Differentiation through optimizing customer experience at every touchpoint
As digital banking services become increasingly similar, MSB has chosen its own approach by focusing on improving customer experience at every touchpoint in the journey of accessing and using products and services. In addition to developing digital products, the bank also focuses on improving interaction channels to reach customers more effectively, at the right time and according to their needs.
Mr. Nguyen Hoang Linh - General Director of MSB (Photo: MSB)
Strategic cooperation with leading technology partners
MarTech with tight integration between CDP (customer data management), CMP (campaign management) and CXM (experience management) forms a solid foundation, enhances personalization efficiency, ensures seamless customer experience, and helps MSB effectively deploy personalization solutions at scale.
Accordingly, CDP is a solution from mParticle, jointly deployed by the bank in Vietnam with AKA & FPT . This platform allows the synthesis and analysis of customer data by transaction and multi-channel interaction, creating the basis for in-depth personalized marketing activities. Based on these analyses, the CMP campaign management platform, which MSB cooperates with Insider, will design customized marketing campaigns for each customer segment, ensuring that the message is delivered to the right audience, at the right time and through the right effective communication channel.
When combined with CXM (in partnership with Qualtrics, implemented by DXCon), MSB can quickly collect feedback from customers related to campaigns, products, and individual needs. This valuable data is further analyzed through CDP and optimized through CMP.
Ms. Dinh Thi To Uyen - Permanent Vice President of MSB Strategy Committee - shares about the project (Photo: MSB)
Reach the pinnacle of convenience - Expand your financial future with MSB
Mr. Vu Ngoc Bong Lai - Director of Strategy and Innovation, MSB - analyzed the redefinition of how banks accompany customers (Photo: MSB).
In fact, opening accounts and credit cards online at MSB has become more convenient and faster, as shown by the number of customers registering on digital channels increasing by 122% and the number of newly opened online credit cards increasing by 186%, the proportion of online transactions with credit cards and accounts increasing by 40%. In addition, the number of customers participating in profitable investment products increased by 78%, with a value increase of 109%.
The multi-channel, multi-touchpoint customer listening system has recorded over 80,000 responses, allowing MSB to quickly detect, promptly handle and continuously improve product and service quality according to the actual expectations of each user.
In the coming time, MSB will continue to develop the MarTech & CXM system towards deeper personalization through the application of AI/Machine Learning technology and integration of smart data platforms.
MSB aims to automate the entire marketing journey, from demand analysis, to scenario setting, real-time approach implementation, multi-channel campaign management and coordination... The goal is not only to serve at the right time, at the right demand, but also to reach out to the experience, bringing customers sophisticated, seamless and inspiring connections in the digital age.
Source: https://dantri.com.vn/kinh-doanh/vuon-tam-trai-nghiem-msb-bien-cong-nghe-thanh-tro-ly-ca-nhan-cho-khach-hang-20250731125447134.htm
Comment (0)