[Ho Chi Minh, 19 December 2024] – KPMG in Vietnam proudly presents the 2024 Vietnam Customer Experience Excellence (CEE) Report, based on insights from 1,539 Vietnamese consumers. The report highlights strategies for leveraging technology and Artificial Intelligence (AI) to elevate customer experiences while maintaining the critical human connection in a rapidly digitalising world.
Now in its fifth edition, the Vietnam CEE Report is part of KPMG’s global initiative, which surveyed over 86,000 consumers and analysed nearly 3,000 brands across 23 countries. For Vietnam, the report evaluated 95 brands spanning eight sectors, including Financial Services, Retail, Travel, Telecommunications, and more.
Balancing Technology and Humanity in Customer Experiences
The report underscores the importance of harmonising AI advancements with human interactions to meet customer expectations. While Vietnamese customers value personalised experiences and brand integrity, they also prioritise human connections in the increasingly tech-driven landscape.
Vietnamese customer highly value personalisation and integrity, but still prioritise 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 Findings from KPMG 2024 Vietnam CEE Report:
Cost of Living and Value Perception
Economic uncertainties have tightened customer spending, yet Vietnamese consumers perceive improved pricing strategies from brands this year. While the 25–34 age group continues to face financial pressures, product quality and brand reputation remain top priorities in purchasing decisions.
Customer Advocacy and Loyalty Drivers
Personalisation and integrity are identified as key factors influencing loyalty and advocacy. Consumers expect AI-driven, real-time personalisation combined with transparency and trust.
AI in Customer Experience
The use of AI in customer interactions is growing, but so are consumer concerns regarding data privacy, job displacement, and the lack of human empathy. Businesses must focus on creating empathetic, human-like AI to address these concerns. The report delves into how industries such as telecom, banking, retail, and logistics are leveraging AI to meet customer needs and drive growth.
Top-Performing Brands:
• Samsung Store: Securing the top spot in the 2024 Vietnam CEE rankings, Samsung excels in Integrity and Time & Effort, delivering seamless online and offline shopping experiences. Its flexible financing, diverse product offerings, and CSR investments enable Samsung to outperform the market average by 7%, setting a benchmark in customer satisfaction.
• PetroVietnam (PVOIL): With an impressive jump of 62 places to rank sixth, PVOIL has transformed its customer experience through the PVOIL4U app, offering features like non-cash payments, gamification, and the innovative “buy now, pay later” option in partnership with HD Bank. PVOIL’s focus on transparency, personalisation, and well-trained staff highlights its commitment to excellence.
Honouring 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 |
Driving the Future of Customer Experience
The 2024 Vietnam CEE Report outlines actionable strategies for businesses to achieve a Connected Experience, seamlessly aligning technology and human touchpoints. This balance is essential to building trust, enhancing satisfaction, and driving loyalty in today’s competitive market.
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.
Please fill in your information to receive the report. After submitting, the system will automatically send the report to your email within 15 minutes. If you do not see the email in your inbox, please check your spam folder.
About KPMG in Vietnam
KPMG is one of the largest professional firms in Vietnam, with offices in Hanoi, Ho Chi Minh City, and Danang. Established in 1994, the firm has 30 years of experience and worked with more than 8,000 clients (largest professional firm by number of clients) covering Multinationals, State-owned enterprises, Privately-owned enterprises, NGOs, Start-ups, and Family Businesses. KPMG combines multi-disciplinary approach with deep, practical industry knowledge to help clients meet challenges and respond to opportunities in five core business, including audit, consulting, deal advisory, tax and legal.
Media Contact: Nguyen Thi Thu Tam
Senior Manager, Marketing and Communications, KPMG in Vietnam
T: 0918 646 227
E: tnguyen52@kpmg.com.vn
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