MSB honored at Insider Growth Makers Club event

MSB is one of the few banks in Vietnam that has created a complete, large-scale ecosystem with CDP, CEP and CXM developed together, integrated with more than 20 other internal systems.

At the Insider Growth Makers Club (GMC) 2025 event, organized by Insider with the strategic partnership of Contentsquare, Maritime Bank (MSB) was awarded the Excellence in Customer Engagement Governance title, recognizing its modern management thinking, cross-departmental vision, and martech system operation, including CEP Insider as a well-designed, consistent, and replicable "growth machine".

Not stopping at applying new technology, MSB is one of the few banks in Vietnam that has created a complete, large-scale ecosystem with CDP, CEP and CXM developed together, integrated with more than 20 other internal systems. At that time, data, technology, experience and marketing are not separate, but are combined to serve a single goal: data-driven business growth, based on personalization to each customer.

“More than 80 domestic and international experts from many departments and partners participated in the project. We determined that the martech project is not a simple technology project, but a superior growth machine because it combines and maximizes the power of data, technology and people,” said Ms. Nguyen Thi Ha Thu, Director of Magnet Transformation Program, MSB.

With the thorough consultation of McKinsey and the implementation experience of the Insider team, MSB has established a feature development model and operated CEP according to international standards, with:

- Clear governance mechanism, clear division of responsibilities and roles between internal departments Marketing, Digital Channels, EDT, DGA, CVP, CX, IT, Business, Customer Service... chaired by the Magnet Transformation Program.

- KPI and ROI indicators are built from the organization's business goals, measured and optimized in real time.

- Sustainable growth thinking and customer-centricity, so not only stopping at the use cases that have been carefully researched and designed initially, during the subsequent operation process, CEP records the results to continuously improve business products, marketing communications and customer experience journey.

- Growth is not about campaigns, it's about execution.

After only 3 months of officially implementing CEP, MSB has recorded:

- Conversion rate increased by more than 20%.

- Customer interaction via Facebook increased by 120%.

- Transactions through digital channels increased by 40%.

This is not only an indicator of a platform's success, but a clear sign that: when data is well managed, and all departments share the same growth goals and are professionally organized, the business will move faster and more sustainably.

In the context of the banking and finance industry entering the stage of transforming data into business value, what MSB is doing is considered a new standard: where technology is inseparable from strategy, where customer experience cannot be separated from operations, and where data is inseparable from business, is the common language for sustainable growth.

At GMC 2025, although newly joining the race of data technology and digital marketing, MSB is recognized as an organization that builds a methodical architecture, professionally operates the leading martech ecosystem in Vietnam and catches up with world standards. Where every decision is based on data, measured for optimization, every strategy can be quickly replicated, and every customer is served in the most unique way./.

(Vietnam+)

Source: https://www.vietnamplus.vn/msb-duoc-vinh-danh-tai-su-kien-insider-growth-makers-club-post1057233.vnp