Customer experience is the new competitive advantage of Vietnamese enterprises.

Vietnamese consumers are leaving the “brand era” to enter the “experience era,” where speed, seamlessness, and emotion determine choice, forcing businesses to compete with comprehensive CX instead of just price or product features.

Consumers are moving from the “age of brands” to the “age of experiences” where speed, seamlessness, and emotion are valued more than price or product features. Businesses that deliver better experiences will lead the market.

Consumer behavior is changing dramatically under the influence of technology. Customers don’t just choose to buy products, they choose experiences: fast responses, consistent information, and the emotions that brands bring.

McKinsey report points out a remarkable fact: 90% of Vietnamese consumers have switched brands in the last three months to find a better experience, the highest rate in the Asia- Pacific region.

Vietnamese customers: High expectations, low loyalty

Viettel Customer Service CEO Nguyen Tien Dung said that this is the clearest proof that customer experience (CX) has become a "race for survival" for businesses in the digital age.

Viettel Customer Service is a member of the Military Industry - Telecommunications Group (Viettel), operating in the field of customer experience with more than 20 years of experience, serving more than 120 million domestic and international customers.

Mr. Nguyen Tien Dung - CEO of Viettel Customer Service. (Photo: VCS)

PwC’s report shows that 73% of customers consider experience as a deciding factor in their purchase, and 59% are willing to pay more for better service. In Vietnam, this trend is evident among young customers – who prioritize speed, seamlessness and the feeling of being “remembered” when interacting.

Mr. Dung believes that service industries such as telecommunications, finance, e-commerce, and retail are under the greatest pressure. "Customers are no longer patient with cumbersome processes. They want quick responses, consistent information, and businesses that understand their context without making them repeat the problem," he said.

Mr. Dung emphasized that although customers are increasingly demanding, they are also more loyal when they feel respected and served with understanding. "Emotional factors and goodwill greatly influence the decisions of Vietnamese customers, and when they feel that businesses are making real efforts for customers, they will stay for a long time."

Is CX the responsibility of Customer Service?

One common misconception is that “customer experience” is the responsibility of the customer service department or the call center. This, Dung says, makes the experience “a piece of a puzzle.”

"No department can create a good experience alone. CX must be a strategy across the entire business, from strategy, product, sales, technology, processes and team culture."

According to Mr. Dung, there are 3 "big traps" that businesses often fall into when creating experiences. These include: Not having consistent data, forcing customers to repeat information; investing in technology before understanding what customers need; and only reacting when customers complain, instead of proactively anticipating problems.

Serving more than 120 million customers in Vietnam and more than 10 international markets, Viettel Customer Service has transformed from a traditional customer service call center to a Customer Service Technology Company model, providing an experiential service ecosystem, covering the entire customer journey.

Viettel Customer Service provides a full range of services and technology solutions along the customer journey. (Photo: VCS)

Viettel Customer Service provides a full range of services and technology solutions along the customer journey: Strategic consulting and CX redesign, multi-channel operations processes and personnel, proactive care before, during and after sales; along with a series of technology solutions such as OmniX unified multi-channel switchboard, AI Callbot/Chatbot, AI sentiment analysis, and real-time customer service operation system.

Through data, people and technology, Viettel Customer Service solutions help businesses understand customers better, connect seamlessly and build more sustainable relationships.

Mr. Nguyen Tien Dung shared: "Customer experience is a long-term emotion, not a single touch point. And the difference of a brand is not what technology you use, but how technology connects with people to create valuable emotions"

According to the CEO of Viettel Customer Service, businesses that want to improve CX standards do not need to start with big projects, but start with small improvements, from the inside out, from the "front line" to the "back" businesses need to have a common understanding of customer desires and a common goal of effort. "Don't ask what technology to use. Ask and think about what your customers really expect," he added.

In the context of the increasingly competitive Vietnamese market, customer experience is no longer a supporting factor but is becoming the foundation for creating sustainable differences. And as the CEO of Viettel Customer Service concluded: "Customers do not demand perfection. They just need to feel respected. The business that does that first will lead the market"./.

(Vietnam+)

Source: https://www.vietnamplus.vn/trai-nghiem-khach-hang-la-loi-the-canh-tranh-moi-cua-doanh-nghiep-viet-post1080942.vnp