Sharing session

An introduction of the Customer Experience Excellence (CEE) Report 2023

    09:00 - 11:00 AM
    20 Dec 2023 
    F10, SunWah Tower, 115 Nguyen Hue, D1, HCMC 


The CEE Report is a KPMG global program aimed at identifying and showcasing best practices in Customer Experience from around the world. This comprehensive research provides findings for organizations to learn from and implement to enhance their Customer Experience strategies.

For 14 years, our member firm professionals have been asking about customers' perspectives on what defines a great customer experience and measuring brand performance based on the KPMG Six Pillars methodology. In Vietnam this year, our research has engaged 1,540+ consumers to evaluate 84 local and global brands in 8 sectors. Our upcoming sharing session promises to provide valuable insights and is a good opportunity for you to engage with our experts who can help drive tangible customer experience improvements for your organization.


1. Introduction to KPMG's Customer Experience Excellence Research: 

- Methodology of the research including KPMG's 6 Pillars of Customer Experience Excellence 

- Flow of questionnaires which cover customers' perception on loyalty, value, advocacy and other aspects e.g. ESG

2. Overview of CEE 2023 result in Vietnam:

- Key highlights of Customer Experience in the market including best performing brand/sector, driving pillar for customer exeperience excellence, ESG perception etc. 

- Top brands of Customer Experience Excellence

- The movement of 6 Pillars in terms of importance and key insights 

3. Overview of CEE 2023 result in Consumer & Retail and Financial Services sector:

- CEE performance of the sector versus the market (including all subsector views)

- 6 Pillars performance of the subsectors 

4. A CEE result focus in Cafe/Coffee shops, Supermarket, Banking & Insurance subsectors:

- CEE score of the ranked brands in each subsector 

- 6 Pillars performance of the ranked brands in each subsector

- Advocacy (NPS), Loyalty, Value & Channel for interaction views for the ranked brands in each subsector

5. Key observations for customer experience excellence 

6. Q&A


After attending this sharing session, you can acquire: 

- What drive customer experience in the Vietnam market and selected sectors which will be presented 

- A view of what customers think on advocacy, value, loyalty for the ranked brands in selected subsectors which will be presented 

- Key observations as lession learned for managing customer experience effectively 

Meet the Speakers

Company team

Nguyen Tuan Hong Phuc

Head of Management Consulting,
Head of Customer & Operations,
Sector Lead for Technology & Media

KPMG in Vietnam

Phuc Nguyen – Partner of KPMG Vietnam, a leading expert with more than 20 years experience in strategic consulting for Supply chain, Procurement, Customer experience, and large-scale business transformation projects in Vietnam and the region. Prior to his leadership role at KPMG Vietnam, Phuc held key positions at consulting firms and Big 4 companies. In addition to his extensive experience in leading consulting projects, Phuc also has deep expertise gained from working with the world's largest logistics and transport companies such as DHL and Ewals Cargo Care.

Company team

Nguyen Vu Minh Chau

Associate Director
Customer & Operations Consulting

KPMG in Vietnam

Chau Nguyen - Associate Director of KPMG Vietnam, a certified expert (CCXP) with over 10 years of working experience in operations and customer experience management. She led customer experience departments and has helped clients in different industries to transform customer experience. Chau’s areas of expertise are customer experience management, product development, operating model design and cross-functional project management.


Ms. Nguyen Hoang Anh