HCM CITY — Most Vietnamese companies believe customer service is improving in the country, but 78 per cent believe international companies have an edge over them, a survey by market research firm Cimigo and ERC Institute Viet Nam has found.
Eighty per cent of the surveyed companies believe that customer service is a key part of their culture. However, less than a third have clear customer service metrics, and the majority fail to check with customers about satisfaction or benchmark themselves against competitors.
They said since customer-service training programmes do not receive importance in Viet Nam, it is difficult for them to improve their customer service.
Forty three per cent of the respondents have individual customer service targets, but only a minority add this to their training programme.
Few have schemes to reward employees for customer service.
A majority of the companies believe customer service is essential for international competitiveness, and that local companies need to focus on this critical area for their future growth and success.
The survey, which polled 291 companies in various sectors, was done in preparation for a seminar titled "Uplifting Service" to be held in HCM City on June 29 by ERC.
Seminar participants will discuss how to build strong relationships with both internal and external customers. — VNS