Vietnam Airlines among the top 10 brands of customer experience excellence | Business

Illustrative image (Source: VNA)

Hanoi (VNA) – Vietnam Airlines is the sole representative of the aviation industry in the top 10 brands of customer experience excellence in Vietnam this year, announced by KPMG, a global network of professional firms providing auditing, tax and of advice.

This is the second year in a row that the national carrier has won the title.

To establish the ranking, KPMG surveyed more than 1,500 consumers and assessed more than 90 local and international brands in eight different sectors of the Vietnamese market to see how companies performed during times of turmoil.

According to KPMG, the CEE score is used to measure the performance of the brands’ customer experience. The CEE score is derived as a weighted average of the brand score for each of the six pillars – integrity, purpose, expectations, empathy, personalization, and time and effort to minimize customer effort and create frictionless processes.

In recent years, Vietnam Airlines has stepped up its investments in digital transformation to improve its operational efficiency, while providing more convenient and safer experiences for passengers. It is expected to become a digital airline by 2025.

Vietnam Airlines is also the pioneer of coordination with government, agencies and organizations at home and abroad to drive the
IATA Travel Pass, a mobile application that allows travelers to store and manage certifications for COVID-19./ tests or vaccines.

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