2024 Vietnam Customer Experience Excellence (CEE) Report

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.

This year’s CEE report provides an extensive perspective on what defines a great CX. Our research involved engaging with:

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.

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