Vietnam Airlines Unlocks New Perspectives into Customer Experience Insights with Qualtrics

Qualtrics, the leader in experience management, today announced Vietnam Airlines, a leading airline in South East Asia and national flag carrier of Vietnam, is using Qualtrics CustomerXM™ as part of the company’s efforts to create a more robust and tailored customer experience for its 22 million annual passengers.

With Qualtrics CustomerXM^TM – a comprehensive experience management platform – Vietnam Airlines is able to capture and respond to customer feedback in real-time. The national carrier of Vietnam has also increased the volume of customer engagement captured and research scope.

“Qualtrics initiatives have enabled Vietnam Airlines to reduce the time needed to collect and respond to customer feedback from months to weeks. The speed at which we are now able to operate, along with the ability to garner new insights from our passengers, are key differentiators for us. Powered by the speed and accuracy of the Qualtrics CustomerXM^TM platform, Vietnam Airlines is able to capture customer insights, which serve as very important input for creating breakthrough customer experiences – characterized by Vietnam’s rich culture and identity – helping cement our position as one of the leading carrier in the region,” said Ngo Hong Minh, Director of Passenger Service Department, Vietnam Airlines.

Vietnam Airlines deployed a number of dynamic data collection tools on Qualtrics CustomerXM^TM to derive new perspectives of its entire customer experience. These include dynamic and custom data collection tools that can focus on priority areas in the customer journey, real-time website feedback, QR code feedback capabilities for higher response rates in regions such as China and Singapore where this method of engagement is preferred, and an offline app for “mystery shoppers” to use.

Customer responses are presented back to Vietnam Airlines in role-based dashboards that can be accessed from any device in real-time. Stakeholders collaborate to create unique pages and apply filters to pinpoint specific moments – like reservations, check-in, and online booking – across the carrier’s 30+ branch offices and representative offices in more than 20 countries and territories.

“Combining experience data captured by Qualtrics CustomerXM^TM with operational data has inspired a number of changes to the customer experience we create at Vietnam Airlines – from the food and drink we serve through to conversations at check-in. Since going live on the Qualtrics platform in late 2017 we’re proud to have maintained  our Skytrax 4-Star status which now extends to fourth year running, and achieved a record profit of VND 2.8 trillion in 2018,” added Minh.

“Airlines across the globe are looking for ways to compete in increasingly competitive markets on more than price alone. Customer experience is therefore a significant and invaluable differentiator. Vietnam Airlines’ investments and accolades in creating breakthrough customer experiences is testament to the carrier’s tireless devotion and commitment to improving quality across products and services. Qualtrics is proud to support Vietnam Airlines through this exciting and unprecedented period of growth by helping it optimise its customer experience at the moments that matter most,” said Foo Mao Gen, Head of Southeast Asia, Qualtrics.