From the gleaming high-rises of Vinhomes to the futuristic VinFast electric cars zipping through traffic, Vingroup’s presence is ubiquitous across Vietnam's dynamic landscape. This sprawling conglomerate, the nation's largest private enterprise, has cemented its presence in sectors as diverse as real estate, technology, hospitality, healthcare, and education, etc. Yet, Vingroup's ascent to dominance isn't solely attributed to ambitious expansion or diversified investments. Instead, it's a tale of unwavering commitment to a customer-centric philosophy, a mantra woven into the very DNA of the company.
The DNA of Vingroup
Vingroup's customer-centric philosophy is more than just a marketing slogan; it's deeply ingrained in the company's culture and guides every decision – from product development and customer service interactions to market expansion.
This dedication to the customer is not a recent development; it's been ingrained in Vingroup's DNA since its humble beginnings as Technocom in Ukraine in 1993. Their initial foray into the market with instant noodles presented a unique challenge: Ukrainian consumers were skeptical of the novel concept of a food product that could be ready to eat after mere minutes in boiling water.
Rather than resorting to traditional marketing tactics, founder Pham Nhat Vuong adopted a hands-on approach, directly engaging with potential customers to demonstrate the noodles' preparation and highlight their convenience. This direct interaction and customer education proved crucial, leading to widespread product acceptance.
This early experience cemented Vingroup's understanding that success lies in forging genuine connections with customers, going beyond simply selling a product to understanding and addressing their needs and concerns.
A poignant example of this is a letter Pham Nhat Vuong received from a Ukrainian veteran, expressing gratitude for how Technocom’s instant noodles had helped his family through tough times. The veteran's words, "Thank God, thanks to that, it's easier to swallow other food," underscored the profound impact the company could have on people's lives.
Customer-Centricity in Action
Before embarking on ambitious projects like the Vinpearl resort chain, Pham Nhat Vuong immersed himself in the world of hospitality through "field missions" to successful ventures in Thailand and Singapore. The firsthand insights gleaned from observing customer interactions and experiences proved invaluable in shaping Vinpearl's offerings, ensuring they catered to the unique desires and expectations of Vietnamese families and tourists.
Vingroup's attentiveness to evolving customer needs is evident in its strategic move into the electric vehicle space in Vietnam through VinFast. Recognizing the growing global demand for sustainable transportation and the specific preferences of Vietnamese consumers, the company has developed a range of electric vehicles that seamlessly blend cutting-edge technology with features tailored to the local market.
Customer satisfaction remains paramount, as demonstrated by VinFast's decision to enhance support for existing gasoline vehicle owners even after shifting its focus entirely to electric vehicles.
"With VinFast gasoline cars, we not only maintain our existing commitments but also enhance them with even more beneficial policies and services," affirmed Pham Nhat Vuong in a 2022 interview with VnExpress. "For instance, we've extended the warranty period to 10 years, which is two to three times the industry standard, and introduced a convenient Mobile Service option. We've also increased our spare parts inventory by 50% compared to usual practice.”
This dedication to after-sales support is fundamental to VinFast's identity. The company has enshrined "excellent after-sales service" as one of its three core values, alongside premium-quality cars and inclusive pricing. This customer-centric philosophy has proven instrumental in VinFast's expansion into North America and Europe and is now driving its entry into the Southeast Asian market.
In the Philippines, VinFast continues to adhere to this customer-centric philosophy by offering unique options like a flexible battery subscription program, designed to address concerns about battery ownership and cost.
Additionally, VinFast prioritizes customer peace of mind throughout the EV ownership journey by providing market-leading policies, such as a comprehensive 7-year/160,000 km warranty for the recently launched VF 5 and VF 3 models.
Vingroup's customer-centric approach has propelled the company to market leadership across multiple sectors in Vietnam. This dominance has not only translated into economic success but has also had a significant social impact, creating jobs and contributing to community initiatives.
The conglomerate’s success story underscores the transformative power of a customer-centric philosophy. By deeply understanding and prioritizing customer needs at the outset, Vingroup has built a diverse and thriving business empire. This approach positions it for sustained growth and influence.
Source: VinFast Global Communications
About VinFast
Ross is known as the Pambansang Blogger ng Pilipinas - An Information and Communication Technology (ICT) Professional by profession and a Social Media Evangelist by heart.
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