About Vietravel

Founded in 1992, Vietravel is one of Vietnam's leading tour operators, with more than 1,000 office staff and a network spanning the country from south to north. From domestic to international tours, from individual travelers to corporate groups, Vietravel serves tens of thousands of travelers every year across a diverse portfolio of products by segment and destination.

In the travel industry, customer experience unfolds across the entire journey: before the tour, during the tour, and after it. Every touchpoint is a signal; every comment is an opportunity to improve service. But at a scale of tens of thousands of travelers a year and dozens of parallel interaction channels, Vietravel faced a core question: how do you truly listen to the voice of travelers — not just record a score?

The challenge: tens of thousands of surveys — and voices left behind

Before Filum.ai, Vietravel's customer-listening process relied mostly on sending surveys over Zalo, then consolidating the results in spreadsheets. It covered the basics — but set against the real scale of the business, the gaps became clear:

• Tens of thousands of travelers a year, yet only 18–22% responded — most customer voices were never captured.
• CSAT and NPS could not distinguish customers by product or segment — the team had no way to tell whether feedback came from premium tours, family tours, or corporate groups.
• All analysis was done manually in spreadsheets — time-consuming, and impossible to scale as volume grew.

The biggest problem wasn't a lack of feedback — it was the lack of infrastructure to turn that feedback into something the team could act on.

The journey with Filum.ai: from collecting to understanding

To decide on a Voice of Customer (VoC) solution, Vietravel evaluated against clear requirements: it needed native connectivity to ZNS and Zalo (the primary channels for Vietnamese travelers), the ability to analyze both quantitative and qualitative signals, and a cost that fit the scale of the rollout better than the international platforms it had reviewed. Filum.ai met all three, and Vietravel decided to move forward.

Notably, the Customer Loyalty team didn't wait for the system to be ready before getting started. Nhi Anh, Customer Loyalty Manager at Vietravel, led the group in preparing the full survey question set and feedback-collection playbook ahead of the kickoff — so that the moment the system went live, real data began flowing in immediately.

The first ZNS channel went live in time for peak tour season. Email and QR code followed right after. In parallel with opening each channel, three automation flows were activated: alerts when a customer leaves a low rating, welcome notifications for new customers, and data sync back into Vietravel's internal management system. Within a few weeks, Filum and Vietravel had the full feedback collection and processing infrastructure running.

Surveys that reach the customer at the right time, on the right channel

Vietravel's old survey system was based on basic Zalo ZNS templates — capturing only closed scores, with nowhere for customers to share open feedback. With Filum Voice of Customer, the entire process integrates directly with Vietravel's internal systems: right after a tour ends, a survey is automatically sent over ZNS and email within 24 hours. At the same time, tour guides can share a QR code directly during the trip — adding an on-the-spot collection point that captures feedback while the customer's emotions are still fresh, and lifts the overall response rate.

From a score to a picture, tour by tour

Rather than stopping at CSAT and NPS scores, Vietravel built a second layer of data with Filum: every survey response is tied to trip information from internal systems — tour code, itinerary, guide, product type. All of it converges on a single platform for the Customer Loyalty team to analyze. Instead of one blended CSAT score for the entire operation, the dashboard breaks results down by tour route, by guide, and by customer segment — enough for the team to know exactly where to improve, instead of trying to fix everything at once with no starting point.

Negative feedback handled before it spreads

When a customer rates below 3 stars, the system automatically alerts the responsible team that same day. There's no need to wait for the end-of-month review to learn something went wrong — the team can reach out and resolve it while the experience is still fresh, preserving the chance to recover goodwill before the customer shares it more widely. Vietravel rated this capability highly from the very first weeks of operation — because with every customer handled in time, the team isn't just resolving an incident: they're retaining a customer before the decision to book the next tour is affected.

Signals at the start of the day, not a month-end summary

Right after a tour ends, the guide shares a QR code with the customer, and feedback starts arriving in the first few hours, while the memory of the trip is still fresh. The next morning, the Customer Loyalty team opens the dashboard, scans the week's trends, and immediately sees which topics are emerging and which segments need more attention. When a low-rating alert comes in, a team member knows right away and can reach the customer the same day — instead of waiting for the month-end review. All survey, chat, and rating data is consolidated in one place, with no more pulling from multiple sources into spreadsheets. The team can act on the first signal, without waiting for problems to accumulate.

Results

In under six months of operation, Vietravel collected more than 20,000 traveler voices across ZNS, email and QR code — more than double the previous rate. More importantly, each response no longer stops at a single CSAT or NPS score.

• 50%+ survey response rate — more than double the original 18–22%.
• 20,000+ voices collected — all tied to trip information: tour code, itinerary, guide.
• A dashboard that breaks results down by tour route, guide and product type — for the first time, the Customer Loyalty team sees survey results along every operational dimension, not just an overall score.
• Negative feedback flagged same-day — the team acts while the experience is fresh, retaining customers before issues spread.

A real picture of customer experience, for the first time

Before Filum, CSAT and NPS scores were all Vietravel had — but those numbers couldn't tell which routes had problems, which guides customers praised most, or which segments were satisfied differently from the rest. With survey data tied directly to trip information, the Customer Loyalty team finally had a concrete picture: which guides earned the most praise, which routes showed warning signs, which segments stood apart in satisfaction.

Service-improvement decisions are no longer based on gut feel or a small sample of a few dozen hand-filtered responses, but on the full voice of thousands of customers — filtered by route, by guide, and by tour type. When the team knows exactly where to improve and acts on it, the chance of bringing each customer back becomes reality, not just an expectation.

Closing

In Vietnam's travel industry, a disciplined investment in customer listening is still rare. Vietravel chose to build VoC infrastructure out of a clear conviction: the voice of travelers can't be left behind in thousands of spreadsheet rows, and an 18–22% response rate doesn't reflect the experience of most customers.

With nearly a year of operation and more than 20,000 traveler voices collected, Vietravel is listening to its customers the way they deserve — not scattered, not delayed, and not reduced to a number.

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