Filling the gap in customer experience management in Vietnam.

Filling the research gap on customer experience in Vietnam.

On December 19th, in Ho Chi Minh City, SOI.Pro, in collaboration with Filem.ai, officially announced the “Vietnam Customer Experience Report 2025”.

The report provided a comprehensive overview of consumer behavior and expectations, as well as the maturity level of customer experience (CX) management in Vietnamese businesses, in the context of CX and artificial intelligence (AI) becoming increasingly competitive priorities.

According to the research team, although CX and AI are mentioned by many businesses as a key strategy, Vietnam still lacks large-scale, systematic studies to fully reflect the level of CX deployment in the market.

The "Vietnam Customer Experience 2025" report was developed to fill this gap by directly comparing the Voice of Customer (VOC) and the Voice of Business (VOB).

The "Vietnam Customer Experience Report 2025" provides a comprehensive overview of consumer behavior and expectations, as well as the maturity level of customer experience (CX) management in Vietnamese businesses.

The report assesses the CX maturity level of Vietnamese businesses based on seven core pillars, including both consumer-side factors (expectations, behavior, loyalty) and business-side factors (leadership – CX culture, organization – personnel, measurement – data, technology readiness – AI, and implementation barriers).

Based on a comparison of VOC and VOB, the report identifies five prominent gaps in CX management in Vietnam, including: customer data and insights; ownership and management of the customer journey; CX organizational and human resource capabilities; CX measurement linked to business performance; and the application of technology and AI in CX operations.

Notably, for the first time, the report publishes a CX maturity map in Vietnam by size, industry, and operational capacity, while also outlining four typical CX business profiles, clarifying differences in organization, data and technology capabilities, measurement systems, and the degree to which CX is linked to business results.

Therefore, the research team proposed a three-part CX action model, tailored to each level of business maturity, instead of a broad, one-sided approach to CX.

*Speakers shared their insights at the launch ceremony of the "Vietnam Customer Experience Report 2025".*

One of the notable findings is the significant gap between consumer priorities and business investment strategies. Vietnamese consumers prioritize a "fast, accurate, and transparent" experience, while many businesses focus heavily on channel digitalization and personalization, failing to address the core bottlenecks of the consumer experience.

The report also shows that, although the average consumer satisfaction score is 7.45/10, the loyalty rate is only about 20%. This reflects the significant risk of losing customers, even when the experience is rated positively, indicating that CX in Vietnam is not yet "sustainable" enough to retain customers in the long term.

According to the survey results, the majority of Vietnamese businesses are still in the foundational stage of CX. Less than 40% of businesses have a dedicated CX department, and only 17% link CX to their brand promise. Businesses mainly focus on improving services and digitizing touchpoints, while fundamental elements such as owning the customer journey, integrated data, and CX operational capabilities have not yet been established in a synchronized manner.

Notably, while 74% of businesses reported measuring CX, the majority only measured perceived metrics such as CSAT or NPS. Less than 5% of businesses measured the impact of CX on revenue, costs, or customer retention, meaning CX remains perceived as a supporting activity rather than a true business leverage.

AI is an expectation, not yet a capability.

The report also highlights the "high expectations - low implementation" reality for AI in CX. While 68% of businesses view artificial intelligence (AI) as a strategic priority for the next two years, only 22% have implemented it in operations, mostly in isolated trials that have not yet created a systemic impact.

Based on this experience, the report proposes a "Pragmatic CX" approach for Vietnamese businesses: focusing on filling the "fast, accurate, and sufficient" gaps, prioritizing the resolution of bottlenecks that directly affect user experience and operational efficiency; and linking CX to measurable business indicators and deploying technology using a human-in-the-loop model, instead of pursuing AI in a scattered manner.

Ms. Thuong Le, Deputy General Director of SYCA Joint Stock Company, owner of the SOI.Pro brand, and head of the research team, said: “We directly compared consumer expectations with the implementation capabilities of businesses, placing them within the overall picture of Vietnam and comparing them with international standards to highlight the gap between ‘talking about CX’ and ‘doing CX.’ When businesses accurately measure, assign the right people to own the customer journey, and improve based on data, CX will no longer be a marketing promise but become a proven capability.”

Mr. Vien Tran - Founder & CEO of Filum.ai, emphasized: "The important thing is not how many CX initiatives there are, but whether businesses can operate consistently, measurably, and improve upon them, as market competition is shifting strongly towards competition based on experience."

The report is based on a combined VOC and VOB perspective methodology, with a research scope encompassing 1,054 consumer surveys, 1,007 business surveys, along with 30 in-depth interviews and 10 focus group interviews, ensuring representativeness and analytical depth for a comprehensive picture of the CX landscape in Vietnam in 2025.

Source: https://congthuong.vn/lap-khoang-trong-quan-tri-trai-nghiem-khach-hang-viet-435617.html