Like many countries around the world, for the past two years, Vietnam went on a rollercoaster ride to deal with the COVID-19 pandemic and soon the nation realized that their lives may never be the same as before and that they need to adjust to a new reality. As people adopt a new normal in all their interactions, companies will also need to recognize a shift in their approach to their customers and the overall Vietnamese consumer.

We have reached out to more than 1,500 consumers and evaluated more than 90 local and international brands across eight different sectors in the Vietnamese market to see how companies have fared during turbulent times.

Throughout the report, the CEE score is used to measure brands’ customer experience performance. The ranking for each brand is determined by the CEE score of the brands surveyed. The CEE score is derived via a weighted average of the brand’s score for each of The Six Pillars, the KPMG methodology for defining Customer Experience. The weighting is calculated through regression analysis to understand the relative importance of each pillar in driving the two commercial outcomes measured in the analysis: advocacy and loyalty.

The Six Pillars

The Six Pillars of Experience have been consistently shown to be the essential characteristics of world class experiences. The presence of these six factors is essential if commercially beneficial behaviors are to ensue because of customer experience.

Whether that is increased share of wallet, loyalty, or advocacy, these six factors are the prerequisites for commercial success. However, as they are all interconnected it is essential to be good at all six.

The Six Pillars

Integrity – Being trustworthy and engendering trust
Check out the golden rules for Integrity in the report.


Resolution – Turning a poor experience into a great one
Check out the golden rules for Resolution in the report.


Expectations – Managing, meeting and exceeding customer expectations
Check out the golden rules for Expectations in the report.


Empathy – Achieving an understanding of customers’ circumstances to drive deep rapport
Check out the golden rules for Empathy in the report.


Personalization – Using individualized attention to drive emotional connection
Check out the golden rules for Personalization in the report.

Time & Effort

Time and Effort – Minimizing customer effort and creating frictionless processes
Check out the golden rules for Time and Effort in the report.

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KPMG Vietnam

KPMG is one of the largest professional-service firms in Vietnam with offices in Hanoi, Ho Chi Minh City and Da Nang. KPMG also has an office in Cambodia’s capital city, Phnom Penh. With more than 1,700 staff in Vietnam and Cambodia, KPMG has ability to deliver full range of international-standard professional services.

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