Nowadays, many banks in Vietnam has implemented marketing, loyalty and support solutions to connect, engage and grow throughout the customer lifecycle with unparalleled marketing resources and support.
As the Board of Management (BOM) member cum Head of Marketing and Communication Division (Marcom) at Vietnam International Bank (VIB), Mr. Duong Ngoc Dung said that, “the campaign and offer management is very important our retail banking business. Our products marketing team create, manage, distribute and measure targeted campaigns across relevant digital channels to reach the right customers with the right products”
Duong said, his bank leveraged propensity models provided by an international vendor to draw insights from user behavior to intelligently market specific solutions to customers based on their individual need.
Key features of the solution he mentioned, which the bank applied has helped the bank to manage the campaign and track the result easily, create campaigns across online and mobile banking channels, access to analytical models that target customers most likely in need of products and services. Based on the solution, they are able to create custom demographic segments for precision campaign targeting and upload user lists for use in campaigns.
“After implementing the solution, products and services revenue from targeted marketing improved significantly, and deliver better results with personalized messages. Time-to-market is our advantage and we move much faster than before”.
According to the information provided, the head count of Marcom division of VIB in 2013 ware 30, by end of December 2017, there were only 12 full-time employees.
“The key contributing factors to the success of every marketing campaign we implement still be assigning the quality person, who is in charge with the right solution, not about the quantity of the the team member.” Duong mentioned.