Partnership combines Alchemer’s global Voice of the Customer platform with Decision Lab’s advisory and research expertise to help Vietnamese organisations turn customer feedback into measurable business impact.
Ho Chi Minh City, Vietnam – June 1st, 2026 – Decision Lab, a research and consulting firm specialising in commercial growth and customer experience, announced today a partnership with Alchemer to help Vietnamese organisations build structured customer experience programmes and act on feedback systematically.
The partnership combines Decision Lab’s consulting and advanced analytics with the capabilities of Alchemer, one of the world’s most flexible feedback and data collection platforms. Alchemer enables organisations to capture customer and employee feedback across channels and connect it directly into core business systems, and is recognised by industry analysts, including its inclusion in the 2026 Gartner® Magic Quadrant™ for Voice of the Customer Platforms, for its ability to execute and completeness of vision.
Building on its work with leading brands in finance, education, F&B, retail, and digital services across Southeast Asia, Decision Lab applies these capabilities to help organisations in Vietnam design and operationalise customer experience programmes that:
- Design and run modern Voice of the Customer (VoC) and CX programmes
- Capture feedback in real time across digital and physical touchpoints
- Connect CX data into CRM, marketing, and service platforms to trigger action
- Identify areas for improvement for NPS, satisfaction, loyalty, and churn-risk across customer journeys
- Link CX improvements to commercial outcomes such as retention and revenue
“The organisations gaining ground in Vietnam are the ones that treat CX as an operational discipline, not a survey,” said Thue Quist Thomasen, CEO of Decision Lab.
“Partnering with Alchemer gives us the platform infrastructure to complement our research and consulting work — so clients can move from insight to action faster.”
The partnership supports Decision Lab’s broader ambition to help organisations in Vietnam build structured, insight-led CX management systems, rather than relying on fragmented or ad-hoc feedback initiatives.
“Alchemer’s mission is to help every organisation move from simply asking for feedback to truly acting on it,” said Brandon Hodges, Chief Revenue Officer at Alchemer. “Decision Lab has a strong track record of turning data into decisions for some of Vietnam’s most ambitious brands. Partnering with them gives us a trusted, on-the-ground CX specialist in a market where competition for customers is intensifying fast.”
Decision Lab will offer:
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CX and VoC strategy design – from programme vision and KPIs to governance and operating models
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Platform implementation and localisation – configuring Alchemer to Vietnamese business needs, languages, and data environments
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Survey and journey design – designing customer-friendly feedback flows across key journeys (onboarding, service, complaints, churn-risk, etc.)
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Advanced analytics and insight – combining survey data with behavioural and transactional data to generate clear, commercial recommendations
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Ongoing optimisation – continuously testing, learning, and improving CX programmes as markets and expectations evolve
The partnership will focus initially on sectors where CX is a primary driver of retention and growth, including banking and financial services, F&B, real estate, tourism and hospitality, and education.
About Decision Lab
Decision Lab is a consulting and research company headquartered in Ho Chi Minh City, Vietnam. The firm helps CEOs, CMOs, and growth leaders in Southeast Asia drive commercial performance by combining behavioural data, always-on research systems, and practical strategic advice. Decision Lab partners with leading local and international brands across finance, education, F&B, retail, and digital services to build stronger brands, better customer experiences, and more effective marketing and product strategies.
About Alchemer
Alchemer is a global leader in experience management and enterprise feedback technology. The company provides a highly flexible platform for customer and employee feedback, enabling organisations to collect insights everywhere and connect them into business systems so every voice has an impact. Serving more than 11,000 organisations worldwide across CX, HR, and market research, Alchemer helps customer-obsessed teams move from asking to action.