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Vietnam’s Sophisticated Customer: Redefining Value in CX
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Vietnam is one of the few places where customers can spot weak value almost instantly. In this episode of CX in the Wild, we’re in Ho Chi Minh City with Amalia Goux, a Romanian CX strategist who has spent the past eight years helping brands design experiences that genuinely resonate with Vietnamese consumers.
We dig into why “value for money” in Vietnam isn’t just about price, it’s a mix of quality, social cues, cultural expectations, and the kind of community word of mouth that can boost or sink a brand overnight.
We talk about how Vietnamese consumers negotiate, compare, and question every detail; what global brands often misunderstand when they apply Western models here; and why modern CX work needs to connect more directly to real business outcomes like revenue, churn, and long-term customer health.
If you want a grounded look at what effective CX really takes in an emerging market, this conversation is worth your time.
Amalia Goux on LinkedIn: linkedin.com/in/amaliagoux
Connect with me, Dennis Wakabayashi: linkedin.com/in/denniswakabayashi
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