Contents

Introduction................................................................................................................................................................... 2
1.2 Highlight Background Information about Tienphong Bank................................................................................... 9
Analyze........................................................................................................................................................................ 15
3.1 Conduct secondary market research to evaluate the e-CRM system of your company and your competitors...15
3.2 Design an online survey with your customers to understand their expectation and identify the effectiveness of
the current e-CRM system of your e-Shop................................................................................................................ 36
3.3 Demonstrate the use of electronic customer relationship marketing in better developing and managing
customer relationship and loyalty............................................................................................................................ 45
References................................................................................................................................................................... 58

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Introduction
TienPhong Commercial Joint Stock Bank was built up on fifth May 2008, and promptly acquired the upside of cutting
edge innovation, business sector experience and monetary quality from vital shareholders including DOJI Gold and
Gems Group, FPT Technology Group , Vietnam Mobile Telecom Services (MobiFone), Vietnam National Reinsurance
Corporation (Vinare) and SBI Ven Holdings Pte. Ltd. (Singapore).
VP Bank strives to offer solutions, banking and financial products the most efficient, customer segmentation towards
young and dynamic. Based on advanced technology and advanced management skills, Tien Phong Bank is always a
pioneer in the trend of modern banking services, aiming to become the number one bank in Vietnam.With these
efforts TienPhongBank received rewards: Merit from the Prime Minister, the merit of the state bank governor, Global
Financial Market Magazine Review awarded "Bank of creation Vietnam least 2014 ". In particular, May 11/2014, Tien
Phong Bank is honored voted runner program "Electronic Banking favorite in Vietnam" - MyEbank in which debuted
at number 1 on Mobile Banking, Internet Banking top 5. With brand manifesto "V chng ti hiu bn"- A Deeper
Understanding, Tien Phong Bank wanted the foundation of the "understanding" to build customer service quality
style leading banks. Learn to share, learn to accompany the customer, to create the best products and services best
suited to bring the highest added value to customers. That is also the guideline for sustainable development that
aims to Tien Phong Bank.

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About the company organization structure:

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Achiverments in 2015 of Tien Phong Bank:

March, 2015, TienPhongBank 3rd prize honored "Vietnam Excellent Brand" 11th by Vietnam Economic Times held.
June, 2015, Tien Phong Bank was awarded the title "Best Retail Bank in Vietnam 2015" - "Best Retail Bank Vietnam
4 | Page

2015" by the Journal of Banking and Finance reputed leading Global Financial Market Review (GFM) Awarded. July,
2015, Tien Phong Bank was awarded the title "Most Innovative Bank of Vietnam 2015" - "2015 Most Innovative
Digital Bank Vietnam" by the Journal of Banking and Finance reputed leading Global Financial Market Review (GFM)
Awarded.
About the managements profile:
1. Board of Director
Mr. Do Minh Phu(chairman)
Mr. Do Minh Phu has been appointed Chairman of TPBank for the period of 2013-2018.
He is currently Chairman cum CEO of DOJI Gold & Gems Group, the largest enterprise in Private sector by VNR500.
Mr. Do Minh Phu simultaneously holds many significant positions i.e. Chairman of SJC Hanoi, Chairman of SJC Da
Nang, Deputy Chairman of Vietnam Gold Trade Association, and Ambassador of International Gem Association in
Vietnam.
With variety of achievements and outstanding contributions to the economy and society, Mr. Do Minh Phu has been
honored by Senior leaders of the Government and the State Bank of Vietnam (SBV) such as Third Labour Medal
(2014 and 2013); Merit from the Prime Minister thanks to his outstanding contribution to the project Restructuring
of credit institutions for the period of 2011-2015 (2013); Merit by the Governor of the SBV for his Great
contributions to Vietnam Banking activities (2013).
Mr. Do Minh Phu graduated with a Bachelor Degree in Hanoi University of Science & Technology majoring in Radio
and Electronics
Mr. Do Anh Tu(Vice Chairman)

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Mr. Do Anh Tu has been appointed Vice Chairman of TPBank for the period of 2013-2018. He is currently General
Director

of

Diana

Unicharm

JSC.

Being known as one of the most talented marketing experts in Vietnam, Mr. Do Anh Tu has shown his outstanding
contribution to TPBank brand strategic plan that helps improve the brand awareness as much as achieve good brand
positioning

in

the

market.

In 2013, Mr. Do Anh Tu was honored to receive a Merit from the Governor of the SBV for his great contribution to the
project

Restructuring

of

credit

institutions

for

the

period

of

2011-2015.

Mr. Tu has achieved a Ph.D from University Prague, Czech Republic.

Mr. Le Quang Tien(Vice Chairman)
Mr. Le Quang Tien has been appointed Vice Chairman of TPBank for the period of 2013-2018. He is currently a
member

of

FPT

Founder

Committee.

In 2013, Mr. Le Quang Tien was honored to receive a Merit from the Governor of the SBV for his great contribution to
the

project

Restructuring

of

credit

institutions

for

the

period

of

2011-2015.

Mr. Le Quang Tien graduated from Kishinev State University in Physics and Amos Tuck University (USA) in Executive
Business Administration.
Ms. Nguyen Thu Ha(Independent Board Member)

Ms. Nguyen Thu Ha has been appointed Independent Board Member of TPBank for the period of 2013-2018.
She used to hold key positions such as Deputy General Director of Vietcombank, Chairwoman of Vietcombank
Securities,

Chairwoman

of

Vietnam

Bank

Card

Association.

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Ms. Nguyen Thu Ha graduated with a Master Degree in Business Administration from Georgetown University,
Washington D.C., USA
Mr. Ha Hong Sik (Board Member)
Mr. Ha Hong Sik has been appointed Board Member of TPBank since April 2015. He has over 15-year experience
working in Finance &Banking sector holding several positions in credit institutions such as Managing Director of
Phnom Penh Commercial Bank, Chief Executive Officer of SBI Royal Securities. Since October/2010, he becomes an
Advisor of FPT Capital.
Mr. Pham Tuan Anh (Board Member)
Mr. Phan Tuan Anh has been appointed Board Member of TPBank for the period of 2013-2018.
He is currently Chief Financial Department of MobiFone.
Mr. Tuan Anh graduated with a Master Degree in Economics, Hanoi National Economics University.
Mr. Pham Cong Tu
Mr. Pham Cong Tu joined in the BOD of TPBank in late 2007 during its preparation for the banks establishment. He is
a senior expert in finance and insurance. Mr. Pham Cong Tu is currently General Director of Vietnam National
Reinsurance Corporation (Vinare).
Mr. Tu has an MBA Degree from the Business Institute, Belgium and a Bachelor of Finance and Accounting from
University of Finance and Accounting, Hanoi.
2. Board of Supervisors
Ms. Nguyen Thi Bao (Head of BOS)
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Ms. Nguyen Thi Bao has been appointed Head of BOS for the period of 2013-2018.
She has been in the position of Senior Advisor to TPBanks BOD since April 2012.
She used to hold important positions in Vietcombank such as Deputy Director of Vietcombank Transaction Center
and Manager of Vietcombank Investment and Stock Appraisal Department.
Ms. Bao graduated with a Master degree in Business Administration, Universit Libre de Bruxelles (ULB) in Hanoi.
Mr. Shusaku Sawada (Member of BOS)
Mr Shusaku Sawada has been appointed Member of Board of Supervisor since April 2015.
Prior to TPBank, Mr Shusaku Sawada has held various key positions i.e Manager of Oversea Business Department
in SBI Holdings (Japan) before becoming a Member of BOD in FPT Capital and Investment Manager in SBI Ven Capital
Pte.Ltd (Singapore).
Mr Shusaku Sawada has a degree in Business and Commerce from Keiko University, Japan
Mr. Thai Duy Nghia (Member of BOS)
Mr. Thai Duy Nghia has been appointed Member of BOS for the period of 2013-2018.
Mr. Thai Duy Nghia has joined TPBank since June 2008 and held several important positions like Manager of Quality
management and Internal Supervision Department, Manager of Direct Supervision Department, Deputy Director of
Internal Audit. He is currently Specialized Member of TPBanks BOS.
Mr. Nghia graduated from the Banking Academy majoring in Finance and Credit
3. Board of management
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Mr. Nguyen Hung (Chief Executive Officer)

Mr. Vu Minh Truong (Head of Wholesale Banking - First Deputy CEO)
Mr. Pham Dong Anh(Head of Operations - Deputy CEO)
Ms. Bui Thi Thanh Huong (Chief Financial Officer - Deputy CEO)
Mr. Nguyen Viet Anh (Head of Treasury and Capital Market Deputy CEO)
Mr. Le Hong Nam (Chief Credit Officer - Deputy CEO)
Mr. Khuc Van Hoa (Head of Sales and Distribution - Deputy CEO)
Mr. Nguyen Hong Quan (Chief Risk Officer Deputy CEO)
Mr. Dinh Van Chien (Head of Retail Banking)
Mr. Nguyen Xuan Thanh (Head of Human Resources)
Mr. Bui Quang Cuong (Head of Information Technology)
Mr. Nguyen Lam Hoang (Head of Direct Sales)
Mr. Nguyen Huu Thanh (Head of Legal & Compliance, Loan Supervision & Management)
Ms. Truong Thi Hoang Lan (Head of Investment and Custodian Banking)

5 Core Values of Tien Phong Bank

9 | Page

Uprightness: honesty, trustworthiness, proficient morals and respect prompting a bank officer.
Innovation: Every individual must acknowledge advancement, innovativeness and achievements in the

arrangement, actualized intense so as to convey genuine worth to banks and clients.

Self-Motivation: Each individual endeavors to flawless itself, advance strong point, inward limit, the capability

of every person and unit. Banks make the best conditions for every person to achieve flawlessness.
SYNERGISTIC: is collaboration, participation, duty and sharing of employment, mindful of the estimation of the

person in the estimation of the Bank.

Ingenuity: Being undaunted, took bravery to beat all troubles and difficulties to go to achievement.

1.2 Highlight Background Information about Tienphong Bank

Technology of Tienphongbank: using mobile and internet for mobile and internet
banking.
E-saving money administrations TienPhong Bank respected as a Top 100 Trust and Use
items and administrations in 2012. (Nguyen, 2012)

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 Achievements has gained of TienPhongBank

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 TienPhong Bank now offers to client prevalent items and administrations with
exceptional utilities: online installment, online assessment affirmation and installment,
between bank cash exchange by means of card promptly ... Sooner rather than later,
TienPhong Bank keeps on propelling Mobile Banking variant portable Web supporting
enhanced utilities of installment on a wide range of cell telephones.
TienPhong Bank is one of banks having the most current e-keeping money applications
in Vietnam. After just two years under development, TienPhong Bank has ended up
one of the initial five banks in Vietnam having full applications for Internet Banking
and Mobile Banking. Differentiated system availability of TienPhong Bank with
accomplices permits clients to pay helpfully requiring little to no effort contrasted with
conventional structures.
The innovation establishment of TienPhong Bank was fabricated to accomplish the
objective of giving past the basic standard of the business, exploiting the key
shareholders: SoftBank (a portion of Japanese SBI Holdings) with the main electronic
saving money administrations in Japan and FPT Vietnam's driving innovation
partnerships.
TienPhong Bank is presently an average accomplishment of the task to rebuild the
managing an account framework as the arrangement of the Government and of the
State Bank. Before long of leading a complete rebuilding, TienPhong Bank has
accomplished numerous positive results as extra shareholders having solid monetary
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assets; sufficiently raising capital; reinforcing administration limit; remodeling

authoritative rebuilding of working exercises with a qualified and experienced group;
deciding the business introduction in light of the bank'strengths and bank's potential...
In this way, the State Bank affirmed 27% credit development contrasted with 2011 for
TienPhong Bank. Up to this point the
Global Financial Market Review (GFM) has displayed its prestigious 2014 Most
Innovative Digital Bank Vietnam Award to the Tien Phong Commercial Joint Stock Bank
(TPBank). (VOVNEWS, 2014)
TPBank has a demonstrated reputation for imaginativeness in portable keeping money
and web managing an account arrangements and for giving the best retail items and
administrations, the determination board reported.
Prior, TPBank had been chosen as the first bank in Vietnam utilizing the most recent
HTML standard that incorporated Internet Banking and Mobile Banking into one stage.
This is the first run through a Vietnam bank has gotten the prestigious GFM grant,
which has turned into a benchmark in surveying a banks quality in the worldwide
money related groupfundamental business markers are developing and accomplishing
great results, the bank's exercises are steady, the nature of administrations are
upgraded ...
Trust and Use is the system about picking items and administrations on Vietnamese
business sector favored and chose by purchasers, sorted out each year by Vietnam
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Economic Times - Consulting Magazine Title and Use, in light of criteria: items and
administrations' quality, after-deals administration, decision and future utilization
arrangement of client.
Application of advanced technologies, TienPhongBank software development,
application transactions smarth phone:

Application of Tienphongbank on mobile

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o Versatile Wap adaptation is advantageous, differently bolsters utility installment on all

mobilephones without introducing, everything you need is an Internet association.
With a cell phone and sign in utilizing Internet Bakink account data, client can
instantly perform account exchanges: account administration, web sparing, asset
exchange, online bill installment. (Nguyen, 2012)

o The new Internet Banking web interface was composed with effortlessness to expand
the backing for client's exchanges as well as stick to TienPhong Bank's regulations
about brand personality. In the meantime, Internet Banking was likewise included data
about Customer Service, news and different utilities so as to serve client. (Nguyen,
2012)

o Versatile Wap variant and the new Internet Banking interface are supplied with exact
substance and benevolent with clients. Installment exchanges wellbeing is ensured
with 2-level watchword. Other than the secret word set by client, you can likewise
utilize changed types of verification like one-time watchword (OTP) sent by means of
SMS, token key, or for more advantageous , you can make token key on your portable
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utilizing an application, to help clients to be more adaptable, helpful and more secure
while making exchange. (Nguyen, 2012)

o With the dispatch of Mobile Wap form and Internet Banking new interface, TIENPHONG
Bank has succeeded in synchronizing record exchanges while utilizing Internet
Banking and Mobile Banking. These two administrations have been incorporated in
eBank bundle which offers clients some assistance with tracking and oversee money
related all the more advantageously and successfully by getting to through gadgets
with web association. Prior, TIENPHONG Bank is the first bank to create eBank
applications running on iOS and Android stage, which is anything but difficult to
introduce on iPhone, iPad and different cell phones. They are exceptionally valued by
clients for their benefit.

o TIENPHONG Bank is one of the main banks in the utilization of e-managing an account
in Vietnam. Tien Phong Bank's innovation stage was based taking into account the
objective of making a beeline for the comfort for clients, exploiting the vital
shareholders: SoftBank (of SBI Japan), the proprietor of driving e-keeping money
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administrations in Japan, and FPT - Vietnam's driving innovation partnership. (Nguyen,

2012)

Analyze
3.1 Conduct secondary market research to evaluate the e-CRM system of your
company and your competitors
Technology has come to banking industry to make banks more developing for few years; almost Vietnams banks
open a new online system to serve customers. Among these, TP Bank VP honored to be awarded the Most Innovative
Bank of Vietnam in two consecutive years while constantly refreshed its shirt (website) with the aim of taking its
customer needs in the centre, the level of interaction between and bank customers are improving. (Anon., 2015).
Along with the website 3.0, E-CRM systems which allow bank to manage their customers regularly and also can
predict their customers trend and ability in order to start serving them better than ever. To explain and present
clearly about TP banks E-CRM as well as its benefit, the author decided to make a comparison with VIETCOMBANKone of many competitors.
Foreign Trade of Vietnam (Vietcombank), was established and officially went into operation on 01/4/1963, the
organization formerly known as the Foreign Exchange Bureau (Direct The State Bank of Vietnam). Over 50 years of
construction and development, from a specialized bank serving external economic relations, Vietcombank( VCB)
today has become a multi-bank, multi-sector activities, provide full customer leading financial services in the field of
international trade; in traditional activities such as venture capital, capital mobilization, credit, project finance ... as
well as an array of modern banking: foreign currency trading and the derivatives, card services, bank Electronic ...
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Owning infrastructure modern bank, Vietcombank has many advantages in the application of advanced technology
to automatically handle banking services, product development, e-banking services based on high technology as
well as customer management ( E-CRM) such as services: Internet Banking VCB ;VCB Money, SMS Banking, Phone
Banking, ... have been and will continue to attract the majority of customers with convenient, fast, safe, efficient
payment habit cashless for numerous customers.

Content

of

E- TP BANK

VIETCOMBANK ( VCB)

CRM

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Custo

Customer TP bank allows customer to communicate and VCB has just had one channel to service

mer-

Interactio have interaction directly with customer service customers 24h/7 that is making a call through

facing
applica
tions

Center

(CIC)

representation though 2 channels. First of all, it the hotline: 0438243524 / 1900545413

is making a phone call to the hotline:
1900-58-58-85/

1800-58-58-85

/(04)-37-683-

683

Besides this formal contact, customers can

meet TP bank representative by offline and
online

methods.

Customers

can

send

message filling in customers name; e-mail;

phone number and the message subject as well
as content of message.

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Opening webchat (live chat) in the corner at the

homepage of TP bank to have an interaction
with online service-supporter of the bank.

Custo
mer-

Comment: Although both TP bank and VCB are successful in serving their customers by their
own customer interaction center, TP Bank seems that is more convince and has more channels
for customers. As a result, depend on the emergency of situation that customers would decide
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facing
applica
tions

which channel to request the supporting from TP Bank. While VCB just has two hotline number
that it can be busy and occur network congestion so customers problems cannot handle
immediately. In order to serve customers better, VCB should open live chat like TP Bank in its
website.

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(CFA)

To attract more customers come to use banking Different from TPBANK, webpage of VCB are
service and open a new account at TP Bank, TP quite basic, it does not bring to customers too
bank always update and present various form of much attractive promotion; just a chain of
promotions for not only personal account but news and updated events of their bank that
also corporate accounters. Especially, TP bank includes partly some promotion programs

Sales
Force

have linked with many other services of other

business such as Zalora, Giovanni (shopping);
PPP laser clinic, Nshape fitness ( health& beaty)

Automati

and so on. All of these are shown in TPbank Hot

on (SFA)

Zone channel.

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Comments: Clearly, when TP Bank apply the SFA as one of the E Commerce method better
than VCB. As soon as customers come to visit the webpage, they are able to understand and
catch up their included benefits brought to them by TPbank. On the other hand, VCB does not
sale strategy to attract and inspire their potential customer, which might not conducive to their
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business operations.

None of TPBank and Vietcombank has applied FFA of Customer-Facing Application. FFA is

Field
Force

regarded as tool that includes all of information and data; process about companys service.
Based on this tool, in any case and emergency of situation, customer service supporters can
handle it; do not need the help of supervisors. FFA works automatically without connecting with

Applicati

other Internet networks; it saves time for staffs in any position of the business. As a result,

on (FFA)

TPBank and Vietcombank should think about FFA in the future in order to serve customers better.

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Custo
mer

TP BANK creates Personalized Web Page by The same as TPBank, VCB also allow customer

Touchi
ng
Applica
tion

opening

personal

online

account

for to open E-banking account to check and do

Personali

customers.

zed

have an account to sign in on TP Bank three main online service: Fast Acess; VCB-

Page

Web

Website.

Each customer of TP Bank will online baking service of customers. VCB has
As

soon

as

creating

account banking; Calculation Tools.

sucessful, customers signs in to enjor the Ebanking service as well as check all basis
baking

activities

balances,

of

current

them

such

amount,

as

their

remittance

operations; history of trading process or

change the profile. By using this convience
application, customers are able to keep on
their own account as well as practice their
own

trading

transaction

or

process
register

such
for

as

money

new

banking

service.

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Customer

In order to reduce time consuming for Unlike

customers

and

employees,

TP

Bank

TPBank,

VCB

does

not

have

FAQs

has application at the homepage. VCB has three

Web Self applied the FAQs system that statistic amount main topics: Individual; Corporates; Financial
Service of the general questions on its website and Institution. If customers want find out more
through

the answers belowed .The system save and information as well as get into trouble in any

FAQs.

list automatically the common questions that process, search on each segment. In here, VCB
customers send to TPBanks system.

has explained quite clearly about their service

such as money transfer; personal loan and so
on.

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(Anon., 2015)
Comment:

TPBank: As we can see, the FAQs work quite perfect with useful question and
understandable answers. These questions are arranged into these topics that customers can
find easily. To use this system, customers just need to choose the content they are
concerning and click to see ready answer below. To make this system work smoothly, the IT
of TPBank have to update question and answers frequently that support both customers and

customer services.
VCB: VCB does not have FAQs program like TPBank. These explanations in three main topic
are all related to offline baking service; jus guidance for customers. These essential
information or personal information are not offered that make customers confuse when
deciding to use VCBs services. Because of not having FAQs, both employees of VCB and
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customers have to spend time and money; customers have to type question by sending email or make a call to the hotline to be handled; employees must answer these entire
question, some of them are the similar. That is totally a disadvantage of VCBs system. VCB
should fix this shortcoming as soon as possible.

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Customer-

Reporting

TP Bank has incorporated and opened the account

Vietcombank is the largest bank in Vietn

centric

in the social networking websites like facebook,

well known and has positive reviews

intelligence

forums, blogs, ect to be able to know the feedback,

service quality, but besides that, ther

applications.

comments from corporate customers and individual

also many negative reviews.

customers
These

are

applications that
analyze

the

results

of

operational
processing

and

use the results

of the analysis
to improve CRM
applications.
Reporting,

data

warehousing,
and data mining
are

the

prime

topics here
Through

websites,

webchat

and

networks, Vietcombank has easily kn

customer's

perception,

understanding

customers want, from that have measur

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the

appropriate

changes

as

in

Vietcombank organize training confe

specialized seminars for the staff, 104 t

courses were held with 5,104 employee

trained in order to improve the qua

human resources for the system Vietco

(Report VietcomBank, 2015)

Have many good reviews but also have negative

comments as quality of staff not good, slow
process served or defective, poor knowledge staff ,
slow answer information of customer ect.
Thus,

TP

Bank

has

the

professional

training

programs for the staff. In 2014, Tien Phong Bank

has conducted 178 training courses were organized
professional, formal and comprehensive (especially
customer service). (TP Bank Report, 2015).
Moreover, TP Bank has deployed applications
customer service Avaya. This application helps TP
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Bank

easier

management

and

easier

identify

customers , applications Avaya synchronize with

switchboard systems by multiple customer access
channels such as email, social networking, webchat
ect

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TP bank and Vietcombank have both good and bad comments about customer care. TP Bank
successful when applied VietcomBank application Avaya

- customer care applications, wi

application, customers of TP Bank are served anytime, anywhere, from multiple chann

communication, thereby helping improve service quality and increase more convenient for cust

On the other hand, VietcomBank not apply a specific application in customer service ca
VietcomBank has made staff training program on methods and processes to serve customers
improve the level satisfaction of customer for VietcomBank

33 | P a g e

Data

When customers visit website of TP Bank,

When customer visit Vietcombank website, co

mining

corporate's

servers

server

automatically

save

will

automatically

record

infor

information about customers as how many

provided by customers browser. Based on al

people visit website each day, how long they

mentioned data, VietcomBank bank will analy

stay website, frequency come back ect, to

evaluate

statistics

customer, thence giving them the best servi

and

evaluation,

methods and efficiency plan

then

will

have

them

to

draw

an

outline

abo

products, and helping Tp bank to fix its mista

well.

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The amount of visitors to the website Vietco

very

high

and

steadily,

education

distribution does not focus on one particula

like no college, some college, graduate sch

college.

Identify object using website is largely workin

Most customers of TP Bank is male, customers

frequently use the internet and phone, Vietco

is feminine very little. Different education

has

levels as: No College, some college, graduate

customers can easily implement transactions

school and college. The number customers

account through the phone

released

application

on

access website increase higher in September.

Time on site is increasing, this is a good signal,
users are more interested to TP Bank, the
appropriate time to devise new programs to
attract more customers
Identify target customers so that there are
actions to enhance sales, TP Bank has a lot of
promotions

for

customers,

especially

impact on females as discounts

the

spa, travel

when payment by TP Bank card

35 | P a g e

iOS

and

TP Bank and Vietcombank have the technology to assess and identified object customers, w

they, profession of their, male or female, traffic overview etc, so that have solutions and s
activities to help companies improve sales. TP Bank has been using price reduction strategy to

more customers. Vietcombank using application on phone to increase customer numbers. Both

have the best technology and application to identify target groups, thereby create specific adve
36 | P a g e

Online

campaigns and effective

TP Bank use technologies to help customers

Vietcombank has advantages in the applica

service

use the most convenient and fast as: HTML5,

advanced technology to automatically handle b

quality

E-bank 6.0,

mPOP, EasyLink, SMS Banking,

services,

QR Code,

Internet banking and

TP

Bank

technology,
uniform

is

bank

which

applied

allows

version.

programming
generation,

electronic

Internet Banking, VCB-Money, SMS Banking,

HTML5 Banking will continue to attract a lot of cus

integration

of

Internet Banking and Mobile Banking become

a

products,

Mobile services based on high technology. Applications

banking
-

develop

HTML5

language
is

on

considered

is

web

the

5th

modern.

In

with convenient, fast, safe, efficient, create ha

non-cash payments forcustomers:

- VCB internet banking (service VCB-iB@ nki

designed

to

implement

promise

of

addition, compatibility with features of the

Vietcombank come to customers anytime, any

old

Just a computer with Internet connection and

version,

HTML5

there

are

other

outstanding features, support multi-platform,

code provided by bank, customers can p

easy to expand, improve storage and data

banking transactions with absolute securit

processing, to help speed processing faster.

confidentiality.

- E-Bank 6.0: electronic banking services

- VCB-Money: is based on a modern tech

with

platform

improvements

in

interface

and

can

help

customers

perform

personalized features of E-Bank on menu

transactions remotely through internet conn

suitable with the need of each customers and

and not directly to the bank.

synchronized on a single version with full

functionality, use on any device like iphone,

- VCB SMS Banking is the banking service t

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ipad, samsung, nokia ect

mobile phone messages, help customers trans

with banking 24 hours x 7 days by texting

- mPOS is a small payment devices ,service

syntax rules via switchboard 8170

the non-cash transactions, just integrate with

smartphone.

mPOS

delivery

service

matching

activities

charge

of

- VCB

Phone Banking helps customers p

telecommunications companies, insurance,

transactions with Bank 24h / 7 through switc

television,

number of customers service centers 1900 54 5

electricity,

water,

taxi,

online

sales, cafe, restaurant .. Organizations and

individual business want to improve the
quality

customers

service

can

also

use

payment solutions through mPOS card.

EasyLink is an account management

software

allows connections

all

payment
38 | P a g e

accounts, savings and management credit to

create conditions favorable to customers.
Besides, EasyLink helps customers easily
manage their accounts with the "lowest loan
interest rates - the highest rate saving" help
customers have maximum benefits while
depositors at TP Bank

SMS Banking is a service provided

banking information through messages sent

to the call center 8149 and 8049 by TP Bank.
TP

Bank's

SMS

banking

service

24/7

operation and provide customers with utilities

such as check account balance, detailed
statement 5 most recent transactions, check
39 | P a g e

account balance notification ect.

- QR code (Quick Response Code) is the new
generation of bar codes. With QR scanner
software

installed

on

smartphones,

customers can access information via QR

code as TP Bank Mobile applications; links to
program information, products and services;
TP Bank event information; customer service
information - Internet banking is electronic
banking products help customer transactions
simple but secure, with just one click "Login
Internet Banking" and a secure password.
With

internet

banking,

customers

can

perform transactions about account, card

services, lending services, transfers, online
payments, ect
- Mobile banking is an application that is
installed on the phone by TP Bank provides to
customers to carry out financial transactions
and some utilities. TP Bank proud to be the
first to offer telephone's application on all 3
systems as iOS, Android and Windows Phone,
providing basic features

on TP Online such

as: account management, trade finance,

40 | P a g e

credit management, ect

TP Bank and Vietcombank are using the technology platforms, applications and different servi

Bank use technologies to help customers use the most convenient and fast as: HTML5, E-ba

mPOP, EasyLink, SMS Banking, QR Code, Internet banking and Mobile banking. VietcomBa

technologies as VCB-Internet Banking, VCB-Money, SMS Banking, Phone Banking. Both applicat

TP Bank and VietcomBank really attract a lot of customers because convenient, fast, safe, effi

create habits of non-cash payments forcustomers. But TP Bank better than VietcomBank beca
ONLINE
NETWORKING

Website

Bank uses different software and applications, more convenient for customers when use
TP Bank's website dominant color is white and The predominant color of the white and blue w
lists color is orange

make customers feels

makes customers feel soft and fresh. The arran

gentle, easy to see. The list is clearly

scientific information and details such as indiv

41 | P a g e

Support

arranged, such as individuals, businesses,

enterprises,

communication

news, investors, employers and about Tien

investment and the introduction about the co

and

Phong Bank so that customers can easily find

Detailed design helps customers easily. The

collaboration

information they are looking fastest . The

design is innovative and elegant layout and di

among

right websites is news articles are most

that help viewers easily find what they want.

customers,

interested,

business

information is useful

partners,

and

customers

can

monitor

electronic

banking,

emplo

what

and know what hot

news.

company
employees.
Representative
online
networking tools
and

methods

include
following:

the
Chat

rooms, website,
forums,

blogs,

wikis and social

network sites

If the customer want looking a specific

information,

customers

can

write

in

the

Categories are diverse, share information,

applications, share news, ect. Also, in every

search bar, informations customers want to

big, a lot of smaller types will be appear

known will be displayed at the bottom end.

customers to choose. VietcomBank website de

On the website have a phone number and

relatively professional, easy layout. So custome

42 | P a g e

email to help customers solutions. Moreover,

find the information needed like F.A.Q. Besid

all financial information, how to register a

about the middle of website will show the big

credit card, loan or transfer of funds can be

which are often used for the needs of customer

used immediately on the website.So the

interaction between banks and customers are
highly valued.
Website of Tpbank is easier to looking for the information. With white as background and font

color, which causes striking when customer go to the homepage. Website of VCbank is ha

looking for the information because with green as background and while font, its offensiv
Facebook

customer.
Currently, social networks like facebook, blogs

VietcomBank using Facebook, is mentioned

are used at all ages and anywhere. Using social

most effective tool to promote their com

networks

connection and customer service. Vietco

like

facebook

to

market

for

the

company is an effective way without any charge.

answer

TP Bank has been using facebook as a bridge

customers feel respected and they will app

between customers and TP

it. Moreover, on facebook VietcomBank

Bank.

Moreover,

fastest

customer's

questions,

they also respond quickly to customer inquiries

have the promotional information and

immediately on his Facebook page.

service, more convenience to customer

regularly use facbook, they can track infor

easily and quickly.

43 | P a g e

Outside website, TP Bank also promotes and

introduces

their

products

on

some

social
44 | P a g e

networking websites like Facebook,. However,

Vietcombank focused parallel to the official
website and facebook for their activities in the
social

networking site is updated .

TP Bank and Vietcombank have used facebook to introduce the bank, they use the artic

number of people like, customer feedback so that the best changes. TP Bank received the res

customer feedback is 4.5 / 5 higher than VietcomBank 3.4 / 5. So can see, customer trust of T
and management methods of TP Bank better than VietcomBank

3.2 Design an online survey with your customers to understand their expectation and
identify the effectiveness of the current e-CRM system of your e-Shop
In this report, to know more about the expectation of customers and the effectiveness of TP Bank current e-CRM
system we have chosen to do survey to conduct the answer. For the survey I have designed 10 questions with
many type of question such as ranking question, yes-no question, multiple choice question and open question to
collect suitable data for analyzing. I choose Google Form website to design the survey form and collect
information from customer by using excel listing which is included in Google Form. Using online survey has many
advantages. Its cheaper, easier and time saver to collect data. Because nowadays, Internet is very familiar for all
people, I just have to send it through mail or post the website of my survey on Facebook and there will be many
peoples willing to do the survey. After asking people through online social network page, we have received 60
45 | P a g e

usable responses of total 70 responses. As a result, we decided to analyze these 60 responses to know more
about the expectation of customers as well as the effectiveness of TP Banks current e-CRM system.
The total of question is 10 questions with question about customers felling about the current e-CRM of TP Bank
and one box below to know the expectation of customers if they are not satisfied with the current e-CRM of TP
Bank.
To check out the effectiveness of TP Bank e-CRM system, we has asked about the method of receiving
information customers are using: The result is that website is chosen 31 times, mobile has been chosen 30 times
and SMS has been chosen 20 times and Facebook is chosen 21 times. Through these responses, we have the
chart below:

The method of receiving information customers are using

35
31
30

30

25
20

20

People

21

15
10
5
0

Website

Mobile

SMS

Facebook

46 | P a g e

According to the chart we can see that most people are using two method of receiving information from TP Bank
are through Website and through Mobile such as using apps. SMS method is the method that is used the least. It is
because of the fact that people can receive full information by logging into the website or use the software on
their smartphone. Although SMS can be very convenient and quick, but the content it conveys is very poor and
lack of information that customer need.
E-banking system:
Through the question and the chart one, we can see that there are 30 people of total 60 people are using TP
bank mobile such as application on mobile phone to receive information or conduct transaction. We have asked
the customers about the phone application of TP Bank and the satisfaction it brings to customers. Below is the
chart that will show the number of customers who use the phone application.

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The number of customer using TPbank phone application

50%

50%

No

Yes

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From the chart, we can see that there are half of total customers are not using the phone application of TP Bank.
The next questions we asked the customers is about whether Mobile banking of TP Bank work well or not, down

Is Mobile banking of TP Bank work well

Well; 15%

Normal; 20%
Bad; 65%

here is the result of the survey:

There are 20% feel neutral while using TP Banks phone application, however there are 65% customers feel
unsatisfied with Mobile application of TP Bank. We have given out a comment box to the customers who are not
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satisfied with Mobile application of TP Bank to know their reason and expectation. Most of them has said that the
main reason (about 90%) is sometimes they feel irritated because the application does not work well.
According to these responses, we could see that the phone application of TP Bank needs to be improved a lot.
Nowadays, there are many and more people are using smartphone, which can easily help the customers to
download the phone application. Improving phone application will help customers can easily to access with TP
Bank and this also help TP Bank gain more customers because of its convenience and easy to use, and this also
show the care of TP Bank to customers.
Online service quality

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We have also asked our customers about the content of the message that TP Bank sent to customer meet their
need or not, the chart below will show the feeling of customer with the contain of TP Bank message

Is our SMS banking meet your need of information?

27%
40%

Yes
Normal
No

33%

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According to the chart, there are 33% of customers feel the contain of TP Bank message are neutral, however,
there are still 40% of customers see that SMS they received still do not meet their need of information. The reason
is that SMS are not clear at all because of the fact that message are limited with character typing so that TP Bank
is forced to abbreviate many word in some cases. TP Bank should find ways to improve the transmission of
content via the message better and more comprehensive by replacing the popular word in English or linked with
the network provider to improve the number of characters in each message. According to the first chat, we can
see that there are still over 33% of total people still using SMS to receive information mainly because of the fact
that mobile phone is the item that is indispensable. In addition TP Bank send information and promotion event
through SMS together. This is the big impact on the dissatisfied of customer about TP Banks SMS system. The
sending of SMS too frequently make customers feel boring and dont want to check the message if it does not
relate to their benefit or their concern. No matter what happen, there are still number of customers who still want
to receive the information from TP Bank through SMS channels, which mean, customers still care and love TP
Bank as well as the services that they provided, however, TP Bank should improve themselves more to make
customers feel more comfortable while using their services.
The website of TP Bank:
Next, we has asked the customers about the feeling when they access to the website of TP Bank. We asked the
customers about the display of TP Bank website, whether it is complex, messy, simple and easy to use or it is
boring.
The chart below will show the feeling of customer with the display website of TP Bank.

52 | P a g e

The feeling of customer while browsing the website of TPbank

The website is too boring; 5%

The website is simple and easy to use; 35%
The website is complex; 35%

The website is messy; 25%

As we can see that most of customers that we asked feel the display of TP Bank is complex or messy to use
which is about 60%. However, there are still 35% of customers said that the display of TP Bank website are
extremely hard to use.
According to the first chart and question, we can the number of customer who are using the website is high,
which is really convenient. As a result of a fact that, nowadays, people browsing internet every time and if a
53 | P a g e

website or internet services that cannot satisfied the demand of the customers or it is too hard to use or not
attractive then customers might switch to use others Banks websites or services. Customers always expect
services that easy to use and if some of the services is hard to use or hard to understand then they will quit as a
result that the number of customers using TP Bank services will decrease. TP Bank should take care more about
the website display to help customers can access easily without facing any problem while they are trading, which
will help customers feel comfortable and trust TP Bank more. To increase more the access of customer through
website, TP Bank should improve

In conclusion, TP Bank performed pretty well in their current e-CRM that they use and customers seem very
satisfied with the services that TP Bank provided. However, TP Bank still needs to improved themselves more to
gain more customers as well as the trust and love of the people who already their customers. Here is the detail of
the survey that we sent and the responses that we received:

54 | P a g e

Figure 1 our survey question

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Figure 2 the result earned from survey

3.3 Demonstrate the use of electronic customer relationship marketing in better

developing and managing customer relationship and loyalty
Customer engagement:
Development and customer engagement management: For loyal customers, besides improving the quality
of goods and services, businesses still need to build relationships with customers. Having a good
relationship with customers, the business will certainly win many advantages in the market, especially to
increase the value of the brand. Therefore, training sales staff must have knowledge about creating a
56 | P a g e

relationship with the customer is very important. Although the development of this relationship can be
challenging, but businesses can try and make some way to improve the relationship with customers.
- Employees must have a friendly attitude, it was not polite enough, but also need to try to improve
effectiveness when dealing with customers. The staff always had a friendly smile for the customer, and a
positive mental attitude will bring satisfaction to both employees and customers when serving customers.
- Businesses should use methods of communication such as facial, make calls, send SMS, email, social
networking, voice call. ... Take the time to meet customers directly because it can enhance the relationship
between business and your customers.
- Interaction: Many people around the world are using social networks. It is not just an update where it
also helps connect people. From gadgets, businesses can use social networks like Facebook, Twitter to
comment customer questions, listen to the client's request. From business to increase the level of
interaction with customers. The interaction with customers will help businesses build strong relationships
with existing customers and new customers.
- Look at the complaints and compliments: Each message from the client to bring value to the business.
The praise for enterprises to know what is needed to strengthen and promote. Complaints indicate new
ideas and steps for improvement.
- Review the customer's situation: As more people connect, for example online or via a mobile device, they
become less interested than others without even realizing it. Lack of time also affects the ability to take
care of needs and desires of customers. Understanding the customer's situation may take some time, but
it can save a lot of time for the business, if the business focuses on what customers think, want or need.
57 | P a g e

(Dr. Thai Thuong Nguyen)

Customer loyalty:
Development and management of customer loyalty: Customer loyalty is both a trend and behavioral
attitudes to favor one brand over all others, whether due to satisfaction with the product or service,
convenience or its performance, or simply familiar and comfortable with the brand. Customer loyalty by
encouraging customers to purchase a more consistent way, spend a larger share of wallet, and feel
positive about a shopping experience, helping to attract consumers with familiar brands under in the face
of a competitive environment (Anon., 2011).
- Demand Forecasting: When customer needs are met before they could express, customers will feel like
they really care. All businesses need to pay attention and understand the customer. And this effort
deserves. Feeling "care was made" will make customers stick with business and loyalty, thereby also
increased.
- Remember patrons: Whatever the size of the enterprise, they should learn to remember preferences,
habits and characteristics of each customer. With the customer information system on the computer and a
dedicated staff, business can create a sense of commitment to our customers, and they will easily come
back with more frequent now.
- Speed of service: "Quick," the requirements of today's customers. In the era of iPhone and ecommerce,
the delay in the service of corporate clients which will make customers happy. Therefore, enterprises
should increase the speed of business services to customers.

58 | P a g e

(Anon., 2015)

Based on e-CRM system evaluate the engagement and loyalty of customer

Email:
Customers receive an email including advertising information services of the bank, the interest rate,
transaction confirmation, ... The email is sent to the customer when they accept to receive information via
email City Bank. Email sent to the customer with the aim to provide our customers with useful information
about the new services of the bank. E-mail system is also a tool to complain or compliment about
customer service. Since then, the City Bank can absorb the idea that in order to improve the quality of
banking services. That was the criteria for building and developing relationships, cohesion bank when
listening to the customer. When City Bank customer understand, they will try to serve, satisfy customer's
wishes. When customer service satisfaction, they will become loyal customers of the bank. Email help
maintain City Bank brand, build loyalty and customer care.

SMS Banking:
This is a service of the TP Bank is released through mobile phone messages, allowing customers to
perform banking transactions such as account information retrieval, query transaction history, transfer
cabinet the banks, recharge prepaid accounts (telecommunications, gaming, software) via the compose
message syntax. SMS Banking service towards all customers are using the subscription of Vinaphone,
59 | P a g e

Mobifone, Viettel, Beeline, Vietnam Mobile. In addition, customers can also view account balances,
amounts of money in bank account, promotional message. With SMS Banking customers can shorten the
time of the transaction in the bank to do other things, which is also the demand of the customer wishes. TP
Bank predict trends and implement customer requirements will help spurious link between bank and
customer so that establishing loyalty.
Ebank:

Internet Banking:

Internet Banking is a trading method on a computer connected to the internet, to help customers perform
transactions registered with Tien Phong Bank through links accessible https://ebank.tpb.vn using access
registration information. Customers will not have to take time to go to the bank to make a transaction.
Thus they give customers more convenience than the banks do not have this service and convenience will
make customers even more satisfied, sticking with Tien Phong Bank.Currently TPBank has 2 Internet
Banking service package that query package and full service package.
- IB Pack query: query function information related to your account information at TPBank or other utilities
such as exchange rates, interest rates, registration services (mobile banking), automatically send the
balance message when there are any changes in the account balances of customers. This package is
currently free TPB provides to customers.

60 | P a g e

- The whole package service Internet Banking: includes the functionality of Internet Banking package
queries and more functions: transfers (including internal transfers and interbank), scheduled transfers, bill
payments, saving electricity e. Usage fees (ie annual fees): VND 110,000 / year (including VAT). Currently,
when signing this service pack, you will get 1 TPB equipment worth 330,000 VND Token.
(Anon., 2014)

In addition, all customer transactions through Internet Banking secret guaranteed because one time
passwords (OTP). When Tien Phong Bank kept confidential customer information that is the way to
generate the confidence to develop customer relationships. There's also the chance the customer will stick
with over the long term business and create loyalty (TPB.vn).

Mobile Banking:

Customers using mobile phone with an Internet connection via GPRS / 3G / Wifi to trading on 2 versions of
Tien Phong Bank Mobile Banking is:
Mobile Application: Customers have downloaded and installed the application, "TPB Mobile" mobile phone
Mobile Wap: Customers can access Mobile Banking from web browsing mobile telephones, access paths
https://ebank.tpb.vnto the transaction.
Customers can use the service, implement the transactions with the Bank 24/7, in everywhere and
everytime. With this service they will save time, save costs, and enjoy more preferential interest rate and
61 | P a g e

fees than transactions at the counter. Moreover to create more convenient for customers, they can
financial management and investment performance-safety, information security, ease of use, simple
operation for customers who need to frequently use. Customers use of ebank of TPB will feel secure when
the bank cooperated with partners about security technologies world leading reputation to retrofit security
layer (OTP) with multiple authentication method for clients to choose from. Customers can confirm through
security: OTP-SMS, Tonken-key, Matrix card or Soft token.
(ebank.tpb.vn)
Evaluate the egagement and loyalty: With optimal security service and the most modern, Tien Phong Bank
brings peace of mind and confidence of customers for the services of the bank eBank. Account
information, content security transactions are thoroughly will attract more potential customers to the Tien
Phong Bank and will retain customers are using the services of eBank. Since then, the Tien Phong Bank
continues to build a loyal customer base of the Bank.
mPOS:
mPOS service of TP Ban accepts payment of local debit card (ATM) of Smartlink, Banknetvn and Visa
International. Lets make a list obtained under invoice / purchase of business fixed. Allows payment of cash
receipts of the business. Allows the app to connect to invoice management, sales management, and
warehouse business. Easily manage transactions through the feature detailed report on each payment

transaction device mPOS Tien Phong Bank, each cashier. Electronic receipts sent via SMS and e-mail
address that the cardholder requests. Lowest transaction fee market.When customer implement card
information through the devices of TP mPOS Bank card information will be encrypted in accordance with
62 | P a g e

international standards of information security and only six first card and the last four numbers to ensure
security for customer's card. Also, for local debit card (ATM) with the customer's PIN is secured by a virtual
PIN entry keypad, auto change and location of each transaction (tpb.vn).

mPOS of TP Bank

Therefore, based on the safety of the equipment, the TPB has completely meet the customers or
businesses with the highest security requirements. By using the advantages of mPOS, the device can
recognize that they are a more meticulous care, the benefits associated with cost savings incurred during
the transaction and their assets were hard care in a better way. So the engagement of customer will be
more closely aligned with TPBank and customer loyalty will be higher.
QR Code:
63 | P a g e

Best feature of this feature is that customers can check the reliability of a letter of guarantee, wherever
with simple operation and high precision. Accordingly, customers simply install common software code on
a smartphone QR code reader and scan the QR code implementation. Test results will be displayed on the
phone screen in the browser client has unique path format, provided by Tien Phong Bank:
https://xacthucbaolanh.tpb.vn/. Customers selecting this link, if it is true that the letter of guarantee issued
by the Tien Phong Bank and accurate code QR code, the details of the guarantee letter to be displayed on
the website of Tien Phong Bank customers can self respect projector without having to contact the bank or
any other procedure. This path is generated by a random algorithm unduplicated ensure security and antiforgery, is converted into a QR code to print on letter of guarantee (tpb.vn).

QR Code of TP Bank

Tien Phong Bank is the first bank in Vietnam to adopt the electronic form of the application. With quick
form and modern, the bank will create conditions more easily to customers when working with Tien Phong
64 | P a g e

Bank, thereby attract customers, generate customer satisfaction continued making transactions with
banks want , which is also the customer loyalty that banks want to achieve.
Website:

Offical website of TP Bank

Like other businesses, to marketing, introduction and links with customers, Tien Phong Bank also their
official website. On this site, all information about the bank, banking, banking applications, promotional
information, the customer support program, contacting banks posted a detailed. With such activities, Tien
Phong Bank customers will understand more about the bank, convenient application, the investment
banking support, thereby creating satisfaction, customer confidence, which is also factors build customer
loyalty for Tien Phong Bank.
65 | P a g e

Facebook:

Facebook of TP Bank

66 | P a g e

With the growing prosperity of the social network, the Tien Phong Bank have established their own official
fanpage is a proper method. On this fanpage, Tien Phong Bank posting promotions, programs troe
customers buy a house, car, ... On the fanpage is also home to the administrator of the Tien Phong Bank
can directly answer customer questions, from which manage the number of people interested in the bank,
their needs when using banking services. With this method of managing and developing customer
relationships will become easier, direct customers to answer questions and will be happy to get
appropriate answers. This is the foundation to build cohesion Tien Phong Bank and customer loyalty.
Recommend on change to current e - crm systems
e-CRM:
E-CRM is the process of maximizing sales to the existing customer, encouraging continuous relationship
through the use of digital communications technologies such as operational databases, personalized web
messages, customer service, email and social media marketing (Learning E Business Initistive). In addition,
e-CRM bring many benefit such as reducing costs in customer targeting (customizing emails on large scale
therefore reducing costs for direct mail); increasing the meaning of information; better and relevant
understanding of customers and relationship dynamics; encouraging customer relationship/customer
development and retention through loyalty programmers (Learning E Business Initistive). However, e-CRM
system has some disadvantages such as mixed resolution rate. Some questions, due to their nature, may
not be answered; No engagement. No human follows up or clarifies. What-you-see-is-what-you-get;
Impersonal.Does not easily recognize user or patterns of user. Anyway, it morphs into the ability of
managing online conversations between customers, engaging existing customers, potential customers and
other stakeholders in order to create lasting relationships (Learning E Business Initistive).
67 | P a g e

SMS Banking:
According to survey data, 40% of customer evaluations that speed father receive SMS banking is slow.
The reason customers feel slow when receiving messages from banks because the system reply message
to customers is an automated system, so sometimes there are too many plays by the transaction or
notifications simultaneously with other customers making system blockage. However TPBannk should also
pay attention to it and improved upgrade their systems, ceiling make customers feel uncomfortable
because they have to wait long. Tien Phong Bank must also ensure that the service speed will be faster
SMS but it must ensure the safety of the customer's account.
Internet Banking:
According to the survey 34.7%, clients feel laborious when using Internet services Banikng of Tien Phong
Bank, because they made too many steps. Tien Phong Bank should cut unnecessary steps for use of
customer convenience and to improve the use of easy to understand steps.
Mobile Banking:

More than 65% of customers complained that service of Tien Phong Bank Mobile Banking application
on ios and android OS at nhieeud pumpkin, winter application does not work in a short time making
them feel uncomfortable. For this happens is because the application of Tien Phong Bank duocc not
updated to match the upgrading of the other two operating systems. In order not to repeat the
inconvenience, Tien Phong Bank must constantly check the operating system upgrade to update ios
and android with their applications to conform with the improvements of two rows on the system.

68 | P a g e

15.8% of customers feel uncomfortable because no applications VP for Windows operating systems
while others are using the h line phones with that operating system. To meet customer demand, Tien
Phong Bank should create a banking application that runs on Windows operating systems, so
customers will be more convenient to use the service of Tien Phong Bank.

Facebook:
According to statistics, 54% of customers complaining that VP did not respond fully to customer
comments, mostly customers to communicate with each other. Because of this, information is exchanged
between the client may be false or misleading to those who are wondering. So, Tien Phong Bank should
offer a new system to improve this situation and improve the interaction of customer care system, interact
with more customers. The content of this system is to upgrade e-crm on social networks. This officer
always use only 1 account on Facebook 24/7 ready to answer customer questions when necessary. Latency
is the answer in about 1 hour. The result of this new system apllication will help customers see innovation
and participate more in the social network Facebook. So we can increase the number of potential
customers in the banking system and customer care will be better TPBank.
Email:
TPBank committed to answer all customer inquiries within 24 hours. However, 20,2% customers who
want to receive information within 12 hours. Therefore, TPBank shouldi upgrade systems and staff to meet
all inquiries within 12 hours.
New e-CRM model:

69 | P a g e

TP Bank should create Mobilde Bankplus for customer to exchange more easy and quickly. BankPlus
Mobile Banking service with the extra advantages provided to customers are using mobile subscribers of
Viettel or Mobiphone,. . .

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References
Anon., 2011. PR Loyalty Solution. [Online]
Available at: http://prloyaltymarketing.com/category/1-customer-loyalty/
Anon., 2014. Su dung Internet Banking cua TienPhong Bank. [Online]
Available at: http://kinhdoanh.vnexpress.net/tin-tuc/ebank/cong-dong/su-dung-internet-banking-cua-tienphongbank2703628.html
Anon., 2015. Bi quyet "nuoi duong" long trung thanh cua khach hang. [Online]
Available at: http://www.marketingchienluoc.com/qu%E1%BA%A3n-tr%E1%BB%8B-b%C3%A1n-h%C3%A0ng/28139b%C3%AD-quy%E1%BA%BFt-%E2%80%9Cnu%C3%B4i-d%C6%B0%E1%BB%A1ng%E2%80%9D-l%C3%B2ng-trungth%C3%A0nh-c%E1%BB%A7a-kh%C3%A1ch-h%C3%A0ng
Anon., 2015. https://tpb.vn. [Online]
Available at: https://tpb.vn/news/tpbank-nhan-giai-thuong-ngan-hang-so-sang-tao-nhat-viet-nam-va-ra-mat-websitemoi
Anon., 2015. https://tpb.vn. [Online]
Available at: https://tpb.vn/en/faqs/general-questions
Anon., n.d. Mot so hoi dap thuong gap ve dich vu ngan hang dien tu. [Online]
Available at: https://ebank.tpb.vn/ibank/home_faq.html#tong_quan_title_2
Nguyen, D., 2012. Ngn hng Tin Phong nhn Tin & Dng Vit Nam 2012, gii thng cho E-Banking Dch v.
[Online]
Available at: https://tuyendung.tpb.vn/english/news-content/820-TienPhong-Bank-received-Vietnam-2012-Trust--Use71 | P a g e

Award-for-E-Banking-Services/
[Accessed 9 11 2015].
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