Vietnam Airlines has deployed Qualtrics CustomerXM as part of widespread efforts to overhaul customer experience for 22 million annual passengers.
The Southeast Asian airline - and national flag carrier of Vietnam - has rolled out the experience management platform to respond to customer feedback in real-time, alongside increasing customer engagement levels.
“Qualtrics initiatives have enabled Vietnam Airlines to reduce the time needed to collect and respond to customer feedback from months to weeks,” said Ngo Hong Minh, director of Passenger Service Department at Vietnam Airlines. “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 platform, Vietnam Airlines is able to capture customer insights, which serve as very important input for creating breakthrough customer experiences - characterised by Vietnam's rich culture and identity - helping cement our position as one of the leading carrier in the region.”
According to Minh, Vietnam Airlines has deployed a number of "dynamic data collection tools" on Qualtrics CustomerXM to derive new perspectives of the company's entire customer experience.
These include "dynamic and custom data collection tools" that can focus on priority areas in the customer journey, including real-time website and 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.
Minh said stakeholders collaborate to create unique pages and apply filters to pinpoint specific moments - such as reservations, check-in and online bookings - across the carrier's 30-plus branch offices and representative offices in more than 20 countries and territories.
"Combining experience data captured by Qualtrics CustomerXM 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,” Minh added.
“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.”
Qualtrics was acquired by SAP for $8 billion in November last year, forming a key part of the technology giant's customer experience strategy going forward, as reported by Channel Asia.
"Airlines across the globe are looking for ways to compete in increasingly competitive markets on more than price alone,” said Foo Mao Gen, head of Southeast Asia at Qualtrics. “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.”