The 2023 Vietnam Customer Experience Excellence (CEE) Report surveyed over 1,540 consumers to understand their perceptions of an excellent customer experience, aiming to assist businesses in leveraging AI for human touch augmentation and overall customer experience advancement.
The fourth edition of Vietnam Customer Experience Excellence Report (CEE) by KPMG in Vietnam has been released with the aim of accompanying businesses in enhancing customer experience in today’s ever-changing market.
KPMG’s CEE 2023 report is conducted on a global scale, with around 80,000 consumers interviewed and nearly 3,000 brands measured in 21 countries. In Vietnam, KPMG surveyed over 1,540 Vietnamese consumers to evaluate 84 brands across 8 sectors (Entertainment & Leisure, Financial Services, Grocery Retail, Non-grocery Retail, Restaurants & Fast Food, Telecoms, Travel & Hotels).
The report delves into KPMG’s Six Pillars of Experience, consisting of: Personalization, Empathy, Expectations, Resolution, Time & Effort and Integrity to evaluate the customer experience performance of each brand and consumer sector. These criteria are reflected in the Customer Experience Excellence Score (CEE) – which is the average score for six criteria evaluated by consumers.
Artificial intelligence (AI) is highlighted throughout this year’s report as a key factor in enhancing the customer experience. To illustrate the impact of AI, the report explores multi-dimensional perspectives from consumers and businesses, about the potential and risks that AI brings. Being mainstreamed into the Six Pillars of Experience, this approach helps categorize and ensure that every aspect of the customer journey is comprehensively addressed.
Top 10 Brands with the highest average CEE scores on all Pillars were brought to the limelight in the report, accompanied by leading brands’ practices serving as real-world references for businesses’ upcoming initiatives to become market leaders with customer experience.
Highlighted insights from the report
The 2023 Vietnam Customer Experience Excellence (CEE) Report is now ready for you to unearth deeper insights into the customer experience landscape in Vietnam. Please explore more at the website of KPMG in Vietnam HERE.
