Introduction
In today’s business environment, digital transformation, ESG, and AI offer opportunities to enhance efficiency and improve customer experience (CX). Leading organizations are focusing on integrating technology while maintaining the human connection to meet customer expectations.
The fifth edition of the Vietnam Customer Experience Excellence (CEE) Report explores how businesses are leveraging AI to enhance customer experiences, focusing on addressing concerns related to trust, security, and emotional engagement. Additionally, to offer deeper insights into specific industries, this year’s edition also includes a supplementary publication with a dedicated focus on (sub-)sectors: telecom, supermarkets, banking, and insurance.
Vietnamese customer highly value personalisation and integrity, but still prioritize human connections, even in an increasingly tech-driven landscape. Businesses need to strategically integrate AI and human touch to meet rising customer expectations, rebuild trust, and foster loyalty in today's competitive market.
Nguyen Tuan Hong Phuc
Partner
Head of Customer & Operations Consulting
KPMG in Vietnam
Key Insights
Best Performing Brand
Samsung store jumps eleven spots to claim the top position with a CEE score of 8.68.
Biggest Positive
Moving Brand
PetroVietnam (PVOIL) has the most notable movement, moving from 68th to 6th place this year, making its debut in the Top 10.
Driving Pillar
of Loyalty
Personalisation has remained the leading driver of customer loyalty. Customers’ loyalty increased slightly by 0.4%.
Driving Pillar
of Advocacy
Personalisation is the key driver of advocacy. Willingness to advocate for the brands increased by 14.5%.
Value/Price Perception
Value/Price perception increased by 1.2%.
Concerns About Companies Using AI
The inability of AI to understand human emotions is the primary concern among surveyed customers.
CEE Leader Board 2024
| 2024 Rank | Brand Name | Industry |
|---|---|---|
| 1 | Samsung Store | Non-Grocery Retail |
| 2 | Vinpearl | Travel & Hotels |
| 3 | Lock&Lock | Non-Grocery Retail |
| 4 | Techcombank | Financial Services |
| 5 | Trung Nguyen | Restaurant & Fast Food |
| 6 | PetroVietnam (PVOIL) | Non-Grocery Retail |
| 7 | Highlands Coffee | Restaurant & Fast Food |
| 8 | Pharmacity | Non-Grocery Retail |
| 9 | Petrolimex | Non-Grocery Retail |
| 10 | Viettel Money | Financial Services |
Download Full Report
This year’s CEE report provides an extensive perspective on what defines a great CX. Our research involved engaging with:
23
Countries, regions and jurisdictions
1,539
Vietnamese consumers
8
Sectors covered in Vietnam
95
Ranked brands in Vietnam
Based on KPMG’s The Six Pillars of Experience methodology, including Integrity, Empathy, Resolution, Personalisation, 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.
2024 Vietnam Customer Experience Excellence (CEE)
Harmonising Technology and AI in
Customer Experience Transformation Journey
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Connect With Us
Nguyen Vu Minh Chau
Associate Director
Customer & Operations
KPMG in Vietnam
Nguyen Huong Giang
Associate Director
Customer & Operations
KPMG in Vietnam
