The event "Boosting Profit Margins, Prioritising Investment in Customer Experience", organised by NielsenIQ, featured Mr Nguyễn Anh Dũng, NIQ Managing Director for the developing markets of Viet Nam, the Philippines and Myanmar; Ms Swati Dhar, Director of Strategic Analytics and Insights, NIQ Viet Nam; and Ms Đặng Thúy Hà, Director of Strategic Analytics, NIQ Viet Nam.

At the event, NIQ presented measurement solutions to help enterprises manage their marketing, branding and external relations activities effectively and optimise customer experience. Among these, Marketing Mix Modeling attracted particular interest, as it helps enterprises measure the effectiveness of each advertising channel and optimise marketing budgets and resource allocation. In addition, the Network Optimization solution focuses on optimising below-the-line marketing strategies, helping enterprises reach target customers at key touchpoints and create the greatest impact in the locations that deliver the best results. In particular, the return on investment (ROI) measurement model helps enterprises choose appropriate tools, build a solid customer experience foundation and measure effectiveness clearly.

In today's volatile market, enterprises are increasingly cautious in making business decisions. Ms Swati Dhar, Director of Strategic Analytics and Insights, NIQ Viet Nam, said: "Today we operate in a world of long-term vision, yet we by no means neglect short-term efforts. Every business decision made today determines success or failure in the future. As a result, a great deal of spending is taking place to support business decisions. However, when it comes to measuring the ROI of that spending, we still have much to do. To promote and build an ecosystem for its partners and clients, NIQ wants to bring effective measurement techniques to optimise ROI across three key spending groups: marketing, placement and effective customer reach, and customer experience."

Ms Đặng Thúy Hà, Director of Strategic Analytics, NIQ Viet Nam, also stressed: "We need to adopt a new mindset of business models centred on customer experience. In the new technological era, AI is driving the personalisation of customer experience at scale. AI analyses customer behaviour data to deliver personalised experiences in real time. According to a survey, nearly 8 in 10 respondents (78%) consider hyper-personalisation an important factor for brands to meet their individual preferences and needs."

Ms Đặng Thúy Hà affirmed that data is a core asset and that customer experience should be seen as the centre of the revenue model, creating value from customer loyalty. Customer experience needs to be integrated into the financial model because it is closely linked to profitability metrics, customer lifetime, loyalty and the potential for cross-selling and up-selling. Customer experience therefore becomes an important foundation for creating sustainable value from loyalty and from the customer community.

NIQ experts also made several forecasts about the future of the industry, particularly as AI technology continues to develop. NIQ's report shows that 56% of consumers are concerned about data privacy and limit the personal information they share with AI technology, and 49% of customers are willing to wait for support from staff rather than use an AI assistant. At the same time, however, as many as 40% of customers are willing to accept product recommendations from AI assistants such as Siri or Alexa, 5% trust smart devices to place orders automatically when needed, and 34% of consumers are willing to buy products or services they have only experienced through AR/VR. This points to a clear trend: although consumers have privacy concerns, they still want personalised experiences from technology.

The event attracted more than 100 leaders of leading Vietnamese enterprises in banking, insurance, automotive, telecommunications and other sectors.

The business landscape is changing rapidly, bringing with it shifts in customer behaviour and expectations. According to NIQ, enterprises need to be ready to adapt if they do not want to fall behind. Customers are becoming less loyal, and enterprises that do not offer personalised experiences may lose customers to digital competitors. Industry growth risks stalling if enterprises do not expand their product and service portfolios appropriately, thereby losing their competitive edge. Customer trust is also changing, as enterprises that compete on price alone risk eroding brand value. Above all, technology is the decisive factor. If enterprises do not adapt quickly to changes in consumer behaviour, they may be overtaken by technology competitors.

NIQ's event offered in-depth insights and practical solutions for enterprises, opening up a new way to optimise profits through customer experience – a core element of any sustainable growth strategy.