Life insurer FWD has recently been ranked first in customer experience in KPMG’s Viet Nam Customer Experience Excellence Report 2021.

In the report "Excellent with Digital Experience,” more than 1,500 consumers evaluated 76 domestic and foreign brands in eight different business lines in Viet Nam such as financial services, entertainment, retail, restaurants and fast food chains, tourism calendar and hospitality, telecommunication, logistics and supply logistics.

This year, KPMG’s survey was conducted online and completed in Q2.

The results show that the ranking of the top 10 businesses in terms of customer experience in Vietnam this year included big names such as FWD Insurance, Vinpearl, Nike, Lock & Lock, Viettel, Vietnam Airlines, Gold and Silver, and Phu Nhuan Jewelry (PNJ).

In particular, FWD Vietnam Life Insurance Company was ranked No. 1 in customer experience across all surveyed industry groups.

According to KPMG, FWD is building and continuously improving a virtual assistant called Kooki. The AI technology enables automatic calls to customers and provides simple instructions and explanations, allowing the firm’s customer support teams to focus on more complex tasks.

The firm has also optimised its operations with new technology that conducts system trials on product illustrations, information and subscriptions before they are launched into the market.

Dao Huu Phuc, deputy general director of Information Technology and Operations, FWD Vietnam, said: “We are very proud of this result. This attests that the innovative technologies that FWD Vietnam has deployed not only provide customers with a digitised experience and convenience, but also represent our vision in changing the way people feel about insurance.”

The KPMG report also shows that a shift in the consumer base towards millennials and generation Z has generated rapid growth in digital platforms in Viet Nam. But while customers expect a high level of personalisation, the demand for genuine and trustworthy products and services is also greater than ever. This means personalisation and integrity are the top drivers for brand loyalty and advocacy for Vietnamese consumers. — VNS