Vietnam Airlines among top 10 Customer Experience Excellence brands

Vietnam Airlines is the only representative of the aviation industry in the top 10 Customer Experience Excellence brands in Vietnam this year announced by KPMG, a global network of professional firms providing audit, tax and advisory services.

This is the second consecutive year the national flag carrier has won the title.

To make the rankings, KPMG has surveyed more than 1,500 consumers and evaluated more than 90 local and international brands across eight different sectors in the Vietnamese market to see how companies have fared during turbulent times.

According to KPMG, the CEE score is used to measure brands’ customer experience performance. The CEE score is derived via a weighted average of the brand’s score for each of the six pillars – integrity, resolution, expectations, empathy, personalization, and time and effort to minimise customers' efforts and creating frictionless processes.

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

Vietnam Airlines is also the pioneer in coordinating with the Government, agencies and organsations at home and abroad to pilot the IATA Travel Pass, a mobile app that allows travellers to store and manage certifications for COVID-19 tests or vaccines.