2021-2025 Goals of Vietnam Prosperity Bank

- Diversify deposit products, organize promotional activities to attract customers.

- Expand the network of transaction offices, open contact centers between banks and customers to best serve all classes of people.

- Strongly develop payment services via banks, non-cash payments based on a modern, safe, reliable, efficient technology system and banking payment system, in accordance with international practices and standards. Improve payment utilities via banks to encourage economic sectors, especially the population to use payment services via banks to reduce cash circulation. Continue to expand the card payment network and banking channels in the area. At the same time, the number of card acceptance units needs to be increased further to ensure that cardholders can use their cards to pay at all shopping centers, restaurants, supermarkets, etc. by having a close combination between organizations providing banking services and agencies, businesses, organizations providing services and consumer goods in society.

- Vietnam Prosperity Bank - Kinh Do branch also continues to promote and expand retail products with the motto of diversity and high utility along with improving the quality of customer service to increase revenue for Vietnam Prosperity Bank - Kinh Do branch.

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3.1.3. 2021-2025 goals of Vietnam Prosperity Bank - Kinh Do Branch

Some specific key goals of capital mobilization in 2021-2025:

- Strive to mobilize residential deposits at the end of the period to grow at an average rate of over 20%/year.

- Restructure capital mobilization by increasing long-term mobilized capital sources (from 06 months or more) to ensure compliance with the Branch's medium and long-term lending structure.

- Continue to promote capital mobilization to balance the mobilized capital structure and ensure

Ensure stable capital sources. Develop specific strategies for residential deposit customers to better serve capital mobilization.

3.2. Solution to increase deposit mobilization of Vietnam Prosperity Bank - Kinh Do branch

3.2.1. Maximize customer convenience when using deposit products

A quality deposit product must meet the convenience, quick procedures, reasonable and easy-to-understand product terms. Therefore, products or product packages with accompanying utilities such as Vietnam Prosperity Bank Ipay, SMS banking, online savings, etc. have been promoted by reducing fees or giving incentives to customers when fully using these utilities. However, the mentioned utilities also have many shortcomings, causing disadvantages in use such as: poor online banking service transmission speed, frequent maintenance or error reporting, low security, need to be upgraded regularly. When customers want to deposit more into an existing savings deposit account, they must close that account to do so, reducing the attractiveness of the product. Banks need to simplify the closing steps to be able to deposit more principal quickly.

Having many attractive promotional programs at the right time will attract more customers. Customers who come to the branch and are satisfied with the services and the way of serving at the bank will gradually become traditional customers of the bank. They will become the best promoters and advertisers for the bank, because they understand the bank better than anyone else.

3.2.2. Increase the introduction of deposit product utilities to help customers understand and choose to use them.

The biggest purpose of enhancing bank marketing strategy is to improve customers' understanding of the bank and its products, thereby improving the branch's ability to mobilize capital.

Customer marketing should be organized and implemented more regularly and increasingly improved. Each bank officer must understand more about the bank's operations in order to best represent the bank, be the bank's image, and be an effective information channel when communicating.

Directly contact customers, organize well the work of collecting customer information from employees, consult opinions to have effective customer policies because they are the people closest to customers, have the most specific and accurate information.

To influence customers' saving and investment habits, banks need to regularly organize seminars, promote and popularize banking products and services, including deposit products. Once customers have a clear understanding of the benefits of the product such as safety, interest rates and benefits, reserve money when needed and insurance, they will not hesitate to deposit money at the bank.

Develop online banking channels and cashless payment methods, widely introduce and guide customers on how to use internet-banking and mobile-banking services. In addition to the purpose of changing customers' cash usage habits, reducing transaction time and staff workload, this is also a future payment trend, helping to attract a large number of depositors with convenience and safety. To do this, Vietnam Prosperity Bank - Kinh Don branch should promote reduced service fees or free internet banking and mobile banking during the initial period of use, so that users can experience and get acquainted with the utilities.

In addition, existing customers at the bank are also an important channel to promote deposit products, influence customers' psychology in choosing a bank to deposit money and attract new customers' deposits to the bank. Therefore, there should be policies for existing customers when introducing large deposit customers such as gifts and attractive interest rate reductions.

- Regularly survey and grasp customer feedback: Regularly surveying and grasping customer feedback and trends in using products and services will help banks promptly launch products that meet their needs. At the same time, learning about deposit mobilization programs and customer care policies of inflation will help draw lessons for banks to improve.

Improve products next time, improve customer policy, and retain customers.

In addition, banks also need to resolve customer complaints and questions, record and respond to customer information quickly to have an objective view of their operations and maintain a trustworthy image in the eyes of customers. Product consulting services, answering questions and problems must be available 24/7 so that customers can feel secure and comfortable when using banking services. The management board needs to monitor the implementation of customer deposit policies in the branch in a synchronous manner, avoiding the situation where departments apply them separately and inconsistently, leading to comparisons from customers, causing unhealthy competition within the branch itself.

3.2.3. Increase cross-selling of products

* Cross-sell products in the package.

The product package is a one-stop solution to bring maximum convenience as well as reduce time and procedures for customers, thereby customers will feel the added value from the bank's products and services.

First of all, Vietnam Prosperity Bank - Kinh Do branch must find product packages that can serve the majority of customers, containing common characteristics and large scale, such as savings package + card opening + online savings.

In addition, create separate product packages suitable for each type of branch customer.

+ Product packages for individuals: based on the nature of the profession, based on the goals that the individual pursues to advise on product packages: saving to receive a house purchase quota (workers, mechanics...), saving to receive a scholarship to study abroad (students, people who study and work...), saving to receive a foreign medical treatment quota (people with high income...).

Kinh Do branch has focused on those products, the highest product of Vietnam Prosperity Bank is VPBank diamond.

+ Product package for businesses: most businesses have some similar needs for banking services. Vietnam Prosperity Bank - Kinh Do branch can attract temporarily idle capital sources by managing deposits, paying salaries for businesses, collecting sales proceeds, transferring money, making payments on behalf of customers, and performing treasury and foreign exchange operations.

In addition to the usual product packages, there are also product packages based on the nature of the business sector of the enterprise: for example, for enterprises in the agricultural sector, the branch can purchase the type of seeds that the enterprise needs and pay for the enterprise.

*Cross-selling banking products through affiliate activities

Cross-selling banking products with companies and insurance groups is a combination between a bank and at least one partner to support each other in distributing products. Then transactions will arise, there will be banking operations that increase the bank's deposit capital.

3.2.4. Service attitude of staff

According to customer evaluation results, the bank staff factor has a great influence on deposit mobilization activities. The staff is being rejuvenated, enthusiastic, dynamic and the management board focuses on improving professional skills, however, they still lack a lot of experience, communication skills are not high and are spontaneous, knowledge to adapt to the fiercely competitive environment in the area. In order to improve staff capacity and customer service quality, in the coming time, it is necessary to focus on the following solutions:

About service style and attitude:

Employees who come into contact with customers need to have professional attire, gestures, voice, manners, and an enthusiastic attitude towards serving customers. The difference of Vietnam Prosperity Bank is the image of its employees. In which

The understanding factor is very important. Employees need to understand what customers want, what their purpose is, what their needs are in order to introduce suitable products to customers.

Make sure customers feel taken care of. For term deposits, call customers to remind them of the due date, notify customers of new programs, interest rate fluctuations. For payment deposits, customers need to know about changes in fees, promotions, etc.

Ensure two-way connection with customers, not only outgoing calls but also incoming calls. When customers want to contact the bank, ensure that customers will receive the best support shown through the time to pick up the phone, processing time and level of processing via phone, accessible online information..., minimizing transaction time for customers.

Ensure the physical presence of the bank's facilities, always provide flyers, paper documents, and machines for customers. At each transaction floor, pay attention to the smallest details, advertising flyers, screens that are easy for customers to access, waiting rooms with amenities such as drinking water, coffee, tea, wireless internet, phone charging... to make customers feel most comfortable if they have to wait for transactions. ATMs ensure normal operation and have money to serve customers.

Staff need to guide and orient customers to use technology elements well to minimize transaction time, increase customer convenience, and reduce pressure on waiting time at the counter.

Employees need to master sales skills, including cross-selling, up-selling and down-selling. These skills are flexibly applied in practice, helping to stimulate customer needs, creating demand for customers to use the service. Thereby increasing mobilization, service fees and profits.

The bank's policy process should also consider risk management and customer convenience, paying attention to having separate policies for special customers, providing free home service, helping to save time and increase security for them.

Increase the initiative of the customer relations team, proactively open accounts, register services when customers do not come to the counter

Allow customers to receive some assistance via phone or online with services that do not require going to the counter. This increases convenience and satisfaction for customers, helping to attract customers to maintain more money in their accounts.

Customer care is not an easy task for a large bank. Because the bank's customer base is very diverse, including many economic sectors and all classes of people with different characteristics in terms of financial situation, business characteristics, income, psychology, interests and especially different needs when deciding to deposit capital at the bank. Not only that, customers are increasingly demanding, their needs are increasingly complex and demanding. Therefore, it is necessary to classify customers, study the needs of each group to, on that basis, propose appropriate mobilization policies and measures.

Vietnam Prosperity Bank - Kinh Do branch needs to periodically conduct surveys and collect feedback from customers to have a more objective view of service quality as well as the quality and effectiveness of mobilization products. The synthesized results are a reliable and useful source of information for the bank's management in managing deposit mobilization.

Vietnam Prosperity Bank - Kinh Do branch also needs to segment the market to identify potential customers. Although the bank aims to serve all customer groups, to achieve high efficiency in capital mobilization, it is necessary to identify potential customers. Identifying potential customer groups will help the bank see its advantages to promote, at the same time, many limitations will arise and the bank must find ways to overcome, see its specific direction to mobilize capital most effectively. In addition, Vietnam Prosperity Bank - Kinh Do branch needs to build a specific capital mobilization strategy for each period. Each period has different characteristics in terms of economic and political situation as well as business characteristics of economic organizations and psychology of depositors. Therefore, building a policy

2021-2025 Goals of Vietnam Prosperity Bank - Kinh Do Branch

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