Vietnamese customers still rely on human support. (Photo courtesy of Infobip) Thestudy “Redefining Human and Automated Engagement - How APAC Consumers HaveImpacted The CX Agenda”, which was conducted by a global cloud communicationsplatform, Infobip, reveals that “despite the fact that automated self-serviceshave accelerated due to the COVID-19 pandemic, human touchpoints still stayrelevant to enhance customer experience (CX) scores.”
Accordingto the study, some 43% of Vietnamese customers prefer social media for customersupport. In addition, they still habitually rely on live human support - phoneand online live chat interactions which were the top two preferred touchpointsacross all support scenarios.
Whilethe CX score determines how successfully a company provides customerengagement, the study indicates that strategic placement of human-touch willdifferentiate and improve CX scores. When human interaction is used for generalcustomer service and complaint cases, CX scores are higher. On the other hand, forless complex requests such as delivery tracking, self-service touchpointssufficed in resolving customer enquiries quickly.
Assuch, a strong correlation exists between the value of human-agent interactionsin addressing highly emotional or complex cases and the corresponding CXscores. The study informed that brands in Vietnam have achieved a good CX scoreof 4.0, above the APAC average, which is at 3.9.
PhamGia Dan, business development director at Infobip said: “Vietnamese businesseshave been step by step thriving in customer service/support, bringingsatisfaction to customers through a customer experience combining automationwith human intervention.
"Vietnamis recognised as a market with high CX scores in the region and is expected togrow more in the future.
“Besidesthat, businesses should leverage cloud ecosystems to compel instant, always-oncollaboration and seamless omnichannel interactions for an elevated CX. We seebig potential in the Vietnam market to adopt these solutions and train theiremployees to enable connected customer experiences,” Dan added.
Inthe long run, high-qualified CX can contribute to customer loyalty across thethree dimensions of advocacy, retention, and spending - all directlyaccelerating business growth.
Thestudy shows that digital transformation needs to address the human-machineparadigm, where the strategic play of a hybrid CX is key to better servecustomers and boost their loyalty.
Automationnow plays a pivotal role for businesses that want to elevate and scale customerexperience with the efficiency needed today. Customers have grown to expectreal-time personalised services and interactions with the emergence of digitaland automated engagement tools.
"RedefiningHuman and Automated Engagement - How APAC Consumers Have Impacted The CXAgenda” was fielded by a third-party company with 1,210 consumers acrossmainland China, Hong Kong, Indonesia, Japan, Malaysia, the Philippines,Singapore, the Republic of Korea, Thailand, Taiwan, and Vietnam./.
VNA
