Taking a few extra minutes to prevent a fraudulent transaction. Retraining millions of employees to improve service quality. Simplifying procedures so customers do not have to spend extra time waiting.
The CX stories in October highlight different approaches to improving customer experience. Some businesses focus on protecting users, others introduce changes to their service policies, while many prioritize building trust and eliminating inconveniences throughout the shopping journey.
Join Viettel Customer Service as we look back at five notable CX trends in October through real-world stories from MoMo, McDonald's, Olive Young, Starbucks, and Lazada.
1. CX Trend 1: Customer protection becomes an integral part of the customer experience Businesses are not only optimizing transaction speed but also proactively introducing additional control measures to reduce the risk of fraud.
Fast processing is considered one of the key criteria of a good customer experience. However, as online scams become increasingly sophisticated, some businesses are choosing to add extra verification time to potentially risky transactions rather than focusing solely on shortening processes.
A MoMo representative shared that the company consistently prioritizes improving transaction speed, even when it means being just one-tenth of a second slower than competitors. However, at touchpoints involving potential fraud risks, MoMo is willing to extend the customer journey by a few seconds, minutes, or even tens of minutes to give customers more time to reconsider before completing a transaction.
According to CafeBiz, the company is willing to send up to 10,000 warning messages every day, even though this activity may affect business performance.
CX Perspective:
A good customer experience does not necessarily mean making every step faster. For transactions involving potential risks, additional warnings and verification time can help protect customers while strengthening their trust in the service.
2. CX Trend 2: Employee training takes center stage in improving service quality. Businesses are increasingly recognizing the important role employees play in shaping customer experience.
Alongside investments in technology and process improvements, many businesses are paying greater attention to the quality of direct customer service.
Recently, McDonald's announced its Make it Golden program, focusing on enhancing customer experience through food quality, operational consistency, and a spirit of hospitality. The initiative has been described as the largest service capability development program in the company's history.
According to US media reports, approximately 2 million employees worldwide will receive customer service retraining, while service quality assessments across stores will also be strengthened.
Notably, McDonald's will evaluate performance not only through customer feedback but also by incorporating employee feedback and business performance data. Starting in 2027, the company plans to recognize 100 outstanding restaurant teams every two years, based on three criteria: customer experience, employee experience, and business performance.
CX Perspective:
Service quality depends not only on processes but also on employees' capabilities and attitudes. Investing in training, recognition, and employee experience is a sustainable way for businesses to improve service quality in the long term.
3. CX Trend 3: Simplifying procedures can deliver as much value as promotional offers. Businesses are focusing on reducing procedural steps to help customers save time and effort.
Promotions and discounts are commonly used to attract customers. However, for international tourists, procedures such as tax refunds, payments, and language barriers can also significantly affect the shopping experience. Eliminating these inconveniences can deliver practical benefits comparable to promotional offers.
In South Korea, beauty retailer Olive Young is implementing an instant tax refund service at 121 stores nationwide. Eligible foreign customers only need to present their passports to receive a 10% VAT deduction at checkout, instead of completing additional tax refund procedures at the airport.
In addition, the company is increasing the number of foreign-language-speaking employees and expanding tax refund support points in areas with high tourist traffic. These changes help visitors reduce the number of steps required and enjoy a more convenient shopping experience.
CX Perspective:
Improving customer experience does not necessarily require major promotional campaigns. Simplifying procedures, reducing waiting times, and eliminating unnecessary steps can also create a competitive advantage for businesses.
3. CX Trend 4: Prioritizing seating for paying customers to ensure a better in-store experience. A new business policy has received considerable positive feedback from customers.
In China, the issue of people using coffee shops for studying, working, or resting for extended periods without making purchases, sometimes even bringing their own food and drinks, has sparked debate for years. This situation occasionally leaves paying customers unable to find seats, particularly during peak hours.
To address this issue, Starbucks China has recently introduced a policy prioritizing seating for paying customers across approximately 8,000 stores.
Under the principle of "No Coffee, No Seat," small signs have been placed on tables stating: "Starbucks customer seating area. Please make a purchase before using the seats."
However, this is not an absolutely mandatory rule. Employees are instructed to remind customers flexibly while giving priority assistance to pregnant women, people with mobility difficulties, and those with special needs.
The policy has received considerable support on Chinese social media, although some differing opinions remain regarding its implementation.
CX Perspective:
Prioritizing seating for paying customers helps businesses manage their service spaces more effectively and protect the rights of customers using their services. However, implementation should remain flexible to avoid making customers feel pressured or unwelcome.
5. CX Trend 5: Product and seller credibility are becoming more important than promotions. Customers are increasingly verifying information before making purchases instead of simply comparing prices.
Discounts and promotional offers remain important factors in attracting shoppers to e-commerce platforms. However, some customers, particularly those with higher spending power, are paying greater attention to product quality, seller credibility, and customer protection policies before making purchasing decisions.
According to the Savvy Shopper 2026 report, conducted by Cube for Lazada, approximately 25% of online shoppers in Southeast Asia belong to the "Savvy Shopper" segment. Their average monthly spending is 31% higher than that of other shoppers.
Notably, 9 out of 10 shoppers in this segment regularly verify product and seller information through external channels before making a purchase.
In Vietnam, Savvy Shoppers account for approximately 25% of online shoppers. The report also highlights the importance of factors such as product authenticity verification, reviews from previous buyers, and return policies in building customer trust.
This indicates that price is no longer the only factor influencing purchasing decisions.
CX Perspective:
Promotions can help attract customers, but transparent information, reliable products, and customer protection policies are equally important in helping shoppers feel confident about their transactions and continue choosing a business.
Viettel Customer Service is a subsidiary of the Viettel Group, operating in the technology and customer service sector. The company provides a comprehensive ecosystem including services (Contact Center Outsourcing, BPO, Upsale, Customer Experience, Loyalty, Document Processing and Digitization, Warranty & Repair Services) and technology solutions (OmniX, CXBot, KnowX Hub, AI-DMS, vCOC, InsightCI, WorkforceX).
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