This article will provide “Planning software applications takecare Vip customer in the take care customer department ” at BAOVIET Bank commercial JSC.. Current status of deployment take
Trang 1PLANNING SOFTWARE APPLICATIONS TAKECARE VIP CUSTOMER IN THE
TAKE CARE CUSTOMER DEPARTMENT
I Openning
1.1 Conception about information and communication technology
Information and communication technology, commonly called ICT, phrase is often used as a synonym for the broader information technology (IT), but often is a general term to emphasize the role of unified communications and the combination of telecommunications (telephone lines and wireless signals), building management systems and intelligent audio-visual system in modern information technology ICT including all technical means used to handle information and aid communication, including computer hardware and networking, as well as intermediate contact is the essential software On the other hand, ICT including IT as well as telephone, media, handle all types of audio and video, based on transmission control and network monitoring functions "ICT" used as a general term for all types of technology that allows users to create, access and manipulate information ICT is a combination of information technology and communication technology In a world increasingly linked together, the interaction between devices, systems and people is increasing dramatically Businesses need to meet the needs of employees and their customers to enable greater access to systems and information All communication needs to be transmitted in a unified way By providing the infrastructure can expand, the cloud computing model allows the company to work smarter in accessing information technology and smart and more cost-effective This platform combines minimize upgrade costs and productivity between firms and more Part of route information technology and communication should be strengthened in infrastructure, while adding the benefits for users in collaboration, messaging, scheduling, instant messaging (IM), audio, video, and Web conferencing Cloud computing makes the transportation and energy consumption in IT to become more efficient and bring ICT to new heights Information and communication technology (ICT) are present and play an important role indispensable in the process of governance and administration of the business operations of the enterprise The strong development and wide application of
Trang 2information technology is increasingly more useful for the operation of most types of business In recent years, the field of activity of the Bank has been a lot of prosperity and development through the application of common achievements of Information Technology This article will provide “Planning software applications takecare Vip customer in the take care customer department ” at BAOVIET Bank commercial JSC.
II Analysis
2.1 Introduce about BAOVIET Bank
Established under the operation licence No 328/GP-NHNN issued by the Governor of the State Bank ofVietnam on December 11, 2008, BAOVIET Bank officially became the youngest member of the Bao Viet Group and Vietnam’s commercial banking
system BAOVIET Bank’s inception has contributed to shaping a firm three-pillar formation of insurance, securities, and banking, thus creating an aggregate strength to ensure the sustainable and comprehensive development for the entire Bao Viet system Apart from Bao Viet Holdings as the main founder, BAOVIET Bank is also so proud to
be created by some other companies which rank at the top of their respective fields - those names are well aware in the market as the Vietnam Dairy Products Joint Stock Corporation (Vinamilk), CMC Technology Corporation, HiPT Technology
Corporation…, that fact helps to create a solid and important foundation for the Bank
in the course of market penetration, financial arrangement, high-end technology
application so as to provide its clients and partners with optimal and most appropriate banking services
Vision
We aim to become a leading bank in term of high quality services and comprehensive financial solutions in banking – insurance - investment
Mission
Our mission is to develop the bank into a modern one, which underscores
standardizations in governance, execution and operation to ensure that the top-quality services are in place and clients’ satisfaction is met, thus creating a source of
sustainable added value for its shareholders, generating long-term benefits for its staffs and at the same time fulfilling obligations to society and the community Core values Towards standards: Standards on organizational model, corporate governance,
technology, banking services, and working environment for construction of a dynamic bank
Trang 3Sustainable efficiency: BAOVIET Bank prioritizes endeavors and practical
contributions that help achieve sustainable effectiveness BAOVIET Bank really places importance on correct assessment of risks, resource development and capacity building
to maintain the sustainable efficiency
Non-boundary creativity: Capturing and being ready to receive new ideas and
opportunities, to have completion solutions to make a difference BAOVIET Bank regards creativity a key of successes in a fiercely competitive and swinging banking environment
Successful co-operation: Enhancing the spirit of cooperation, respect for colleagues and promotion of the collective strength,
Unanimity and sharing: Having sense of responsibility, sharing with the colleagues, customers and community,
“Your trust, our commitment”
Organizational structure
2.2 Reality applications ICT at takecare Vip customer department in Bao Viet bank:
Trang 42.2.1 Current status of deployment take care VIP customer at Commercial Bank
Senior Banking (VIP banking) has been the deployment of foreign banks in Vietnam since 2009 race for market share in the segment of high-income customers became more active when the Commercial Bank (CB) started domestic participation the "playing field" potential
To sign up as a VIP customer, the total asset value is maintained at 1 billion USD or equivalent value in exchange deposit accounts, or investments "Standard" VIP customers at the CB in the country to pay more a little flashy, for example: deposit of USD 2 billion or more; deposit payment card account within 6 months from an average
of 500 million or more; or shareholders owning shares of a par value of 2 billion or more; In addition, customers have income from 60-70 million VND / month or more are considered VIP clients,…
Can see that CB the current domestic and foreign customers as VIP rankings are primarily based on income criteria or average deposit balances as a basis for evaluation The CB also very flexible with customers ranking criteria in each period, in line with the business strategy of the bank to attract, while encouraging long-term customer commitment with the bank, become customers VIP customers to be served with the high standards
Adequate service level
To efficiently exploit the VIP customer segments, CB is now more focused investment of resources to roll out the product flexibility consistent with the needs of customer segments is high The diversity of products and services in the areas such as insurance, investments, credit cards contribute to enriching product portfolio to meet the diverse needs of VIP clients in increasing assets The bank has also promoted strategic partnerships with product vendors, service to external banking customer service Package VIP card only by the issuing bank The goal is for VIP customers can use bank cards as a modern means of payment and enjoy the preferential policy discounts from units outside the banking sector cooperation In addition, a number of
CB also building data management systems and customer analysis, system gifts, gift
Trang 5message with the desire to maintain social and cultural ties between banks and customers
Some CB has also built a strategic interest, VIP customer support in all circumstances (“Joy, Wedding, Funeral) Some other banks to consider outsourcing service capabilities gifts for VIP clients But though according to general methods has been also a basic process
- Setting the record gift for VIP customers:
With the support of CRM tools (software systems customer relationship management) is the full archive of information about the customer as well as mass VIP customers When conducting a campaign gifts, customer care staff can base on which
to choose gifts, gifts given forms to suit each client's psychological
Unlike the usual souvenirs, gifts for customers, partners of VIP requires imagination and to express personalization, relevance and implications of the gift and the emotional factors experienced favorite experience, rich in meaning from gifts That's how the record mark, the invisible thread binding and VIP customer banking relationship partner trust, mutual understanding
- Before giving gifts:
Pursuant to the actual situation of the density planned gifts, funding for services
is expected gift Contact VIP customers to confirm some basic information and learn about the needs of the customer gifts
- Proceeing gifts
Customer care staff must be trained guides and detailed customer care skills including direct style, gestures, and speech communication greetings Staff should be trained skills to adapt to each customers personality VIP, processing methods in diverse situations which may occur in the process of gift giving The ultimate aim is the customer experience feeling the individual care, make customers happy and satisfied with the services they receive
- After giving gifts:
After giving gifts to customers, from two – four days, customer care department will contact you (phone / email) to thank customers learn more and incorporate some
Trang 6information such as the satisfaction level of customers for gifts, stylish gifts, as well as services banking products are provided to learn more about customers' preferences for the next time gifts and gift desired form
In addition, a number of other CB proceed to send financial reports daily to the office of VIP customers as a value added service their VIP client care
The competition and exploit high market share among customers CB has started
to become active A local CB said it would open 30 more outlets VIP; also represent a foreign bank operating in Vietnam announced that the bank is preparing to roll out a compelling product for VIP clients This promises a new race in the development of the CB implementation services, products dedicated VIP customer segment in Vietnam today./
2.2.2 At BaoViet bank
In addition to the aforementioned services as CB, Bao Vietnam service bank also deployed exclusively for the VIP customers service launched under the name "VIP banking" or “Private banking”
Customers enjoy benefits such as ensuring privacy, provides optimal utility and high security transactions Privacy Vietnam to launch credit cards for VIP as Gold Visa, Premier Master, Cremium Visa Platinum,…
In addition to credit cards, Bao Vietnam has many products for VIP customers such as home loans, investments, insurance, asset management, with a commitment
to resolve immediate financial needs and take place , special incentives on service fees and interest rates, preferential policies for overdraft services and credit card with dominant wide network offering global commitment: VIP customers, they benefit credit card interest and use of online banking services worldwide, banks can support customers worldwide
In addition, customers will enjoy VIP services optimize customer care such as special privileges when using the service, shopping in the system of banking partners, gift, reward points corresponding to the number of transactions,…
Trang 7With a dedicated card for VIP clients, customers immediately receive formal reception and immediate priority transactions in a separate room, equipped with wireless internet, books, magazines , coffee, tea tastes In case customers are not coming to perform banking transactions, customers simply pick up the phone, call the dedicated line for VIP customers, their employees will have heard, receive requests, perform and report back Everything is fast, accurate and confidential, demonstrating the level of "VIP customers"
Currently on Vietnam bank's new strategy focuses on providing a total solution for VIP customers As enjoyed a reception space with separate amenities; enjoy the preferential interest rate when VIP customers wishing to borrow or savings, increased overdraft limit, ATM withdrawal limits, reduction of international payment services, money transfer; priority to sell foreign currency at preferential rates, receive meaningful gifts for birthdays, New Year,…
Also, always have a VIP customer service team with its own professional style, attentive service of a door, where dedicated service, newsletter analyze the real estate market, Securities Daily For VIP banking, customers are also experts sharing advice and resolve financial needs That is, the experienced staff will advise investment securities, gold, foreign exchange and corporate finance services to clients
2.3 Roadmap and implementation plan for 5 years:
To build a separate space, providing products bring many benefits for VIP customers can not be the problem too difficult By current practice, the high-end products for VIP customers basically banking products for mass retail, plus some are value-added But to get a team of professional staff, knowledgeable finance market, meet the requirements of VIP customers is not easy It takes the cost and long time of training, in addition to requiring the employee experience there are certain skills that trust with customers
One of the new trends "VIP banking" in the world today is the type of service called "Lifestyle Management", ie bank dedicated completely to the special VIP customer manager, or consultant with a lot of responsibility as the organization of
Trang 8events related to housing, leisure, entertainment, or to the more specific obligations arising as customer support in the flight booking, reservation customer hotels when traveling; provide information and currency exchange rate information for medical advice, legal
Therefore, at this point, the customer care services of the VIP Protection Vietnamese bank has yet to "hit" is to all the needs of VIP Partly because profit from operations services for VIP obtained not commensurate with the costs when products
or services are relatively simple extraction (mainly cards and related financial transactions directly to the bank another reason is that services can be profitable, high commissions as capital management, investment consulting, partnership, inheritance management they are not interested in the CB underutilized
During operation, BAOVIET Bank has developed technology solutions complement system core software professional help for the management and operation
of professional development services; special bank has developed technical solutions for a number of Internet Banking, Mobile Banking and is one of the few banks in Vietnam have the ability to offer Internet Banking services for transfers cash payment
Besides the investment in technology, human resources and information technology is a key factor, helping to ensure the operation of the machine Customer Care Officer of Bank BAOVIET mostly experienced professionals has worked at the leading IT corporations Vietnam (CMC, FPT) Thus, although the new bank in operation, but BAOVIET Bank's IT systems have been operated safely, smoothly and efficiently
Organizations and activities as the Center for Information Technology has operated very effectively in recent years, ensuring and maintaining the IT systems of BAOVIET Bank operates smoothly, safely, meet most applications require the use of, make a positive contribution to the overall results of the Bank BAOVIET
Strategic information technology activities in about 5 years, BAOVIET Bank need
to perform the following steps to further enhance the effectiveness of the application of information technology on the Bank's activities:
Trang 9Development of products and services through electronic channels is work focused
in developing strategic customer careVip Bank of Vietnam Bao Current e-Banking channels Bank of Vietnam Bao including ATM & POS systems are installed in the areas where the bank is present; Internet Banking; Mobile Banking; Phone Banking Ensure good relationships within the IT department and between the IT departments with the customer care department;
- Develop an environmental technology reliable;
- Establishing a reputation for applying technology in banking operations;
- Increase productivity through the application of technology;
2.4 Action Plan:
The period 2015 -2016
Create a platform for sustainable development through complete customer care model Vip according to international standards; development of information technology; investment in the development of human resources; brand development Concentrate on building information technology platform unified, complete system database mutual customers, investment and development of quality human resources, improving the system of unified brand, strengthening financial through the capital, developing new products and services to utilities
The period 2016-2017
– Building A on Vietnam on a new platform, with quality IT applications across a comprehensive system of Vietnam Bank Insurance:
The period 2017-2018
– Converting business model, especially for the customer care department carried out
a vigorous change in the quality of customer service, customer focused Senior; provision of financial services combined; development of new business areas; complete conversion centralized management service in place
The period 2018-2020
–Create a strong change in revenue growth and efficiency through the application of
ICT; affirms the professional and powerful internal cooperation, rebranding and quality
Trang 10of service in Vietnam, enhance international competitiveness; Bao Viet Bank to become a strong regional
Before the first period debut in 2015 -2016 is BAOVIET Bank in general and VIP rooms of customer care in particular need to implement some of the following to ensure that IT systems operate more efficiently:
Focus application of modern technology, e-commerce on customer care In our country telecommunications technology, Internet, TV, satellite is growing strongly favorable conditions for customer care services improve quality Modern technology will provide "convenience" and "benefit" to the customer CB need to answer customer information they need not only through customer care officers but also via telephone, email, fax, text chat, voice chat, mobile TV, It is important is then all must be stored, evaluated, analyzed and summarized
When customers can easily access information anytime, anywhere, the appeal will be extremely large and the customer will be very effective
As core banking system upgrade to the latest version; As a new bank operated as the statistical data of clients to use IT applications for transactions, web design simple easy convenient etc.) are aggregated for the whole system at the end of each day However, in the course of operation, upgrade, update software to perfection, even higher processing speed is an essential help for accounting tasks, lookup system smoothly , fast and stable over;
2.5 About Hr for take customer Vip department
For customer care services effective to achieve the highest satisfaction of customers requiring CB to invest methodical and professional First, build a department / customer care team to meet staffing requirements Customer care staffs outside the picture, the level of knowledge, language, knowledge and IT need to have communication skills, listening, creating a warm and friendly communication with customers directly or indirectly
Currently in Vietnam customer service is quite new, job-training programs take care of the customers are not paying much attention Therefore, attention should be paid to training, professional training and skills in this profession At the time of construction,