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Vietnam Airlines Unlocks New Perspectives into Customer Experience Insights with Qualtrics

Qualtrics CustomerXM™allows the airline to undertake specific studies to optimise services and products at the moments that matter 

Last updated:  June 26, 2019

HANOI, June 26 2019 Qualtrics, the leader in experience management, today announced Vietnam Airlines, a leading airline in South East Asia and national flag carrier of Vietnam, is using Qualtrics CustomerXM™ as part of the company’s efforts to create a more robust and tailored customer experience for its 22 million annual passengers.

With Qualtrics CustomerXM – a comprehensive experience management platform – Vietnam Airlines is able to capture and respond to customer feedback in real-time. The national carrier of Vietnam has also increased the volume of customer engagement captured and research scope. 

“Qualtrics initiatives have enabled Vietnam Airlines to  reduce the time needed to collect and respond to customer feedback from months to weeks. 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 CustomerXMTM platform, Vietnam Airlines is able to capture customer insights, which serve as very important input for creating breakthrough customer experiences – characterized by Vietnam’s rich culture and identity – helping cement our position as one of the leading carrier in the region,” said Ngo Hong Minh, Director of Passenger Service Department, Vietnam Airlines.

Vietnam Airlines deployed a number of dynamic data collection tools on Qualtrics CustomerXMTM to derive new perspectives of its entire customer experience. These include dynamic and custom data collection tools that can focus on priority areas in the customer journey, real-time website feedback, 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. Stakeholders collaborate to create unique pages and apply filters to pinpoint specific moments – like reservations, check-in, and online booking – across the carrier’s 30+ branch offices and representative offices in more than 20 countries and territories.  

“Combining experience data captured by Qualtrics CustomerXMTM 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. 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,” added Minh.

“Airlines across the globe are looking for ways to compete in increasingly competitive markets on more than price alone. 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,” said Foo Mao Gen, Head of Southeast Asia, Qualtrics.

Find out more information around Qualtrics Customer Experience Management Software

About Vietnam Airlines

Vietnam Airlines- a member of SkyTeam Alliance- is the flag carrier of Vietnam and the major carrier in the South East Asia, operating 94 routes to 22 domestic and 29 international destinations with an average of 400 flights per day. Vietnam Airlines is the first airline in the world to successfully operate both next-generation aircraft Boeing 787-9 Dreamliner and Airbus A350-900 XWB at the same time. 

Skytrax- the world’s leading airline and airport rating organization- has ranked Vietnam Airlines as a 4-Star Airline for 4 consecutive years. Vietnam Airlines has spearheaded Vietnam’s aviation market – one of the fastest-growing domestic markets in the world – throughout 20 years of development at a double-digit annual growth rate. Positioning itself as a modern carrier with an internationally recognisable brand characterised by Vietnamese traditional culture, Vietnam Airlines aims to achieve 5-star status and become a top 10 airline in Asia.

About Qualtrics

Qualtrics is the technology platform that organisations use to collect, manage, and act on experience data, also called X-data™. The Qualtrics XM Platform™ is a system of action, used by teams, departments, and entire organisations to manage the four core experiences of business—customer, product, employee and brand—on one platform. Over 10,000 enterprises worldwide, including more than 75 percent of the Fortune 100 and 99 of the top 100 U.S. business schools, rely on Qualtrics to consistently build products that people love, create more loyal customers, develop a phenomenal employee culture, and build iconic brands. To learn more, and for a free account, please visit