2022 Vietnam Customer Experience Excellence (CEE) Report

Today, companies are persistently finding momentum to accelerate their businesses while facing residual socio-economic challenges. With the great migration to online platforms during the pandemic, businesses have fast-tracked digital transformation across the value chain, from marketing, payments to logistics, and especially to customer experience. 

As Vietnam enters the phase of accelerating digital transformation, enterprises must join the race if they wish to survive and thrive in the new era. Despite being carried out all over the world, there is no one-size-fits-all recipe for digital transformation, even for those that operate in the same field. That's why understanding of customer needs and expectations plays a central role in executing a successful digital transformation.

The 2022 Vietnam Customer Experience Excellence Report surveys over 1560 consumers and takes on their evaluation of of 79 local and global brands across 8 sectors to see how companies have thrived during challenging times. The report identifies leading performing brands and industries in providing exceptional experiences from the consumer's point of view. Based on KPMG’s The Six Pillars methodology, we measure customer experience via the CEE score that derives from the weighted average of a brand’s score for every pillar including: Integrity, Empathy, Resolution, Personalization, Expectations, Time and Effort.