SHB increased 8 ranks in customer satisfaction

SHB always understands and puts customers at the center - Photo: SHB

Customer satisfaction is a measure of banking

According to research by two economists Frederick F. Reichheld and W. Earl Sasser published in Harvard Business Review (HBR), a bank's profits can increase by up to 85% if they successfully reduce customer churn by 5%.

In the Vietnamese banking market, the rapid development of technology has enabled banks to easily develop products and services that meet diverse customer needs in a short period of time.

This leads to a phenomenon of "product saturation," where features such as opening accounts with attractive numbers, using phone numbers, 24/7 money transfers, QR code payments, eKYC verification, online consumer loans, or integrated e-wallets… almost no longer create a clear differentiation between banks.

Even advanced services like applying for credit cards online, investing in stocks, flexible savings accounts with specific goals, or managing personal finances via apps are quickly becoming widespread.

Banks that know how to "please" customers will create outstanding competitive advantages, affirm their brands and expand their market share.

When customers are satisfied, they tend to use more of the bank's products. This, in turn, gives the bank an opportunity to increase revenue.

At the same time, a service system that always aims for customer satisfaction will help improve operational efficiency, minimize errors and improve overall service quality.

According to a bank executive, the strategy of increasing convenience and enhancing customer experience is an inevitable trend in the competitive race within the banking industry. This requires banks to have clear strategic planning in leveraging existing technological infrastructure or collaborating with third parties for effective implementation.

Several Vietnamese banks are following this trend, continuously applying advanced technologies such as AI, Machine Learning, and Big Data to improve their service ecosystem and better meet the increasingly diverse needs of individual and corporate customers.

Recently, SHB signed a cooperation agreement with SAP Fioneer and Amazon Web Services (AWS) to deploy the "Bank of Future (BOF)" model, comprehensively integrating technology platforms into operations and services, creating a breakthrough.

SHB always understands and puts customers at the center.

Banking experts believe that customers are loyal to the experience, not to the bank. Therefore, solutions to enhance the customer experience include accessibility, quick support, personalized services, and security assurance.

In fact, Vietnamese banks have been taking strong action to realize these criteria, viewing customer experience as a core competitive advantage.

Alongside investments in infrastructure and technology, SHB has always upheld its core values of integrity and dedication.

"Starting from the Heart" has become the guiding principle for every SHB employee, helping to spread trust, warmth, and professionalism at every point of contact.

Behind the growth figures are thousands of moments of kindness each day: flexibility, proactiveness, dedicated attitudes, and small actions like a friendly smile or a patient explanation.

Recently, SHB made a special mark when it was announced by research organization Decision Lab as the bank with the highest customer satisfaction growth rate in the industry for the second consecutive year.

Moreover, SHB is also the fastest-rising bank in the rankings, climbing 8 places and making a strong leap into the Top 10 banks with the highest customer satisfaction levels in 2025.

This is the result of SHB's persistent efforts in enhancing customer experience and placing customers and the market at the center – one of the four key pillars of its 2024-2028 transformation strategy.

The fact that SHB leads in customer satisfaction growth rate according to Decision Lab's survey is clear proof of that persistent effort.

This also reflects the inevitable trend that banks that understand their customers and invest in technology will be the leaders in the new era.

Source: https://tuoitre.vn/shb-tang-8-bac-ve-muc-do-hai-long-cua-khach-hang-20250507183359099.htm