Customer experience personalization strategy at Home Credit

Home Credit identifies one of the pillars of its responsible financial strategy as putting customers at the center of all business activities.

Customer-centric

Home Credit Vietnam is transforming the consumer finance industry with a clear customer-centric strategy to maintain growth momentum and consolidate its market leadership position. This approach has contributed to the company's impressive business results in 2024, with a record profit after tax of VND 1,291 billion, reflecting strong, sustainable growth momentum and also a solid foundation for the company to maintain an optimistic outlook in the coming time.

Mr. Michal Skalicky, Customer Relationship Manager of Home Credit Vietnam, shared this approach in a panel discussion at the Asia Banking, Finance and Insurance Summit 2025, held on May 13. Focusing on the theme “Advancing Digital Banking Transformation and Financial Inclusion”, the event brought together industry leaders and experts to discuss innovative digital finance solutions that are reshaping the customer experience.

Mr. Michal Skalicky shared during a discussion session at the Asian Banking, Finance and Insurance Summit 2025.

Participating in the panel discussion on “The Future of Personalized Finance: Digital Lending and Customer Experience in Banking and Insurance”, Mr. Michal Skalicky emphasized the importance of using data and technology to create personalized, comprehensive and impactful financial services. “Customers are at the center of every aspect of our operations. That is how we realize our responsible finance philosophy and strengthen our market leading position as a trusted brand,” he said.

Technology is the driving force

Home Credit focuses on providing reliable financial products to the underbanked, either due to lack of steady income or lack of credit history. The company delivers transparent, affordable and personalized services at the right time, in the right form.

To achieve this, Mr. Skalicky appreciates Home Credit's data-driven approach, which means analyzing data based on customer interactions on the website and Home App mobile application, as well as transaction history, to better understand customers so that loan offers can be personalized. The amount, interest rate and term are tailored to each customer.

Home Credit constantly upgrades the Home App to bring seamless, personalized experiences to customers.

This customization is made possible by Customer Value Management (CVM) and Customer Data Platform (CDP), which capture all customer data and interaction history. This enables Home Credit to make more accurate predictions and create a seamless customer journey.

“ Not only stopping at algorithms and automation technology, the company also implemented the ' Try Clients' Shoes ' program, encouraging employees to directly experience Home Credit products as real customers. At the same time, the ' Customer Talk ' initiative opens up opportunities for the office team to directly dialogue, listen and understand users better , ” Mr. Skalicky added.

He also revealed that, by applying all this comprehensive knowledge to make loan proposals to each specific customer, Home Credit recorded that up to 90% of customers accepted the tailored offers.

Then, combined with an AI-powered credit scoring model, the company can approve loans in near real-time, dramatically improving the customer experience right when they need it most.

That's why he calls technology the driving force and key to the company providing the most seamless and efficient customer experience.

Over the years, Home Credit has continuously invested in upgrading the Home App with innovative features such as online registration, instant loan approval, AI chatbots supporting users 24/7 and offers tailored to each user based on data. Thanks to that, Home App has recorded rapid user growth, reaching nearly 9 million downloads since its launch in August 2022. Home Credit has also constantly innovated with products such as online credit cards, Home PayLater and using voicebots and chatbots to serve customers, in order to meet the ever-changing needs of the market.

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Source: https://congthuong.vn/chien-luoc-ca-nhan-hoa-trai-nghiem-khach-hang-tai-home-credit-390882.html