In 2023, the negative impact of the economy will affect the spending psychology of Vietnamese consumers: saving more, wanting to get the best value for the money they spend. To balance the "balance" of value and price, for many brands, the solution lies in customer experience.

KPMG's Customer Experience Excellence (CEE) 2023 Report in Vietnam provides a comprehensive picture of the bold steps taken by leading businesses in a volatile market. The report is the result of a survey of more than 1,540 Vietnamese consumers, evaluating 84 brands in 8 different industries. The 6 criteria for evaluating CEE 2023 are: personalization, empathy, expectations, solutions, time and effort, and integrity.

Be is the industry-leading customer experience platform

Multi-service consumer platform Be is the sole representative of the transportation and hospitality sectors in the top 10 “Customer Experience Excellence - CEE” 2023 in Vietnam. According to KPMG, Be is “the most advanced technology transportation platform in Vietnam”.

“Personalization” and “time and effort” are two prominent criteria of Be in the report from KPMG. In which, “personalization” is one of two key factors promoting customer experience, especially having a great influence on user loyalty and support.

Regarding “personalization”, Be has operated more than 100 million trips in just the first 10 months of 2023 and reached the milestone of 100 million downloads last October. Thereby, Be owns a large and accurate data warehouse. Combined with an understanding of local needs, Be has an even better advantage in applying technology and data to provide appropriate services for each customer. This strength is the foundation for Be to create personalized experiences for all subjects including: users, customers, drivers, partners, restaurant owners, and eateries.

Accordingly, thousands of Be drivers can easily identify areas with high demand for rides . For restaurant owners, all processes from receiving orders, updating status and connecting with shippers are automated.

Be driver experience is also an important part of this platform.

Be also “scored” when considering the “time and effort” criteria. According to KPMG, optimizing “time and effort” means building a convenient process for customers when using the product.

Specifically, Be brings a variety of services to the market. At any time of the day, customers can find solutions at Be: transportation, delivery, dining, booking airline tickets, phone top-up... Be provides more than 15 services with a network of 50,000 business partners.

In addition, Be has diverse payment methods: payment by e-wallet (Momo, ZaloPay...), integration of Cake by VPBank Digital Bank, application of Apple Pay as soon as it was launched in Vietnam to be available on Be... In addition, cooperating with businesses to expand the ecosystem is also one of Be's wise moves.

The strategy of "Vietnamese applications, understanding Vietnamese customers" creates the difference

The 7th position in the top 10 is the result of the strategy Be has pursued over the past 5 years: understanding Vietnamese users to develop core products and improve service quality.

Be offers a wide range of services

According to KPMG, Vietnamese people are more interested in sustainable consumption than the world average. Grasping this trend, Be quickly cooperated with Xanh SM, pioneering the experience of electric taxis/electric motorbike taxis closer to the Vietnamese community.

In addition, the investment in thousands of advertising spots, along with a series of creative strategies on online multi-channels, has brought Be closer to the lives of Vietnamese people. The "Digital Consumer" report for the second quarter of 2023 (The Connected Consumer Q2 2023) by Decision Lab and MMA shows that Be has surpassed Gojek to become the top 3 most favorite ride-hailing platforms in Vietnam. The brand's daily interactions are not only limited to the service platform, but Be is also present closely everywhere. This is also an important part of Be's "localization" strategy.

According to Be Group's development plan, the Be platform will continue to deploy services that go deeper into the needs of Vietnamese people: popularizing public transportation when available on Busmap; selling electronic tickets to play at Sun World; deploying Be Mini App on Zalo to reach nearly 75% of the Vietnamese population; launching smart financial management features...

According to Be, the company always aims for sustainable development by focusing on service quality. Localization through a service diversification strategy is a clear demonstration of this orientation. All of this has made Be a platform that brings excellent customer experience in the field of mobility technology in Vietnam in 2023 and is expected to bring more breakthrough experiences to Vietnamese people./.

vietnamnet.vn