Customer Service in Vietnam Today!A report by: for
In preparation for ERC’s “Uplifting Service” seminar led by the worldrenowned Ron Kaufman, Cimigo and ERC conducted an online survey withthe business community of Vietnam.291 Company representatives responded. This is the state of play ofCustomer Service in Vietnam today. 2
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 than1/3 of companies have clear Customer Service metrics and the majority fail toinvestigate Customer Satisfaction with their customers nor benchmark themselvesagainst competitors.Customer Service training is not being extensively deployed, with only 1/3 ofcompanies having this as a core part of their training programme. Few companies runa scheme to reward employees for Customer Service.Most companies believe Customer Service is improving in Vietnam, but 78% believeinternational companies are better in this area than Vietnamese companies. Giventhat 9/10 believe Customer Service is essential for international competitiveness, itappears that companies in Vietnam need to focus on this critical area for their futuregrowth and success.We hope you enjoy this report and the forthcoming “Uplifting Service” seminar fromthe ERC and Ron Kaufman. 3
How would we rate our CustomerService performance today?Part 1.
On the positive side, the business community recognises theimportance of Customer Service. 80% believe it is a key part oftheir company’s culture… Customer Service in My Company (%) Customer service is a key part of my companys culture 80 Customer service is a key part of my companys vision 63 5
But, there are major concerns about the implementation ofCustomer Service. 2/3 Of companies believe Customer Serviceneeds to improve… Customer Service in My Company (%) The leadership of my company should place more emphasis on 69 Customer Service My company needs to improve its Customer Service 66 My company delivers an excellent level of Customer Service 38 6
What Customer Service processesare we deploying today?Part 2.
Only a minority of companies appear to measure and benchmarktheir Customer Service performance. Fewer than 1/3 have clearKPI’s or investigate their performance… My Company Has the Following Processes (%) My company has clear KPIs or Metrics relating to Customer 31 Service My company regularly conducts Customer Satisfaction research 30 My company benchmarks Customer Service performance 29 versus competitors 8
43% Of respondents have individual Customer Service targets, butonly a minority of companies supply training in this area. It seemscompanies are not supporting teams to deliver Customer Service… My Company Has the Following Processes (%) I personally have Customer Service metrics as part of my goals 43 Customer Service is a key part of my companys training programme 36 I personally have attended Customer Service training 29 Customer Service training is part of my companys induction… 28 9
Even fewer companies have a scheme to motivate employees todeliver a high level of Customer Service… My Company Has the Following Processes (%) There is a scheme that rewards or recognises employees for 28 outstanding Customer Service 10
And our opinions of how wellCustomer Service is delivered inVietnam today…Part 3.
3/4 Believe that Customer Service is improving, but the majoritythink Vietnam has much further to travel to deliver solid CustomerService and compete at an international level… Opinion of Customer Service in Vietnam Today (%) Companies in Vietnam need to improve Customer Service 91 Customer Service is key for international competitiveness 87 International companies are better at Customer Service than… 78 Customer Service is getting better in Vietnam 76 Sales targets are more important than Customer Service targets in… 62 12
Business Respondent profile… 47% Company Revenue Source: B2B vs B2C 53% >50% is B2B >50% is B2C 30% 11% Senior leadership 19% Seniority Level of Respondent Senior management 39% Mid-level management Junior level 24% <21 employees 43% Size of Company Worked For 32% 21-100 employees >100 employees 14
The Voice of the Customer www.cimigo.com firstname.lastname@example.org Managing Director