metric that demonstrates its effectiveness in boosting conversion rates.
Beyond its technological strengths, OnCustomer stands out for its strong commercialization and market expansion. Within just five years, it had earned the trust of over 95,000 businesses, including major players in the retail, education, and financial services sectors. Novaon Group, its parent company, was consistently listed among the top 500 fastest-growing companies in Vietnam from 2019 to 2023, thanks in part to the significant contributions of this platform. In Vietnam’s innovation ecosystem, OnCustomer was ranked among the Top 10 at TECHFEST Vietnam and received the prestigious Sao Khue Award for three consecutive years from 2019 to 2021. Novaon Tech was also named one of the Top 10 Leading ICT Companies in Vietnam, reaffirming its position in the local tech community.
One of the key lessons from OnCustomer’s growth journey is the competitive edge gained by solving a specific problem with a solution tailored to local needs—especially in a fragmented market like Vietnam. Rather than replicating global models, the founding team focused on designing a product aligned with local user behavior and expectations, then iteratively expanded the technology based on real-world feedback. Early investment in data analytics and AI also provided the platform with a unique advantage, particularly as the market shifts from reactive to predictive customer experience management.
For tech startup founders, the story of OnCustomer demonstrates that product development is not just a technical challenge but a journey of accompanying businesses as they transform how they operate, communicate, and create value for their customers. A strong platform requires more than advanced technology—it must also be practical, scalable, and adaptable to the rapid changes of the market. As startups increasingly face pressure to prove the sustainability of their business models, prioritizing specific problem-solving, focusing on customer value, and staying attuned to market feedback will be critical to developing technology that truly makes an impact.