Lập kế hoạch ứng dụng CNTTTT cho hoạt động của ban thương hiệu truyền thông thuộc ngân hàng bảo việt (BAOVIET bank) e

About Brand - Communications Division The Brand - Communications Division is the unit of BAOVIET Bank, with a function of advising, helping CEO with administrative activities, developing

PLANNING FOR ICT APPLICATIONS IN THE BRAND - COMMUNICATIONS

DIVISION’S ACTIVITIES IN BAOVIET BANK

Table of Contents

I Introduction 3

II Introduction of BAOVIET Bank and Brand - Communications Division 4

1 About BAOVIET Bank 4

2 About Brand - Communications Division 4

III.Current status of ICT applications in Brand - Communications Division 6

1 About Customer relationship management system 6

2 Office Automation 7

3 Groupware - group software 8

4 Specific applications for the division 11

III In coparison with competitors' similar functional departments 12

IV SWOT analysis 12

1 Strengths 13

2 Weaknesses 13

3 Opportunities 13

4 Threats 15

V Planning for ICTapplications 15

VI Conclusion 17

References 18

I Introduction

There has been a comprehensive development in the banking system during the last 20 years, stick to the socioeconomic development in each period The highlight of this development is the information technology application in banking activities In other words, banking technology has been considered as the growing trend in banking activities The chosen technological solutions which are basically appropriate have importantly contributed

to promote credit institutions to enhance competitiveness through diversification of products and services and to occupy market share by automatic transaction devices that accelerate payment, increasing the monetary cycle Thus, they contribute to improve the social capital effectiveness and management capacity of the central bank However, the development of banking system, in general, and banking technology, in particular, has not kept pace with the needs and requirements of economic integration (Nguyen Thi Kim Thanh - Banking Magazine No 13/2010)

Prospects for banking system development until 2020 is to ensure the stable development of financial sector, enhancing in-depth development and empowerment of financial sector in the national economy, in the regional and global financial system, to satisfy the socioeconomic requirements of the products and financial services Banking technology will develop more in the next decade and be the new breakouts for banking system development prospects until 2020

As one of the young commercial banks in Vietnam’s credit institution system, BAOVIET Bank inherits and has opportunities to develop ICT achievements in banking sector, but they

face challenges as other banks have built and developed a solid foundation of ICT with ample budgets In this context, the brand - communications division of BAOVIET Bank has actively applied new forms that are less economically costly but highly effective

This essay will focus on analyzing the forms of applying ICT that the brand -communications division is actually applying

II Introduction of BAOVIET Bank and Brand - Communications Division

1 About BAOVIET Bank

Established under the operating license No 328/GP-NHNN on 11 Dec 2008 by the Governor of the State Bank of Vietnam, Bao Viet Joint Stock Commercial Bank (BAOVIET Bank) is the youngest member of Bao Viet finance - insurance group, also a young commercial banks in the credit institution system in Vietnam The establishment of BAOVIET Bank contributes to forming a solid tripod among Insurance Banking -Securities, which creates synergy, ensuring sustainable and comprehensive development for the whole Bao Viet system

With the founding shareholders including Bao Viet group, Vietnam Dairy Products Joint Stock Company (Vinamilk) and CMC Joint Stock Company and some shareholders who are other prestigious institutions in Vietnam, BAOVIET Bank has many advantages in developing partnerships with domestic and international trade organizations, applying advanced and most efficient banking technology to create competitive power for banks and premise to become one of the leading banks in Vietnam

Vision

Becoming a leading bank of service quality and comprehensive financial solutions in banking - insurance - investment

Mission

Building a modern bank, enhancing standards in governance and operations to ensure the highest level of service quality and customer satisfaction, through that creating sustainable

added value to shareholders, long-term benefits for employees and good responsibility to the community and society

2 About Brand - Communications Division

The Brand - Communications Division is the unit of BAOVIET Bank, with a function of advising, helping CEO with administrative activities, developing the “BAOVIET Bank” brand and public relations activities in and outside the bank

Main functions of the Brand - Communications Division including:

 Making plans for brand and public relations development activities according to each period and appropriate for BAOVIET Bank’s business strategy

 Executing the brand, public relations development plans

 Managing brand consitently through building and managing the compliance of the brand indentifying standard

 Developing “BAOVIET Bank” brand (through activities: brand and bank’s products marketing on mass media; designing, publication and item printing to develop the bank’s brand and business activities, organizing events to develop business, philanthropic and community sponsoring activities to promote “BAOVIET Bank” image)

 Managing and doing public relations activities (Building and managing relationship with the media, clue providing and information posting focal points, managing and handling information related to BAOVIET Bank; management and content development of the website: http//www.baovietbank.vn)

 Organizing and co-operating to execute public relations activities in BAOVIET Bank, contributing to build corporate culture as: organizing events, building newsletters and messages from leaders to staffs in the holiday season, special events,

 Implementing measures to prevent information crisis and being the focal point of processing incidents affecting the BAOVIET Bank

 Assisting units in the system to do tasks related to brand and communications

 Doing research, composing and submitting to the authority to issue Regulations, Rules, Procedures, Guidelines of brand and communications

 Advising and assisting the Executive Board with foreign affairs, relations with the state bank and managing agencies

The organizational structure of the Brand and Communications Division includes the image management and brand development department and communications department

III Current status of ICT applications in Brand - Communications Division

The ICT application in departments of BAOVIET Bank in general (except for specific departments such as Electronic Banking Division, IT Division) and the Brand – Communications Division in particular is weak, only in the initial steps There are no specialized applications for brand and communications activities of the bank

1 About Customer Relationship management system

This is a new way to compete when using IT to make a difference in service It can satisfy every customer, every channel.

Traditional channel New e-channel Application level of

BAOVIET Bank

Customer Care Switchboard Email Both forms

Area’s representatives Website serving customers

and partners

Both forms

Network retailers / business

partners

Communicating via wireless devices

Both forms, mainly traditional channel

Professionally, not dealing directly with customers, email is used primarily to communicate between the Division and partners or other departments of the bank With BAOVIET Bank

in general, while the CCS switchboard is the place to receive incoming calls, customer inquiries, email support system is less effective (almost not sending customer inquiries, requests through this channel) In contrast, BAOVIET Bank regularly uses marketing email -sending mails about information, new products to its existing customer list

The most recent innovation of Brand – Communications Division in particular in the ICT application to serve the whole bank is that the new website was born from 9 May 2013 New website project is a cooperation between the Brand - Communications Division (mainly in terms of brainstorming, ideas, structure, content), System Administration Office - IT Division (technical reception from partners) and the building partner is Vinno solution development company

Formerly old website served primarily one-way providing information to customers The update is not focused, less attractive interface and lack of customer interaction New website overcomes the aforementioned weaknesses Highlights of the new website is structured interface with modern design and advantages for easy access As the official media of the bank’s activities, the new site is arranged systematically, easy to understand and helps customers easily search, explore and use information products, services and promotions of BAOVIET Bank Website can be used with popular browsers such as FireFox, Internet Explorer, Chrome, Opera Especially website is designed compatibly with mobiles and tablets, so customers are not only easy to look up information but also can perform banking transactions on the Internet quickly and conveniently with high security, which helps customers save time rather than at the transaction counter New website also provides calculating tools for customers in some deposit or loan services

2 Office Automation

This is a software package to help with the office work, individually or integrated into a system.

The common office

applications

Application level

in BVB

The common office

Application level in

applications BVB

Word processing Applying the basic

softwares such as Microsoft Word, Excel, Power Point

Desktop publishing

N/A

daily

Electronic calendaring

Using the calendar or reminder in Outlook Telephony Appling regularly,

daily

Document imaging

N/A

preparation, storage, and sharing

A common drive to allow information sharing between internal departments and members of the Brand -

Communications Division

daily

3 Groupware

Groupware - Supporting activities: • collaboration, information exchange and management

This is a collaborative environment between the parties, including many types - depending on the functions: production, sales, each branch

Common Groupware

Features

Application level in BVB

Common Groupware Features

Application level

in BVB

Email Appling regularly Online meeting Applying with

some departments, the brand –

communications division does not use

E-message board N/A Workflow classifying Applying with

some departments, the brand –

communications division does not use

Online conference Applying with some

departments, the brand –

communications division does not use

Documents / e-form Applying with

some departments, the brand –

communications division does not use

Calender Using the calendar

or reminder in Outlook, depending

on the individual

Document sharing Common drive

system

Desktop video

conferencing

Applying with some departments, the brand –

communications division does not use

Online environment Applying with

some departments, the brand –

communications division does not use

depending on the individual

Common workspace Applying with some

departments, the brand –

communications division does not use

BVB general and Brand - Communications Division in particular does not apply to products Groupware: Microsoft Exchange, Lotus Notes, Oracle Collaboration Suite, Novell GroupWise, EMC Documentum eRoom, Microsoft Office Groove, Microsoft SharePoint Server, Thruport Technologies HotOffice, Microsoft Office Communications Server, Web crossing, IBM Workplace Collaboration Services

Similarly, do not produce departments also not apply to Board SCM

BaoViet Bank in general and the Brand - Communications Division in particular does not apply these following products of Groupware: Microsoft Exchange, Lotus Notes, Oracle Collaboration Suite, Novell GroupWise, EMC Documentum eRoom, Microsoft Office Groove, Microsoft SharePoint Server, Thruport HotOffice Technologies, Microsoft Office Communications Server, Web crossing, IBM Workplace Collaboration Services

Similarly, due to not a production department, the Brand - Communcations Division does not apply SCM, either

4 The specific applications for the Divivsion

In the process of applying IT to increase sales, many companies have achieved success through online advertising solutions to expand sales channels Considering the economic perspective, this is a form of marketing in the less expensive, especially compared to advertising on TV or in newspapers Besides, e-marketing (electronic marketing) is also a solution to help companies minimize cost According to Vo Do Thang - the Director of Athena Network Security Center, basically e-marketing is similar to traditional marketing

methods - ie also following the order: product - price - trade promotion - markets However, considering the benefits of this solution, there is not only low cost but also promotion efficiency greater than using traditional advertising channels On the basis of data on consumers, marketers can send millions of emails with a single click action, or can use automated programs to send emails to groups or individual customers with relevant content With this, the transaction with clients is not as sudden as over the phone and companies can send messages to many clients in many different addresses in the fastest time Along with e-marketing, companies can use marketing web application to provide information about products or introduce incentive programs and solutions for e-commerce (online sales) to increase sales (Saigon Businessmen, 2011)

Considering the particular expertise of the Division, the solution will be used online, typically digital marketing (digital marketing) According to Jared Reitzin, CEO of mobileStorm Inc., digital marketing is the implementation of some activities to promote products and services, including the use of online distribution channels oriented database

-to reach -to cus-tomers: righ time, personalized and with reasonable expenses (Blog.chamxanh, 2011) Digital marketing includes basic tools as follows:

 Online advertising

 Email marketing

 SEM - Search engine marketing ( Paid listing - Advertising on search engines, is very popular in Vietnam with Google Adwords)

 SEO - Search Engine Optimization (helping improve search engine rankings for units

on the search engine like Google)

 Online PR

Mobile marketing (Marketing through mobile phones)

Social Media: Fanpage Facebook BAOVIET Bank built by Brand-Communication Division works quite effectively In addition to attracting the public naturally, the Division use the

"push like", ie remove certain cost to "buy" from users like Facebook, through allowing the display to page content Home screen of many users The Digital Marketing tools are still