{"id":6929,"date":"2026-10-20T21:42:12","date_gmt":"2026-10-20T14:42:12","guid":{"rendered":"https:\/\/adtek.agency\/glossary\/customer-service\/"},"modified":"2026-10-20T21:42:12","modified_gmt":"2026-10-20T14:42:12","slug":"customer-service","status":"publish","type":"mona_glossary","link":"https:\/\/adtek.agency\/en\/glossary\/customer-service\/","title":{"rendered":"Customer Service"},"content":{"rendered":"<p>Customer service is the work of supporting customers before, during and after a purchase: answering questions, fixing problem orders, handling returns and warranties, and taking complaints. In Vietnam it is usually called &#8220;ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng&#8221; (customer care), or CSKH for short. For many brands, it&#8217;s the moment a customer actually talks to a real person at the company.<\/p>\n<h2>What is customer service?<\/h2>\n<p>A customer service team typically covers several channels at once: a hotline, email, website chat, the Facebook fanpage inbox, Zalo OA (the business account on Zalo, Vietnam&#8217;s most widely used messaging app), chat inside Shopee or TikTok Shop, and the counter in a physical store. Before a purchase, the team advises and explains policies. During it, they confirm orders and report delivery status. After it, they deal with returns, warranties and complaints.<\/p>\n<p>Customer service is only one part of the <a href=\"\/en\/glossary\/brand-experience\/\">brand experience<\/a>. A customer can love the ad and still walk away after a chat that went unanswered for two days.<\/p>\n<h2>Why should marketing care?<\/h2>\n<p>The ad money spent to win a new customer is already gone by the time that customer needs help. If poor service means they never come back, that spend isn&#8217;t recovered through a second or third order, and your <a href=\"\/en\/glossary\/retention-rate\/\">retention rate<\/a> drops with it.<\/p>\n<p>Most feedback now happens in public. On Google Business Profile, verified businesses can reply to reviews. The reply appears publicly under the business name, the reviewer gets a notification and can still edit their review after reading it (<a href=\"https:\/\/support.google.com\/business\/answer\/3474050?hl=vi\" target=\"_blank\" rel=\"nofollow noopener\">Google Business Profile Help, accessed October 2026<\/a>). Every reply is also marketing content for whoever reads it later.<\/p>\n<h2>Legal obligations in Vietnam since July 2024<\/h2>\n<p>Vietnam&#8217;s Law on Protection of Consumer Rights No. 19\/2023\/QH15 took effect on July 1, 2024. Article 31 requires businesses and individual traders to:<\/p>\n<ul>\n<li>Set up a way to receive and resolve consumer feedback, requests and complaints.<\/li>\n<li>Notify the consumer that the complaint has been received within 3 working days.<\/li>\n<li>For manufacturers, importers and direct sellers: build and publish a receiving and resolution procedure, post it at the place of business and on the website or app (if any). This particular requirement doesn&#8217;t apply to individual traders who aren&#8217;t required to register, or to micro-enterprises.<\/li>\n<\/ul>\n<p>Source: <a href=\"https:\/\/luatvietnam.vn\/thuong-mai\/luat-bao-ve-quyen-loi-nguoi-tieu-dung-2023-so-19-2023-qh15-259732-d1.html\" target=\"_blank\" rel=\"nofollow noopener\">Law No. 19\/2023\/QH15, Article 31, on LuatVietnam, issued June 2023<\/a>. An unmonitored fanpage inbox is therefore a legal risk as well.<\/p>\n<h2>AI chatbots: what do customers think?<\/h2>\n<p>Gartner surveyed 5,728 customers in December 2023. 64% said they would prefer companies not use AI in customer service, and 53% would consider switching to a competitor if they learned a company planned to use AI for it. The biggest worry was that it would be harder to reach a person, ahead of AI taking jobs and AI giving wrong answers (<a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2024-07-09-gartner-survey-finds-64-percent-of-customers-would-prefer-that-companies-didnt-use-ai-for-customer-service\" target=\"_blank\" rel=\"nofollow noopener\">Gartner, July 2024<\/a>). A chatbot is fine for repetitive questions, as long as the button to reach a human is always easy to find.<\/p>\n<h2>Example (hypothetical)<\/h2>\n<p>A cosmetics brand selling through its website and TikTok Shop gets 3,000 orders a month, and 2% of orders lead to a complaint: 60 customers. Assume it costs 150,000 VND in advertising to acquire one new customer. If all 60 leave because complaints were handled slowly, the brand loses about 9 million VND of ad spend every month.<\/p>\n<h2>Customer service vs CX vs CRM<\/h2>\n<table>\n<thead>\n<tr>\n<th><\/th>\n<th>Customer service<\/th>\n<th>Customer experience (CX)<\/th>\n<th>CRM<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>What it is<\/td>\n<td>Support when the customer needs it<\/td>\n<td>The overall experience across every touchpoint<\/td>\n<td>Software and processes for managing customer data<\/td>\n<\/tr>\n<tr>\n<td>Who owns it<\/td>\n<td>The customer service team<\/td>\n<td>Several departments<\/td>\n<td>Shared by marketing, sales and customer service<\/td>\n<\/tr>\n<tr>\n<td>Measured by<\/td>\n<td>Response time, CSAT<\/td>\n<td>NPS, repeat purchase rate<\/td>\n<td>Data completeness<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2>Frequently asked questions<\/h2>\n<h3>Do micro-enterprises have to comply with Article 31?<\/h3>\n<p>Yes. The only exemption is the requirement to build and publish the procedure.<\/p>\n<h3>Should you reply to bad reviews publicly?<\/h3>\n<p>Yes, and keep it short: own the mistake if there was one, explain the next step, and invite the customer to a private channel. Don&#8217;t argue in public.<\/p>\n<p>If you want to see how reviews and customer feedback are affecting your ad performance on marketplaces, Adtek&#8217;s <a href=\"\/en\/solution\/brand-commerce\/\">Brand Commerce<\/a> team can talk it through with you via our <a href=\"\/en\/contact\/\">contact page<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Customer service is the work of supporting customers before, during and after a purchase: answering questions, fixing problem orders, handling returns and warranties, and taking complaints. In Vietnam it is usually called &#8220;ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng&#8221; (customer care), or CSKH for short. For many brands, it&#8217;s the moment a customer actually talks to a real [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_yoast_wpseo_title":"Customer Service: Meaning, Vietnam Law and AI","_yoast_wpseo_metadesc":"What is customer service? 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