Company representatives discuss how to improve customer services in the digital age. Photo courtesy of Saigon Times

HCM CITY — Customer services are more important than ever in today's competitive online and offline business environment, speakers said at a conference held on Wednesday in HCM City.

Multinationals include customer services as part of their business strategies, but Vietnamese companies have failed to provide quality customer services before, during and after consumers buy goods, they said.

Lâm Vũ Thắng, director of The Nest by AIA, a customer service center at AIA Việt Nam Life Insurance, said that outstanding customer care raises business productivity and gives businesses advantages over other companies.

A survey of customer satisfaction by the European Foundation for Quality Management showed that customer loyalty increases company profits, according to Thắng.

Hoàng Việt Anh, vice general director of FPT Corporation, said that digital technologies could help companies provide better customer services and that many companies offer digital sales and marketing solutions to small- and medium-sized enterprises.

Đặng Thúy Hà, director of consumer insight at Nielsen Việt Nam, noted that companies should use technologies to keep a real-time customer satisfaction index. 

However, people remain the core element for good customer care, and at many enterprises, their staff act as ambassadors for their brand name, she added.

If companies take care of their staff, they will serve customers better, Hà said, adding that customer care services are provided by all staff, not just specialists. For example, Anh's company organises contests for staff to offer their ideas on improving customer services.

Tiêu Yến Trinh, CEO of TalentNet Corporation, said that companies should reward staff who make customers feel satisfied.

Other delegates at the conference noted that staff should always listen to customers' demands, which can change daily.

The conference was held by Saigon Times in co-operation with the 2030 Business Club. VNS