Cimigo customer service in vietnam today

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 competito

Customer Service

in Vietnam Today!

A report by:

June 2012

A report by:

for

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

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

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

Part 1.

How would we rate our Customer Service performance today?

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

63

80

Customer service is a key part of

my company's vision Customer service is a key part of

my company's culture

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

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

Part 2.

What Customer Service processes are we deploying today?

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

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

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 (%)

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

Even fewer companies have a scheme to motivate employees to deliver a high level of Customer Service

My Company Has the Following Processes (%)

28

There is a scheme that rewards or recognises employees for outstanding Customer Service

Part 3.

And our opinions of how well

Customer Service is delivered in

Vietnam today

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

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

Business Respondent Profile

Appendix

47%

>50% is B2B

>50% is B2C

11%

19%

39%

Senior management Mid-level management Junior level

Business Respondent profile

Company Revenue Source: B2B vs B2C

Seniority Level of Respondent

24%

32%

21-100 employees

>100 employees

11%

19%

39%

Senior management Mid-level management Junior level

Seniority Level of Respondent

Size of Company Worked For

The Voice of the Customer

www.cimigo.vn

giangvuong@cimigo.com Client Service Director

www.cimigo.vn

giangvuong@cimigo.com Client Service Director