Why does SHB record the fastest growth in customer satisfaction?

In the 2025 Satisfaction Ranking of Banks in Vietnam announced by Decision Lab, Saigon - Hanoi Commercial Joint Stock Bank ( SHB ) is not only in the Top 10, but also the Bank with the fastest growth rate in satisfaction for 2 consecutive years, a mark affirming the orientation of "taking customers and the market as the center". What has helped SHB succeed in conquering customers?

At SHB, every transaction, every conversation with customers is a "touch point from the heart". Service is not simply a mechanical process, but a journey of deep connection, where bank employees become silent companions, always listening, understanding and ready to support customers in all circumstances.

“ Touch from the heart” – Journey of understanding and attachment

At SHB, every transaction, every conversation with customers is a "touch point from the heart"

16 years working at SHB, for Ms. Nguyen Thi Ngoc Thao - Head of Treasury Department, SHB Khanh Hoa Branch, one of the most valuable things is the sincere trust from customers. "I am really lucky to have many loyal customers. They are like friends, relatives, willing to share with me both joys and sorrows in daily life", Ms. Thao confided.

She said, once a customer brought a large bag of money without counting it, and simply said: "Thao, count it and make me a savings book." At that moment, she deeply felt that trust is a priceless reward, something that cannot be bought with money, but can only be built with time, professionalism, dedication and sincerity.

“I always keep in mind that to gain trust from customers, I must do everything with all my heart, putting my heart into every little thing,” Ms. Thao added.

For Ms. Thao and many other SHB employees, each day at work is not simply a job, but a journey of conveying trust, spreading love and nurturing long-lasting relationships with customers.

Customer satisfaction doesn't always come from big things, sometimes it's just a friendly greeting, a warm smile.

Behind the impressive growth figures in customer satisfaction are thousands of kind moments every day, flexibility in handling situations, sympathetic eyes when customers encounter difficulties, and proactively finding solutions instead of saying "no". Customer satisfaction does not always come from big things, but sometimes just a friendly greeting, a warm smile, or patience when explaining to an uncle or aunt using a banking app for the first time. These are seemingly small things, but have the power to spread trust, so that every customer who comes to SHB feels the warmth, closeness and professionalism.

“Originating from the Heart” has become the guiding principle for every SHB staff, the people who are quietly sowing the seeds of kindness every day, so that every moment with customers becomes a beautiful memory, an unforgettable mark.

Putting customers at the center, creating unique experiences

At SHB, the difference comes not only from financial products but also from the way the Bank creates unique experiences, accompanying customers to build sustainable values. SHB's high-end customers enjoy a series of classy and worthy privileges, from SHB First Club airport lounge service to the powerful SHB Mastercard World black card with high limit, enjoying the most luxurious culinary , travel and resort privileges from SHB's strategic partner ecosystem.

SHB First Club airport lounge brings classy and sophisticated experiences to customers

High-end customers are invited to attend exclusive “Private” events, designed according to each individual’s preferences and “taste”. In classy, ​​aesthetic and private spaces, customers will exchange with SHB’s Board of Directors where art, life philosophy and business inspiration blend, opening up profound and sophisticated lifestyle experiences.

In particular, SHB nurtures strong bonds with customers through the “Tri tam” cultural and artistic journey, exploring countries around the world. Each trip is a work of art “tailored” to every detail, leaving unforgettable impressions and experiences. Over the past 15 years, SHB has accompanied customers to 24 countries, nearly 80 cities across continents, opening up quintessential connections and unique memories on the journey to reach new heights.

As a long-time customer of SHB, Ms. TM - a senior manager of a large corporation said that "Tri tam" has become a journey that she always looks forward to every year.

“True to its name, the program is truly organized from the heart, with all respect and understanding for customers. There are countries I have been to many times, but SHB's journey has brought me very different experiences. What impressed me most was the companionship of the Bank's leaders on these trips. They are always ready to share, listen and chat with customers like soul mates. It is this sincerity and closeness that has created unforgettable memories, strong relationships, making me more attached to SHB”, Ms. TM shared.

And that relationship does not only come from SHB. When customers and staff become close friends in life, those friends are always present at each other's special milestones. Ms. Bui Thi Thanh Hien - Deputy Head of Customer Service, SHB Business Center, could not hide her emotions when sharing the story of being invited by a long-time customer to attend the 40th wedding anniversary party, and watching with them the footage of the emotional journey they had gone through.

“At that time, I was very emotional. After many years of accompanying, customers have considered me a close friend, and I truly feel lucky to share important, sacred moments in their lives,” Ms. Hien shared.

With the motto "Customer and market-centric", SHB always serves with a heart, pioneers in innovation and creativity, constantly improves the ecosystem of financial products and services towards increasing convenience, security and personalization, closely meeting the needs of each customer group. SHB promotes digital transformation, integrating modern technology into all operational and interactive processes, aiming to enhance customer experience at every touchpoint.

Many solutions and services are created from the journey of listening, understanding and crystallizing the intelligence, creativity and innovation of the SHB team. The collection service via SLINK identity account, which won two awards at the Digital CX Awards 2024, is one of such products.

SHB constantly innovates to bring the best services and products to customers.

It is no coincidence that every SHB officer and employee always works with a heart full of enthusiasm and rare dedication, because behind them is an organization that always listens, understands and truly appreciates each person who is dedicating day and night. When employees feel recognized and loved, they will not hesitate to devote themselves to their work and to their customers. And more than words, the Cultural Festival "Steadfastly entering the new era" with an unprecedented professional and grand scale is the clearest proof of the culture of honoring people at SHB. It is not just an event, but a strong affirmation that: at SHB, everyone is loved, inspired to spread positive values ​​to the community.

In its journey to affirm its position as a leading financial institution and reach international standards, SHB has been and is a trusted companion of millions of individual and corporate customers. Customer satisfaction is an indicator reflecting service quality, brand reputation and customer retention. SHB not only improved its score, but also showed a steady and steady growth trend - a clear demonstration of the Bank's sustainable development orientation and customer focus for all activities.

Hong Nhung

Source: https://congthuong.vn/vi-sao-shb-ghi-nhan-tang-truong-nhanh-nhat-ve-muc-do-hai-long-cua-khach-hang-385024.html