In today's business world, digital transformation, ESG, and AI, especially generative AI, offer opportunities to enhance employee productivity and gain a competitive edge. Forward-thinking organizations are thus considering AI integration for future advantages. In particular, AI has increasingly played a key role in laying the foundation for one of the most important determinants of business success in recent years – customer experience (CX).
With the objective of accompanying businesses in addressing the customers’ evolving demands for well-developed CX, KPMG is honored to release the fourth edition of the 2023 Vietnam Customer Experience Excellence (CEE) Report – Augmenting the Human Touch.
In this era of uncertainty, businesses face both challenges and opportunities. It's crucial for them to adapt to changing dynamics, leverage technology, and prioritize Integrity as well as Expectations. Customers, even with tightening budget, value fulfilling experiences and will invest in brands that embody these qualities, positioning them for success in the future.
Nguyen Tuan Hong Phuc
Partner
Head of Customer & Operations Consulting
Sector Lead of Technology & Media
KPMG in Vietnam
What the report is about
In this year's CEE report, to understand their perspectives on what defines a great CX, our research involved engaging with:
21
Countries, regions and jurisdictions
1,549
Vietnamese consumers
8
Sectors covered in Vietnam
>80
Ranked brands in Vietnam
Based on KPMG’s The Six Pillars of Experience methodology, including Integrity, Empathy, Resolution, Personalization, Expectations, Time and Effort, we measure CX via the CEE score that derives from the weighted average of a brand’s score for every pillar.
Personalization
Using individualized attention to drive an emotional connection
Empathy
Understanding your internal or external customers circumstances to drive deep rapport
Expectations
Managing, meeting and exceeding customer expectations
Resolution
Turning a poor experience into a great one
Time & Effort
Minimizing customer effort & creating frictionless processes
Integrity
Being trustworthy and engendering trust
Why the report is right for you
Through the CEE Report 2023, we aim to provide you with a comprehensive perspective on factors driving the CX landscape in Vietnam.
We bring you insightful case studies of top-performing brands regarding CEE scores as pragmatic and objective sources of references for brands’ future strategies to enhance CX.
We will provide the design principles for leveraging AI based on the Six Pillars of experience. The principles spotlight where, when implementing AI, organizational efforts can be best expended to deliver great experiences.
The report at a glance
How the report goes to you
Connect with us
If you would like to discuss any aspect of the 2023 Vietnam Customer Experience Excellence Report as well as find out how KPMG can help you start your customer experience transformation journey, please contact KPMG's C&O via the information below.
Vu Anh Kha
Associate Director
Customer & Operations
KPMG in Vietnam
E khavu@kpmg.com.vn
Nguyen Huong Giang
Associate Director
Customer & Operations
KPMG in Vietnam
E gianghnguyen2@kpmg.com.vn
