[Vietnamplus] Customer experience is becoming a key competitive advantage for Vietnamese businesses.

Vietnamese consumers are moving from a brand-focused era into an experience-focused era, where speed, seamlessness, and emotional connection shape their decisions, pushing businesses.

Viettel Customer Service provides a full suite of customer journey–based services and technology solutions.

Consumers are transitioning from the “brand era” to the “experience era,” where speed, consistency, and emotional connection matter more than product features or price. The companies that deliver superior experiences will be the ones leading the market.

Customer behavior is shifting rapidly under the influence of technology. Customers are no longer just buying products—they are buying experiences: fast responses, consistent information, and the emotional value a brand can offer.

McKinsey report highlights a striking insight: 90% of Vietnamese consumers switched brands in the past three months in search of better experiences— the highest rate in the Asia-Pacific region.

Vietnamese customers: higher expectations, lower loyalty

According to Nguyen Tien Dung, CEO of Viettel Customer Service, this is the clearest indication that customer experience has become “a survival race” for businesses in the digital age.

Viettel Customer Service part of Viettel Group has more than 20 years of experience in customer experience operations, serving over 120 million customers in Vietnam and international markets.

Mr. Nguyễn Tiến Dũng - CEO Viettel Customer Service

PwC reports that 73% of customers consider experience a deciding factor in purchasing, and 59% are willing to pay more for better service. In Vietnam, this trend is especially prominent among younger consumers—who value speed, seamlessness, and the sense of being “recognized” in every interaction.

Mr. Dung notes that service-heavy sectors such as telecommunications, finance, e-commerce, and retail are facing the greatest pressure.

“Customers no longer tolerate long, complicated processes. They want quick responses, consistent information, and for businesses to understand their context without forcing them to repeat their issues,” he said.

He emphasizes that while customers are more demanding, they are also more loyal when they feel respected and understood. “Emotional connection and goodwill strongly influence purchase decisions in Vietnam. When customers sense that a business is genuinely committed to them, they stay longer.”

Is CX the responsibility of the customer service department?

One common misconception is that CX belongs only to the customer service or call center team. According to Dung, this mindset turns CX into “fragmented efforts.”

“No single department can create great experiences alone. CX must be an enterprise-wide strategy—spanning leadership, product, sales, technology, processes, and organizational culture.”

He identifies three major pitfalls businesses often fall into:

1. Lack of unified data, causing customers to repeat information.

2. Investing in technology before understanding what customers actually need.

3. Only reacting when customers complain, instead of proactively anticipating issues.

Serving more than 120 million customers in Vietnam and over 10 international markets, Viettel Customer Service has transformed from a traditional call center into a customer service technology company, offering an integrated experience ecosystem that covers the entire customer journey.

Viettel Customer Service offers comprehensive CX services and technology solutions across the customer lifecycle.

The company provides strategic CX consulting, CX redesign, multichannel operational workforce, proactive pre-sales, in-sales, and post-sales support, alongside technology solutions such as the OmniX unified omnichannel contact center, AI Callbot/Chatbot, AI sentiment analysis, and real-time customer service operation systems.

Through data, people, and technology, Viettel Customer Service helps businesses understand customers better, connect more seamlessly, and build longer-lasting relationships.

Dung shares: “Customer experience is a long-term emotional journey, not a single touchpoint. What differentiates a brand is not the technology it uses, but how that technology connects with people to create meaningful emotions.”

According to the CEO, businesses looking to elevate their CX do not need to start with big projects. They should begin with small, continuous improvements—from frontline to back office—ensuring the entire organization shares the same understanding of customer expectations and works toward the same goal.

“Don’t ask what technology you should use. Ask what your customers truly expect,” he added.

In a competitive Vietnam market, CX is no longer optional. As the Vietnamese market grows more competitive, customer experience is shifting from a supporting activity to a sustainable foundation for differentiation. As Mr. Dung concluded: “Customers don’t demand perfection. They simply want to feel respected. The businesses that achieve this first will lead the market.”