Be Group was recognised as the only representative of the travel and hotels industry in Vietnam's top 10 list for excellent customer experience in the 2023 report, as assessed by KPMG.

Be Group named fastest-rising tech transport platform in KPMG report

The assessment report stated that Be made the greatest positive movement from 64th to 7th place and is considered “Vietnam's most advanced technology transportation platform.”

In 2023, global economic challenges have had a notable impact on the mindset of Vietnamese consumers. They have become more cost-conscious, seeking maximum value for their expenditure.

The report provided a comprehensive overview of how leading businesses address these challenges. Based on a survey of over 1,540 Vietnamese consumers, it evaluated 84 brands across eight industries.

The assessment comprises six pillars of experience: personalisation, empathy, expectations, resolution, time and effort, and integrity.

In the top 10, Be stands alongside major brands such as Nike, Viettel, Adidas, etc.

Be Group stands out in KPMG's report for its focus on personalisation as well as time and effort. In particular, personalisation is identified as one of the two key drivers for overall customer experience, as it greatly influences user loyalty and advocacy.

For Be, personalisation is the key to improving and expanding its services. With over 100 million trips already made in the first 10 months of 2023 and 100 million downloads in October, the company has a vast and accurate database.

As a purely Vietnamese business, Be has a unique advantage in understanding local user needs and providing services that are tailored to the needs of its local users.

This strength serves as the foundation for it to continuously innovate and enhance its services. It leverages technology and vast databases to create personalised experiences for all its users, including customers, drivers, and food merchants.

For drivers, it is easy to identify areas with high demand for rides. Similarly, food merchants can benefit from automated processes that handle everything from receiving orders to updating order status and connecting with shippers on the Be platform, without requiring a team of professional computer engineers.

Ensuring a positive driver experience is a crucial target of the platform

Be also excels in terms of the time and effort pillar. As per KPMG, optimised time and effort involves creating a hassle-free process that reduces the effort customers need to put in while dealing with businesses.

Specifically, it offers their ride-hailing service along with solutions for transportation, delivery, dining, booking plane/train tickets, recharging phones, hunting for entertainment deals, and more.

Simultaneously, Be currently offers the most diverse range of payment methods in the market, while many "big guys" lagged behind. It supports payments through e-wallets such as Momo, ZaloPay, and Viettel Money, and also integrated Cake by VPBank three years ago.

Additionally, Apple Pay was also quickly integrated with the platform as soon as it was launched in Vietnam, and it also collaborates with Vietnamese businesses to expand the ecosystem and leverage each other's strengths.

All those positive results stem from the strategy "Vietnamese applications, understanding Vietnamese customers.” Over the past five years, the company has continuously pursued a strategy of prioritising core products and service quality, and striving to understand Vietnamese users. This differentiation is reflected in every touchpoint between Be and Vietnamese customers in their daily lives.

The company satisfies all the basic yet necessary needs of Vietnamese people and now provides over 15 services with a network of 50,000 business partners.

KPMG's 2023 report also highlights that the Vietnamese show a higher level of interest in sustainable consumption compared to the global average. Taking prompt action, Be has collaborated with Xanh SM to update Vietnamese users about the trend of green energy conversion. It was also the first platform in the market to offer an electric taxi experience to the Vietnamese community.

The company has implemented various advertising strategies to reach Vietnamese customers. With the investment of thousands of advertising spots in apartment buildings and offices, combined with creative online approaches, Be has become a familiar brand.

Within a month, Be has reached out to more than 50 million customers, making it the leading brand in the Social Network Discussion Market Share in the first 10 months of 2023. Its daily interactions with customers are not limited to the service platform, but extend to any touchpoint. This is part of Be’s localisation strategy, which aims to enhance the customer experience by connecting with them closely, wherever they are.

The Be platform will continue to deploy services that go deeper into the needs of Vietnamese people. Among these initiatives are the promotion of public transportation through the Busmap service, selling of electronic tickets at Sun World amusement parks, deployment of the Be Mini App on Zalo to reach almost 75 per cent of Vietnam's population, launching of smart financial management features and savings packages, and the conversion of BePoints into incentives, and more.

These efforts have positioned Be as the most advanced platform in the mobility technology field in Vietnam in 2023, providing an exceptional customer experience. The platform is stated to provide even more groundbreaking experiences to the Vietnamese people.