Many brands in Vietnam invest to develop commercial conversation to better serve their customers. (Photo: Infobip)About 77.9 million Vietnamese residents use the Internet out of atotal population of 98.5 million as of January 2023, which contributes to thepopularity of social networking platforms.
Therefore, the potential for conversational commerce in Vietnam isincredibly wide.
Telecommunications service providers in the country have usedconversational commerce platforms for account notifications and to offerhyper-personalised promotions and discounts to customers.
In addition to Facebook and Instagram, Vietnamese are very activein using communication apps such as Zalo and Viber.
Furthermore, e-commerce is one of the fastest-growing businesssegments in the country.
Many online retailers in Vietnam are using conversational AI andchatbots to address customer queries in real time and keep customers apprisedof order updates.
For instant messaging, brands use communication platforms as aservice (CPaaS) and software as service-based (SaaS) solutions as crucialtools, empowering organisations to seamlessly integrate real-time communicationfeatures such as voice, text, video, instant messaging, and social media intotheir internal and external applications.
Nikhil Batra, Research Director, Telecommunication, IDCAsia/Pacific, stated that contextualised customer interactions boostprofitability and foster emotionally fulfilling engagements. The rapidlyincreasing use of social networks in Vietnam further fuels businesses' desireto improve customer experience. Investing in conversational commerce will thushelp brands grow more quickly.
According to Infobip’s research RevolutionisingCustomer Experience through the Power of Conversational Commerce, amajority of organisations in the region, about 70%, plan to increasecommunication platform spending over 2023-2024 in order to provide unique,unparalleled customer experiences for the region’s growing social media users,who are mostly young, active, and aware of the power of their own influence.
The research revealed that Asia Pacific companies including thosefrom Vietnam are increasing investments in cloud-based solutions for enhancedcustomer experiences and operational efficiencies.
As businesses embrace the potential of conversational commerce,they leverage AI technology to create meaningful connections and unlock newgrowth opportunities.
"Organisations need an actionable, customer-centric strategyand the ability to invest in the right set of tools to grow their business andkeep customers happy, which will empower organisations to stay ahead in adynamic marketplace,” said Velid Begovic, vice president of Revenue at Infobip.
According to the report, customers born and raised in the digitalage have high expectations and carefully evaluate their interactions withbrands throughout the buying journey.
This has resulted in brands moving away from traditionaltransaction-level experiences to relationship-based ones.
Capitalising on the advancements in Artificial Intelligence,conversational commerce has gained significant traction among businesses in theAsia Pacific region.
According to the study, at 74%, the banking, finance and insurancesector leads the industry in increased CpaaS investments in 2023-2024. Retailand government/healthcare come in second and third, at 72% and 66%,respectively./.
VNA
