INTRODUCTION

This study aims to offer insights into assessing the existing customer experience at Vinamilk
through precise metrics and statistics. Following the analysis, I will propose metrics and
measurements to enhance your client's customer experience. Subsequently, I will develop
metrics at different stages of the customer journey to elevate and refine the overall customer
experience for Vinamilk.

MAIN FINDING
Task 1: Evaluating the current customer experience of your client with measures and
metrics.
Company introduction
Vinamilk, or Vietnam Dairy Products Joint Stock Company, dominates the dairy market in
Vietnam with a 40% share (Figure 1). Established in 1976, the company is renowned for its high-
quality milk, yogurt, and cheese. Emphasizing food safety, Vinamilk invests in modern
technology and has diversified its products to include nutritional and health-oriented items. This
approach has solidified its position as a leading and innovative player in the industry.

Figure 1: Vinamilk leads the liquid milk market in Vietnam (Euromonitor, 2023)
Customer characteristics

In general, Vinamilk's target customers are quite diverse, divided into three segments:
children, adults (15-59 years old), and the elderly nationwide. The main consumer group for
Vinamilk, however, is women aged 30-45, living in urban areas, specifically in the two
major cities of Ho Chi Minh City and Hanoi. They belong to the high-income bracket (AB),
are concerned about health and nutrition issues, enjoy nutritious food that benefits both
physical and mental health, but have busy schedules. Therefore, they desire products that
are not only good for health but also convenient for their families. These individuals are
concerned about the health of their family members and place importance on products that
are both beneficial for their well-being and convenient. They typically make their purchases
at supermarkets, convenience stores, local markets, and familiar grocery stores. This report
will focus on these buyers as they are the ones who ultimately decide whether to purchase
the product or not.

Figure 2: Customer Journey of Vinamilk

Step 1: Awareness

In the beginning, the customers are looking for a solution, in this situation is Dairy products,
to solve their problem. While not essential for survival, customers typically use dairy
products during their daily meals or on occasions when they need to supplement their
nutritional intake.

In this step, Vinamilk provide some touchpoint to communicate what Vinamilk have to
offer. First, they use TVC on Youtube (touchpoint 1) as a key online touchpoint since they
can approach a large amount of customer at the same time, in the short period. Youtube
commercials are crafted to introduce Vinamilk's products, convey brand messages, and
establish brand awareness among a diverse audience, effectively capturing potential
customers' attention and interest. Besides, Vinamilk also use offline touchpoint which are
Word of Mouth WOM, which is a powerful offline touchpoint for Vinamilk's awareness
stage as it leverages trust and personal connections. Recommendations from friends and
family enhance credibility, and the community influence amplifies the brand's message
authentically, making it an effective way to build initial awareness and positive perceptions.

Preliminary data

According to a survey conducted by Vinamilk, the brand has a high recognition level in
Vietnam. Based on the survey, an impressive 94% of respondents (188 out of 200 people)
are familiar with Vinamilk. The majority of them came to know about Vinamilk through
advertising on traditional channels, primarily on TV. Additionally, a significant 53% of
respondents reported regularly watching Vinamilk advertisements. This heightened
exposure can be attributed to the frequent airing of Vinamilk ads on TV, particularly
during prime hours such as before the 7 PM news or around lunchtime when people are
tuning in while having lunch between 11 AM and 12 PM. In conclusion, Vinamilk has
achieved considerable success in advertising, leaving a strong brand recognition among
consumers. Furthermore, another survey indicates that consumers have known the
Vinamilk brand for a substantial period: 60.6% for over 10 years, 27.3% for 5 to 10 years,
6.1% for 1 to 5 years, and 6.1% for the past year. This suggests a longstanding and
enduring connection between Vinamilk and consumers, supported by a well-executed
advertising strategy that has led to high product recognition and trust among many
consumers.

Figure 3: The period of brand awareness for Vinamilk

Internal capabilities: Vinamilk has a robust marketing department with substantial financial
resources allocated for advertising across various channels, both offline and traditional. This
investment has led to a highly effective step 1 in the awareness process, reaching a diverse and
extensive customer base across the entire territory of Vietnam.

Step 2: Consideration

After knowing their need and choose several brands, they may be confuse because of to
much information. This step, the customer will compare the brands through information they
found.

After the first step, customers are aware that Dairy products may solve their problem. In
step 2, they compare similar products from different brands. Customers seek additional
information through search engines or consult friends and family. Recognizing this, the
internal capabilities of Vinamilk’s Digital marketing team has built a strong SEO, which
also serves as a touchpoint, this will make the information about Vinamilk’products most
visible as much as possible. So that, when the customer searches for information about the
products, the strong SEO will lead the customer to Vinamilk Website. Furthermore, the
website is also the touchpoint, through features in the website such as Chat box and user-
friendly design which includes information about products, Vinamilk may convince their
target customers that their products can resolve their problems ideally in a way that the
competitors cannot.

Preliminary data

According to the Kantar report (2022), Vinamilk maintains its position as the top choice for dairy
products and milk-related items among consumers in both the four key urban cities and rural
areas.

Figure 4: Dairy product’s ranking in Vietnam

The 2022 Brand Footprint report from Kantar once again recognizes Vinamilk as the leading
brand for dairy products and milk-related items, holding the Top 1 position in consumer choices.
Moreover, Vinamilk secures a place in the Top 3 most chosen manufacturers in the fast-moving
consumer goods sector, particularly leading in urban areas according to the report.
 Figure 5: Most chosen manufactures in the FMCG

In comparison to competitors, our recent research indicates that among the various brands of
liquid milk in the market, "Vinamilk" is the top-of-mind brand for both males and females,
followed by "TH True Milk." Interestingly, there is a difference in the runner-up brands based on
gender. For males, "Cô gái Hà Lan" holds the second position with a preference rate of 12%,
while females opt for "Fami" as their third choice with a 10% preference rate.
 Figure 6: Top-of-mind brand in Vietnam&Me

Step 3: Purchase (Conversion)

After comparing products and realizing Vinamilk's is the most suitable, customers proceed
to purchase. In this step, the internal capabilities of the company aims to make the buying
process easy and minimize the fact that “payment is paintfull”. First, The App, which is the
touchpoint, provides discounts and free shipping. Additionally, Vinamilk has an offline
touchpoint through Retail partnerships. Currently, Vinamilk's domestic distribution system
includes over 430 "Vietnamese Milk Dream" store chains and more than 251,000 retail
points, supermarkets, and convenience stores nationwide. This facilitates the swift and
convenient delivery of their products to consumers' hands.

Customers of Vinamilk can inquire more detailed information about products and the company
through various channels such as chatbox, hotline, and salespersons in stores, where supportive
staff are available. The image below shows a 5/5 rating from 51 reviews on Vinamilk's official
online retail platform, giacmosua.com. The positive reviews on giacmosua.com highlight the
satisfaction of customers with Vinamilk's products and services. These reviews, with a perfect
5/5 rating from 51 individuals, indicate a high level of approval and contentment among
consumers. Customers appreciate the accessibility of information through channels like
chatboxes and hotlines, as well as the assistance provided by salespersons in stores. This reflects
positively on Vinamilk's commitment to customer engagement and support. The reviews serve as
a testament to the brand's success in meeting the needs and expectations of its customer base,
further solidifying Vinamilk's reputation as a trusted and preferred choice in the dairy industry.

Figure 7: Customer’s reviews on Giacmosua.com

Step 4: Retention

After acquiring official customers, the next step is customer retention. To achieve this,
Vinamilk implements a loyalty program. This involves providing exclusive benefits, a
points system, and personalized rewards. Regular communication, tiered membership levels,
and special events foster a sense of value and community, enhancing customer retention and
building long-term brand loyalty.

Customer behavior: Customers express satisfaction upon receiving their orders, as

evidenced by the reviews, and appreciate the post-purchase care provided by Vinamilk. The
company ensures ongoing customer support through channels like email and hotline, as
mentioned in the Annual Report (2022). Vinamilk's loyalty program, highlighted in the
report, offers customers various attractive benefits.

According to a survey conducted by Vinamilk, customer satisfaction rates are notably high,
with 97.9% satisfaction for domestic customers and 98.4% for international customers. The
survey also indicates a 100% success rate in handling customer inquiries and providing
advice through calls and emails. This reflects Vinamilk's dedication to maintaining a high
level of customer satisfaction by delivering quality products and excellent post-purchase
services.

Internal capabilities: Vinamilk excels in providing impeccable post-sales customer service

with attentive and dedicated support, always valuing and listening to customer feedback.
This approach has successfully garnered the trust of both customers and distributors,
fostering loyalty and maintaining the value these customer groups bring to the company.
Addressing any customer queries is a top priority for Vinamilk. Customers can expect
prompt resolution to any issues or concerns related to product usage, and quick feedback
from the leadership ensures a proactive response. The company is committed to
continuously improving product quality, emphasizing that customer satisfaction is the
ultimate goal. Vinamilk firmly asserts that "Customer satisfaction brings peace of mind to
the company," emphasizing the significance of keeping customers content for the overall
success and stability of the business. This customer-centric approach underscores Vinamilk's
commitment to not only meeting but exceeding customer expectations.

Step 5: Advocacy

Customer advocacy follows excellent customer experiences (CX) since customers with
meaningful interactions can become vocal supporters. To enhance CX, Vinamilk have
touchpoint Net Promoter Score surveys after online purchases and asking "On a scale from
0 to 10, how likely are you to recommend us to friends or colleagues?" These interactions
gather insights, giving customers a voice and potentially improving CX. Happy customers
turn into brand advocates, sharing experiences through online reviews and word of mouth,
creating new customer journeys and driving more business.
Absolutely, positive reviews on Vinamilk's official purchasing platform serve as a valuable
reference for potential customers. These reviews, reflecting the satisfaction of existing
customers, play a crucial role in building trust and confidence among those who have yet to
make a purchase. The high-quality endorsements from satisfied customers can significantly
influence the decision-making process of prospective buyers, leading to a higher likelihood
of them making a purchase.
Furthermore, customer satisfaction often extends beyond individual transactions. Delighted
customers are likely to engage in word-of-mouth (WOM) marketing, voluntarily
recommending the product to friends and acquaintances. This organic and unpaid form of
promotion not only increases brand awareness but also enhances the credibility of
Vinamilk's products in the eyes of potential customers. The positive cycle of customer
satisfaction, coupled with favorable reviews, contributes to a positive brand image and
strengthens customer loyalty over time.

Internal capabilities: Ensuring a user-friendly interface and positive user experience on the
website promotes customer reviews. A well-designed review section encourages users to
share feedback seamlessly, boosting trust for potential buyers. Actively addressing
complaints and offering appropriate compensation demonstrates commitment to customer
satisfaction, minimizing the impact of negative reviews. This proactive approach not only
fosters positive brand image but also encourages repeat purchases and positive word-of-
mouth recommendations.
Measures and metrics
Touchpoints: Youtube, WOM, SEO, Website, Chat-box, App, Retail partnerships
(saleperson in store), loyal program.

Figure 8: Metrics of vinamilk.com.vn

 Figure 9: Metrics of giacmosuaviet.com.vn

The total visitors for vinamilk.com.vn and giaicmosuaviet.com.vn are substantial, with
914.4K and 568.1K respectively, ranking them third and fourth in the "Most Visited Food
and Drink Websites in Vietnam," following Foody.vn and Pasgo.vn. However, having a high
number of visits does not necessarily indicate a positive or negative outcome without
considering the quality of those visits.

Therefore, it is essential to incorporate the bounce rate to assess the quality of website
visits. Bounce rate is defined as the percentage of visitors who access only one page and
then exit the website without clicking to any other page. The bounce rate of
vinamilk.com.vn (53.59%) is lower than that of giaicmosuaviet.com.vn (67.23%), which is
understandable – a higher bounce rate does not necessarily mean it's worse. The higher
bounce rate on the sales channel (giaicmosuaviet.com.vn) compared to the informational
channel (vinamilk.com.vn) can be attributed to differences in goals and user behavior. Sales
channels typically aim for immediate purchases, leading users to exit quickly if the desired
product isn't found on the initial page. In contrast, informational channels encourage users
to explore multiple pages for comprehensive information or inspiration before taking
specific actions. To address the higher bounce rate on the sales channel, enhancing product
page appeal, optimizing the purchasing experience, and providing compelling content can be
considered. Understanding these distinctions is crucial for tailoring effective engagement
and retention strategies for each channel.

To determine if a bounce rate is entirely negative, you also need to look at another metric:
Average Visit Duration. If users spend a few minutes on a page, it signals a positive
outcome. This implies that the content is relevant to user queries, and they spend time
reading the articles. The Average Visit Duration of vinamilk.com.vn is quite good at 4:53s,
indicating engaging content and a user-friendly and optimized user experience (UX) that
encourages users to stay on the website. The Average Visit Duration of
giaicmosuaviet.com.vn is 38s. For a sales page, having a lower Average Visit Duration
compared to the official brand informational page is normal, but it still needs to be
reasonably high for users to spend time learning about and selecting products.
 Figure 10: Landing page of giacmosuaviet.com.vn

The home page, which is also the landing page of giacmosuaviet.com.vn. At this page, people
can click Add to Cart” for several products at the same time, without changing the page.
However, to get more information about the products, customer need to click to that product, this
also means that they need to switch to another website, makeing the Bounce rate increase and the
Average Visit Duration decrease.
 Figure 11: Detail information about the product

Cost per click: Youtube, Website, App.

The cost per click (CPC) is the expense incurred each time a customer clicks on an
advertisement. It's a crucial metric as it indicates customer interest, providing insights into the
specific costs associated with driving traffic. The formula for calculating CPC is Total Cost /
Number of Clicks.
For example, if the total cost is 2,000,000,000 VND and there are 500,000 clicks:
Hence, the company pays an average of 4,000 VND for each click on their online advertising
campaign. This metric helps the company gauge the efficiency and cost-effectiveness of their
online marketing efforts.

Video view: Youtube

For videos, Vinamilk optimizes video titles, thumbnails, metadata tags, and creates playlists on
their channel to increase the natural views of the videos. This optimization strategy aims to
enhance the visibility and organic reach of their video content.

NPS: Loyal program, WOM, Retail partnerships (saleperson in store)

The Net Promoter Score (NPS) is a widely used metric to measure customer satisfaction and
loyalty. It involves a simple question: "How likely are you to recommend our
product/service/company to a friend or colleague?" Responses range from 0 to 10, with 0-6
indicating dissatisfaction, 7-8 as neutral or satisfied but not likely to recommend, and 9-10 as
highly satisfied and likely to recommend.
NPS provides an overall view of customer satisfaction, crucial in loyalty programs and retail
partnerships. Positive relationships with customers are key, as satisfied customers can become
advocates, generating positive word-of-mouth. A high NPS often correlates with a high
likelihood of customers recommending a product or service to others (Word of Mouth - WOM).
Strengths and weaknesses of your company’s current customer experience.

Step 1: Awareness

Pros: Vinamilk has achieved remarkable success in capturing customer attention through
YouTube ads, evidenced by being the first brand channel in Southeast Asia to surpass 1
million subscribers. The brand enjoys a high level of credibility in its reputation. According
to the Kantar Group (2023), Vinamilk is not only the most chosen milk brand by consumers
but also ranks in the top 3 among producers of fast-moving consumer goods (FMCG) that
are most preferred by consumers. This strong positioning enhances the effectiveness of
word-of-mouth (WOM), as supported by Casidy and Wymer (2015).

Cons: However, with the current media habit trend, Vinamilk has not yet updated its use of
social media platforms such as TikTok and Instagram, which are widely used by Generation
Z, who are the potential customers for Vinamilk.

Step 2: Consideration

Pros: At this stage, Vinamilk has been quite successful in making customers perceive their
products as having superior features compared to competitors by providing information in a
visible, consistent, and effective manner to their customers. Vinamilk has a strong SEO
strategy and a visually appealing website that is user-friendly with many complementary
features. According to statistics from popular SEO tools such as Ubersuggest and SEMRush,
the Giacmosuaviet website (Vinamilk's main online sales platform) attracts an average of
over 60 thousand visits per month, all coming from the Vietnamese market (Son and
Phuong, 2019).

Step 3: Conversion

Pros: In addition, Vinamilk owns an extensive distribution network, covering all channels
with over 250,000 retail points across both traditional and modern channels, including more
than 200 exclusive distributors—a robust distribution chain. Furthermore, Vinamilk has
effectively implemented online purchasing systems through the website, hotline, or e-
commerce platforms such as Shopee and Lazada. This enables customers to easily access
and purchase products both online and offline.

Cons: However, the activities in Vinamilk's step 3, the conversion phase, still lean towards
traditional methods and may not benefit from aligning with customer’s changing media
habits. Additionally, incorporating current trends such as livestreaming could enhance these
conversion efforts.

Step 4: Retention

Pros: Vinamilk performs well due to the diversity and effectiveness of programs and
touchpoints, such as loyalty programs, customer support via phone, email, chatboxes,
events, and social media engagement. This contributes to an enhanced customer experience.

Step 5: Advocacy

Pros: Vinamilk performs exceptionally well in this step having boasting a robust brand,
extensive word-of-mouth endorsements, and loyal customers actively advocating the brand
to other people, making them become new Vinamilk’s customers.

Cons: However, existing communities, like the “Loyalty Member Program” or the “Mom
and Baby” Club, are yet to be extensively promoted, lacking cohesive activities to
strengthen interaction between participants and the brand.
Task 2: Devise measures and metrics to improve customer experience of your
client.

Figure 11: New Customer Journey of Vinamilk with new touchpoints and new metrics

Solution: Vinamilk can strategically harness TikTok as a fresh touchpoint, orchestrating

activities like challenges and viral videos. Collaborating with influencers for product
promotion adds a dynamic edge. Through these efforts, the brand not only boosts visibility
but also taps into the platform's vibrant user base. This approach creates a compelling online
presence, fostering broader engagement and establishing a meaningful connection with a
diverse audience.

Step 3: Conversion

Solution: Vinamilk should strategically integrate livestreaming across platforms such as

TikTok, Facebook, and key e-commerce platforms, given the rising popularity of livestream
shopping. This dynamic form of commerce seamlessly combines entertainment, interaction,
and product showcases. Prioritizing TikTok or prominent e-commerce platforms like Shopee
and Lazada is key, leveraging existing user data and partnerships with banks and e-wallets.
This not only minimizes payment hurdles but also increases the likelihood of successful
customer conversions, enhancing the overall effectiveness of Vinamilk's marketing and sales
initiatives in the evolving digital landscape.

Step 5: Advocacy

Solution: Vinamilk should foster greater community engagement through diverse activities.
Hosting coffee speaker sessions, regular events, and annual gifts for club members can
create a sense of belonging and loyalty. These initiatives not only provide valuable
information but also enhance the overall member experience, strengthening the bond
between Vinamilk and its community. By prioritizing these community-building efforts, the
brand can cultivate a more interactive and loyal customer base.

New Touchpoints: Tiktok, Livestream, community activities.

Engagement rate of account: Tiktok

The engagement rate of an account is important because it measures the level of viewership
in relation to the content of Vinamilk on TikTok. If the engagement rate is high, it means
that the content is attracting attention, helping to measure performance, determine effective
content, attract the target audience, and potentially increase visibility on the explore page.

The engagement rate is calculated using the formula:

By knowing the engagement rate, Vinamilk can compare figures with similar accounts or
competitors. The brand can also calculate the engagement rate of influencers before
collaborating with them and then develop an appropriate marketing strategy.

Purchase Conversion Rate: Livestream

The Purchase Conversion Rate is the percentage of viewers who make a purchase during or
immediately after the livestream. Boosting sales is one of the most important goals of
livestreaming, so this metric helps measure the business performance of the livestream
campaign. Knowing this information allows the company to optimize marketing strategies
effectively, such as improving livestream content, offering promotions, or optimizing the
shopping and payment process during the livestream session.

This metric helps measure the performance of livestream content in converting viewers into
actual customers and can provide crucial information for online marketing and sales
strategies.

Attendance Rate: Community activities.

The attendance rate is the percentage of people who actually attend the event after
registering. It reflects how engaged and committed registrants are and how well the
organizers manage to retain them until the event date. A high attendance rate means that the
event marketing strategy is creating anticipation and excitement among the participants.
Attendance rate is crucial for Vinamilk's community activities as it directly reflects the level
of member engagement and interest. A high attendance rate indicates that the community
finds value in the activities, fostering a sense of connection and loyalty. This metric helps
Vinamilk measure the success of their initiatives, allowing them to refine and tailor future
events based on the preferences and needs of the community. Additionally, a strong
attendance rate can positively impact the overall reputation of Vinamilk, demonstrating a
vibrant and actively involved community around the brand.
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