VIB: Personalizing the user experience knows no bounds.

Integrating AI technology and individual creativity will foster innovation and provide unlimited creative space for personalizing the credit card user experience.

Choose your own statement date, minimum payment amount, automatic payment amount, adjust transaction limits – all customizable through the MyVIB app. And now, the card's appearance can also be customized with the Personalize Card Design feature. Discover the story of innovation behind this journey through an interview with Ms. Tuong Nguyen - Director ofVIB's Card Division. The appeal of unique cards * Where did the idea for users to design their own cards come from? We were inspired by Zalo's Gen AI Avatar trend, where many people used this technology to change their profile pictures. Previously, cards were usually designed according to brand positioning and were still designed by the bank. We wanted to allow users to create their own unique mark. Our research on user preferences showed that not everyone likes using real images. Therefore, the feature allows users to design cards in a chibi style – still their own image, but in a youthful version that reflects their individual personality. * What were the challenges for the company in realizing this idea? This feature was developed using a 100% digital model. We needed to standardize the entire card design process according to Visa and Mastercard standards, from logo arrangement to other technical requirements. This required significant resources and time. With our positioning as "leading the card trend," we wanted to create a new trend and persevered to complete the online implementation. Previously, throughout our collaboration with Visa and Mastercard, we worked diligently to achieve many exceptional things, unprecedented in the Vietnamese market.

VIB Photo

* With the steps taken to personalize features and design, has "personalization" for card products reached its limit? There will be no limit. If we had thought we had reached the finish line 2-3 years ago, we wouldn't have been able to have the innovations we have today. The same applies to the future. Currently, we have plans for even more innovative services. In the next 2-3 years, the card will continue to be improved, with strong support from AI technology to enhance personalization. Building long-term relationships with users. * How has the card strategy shifted? "We have a vision to become the most innovative and customer-oriented bank in Vietnam." Therefore, all activities revolve around this vision. This is very similar to the 4Es (Experience, Exchange, Everywhere, Evangelism), which helps us build long-term relationships with users, create value beyond product exchange, and help the brand grow in the digital age. * Which product marked the beginning of the trend of personalizing the user experience of the bank's cards? Super Card! That was the first time Vietnamese users could change many features on their cards themselves. * Why did the bank shift from the Price factor to Exchange while many users are still attracted by attractive prices? Competition based on price, such as promotions or cashback, has almost reached its limit. If the bank continues to rely solely on this strategy, it will face many challenges. Conversely, customer experience can change and improve continuously. This is the direction VIB is choosing. Choose wisely. Initially, customers might choose a product because it's cheaper, but this won't be sustainable if the overall product experience isn't good. Be ahead of the curve, not just follow the trend.

VIB identifies and analyzes changes in customer consumption behavior in order to make adjustments in its service approach. (Image: VIB)

* How do you deliver campaigns that accurately target specific customer groups? Through data, we can identify and analyze changes in customer consumption behavior to make adjustments in our service approach. The bank regularly conducts surveys and periodic discussions with cardholders, on a quarterly basis; proactively contacts them to understand their needs, experiences, and desired changes; and gathers feedback from social media platforms to grasp market opinions, thereby improving products and services to meet specific needs. * What are your predictions regarding future card development trends? The three factors of "speed," "convenience," and "security" will determine the future market. It's even possible that new demands will emerge, requiring even more flexible services to meet those demands. In the near future, payments may not require tapping or swiping; simply looking at the device or even a smile will suffice. Source: https://tuoitre.vn/vib-ca-nhan-hoa-trai-nghiem-nguoi-dung-la-khong-co-gioi-han-20241028183750435.htm