Vietnam

Customer Experience Excellence report 2022

A growing middle class demanding higher quality experiences, products and services. A surge in purchasing choices based on brand values and environmental concerns. Increased competition fuelled by rampant digital transformation during the pandemic. The challenges facing Vietnamese brands are extensive and this year’s CEE rankings reflect the extent to which brands have been successful in tackling them.

The most successful sector was Non-grocery retail, the leader in the 2022 sector rankings. Of the 76 brands ranked, 21 were from this sector, four of those in the top 10. One common theme was the sector’s constant innovation and provision of new products and this, coupled with the transformation in online retail that blurred the boundary between physical and digital, saw the sector increase its scores in each of the six Pillars of customer experience.

Meanwhile in the brand rankings, FedEx jumped 13 places to claim the top spot.

The American stalwart is a testament to survival, having been founded in 1971 and standing the test of time. Being the largest cargo airline in the world, FedEx has unparalleled advantage over its competition in express transportation. In Asia, FedEx AsiaOne is the brand’s overnight delivery network, serving 22 Asian metropolises that includes Vietnam’s Hanoi and Ho Chi Minh City. With its core offering still being fast and global delivery, today’s FedEx still primarily focuses on connecting people with goods and services. Moving forward, the company is dedicated to Innovation by enabling intelligent supply chains, continued commitment to sustainability and empowering people.

FedEx’s huge jump in the rankings could be attributed to many factors. It recently partnered with eBay, empowering Vietnamese eBay sellers (and customers) to supercharge their operations, backed by a world-leading delivery service. The partnership between FedEx and eBay has allowed sellers to benefit from competitive discounts on FedEx Express, enhanced shipping capabilities and direct contact with brand representatives, allowing Vietnamese sellers to level up their e-commerce capabilities.

As demand for seamless, personalized experiences has risen, in 2021, FedEx launched FedEx Delivery Manager in Vietnam. It allows e-merchants to provide end-consumers with more control and flexibility on their delivery options, playing an important role in customer satisfaction and overall online shopping experience. FedEx has also expanded export operations, increased shipping capacity and raised the number of air-cargo flights between Vietnam and Europe. This has benefited customers by providing faster delivery times, delivering on its slogan of “The world on time”.

The result? Outstanding CEE ranking for Time & Effort and Expectations. As one customer said: “The company offers good service, high quality products, quick and straightforward processes and procedures, efficient operations and is trusted by many users.”

2022 is the year for most companies to gain momentum after Covid-19, and clearly those who are well-prepared are getting ahead with exponential leap in CX performance. On the other hand, customers are demanding more from brands than ever. Delivering Expectations, more Personalization and Integrity are essential to create a strong and sustainable connection between brands and customers.

Nguyen Tuan Hong Phuc
Partner, Head of Customer and Operations Consulting
KPMG in Vietnam