Case Study: Vietnam Airlines achieves real-time CX insights and increased passenger engagement with Qualtrics

Vietnam Airlines - Customer Case Study

Vietnam Airlines, Vietnam’s flag carrier operating about 400 daily flights to 51 destinations and serving 22 million passengers annually, needed a clear differentiator beyond price to deliver a more tailored passenger experience across a fast-growing Southeast Asian market. The airline’s challenge was to expand and accelerate customer feedback collection and turn that feedback into actionable improvements across booking, check-in and onboard service.

Using Qualtrics CustomerXM™, Vietnam Airlines deployed real-time website feedback, QR-code surveys, and an offline app for mystery shoppers, and combined experience data with operational metrics like sales and pricing. The result: a dramatic increase in feedback volume and engagement, faster insight delivery via role-based dashboards (reducing response time from months to weeks), and data-driven changes to services that helped strengthen the carrier’s competitive position.

Vietnam Airlines

Minh Hong

Director of Passenger Service Department