1. Customer Service
in Vietnam Today!
A report by:A report by:
for

2. In preparation for ERC’s “Uplifting Service” seminar led by the world
renowned Ron Kaufman, Cimigo and ERC conducted an online survey with
the business community of Vietnam.
291 Company representatives responded. This is the state of play of
Customer Service in Vietnam today.
2

3. Customer Service in Vietnam Today...
80% of companies believe that Customer Service is a key part of their culture.
However, the vast majority believe Customer Service needs to improve. Fewer than
1/3 of companies have clear Customer Service metrics and the majority fail to
investigate Customer Satisfaction with their customers nor benchmark themselves
against competitors.
Customer Service training is not being extensively deployed, with only 1/3 of
companies having this as a core part of their training programme. Few companies run
a scheme to reward employees for Customer Service.
Most companies believe Customer Service is improving in Vietnam, but 78% believe
international companies are better in this area than Vietnamese companies. Given
that 9/10 believe Customer Service is essential for international competitiveness, it
appears that companies in Vietnam need to focus on this critical area for their future
growth and success.
We hope you enjoy this report and the forthcoming “Uplifting Service” seminar from
the ERC and Ron Kaufman.
3
80% of companies believe that Customer Service is a key part of their culture.
However, the vast majority believe Customer Service needs to improve. Fewer than
1/3 of companies have clear Customer Service metrics and the majority fail to
investigate Customer Satisfaction with their customers nor benchmark themselves
against competitors.
Customer Service training is not being extensively deployed, with only 1/3 of
companies having this as a core part of their training programme. Few companies run
a scheme to reward employees for Customer Service.
Most companies believe Customer Service is improving in Vietnam, but 78% believe
international companies are better in this area than Vietnamese companies. Given
that 9/10 believe Customer Service is essential for international competitiveness, it
appears that companies in Vietnam need to focus on this critical area for their future
growth and success.
We hope you enjoy this report and the forthcoming “Uplifting Service” seminar from
the ERC and Ron Kaufman.

4. Part1.
How would we rate our Customer
Service performance today?
Part1.

5. On the positive side, the business community recognises the
importance of Customer Service. 80% believe it is a key part of
their company’s culture…
Customer Service in My Company (%)
80
Customer service is a key part of
my company's culture
5
63
80
Customer service is a key part of
my company's vision
Customer service is a key part of
my company's culture

6. But, there are major concerns about the implementation of
Customer Service. 2/3 Of companies believe Customer Service
needs to improve…
Customer Service in My Company (%)
69
The leadership of my company
should place more emphasis on
Customer Service
6
38
66
My company delivers an excellent
level of Customer Service
My company needs to improve its
Customer Service
The leadership of my company
should place more emphasis on
Customer Service

7. Part2.
What Customer Service processes
are we deploying today?
Part2.

8. Only a minority of companies appear to measure and benchmark
their Customer Service performance. Fewer than 1/3 have clear
KPI’s or investigate their performance…
My Company Has the Following Processes (%)
31
My company has clear KPIs or
Metrics relating to Customer
Service
8
29
30
My company benchmarks
Customer Service performance
versus competitors
My company regularly conducts
Customer Satisfaction research
My company has clear KPIs or
Metrics relating to Customer
Service

9. 43% Of respondents have individual Customer Service targets, but
only a minority of companies supply training in this area. It seems
companies are not supporting teams to deliver Customer Service…
43
I personally have Customer Service
metrics as part of my goals
My Company Has the Following Processes (%)
9
28
29
36
Customer Service training is part of
my company's induction…
I personally have attended
Customer Service training
Customer Service is a key part of
my company's training programme

10. Even fewer companies have a scheme to motivate employees to
deliver a high level of Customer Service…
My Company Has the Following Processes (%)
10
28
There is a scheme that rewards or
recognises employees for
outstanding Customer Service

11. Part3.
And our opinions of how well
Customer Service is delivered in
Vietnam today…
Part3.

12. 3/4 Believe that Customer Service is improving, but the majority
think Vietnam has much further to travel to deliver solid Customer
Service and compete at an international level…
Opinion of Customer Service in Vietnam Today (%)
91
Customer Service is key for
international competitiveness
Companies in Vietnam need to
improve Customer Service
12
62
76
78
87
Sales targets are more important
than Customer Service targets in…
Customer Service is getting better
in Vietnam
International companies are better
at Customer Service than…
Customer Service is key for
international competitiveness

13. Appendix
Business Respondent Profile
Appendix

14. 53%
47%
>50%is B2B
>50%is B2C
11%
19%
39%
30% Senior leadership
Senior management
Mid-level management
Junior level
Business Respondent profile…
Company Revenue Source: B2B vs B2C
Seniority Level of Respondent
14
24%
32%
43% <21 employees
21-100 employees
>100 employees
11%
19%
39%
30% Senior leadership
Senior management
Mid-level management
Junior level
Seniority Level of Respondent
Size of Company Worked For

15. The Voice of the Customer
www.cimigo.com
joewheller@cimigo.com
Managing Director
www.cimigo.com
joewheller@cimigo.com
Managing Director