FrieslandCampina Vietnam’s Friso Mum Club brings home Vietnam Customer Experience of the Year - Food & Beverage at the Asian Experience Awards 2022

The initiative provides personalised experiences and customised exclusive offers to moms.

FrieslandCampina Vietnam won the Vietnam Customer Experience of the Year - Food & Beverage at the recently held Asian Experience Awards 2022 for its Friso Mum Club (FMC) – the best in class care for mom's journey with a cutting-edge customer service initiative in collaboration with nutrition experts and technology.

Being a mom is full of joyful moments, but it would also make one face lots of uncertainties along the journey. The FMC initiative aims to provide personalised experiences and content based on mothers’ needs and wants, alongside exclusive offers customised for each mom, right at the moment she requires it. These technological advancements enable moms with options to research nutritional info as well as get the right advice at the right time.

Friso stays close with moms during their journey with personalised content for each of their milestones: from pregnancy to delivery date, providing relevant tips, information, and a personal touch for her and her little angel in the first two years.

Based on data gathered from past interactions with moms, both digital and point of sales, Friso can predict when moms need pieces of advice and provide immediate consultation, increasing the chance of recruiting more new users or retaining the users in the pipeline longer.

Moms can also record their purchases via Friso Mum Club to both help Friso understand them better and allow moms to accumulate relevant and meaningful gifts for themselves. They can convince other moms to join FMC as well to enjoy the journey together. Friso can divide moms into segments with different strategies to reach the right consumers with the right message at the right time across multi-touchpoints.

Friso Users Conversion Rate increased 2.5x

Within six months of its launch, FMC has reached 70,000 members, with a compounded monthly growth rate of over 50%. FMC has also increased by 2.5 times in new users' conversion rate, which is higher compared to traditional telesales methodology. 

At the same time, 60% of users engaged with Friso through personalised content. This helps Friso be able to care for and optimise the full consumer lifetime journey in terms of engagement and commercial value. 

These growth metrics proved that Friso Mum Club was on the right track to solving market problems and consumer needs despite its competitiveness and swift change. “Friso needs to be agile and innovative to continue to bring the best possible experience for moms during their incredible journey,” the company said.

The prestigious awards programme aims to highlight the ingenious initiatives of creative companies delivering meaningful brand experiences to their stakeholders.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2023 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Jane Patiag at [email protected].