Businesses harness the potential of emotional bonding
Vietnam's competitive landscape is shifting, with companies recognising the importance of emotional connections in delivering outstanding customer experiences. A recent study by Ipsos, the global market research company, highlights this trend and offers insights into effective strategies for building emotional attachments with customers.
According to Phung Tran, head of customer experience at Ipsos Vietnam, "Building strong emotional connections is key to great customer experiences." The study, part of Ipsos CX Global Insights 2025, reveals that businesses need to adjust their strategies as Vietnam enters a period of an ageing population in the next 10-15 years.
Prioritising Trust and Superior Experiences
The research shows that 64% of Vietnamese consumers prioritise brands they trust for high-quality products and services. This trust is foundational to emotional connection, and businesses that deliver superior, memorable experiences can reap the benefits. In fact, 57% of Vietnamese customers are willing to pay a premium for better experiences.
Fostering Forgiveness and Resilience
Emotionally attached customers are more forgiving of occasional brand missteps, with 74% willing to forgive, according to the Ipsos study. This forgiveness helps sustain long-term relationships, a crucial factor in Vietnam's rapidly evolving market.
A Holistic Approach to CX
The holistic approach to improving Customer Experience (CX) involves combining the "Forces of CX" with an "Experience Factors" framework. The "Forces of CX" refer to emotion, ease, and effectiveness, while the "Experience Factors" framework focuses on technology, touchpoints, processes, and people.
Effective employee training, personalization, omnichannel consistency, and alignment with brand promises are key elements of this approach. By ensuring the brand experience is seamless across all interaction points and consistent with brand values, companies can strengthen customer attachment.
Sector-Specific Differences
Among the seven sectors covered in the research, the concept of emotional attachment was widely pursued among banks and online retailers, while being relatively new among the automotive and insurance industries. The mobile network provider and insurers sector fall behind in delivering memorable customer experiences, indicating a need for improvement.
Transforming Customer Relationships
By mastering these elements, companies in Vietnam are positioned to transform customer relationships from transactional to emotional, driving loyalty and advocacy. However, there is work to be done by many CX leaders in Vietnam, according to Tram Luong, CX research manager at Ipsos Vietnam.
Personalization is a powerful differentiator in CX and can help build strong relationships with customers. Vietnam is a dynamic market ready to adopt and benefit from AI technologies, which can further enhance personalization efforts.
The study also suggests that sectors such as fintech, banking, and online retail are successfully delivering memorable customer experiences. The EU-Vietnam Free Trade Agreement (EVFTA) is expected to further transform the competitive landscape of Vietnam's pharmaceutical and medical industry.
By embracing the power of emotional factors, companies can unlock the full potential of CX and build profitable customer relationships. As consumers become increasingly demanding, businesses are prioritising CX to remain competitive in Vietnam's dynamic market.
- In the rapidly evolving market of Vietnam, businesses that prioritize trust and deliver superior, memorable experiences are more likely to build strong emotional connections with customers, as 64% of Vietnamese consumers prioritize brands they trust.
- Technology plays a crucial role in fostering emotional attachments with customers in Vietnam, as personalization, a powerful differentiator in Customer Experience (CX), can be enhanced through the adoption and beneficial use of AI technologies.
