Thien Long: Stationery
Customer Experience
Thien Long: Stationery
Customer Experience
Thien Long means 'Flying Dragon', a leading stationery brand in Vietnam, launched a Digital Transformation (DX) initiative to improve operational efficiency and customer engagement. As part of this effort, our team delivered DX consulting services, including a focus on Customer Experience (CX) consultation.
Thien Long Group on Forbes:
https://www.forbes.com/companies/thien-long-group/
Thien Long means 'Flying Dragon', a leading stationery brand in Vietnam, launched a Digital Transformation (DX) initiative to improve operational efficiency and customer engagement. As part of this effort, our team delivered DX consulting services, including a focus on Customer Experience (CX) consultation.
Thien Long Group on Forbes:
https://www.forbes.com/companies/thien-long-group/
The Problem
The top stationery brand in Vietnam, has seen declining customer engagement and sales in both physical and online stores, particularly after the COVID-19 pandemic. The brand was struggling to keep pace with changing customer behaviours after this period.
Objective
The goal is to identify the underlying causes of weak user engagement and use these insights to improve both in-store and online customer experiences within 16 weeks. By doing so, Thien Long aims to reconnect with its customers, differentiate itself from competitors, and ultimately drive sales growth.
My contribution
As one of two CX Consultants, I was mainly responsible for customer experience solutions, which also included supporting UX/UI-related tasks throughout the project.
EMPATHISE
EMPATHISE
Mass Online Survey
Purpose: Understand the stationery shopping and usage behaviours of retail customers in a mass online scale, and to understand how these customers aware of the Thien Long stationery brand among other stationery brands. After sending out the survey, we received 220 respondents, and collected these key findings after analysing the information:
Consumer perception on Thien Long Stationery
Thien Long (TL) was said to be the most popular stationery brand by the retail customers survey. The majority have heard of or at least had used Dragon Wing ballpoint pens in the past.
Majority of retail customers think that it’s “common product, everywhere, cheap and good quality”.
But not so many aware of TL’s subsidiary brands selling other products, such as crayons, ink pen, business ink pens.
When mentioning of of TL stationery, majority of retail customers think that it’s “common product, everywhere, cheap and good quality”.
Stationery Consumer Behaviours
Over 84% retail customers buys for themselves, and 30% buy for their kids or relatives who are students.
3 top factors most affect consumers when choosing a stationery products are “Quality”, “Affordable” and “Nice design”.
3 places retail consumers usually buy stationery were: Convenience Store, Online platform, and Supermarket.
Stationery Consumer Pain Points
For general users: Easy to lose
For pen users: Ink leaked
For pencil users: break leads
Mass Online Survey
Purpose: Understand the stationery shopping and usage behaviours of retail customers in a mass online scale, and to understand how these customers aware of the Thien Long stationery brand among other stationery brands. After sending out the survey, we received 220 respondents, and collected these key findings after analysing the information:
Mystery Shopping
I and one more colleague acted acted as regular consumers purchasing pens at 7 different physical retailer stores to observe customer behaviours, shopping environment, staff support, and customer service. 7 stationery sales touch points include: supermarkets, convenience stores, large and small bookstores. Observations have been well note-taken and made it concise in the report.
The aim was to understand the primary audience for each sales touch points, their shopping habits, and their needs regarding the shopping environment. This activity was intended to identify issues that hinder the customer journey.
Summary Note
Customer service for stationery is typically better at smaller stores, where the environment is calmer and more personalised. Large-scale or combination stores tend to be busier and noisier, attracting a wider range of customers, but often providing less focused assistance. Smaller stores primarily serve working professionals, students, and parents, with more attention to customer needs.
Thien Long pens are a popular choice, typically displayed on a prominent shelf, although sometimes they get mixed in with other well-known brands. Customers who buy Thien Long pens usually purchase in bulk, either by box or pack.
Stores with attractive displays and decorations tend to draw in more young customers, particularly children and primary school students.
Students usually take their time when choosing stationery, carefully considering and testing pens before purchasing. Female students are often drawn to pens with cute and attractive designs.
Working-age customers, on the other hand, tend to make quicker decisions, often asking staff for specific products and making their purchases in a hurry. Some female customers in this group ask for assistance when selecting signature pen gifts.
Parents and their children tend to visit stationery sections after school pick-up.
Stationery Consumer Behaviours
Over 84% retail customers buys for themselves, and 30% buy for their kids or relatives who are students.
3 top factors most affect consumers when choosing a stationery products are “Quality”, “Affordable” and “Nice design”.
3 places retail consumers usually buy stationery were: Convenience Store, Online platform, and Supermarket.
Stationery Consumer Pain Points
For general users: Easy to lose
For pen users: Ink leaked
For pencil users: break leads
Consumer perception on Thien Long Stationery
Thien Long was said to be the most popular stationery brand by the retail customers survey. The majority have heard of or at least had used Thien Long ballpoint pens in the past.
Majority of retail customers think that it’s “common product, everywhere, cheap and good quality”.
But not so many aware of Thien Long’s subsidiary brands selling other products, such as crayons, ink pen, business ink pens.
When mentioning of of Thien Long stationery, majority of retail customers think that it’s “common product, everywhere, cheap and good quality”.
Mystery Shopping
I and one more colleague acted acted as regular consumers purchasing pens at 7 different physical retailer stores to observe customer behaviours, shopping environment, staff support, and customer service. 7 stationery sales touch points include: supermarkets, convenience stores, large and small bookstores. Observations have been well note-taken and made it concise in the report.
The aim was to understand the primary audience for each sales touch points, their shopping habits, and their needs regarding the shopping environment. This activity was intended to identify issues that hinder the customer journey.
Summary Note
Customer service for stationery is typically better at smaller stores, where the environment is calmer and more personalised. Large-scale or combination stores tend to be busier and noisier, attracting a wider range of customers, but often providing less focused assistance. Smaller stores primarily serve working professionals, students, and parents, with more attention to customer needs.
Dragon pens are a popular choice, typically displayed on a prominent shelf, although sometimes they get mixed in with other well-known brands. Customers who buy Dragon Wing pens usually purchase in bulk, either by box or pack.
Stores with attractive displays and decorations tend to draw in more young customers, particularly children and primary school students.
Students usually take their time when choosing stationery, carefully considering and testing pens before purchasing. Female students are often drawn to pens with cute and attractive designs.
Working-age customers, on the other hand, tend to make quicker decisions, often asking staff for specific products and making their purchases in a hurry. Some female customers in this group ask for assistance when selecting signature pen gifts.
Parents and their children tend to visit stationery sections after school pick-up.
Mystery Shopping
I and one more colleague acted acted as regular consumers purchasing pens at 7 different physical retailer stores to observe customer behaviours, shopping environment, staff support, and customer service. 7 stationery sales touch points include: supermarkets, convenience stores, large and small bookstores. Observations have been well note-taken and made it concise in the report.
The aim was to understand the primary audience for each sales touch points, their shopping habits, and their needs regarding the shopping environment. This activity was intended to identify issues that hinder the customer journey.
Summary Note
Customer service for stationery is typically better at smaller stores, where the environment is calmer and more personalised. Large-scale or combination stores tend to be busier and noisier, attracting a wider range of customers, but often providing less focused assistance. Smaller stores primarily serve working professionals, students, and parents, with more attention to customer needs.
Thien Long pens are a popular choice, typically displayed on a prominent shelf, although sometimes they get mixed in with other well-known brands. Customers who buy Thien Long pens usually purchase in bulk, either by box or pack.
Stores with attractive displays and decorations tend to draw in more young customers, particularly children and primary school students.
Students usually take their time when choosing stationery, carefully considering and testing pens before purchasing. Female students are often drawn to pens with cute and attractive designs.
Working-age customers, on the other hand, tend to make quicker decisions, often asking staff for specific products and making their purchases in a hurry. Some female customers in this group ask for assistance when selecting signature pen gifts.
Parents and their children tend to visit stationery sections after school pick-up.
Qualitative Interview
Qualitative Interview
I gathered feedback from retail consumers interviews to identify the target customer group that can have the potential to influence pen purchasing decisions. This also aimed to uncover both current and hidden needs allowing for opportunities and CX directions for Thien Long stationery.
I gathered feedback from retail consumers interviews to identify the target customer group that can have the potential to influence pen purchasing decisions. This also aimed to uncover both current and hidden needs allowing for opportunities and CX directions for Thien Long stationery.
Young Consumer Segmentation
(Children & Students)
Prefer buying pens online for convenience, despite being aware of the risks of receiving broken or faulty products.
Focus more on attractive designs rather than brand names when selecting pens.
The younger the consumers, the more they are drawn to pens with fun designs, stickers, or cartoon characters (e.g., Disney), with a preference for colourful and cute options.
Prefer buying pens online for convenience, despite being aware of the risks of receiving broken or faulty products.
Focus more on attractive designs rather than brand names when selecting pens.
The younger the consumers, the more they are drawn to pens with fun designs, stickers, or cartoon characters (e.g., Disney), with a preference for colourful and cute options.
Working-Age Consumers Segmentation
Have a low demand for purchasing pens, as they mostly use laptops for note-taking or have pens supplied by their workplaces.
When they do buy pens, it’s typically in bulk (packs or dozens), with an emphasis on quality over appearance.
Have a low demand for purchasing pens, as they mostly use laptops for note-taking or have pens supplied by their workplaces.
When they do buy pens, it’s typically in bulk (packs or dozens), with an emphasis on quality over appearance.
Middle-Age/Parent Consumers Segmentation
Whether buying for themselves or their children, they prioritise pen quality over design.
They are generally loyal to traditional, well-known brands like Dragon Wing, which are valued for their cultural significance and affordability compared to international brands.
Unless schools require specific products, they base their purchasing decisions on quality.
Whether buying for themselves or their children, they prioritise pen quality over design.
They are generally loyal to traditional, well-known brands like Dragon Wing, which are valued for their cultural significance and affordability compared to international brands.
Unless schools require specific products, they base their purchasing decisions on quality.
Competitive Analysis
Competitive Analysis
I conducted online research on competitor activities. To be specific, we explore innovation activities from 8 stationery brands already existing in Vietnam, and we visited three flagship stores from other three competitors in the capital city, Hanoi, Vietnam. The aim was to explore competitors’ CX strategies and their level of customer engagement within these stationery brands.
I conducted online research on competitor activities. To be specific, we explore innovation activities from 8 stationery brands already existing in Vietnam, and we visited three flagship stores from other three competitors in the capital city, Hanoi, Vietnam. The aim was to explore competitors’ CX strategies and their level of customer engagement within these stationery brands.
DEFINE
DEFINE
Customer Journey
The aim is to gain key insights into the typical online and offline purchase journeys of retail customers, and from there, identify which steps in the journey may present more pain points than others.
The general customer journey
The journeys of two groups: Online Experience and Offline Experience, mapping customer touch points across five stages of purchasing and using the product.
Pain points across the journey
Pain points are likely to present more in the Consideration, Purchase, Post-Purchase stages. Detailed can be made (see image CJ Pain points)
Forming a Hypothesis
What users want?
After analysing all the primary research, and the pain points recorded, we explored the intangible needs for retail customers, which can be summarised as:
They want to have signature products that attached with Vietnamese cultures.
Customers want to purchase individual components of the product. (For example, when they lose the pen cap, clip, or ink refill, they prefer to buy those individual parts rather than purchasing a whole new pen.)
Customers tend to be more interested in environmentally friendly, recyclable products.
No queuing at the counter/cashier for payment.
Have a clear guideline on product maintenance and return/exchange policy and reviews to be listened.
Customers want multifunctional pens, especially when customers need to carry and use multiple items like pencils, rulers, and more at the same time.
Customer Journey
The aim is to gain key insights into the typical online and offline purchase journeys of retail customers, and from there, identify which steps in the journey may present more pain points than others.
The general customer journey
The journeys of two groups: Online Experience and Offline Experience, mapping customer touch points across five stages of purchasing and using the product.
Pain points across the journey
Pain points are likely to present more in the Consideration, Purchase, Post-Purchase stages. Detailed can be made (see image CJ Pain points)
Forming a Hypothesis
What users want?
After analysing all the primary research, and the pain points recorded, we explored the intangible needs for retail customers, which can be summarised as:
They want to have signature products that attached with Vietnamese cultures.
Customers want to purchase individual components of the product. (For example, when they lose the pen cap, clip, or ink refill, they prefer to buy those individual parts rather than purchasing a whole new pen.)
Customers tend to be more interested in environmentally friendly, recyclable products.
No queuing at the counter/cashier for payment.
Have a clear guideline on product maintenance and return/exchange policy and reviews to be listened.
Customers want multifunctional pens, especially when customers need to carry and use multiple items like pencils, rulers, and more at the same time.
IDEATE
IDEATE
Ideation Workshop
Ideation Workshop
In this stage, we held a workshop to brainstorm ideas, including unconventional ones. These activities involved the wider DX project team (beyond CX). In this ideation workshop, we had a chance to review all of the findings, carry out activities (see picture) and invite other consulting members to participate come up as many solutions as possible
In this stage, we held a workshop to brainstorm ideas, including unconventional ones. These activities involved the wider DX project team (beyond CX). In this ideation workshop, we had a chance to review all of the findings, carry out activities (see picture) and invite other consulting members to participate come up as many solutions as possible
We then prioritised ideas that can meet end-users needs, and align with the client’s business then capabilities at the same time:
QR Code Integration: Add QR codes to products to connect offline items with online content, helping Dragon Wing stand out in a competitive market.
Boost Brand Awareness: Leverage SEO, email marketing, and social media (e.g., Facebook, Instagram, Zalo), with a focus on storytelling and culturally relevant campaigns.
Customer Insight Tools: Implement tools to track consumer behaviour on social media for more targeted engagement.
Gamified Engagement App: Develop an app with promotions, updates, and feedback channels to improve customer interaction.
Flagship Experience Store: Long-term idea featuring VR/AR, creative zones, and emotional journey mapping, inspired by brands like Muji.
Recycling Programme: Launch a loyalty scheme for returning used products, with options for component replacement (e.g., pen caps).
QR Code Integration: Add QR codes to products to connect offline items with online content, helping Dragon Wing stand out in a competitive market.
Boost Brand Awareness: Leverage SEO, email marketing, and social media (e.g., Facebook, Instagram, Zalo), with a focus on storytelling and culturally relevant campaigns.
Customer Insight Tools: Implement tools to track consumer behaviour on social media for more targeted engagement.
Gamified Engagement App: Develop an app with promotions, updates, and feedback channels to improve customer interaction.
Flagship Experience Store: Long-term idea featuring VR/AR, creative zones, and emotional journey mapping, inspired by brands like Muji.
Recycling Programme: Launch a loyalty scheme for returning used products, with options for component replacement (e.g., pen caps).
Customer Persona / New Journey Proposal
Customer Persona &
New Journey Proposal
In this stage, we held a workshop to brainstorm ideas, including unconventional ones. These activities involved the wider DX project team (beyond CX). In this ideation workshop, we had a chance to review all of the findings, carry out activities (see picture) and invite other consulting members to participate come up as many solutions as possible
In this stage, we held a workshop to brainstorm ideas, including unconventional ones. These activities involved the wider DX project team (beyond CX). In this ideation workshop, we had a chance to review all of the findings, carry out activities (see picture) and invite other consulting members to participate come up as many solutions as possible
DESIGN&PROTOTYPE
DESIGN&
PROTOTYPE
DESIGN&
PROTOTYPE
Customer Insight Management Platform
Customer Insight
Management Platform
As part of the first phase of the DX project, I collaborated with UX/UI designers to deliver the design proposal for a Customer Insight Management Platform. The Gamification App proposal was also in development and initially intended for this phase; however, the client chose to prioritise the completion of their stationery sales management platform, so the app was put on hold.
As part of the first phase of the DX project, I collaborated with UX/UI designers to deliver the design proposal for a Customer Insight Management Platform. The Gamification App proposal was also in development and initially intended for this phase; however, the client chose to prioritise the completion of their stationery sales management platform, so the app was put on hold.
The Gamification App proposal was put on hold, as the client would like to focus on the Customer Insight Management Platform in the first phase.
REFLECTION
REFLECTION
Challenges and Lessons
Challenges and Lessons
The project was quite demanding, with only two CX consultants managing a large workload of processes and data within a tight deadline. One highlight was gaining hands-on experience with the Mystery Shopping approach, which allowed me to observe customer behaviours across various demographics.
The project also pushed me to think creatively, as the solutions extended beyond digital to include physical experiences, marketing and branding techniques, and product development. However, since the scope was limited to consulting and delivering feasible digital solutions, there was little opportunity to test or explore how other creative ideas would work. If given more time, I would have liked to dive deeper into the execution phase of business development, marketing strategies and in-store physical experience.
The project was quite demanding, with only two CX consultants managing a large workload of processes and data within a tight deadline. One highlight was gaining hands-on experience with the Mystery Shopping approach, which allowed me to observe customer behaviours across various demographics.
The project also pushed me to think creatively, as the solutions extended beyond digital to include physical experiences, marketing and branding techniques, and product development. However, since the scope was limited to consulting and delivering feasible digital solutions, there was little opportunity to test or explore how other creative ideas would work. If given more time, I would have liked to dive deeper into the execution phase of business development, marketing strategies and in-store physical experience.
© Gemma Bao Tran, 2025
Email contact: gebao.nt@gmail.com