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Activities to Develop Value Added Services, Promotion Programs When Using Electronic Banking Services


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Activities to Develop Value Added Services, Promotion Programs When Using Electronic Banking Services

(Source: Administration Department - BIDV - Bac Giang Branch)

BIDV - Bac Giang Branch is expanding its cooperation with financial institutions and businesses to jointly develop financial products for target customers and expand its diverse distribution channel system.

Currently, BIDV - Bac Giang Branch has built relationships with financial institutions such as: finance, insurance, securities, telecommunications companies... in Bac Giang to transfer money to these units for the purpose of payment, securities investment, insurance premium payment, service usage fees or other payment contents. Payment limit is up to 500,000,000 VND/day, unlimited number of transactions/day, amount/transaction.

However, customers using Internet Banking service mainly check balance, transaction details, not using all other utilities. Service payment channels are not many. Based on customer feedback on 2 platforms Android and Appstore, up to 62% of responses said that the design of money transfer method is not clear, making it inconvenient for customers to use the product.

E-banking services are increasingly improved, adding more utilities to better meet customers' needs. The emergence of E-banking services has helped customers make transactions quickly, minimize travel, cut down on paperwork, and save costs and time for customers.

E-Banking service helps BIDV Bac Giang save a lot of costs related to expanding counters and transaction offices, reducing pressure on customer service at the counter, thereby, the customer service department will improve customer service efficiency and focus on sales and service development.


Currently, on average, BIDV Online processes about 2,650 daily transactions, while according to statistics from the Finance and Planning Department of BIDV Bac Giang, the average labor productivity of a transaction officer is 43 transactions/day, so BIDV Online processes a transaction volume equivalent to 62 transactions per day.

At each transaction office of BIDV Bac Giang, there are currently about 3 transaction officers. So the BIDV Online program has now processed the number of transactions equivalent to the transactions of more than 20 transaction offices.

2.2.2.2. Activities to develop value-added services and promotional programs when using e-banking services

Over the years, BIDV - Bac Giang Branch has continuously made recommendations based on the practical needs of the branch's customers to the Head Office on expanding cooperation with partners to increase utilities for customers using cards such as adding features on electronic banking products and services... according to utility groups such as Money transfer group: transfer within and outside BIDV, fast money transfer outside BIDV; service payment group: phone top-up, game card top-up, internet bill payment, landline phone bill payment, TV bill payment, air ticket payment, train ticket payment, bill payment (electricity, water, tuition, finance); deposit group: term deposit, online deposit with optional term, online investment deposit; e-wallet link,... to other utility groups: look up information on exchange rates, interest rates, fee schedules,...

Along with the unified brand identity model, BIDV launched priority banking services (BIDV Premier banking), Merchant accounts (accounts with beautiful numbers). Accordingly, the new service gives customers superior financial experiences such as having a team of specialized service staff, luxurious and private transaction space, enjoying priority rights throughout the BIDV system, and at the same time having separate service packages, superior products such as BIDV Premier card; BIDV Infinite (for VIP customers), a chain linking traditional banking and financial products with investment and insurance products to help customers increase profits and manage assets effectively. With the account


For Business accounts (accounts with nice numbers), customers will receive a Visa Platinum Debit card with free annual fees for the first year, free ATM transactions nationwide, up to 60% discount on transaction fees from payment accounts... helping customers save up to tens of millions of VND in annual transaction fees.

In addition, BIDV also increases the benefits for cardholders such as fast card issuance (15 minutes); card activation, opening, card locking on BIDV; spending cashback, redeeming reward points; free up to 5 insurance services (global ATM withdrawal insurance, card fraud transaction insurance, wallet loss insurance, flight delay insurance and travel insurance); VIP mode registration service in spending, free one year for Internet Banking, SMS Banking or Bank Plus services for VIP customers using Viettel SIM. This service will help customers make large-value payment transactions within a certain period of time without having to worry about transaction limits or having to call the Management Center to check and confirm each time they make a transaction.

2.2.2.3. Activities to develop services to support customers using e-banking services

The branch regularly upgrades its technology system according to the continuous development trend of information technology. BIDV in general and BIDV - Bac Giang Branch in particular continue to maintain hotlines to quickly answer customers' questions and create an impressive atmosphere and transaction scene at service points. The branch strictly implements the criteria prescribed on BIDV's customer service standards at branches and transaction offices. BIDV - Bac Giang Branch builds a professional working style among its staff, demonstrated through: attitude, transaction style, working style, communication skills, politeness, respect for customers, care and friendliness towards customers, and understanding of customers. The branch's transaction officers have high professional capacity, in-depth knowledge of products and services, ready to advise and provide accurate and timely services and products to customers. BIDV - Bac Giang Branch emphasizes independence in problem solving so that staff can resolve customer complaints quickly and convincingly.


The branch regularly checks and requires all staff to comply with the regulations on Transaction Style and Space, and BIDV's Code of Conduct. In addition, the branch also focuses on training and self-training, timely training of newly issued products and services, and soft skills training for staff.

In order to record, listen and respond to all feedback and comments from customers during the process of consulting and using products and services, BIDV has officially launched and put into operation the Customer Care Center. Just contact the hotline 19009247 or 0204.3854.253 or send an email to the email cskh@bidv.com.vn, all customer comments will be answered by the Center's staff 24/7 anytime, anywhere, including holidays and Tet. The number of staff answering questions at the center's hotline is up to 72 employees, the number of calls that can be received in a day is up to more than 5,000 calls with the motto of dedicated service sharing - accumulating trust.

2.2.2.4. Develop communication activities and promotional programs using e-banking services

Currently, communication activities and promotional programs using e-banking services of BIDV - Bac Giang Branch are not really diverse, mainly implemented according to programs proposed by the Head Office. Some communication activities and promotional programs using e-banking services at BIDV - Bac Giang Branch are as follows:

Advertisement:

The popular forms of advertising of the Branch are leaflets, magazines, posters at the Branch, Transaction Office, advertising on ATMs, etc. Marketing to large units, customers who are leaders, business owners, etc. The advertising forms of BIDV - Bac Giang Branch are still monotonous, lacking highlights, and not attracting customers to use the branch's e-banking services.

Promotion:

Some promotional programs using electronic banking services at the Branch have been implemented such as:

- Trade now, win gifts up to 2.8 billion VND with BIDV Smart Hunting: After making waves on the BIDV SmartBanking application in 2019, the game is similar to


BIDV Smart Hunting 2020 has returned with a total prize value of more than 2.8 billion VND, taking place from December 30, 2020 to February 25, 2021.

- Super fast room booking - Receive shocking incentives up to 500k on BIDV SmartBanking: From December 1, 2020 to January 31, 2021, customers booking hotel rooms on the BIDV SmartBanking application will have the opportunity to receive a VNPAY-QR discount code worth up to 500,000 VND.

- Super easy registration - Receive amazing gifts with BIDV SmartBanking: New customers who successfully register and activate BIDV SmartBanking e-banking service have the opportunity to immediately receive a VNPAY-QR discount code worth 50,000 VND, along with a chance to draw a lucky number every week to win a VinFast Impes electric motorbike worth 14.9 million VND and a cash gift worth 2 million VND...

- Up to 300,000 VND discount when booking Vietnam Airlines tickets on BIDV SmartBanking: From September 30, 2020 to October 30, 2020, BIDV is implementing the Golden Autumn program for customers booking Vietnam Airlines tickets on the BIDV SmartBanking application with a 10% discount, up to

300,000 VND per customer.

- Reunion – Thousands of incentives with BIDV SmartBanking: From September 22, 2010 to October 5, 2020, customers shopping via the VnShop feature on the BIDV SmartBanking e-banking application will immediately receive a 10% discount on the total value of the payment order.

In addition, BIDV - Bac Giang Branch also implements many other promotional programs for customers using the branch's e-banking services according to BIDV's programs.

2.2.2.5. Activities to develop human resources to provide electronic banking services

During the period 2016 - 2020, the Branch leadership paid great attention to human resources issues. The table below presents some information about the Branch's human resources as follows:


Table 2.6: Recruitment situation at BIDV - Bac Giang Branch in the period 2016 - 2020


STT


Target

2016

2017

2018

2019

2020

Number

quantity

Number

quantity

Number

quantity

Number

quantity

Number

quantity

I

Total number of employees

108

122

141

145

152

II

Classified by level

1

Above University

6

6

9

28

32

2

University

97

111

128

115

118

3

Secondary, college

5

5

4

2

2

III

Gender

1

Male

50

52

53

59

60

2

Female

58

70

88

86

92

(Source: Administration Department - BIDV - Bac Giang Branch)

In general, during the research period, the number of employees at the Branch increased gradually over the years. In particular, the number of employees with Master's and University degrees increased over the years and the number of employees with Intermediate and College degrees tended to decrease. This is consistent with BIDV's development goals in the coming time.

Table 2.7: Comparison of personnel difference at BIDV - Bac Giang Branch in the period 2016 - 2020


STT


Target

Difference between years

2017/2016

2018/2017

2019/2018

2020/2019

I

Total number of employees (%)

12.96

15.57

2.84

4.83

II

By level (%)

1

Above University

-

50.00

211.11

14.29

2

University

14.43

15.32

(10.16)

2.61

3

Secondary, college

-

(20.00)

(50.00)

-

III

By gender (%)

1

Male

4.00

1.92

11.32

1.69

2

Female

20.69

25.71

(2.27)

6.98

(Source: Administration Department - BIDV - Bac Giang Branch)


In 2017, the number of staff increased by 12.96% compared to 2016 and the number of staff in 2018 increased by 15.57% compared to 2017. In 2019, it increased by 2.84% and the increase in staff in 2020 compared to 2019 was 4.83%. In terms of staff qualifications: The number of staff with a university degree in the period 2017/2016 remained unchanged, however, by 2018, the number of staff with a university degree increased by 50% compared to 2017, equivalent to 3 staff. In 2019, the number of staff with a Master's degree increased rapidly with an increase rate of 211% compared to 2018, showing that the scale of the Branch is expanding, the workload is increasing, so it is necessary to add staff to meet the requirements of the job. In 2020, the number of employees with a Master's degree continued to increase but at a slower rate of ~14%. The increasing number of employees with a university degree shows that the requirements for qualifications when recruiting branch employees are getting higher and higher.

The branch also regularly focuses on training, fostering and professional training for officers and employees to improve their professional qualifications by:

+ Recruitment: BIDV recruits by posting on online recruitment channels, clearly stating the title, specific job, and requirements (educational level, major, academic performance...). Currently, the recruited Marketing staff will be trained in specific jobs. BIDV - Head Office will review and approve the specific quota sent to - Bac Giang Branch.

+ Treatment: The branch has arranged highly qualified staff with a solid grasp of the profession to carry out professional development. Strengthen customer support in using the service, enthusiastically answer questions and handle related incidents, focus on fixing errors in the process of card issuance, card activation, damaged cards, lost cards, etc.

Organize training sessions on e-banking for staff, sales skills, cross-selling of products, helping staff update new information on operations, discuss operations, mention problems and propose solutions to improve the quality of customer service. Training forms: self-training at the branch through studying documents and regulations of the industry, sending staff to attend BIDV's human resource training school - Bac Giang Branch and online classes organized by the Head Office.


2.2.2.6. Check and control the process of organizing the provision of electronic banking services

BIDV - Bac Giang Branch always checks and controls the process of providing e-banking services. In particular, the Branch always pays attention to resolving customer inquiries and complaints about e-banking services, thereby helping customers feel satisfied when using the bank's e-banking services.

Table 2.8: Checking and complaining about BIDV's e-banking services - Bac Giang Branch

Target

2016

2017

2018

2019

2020

Check and complain about the electronic banking service

232

354

142

86

82

(Source: Annual report of BIDV - Bac Giang Branch for the period 2016 - 2020)

Handling and investigating customer complaints: In general, the number of requests for investigation and complaints is on the decline. In 2016, the Branch received 232 complaints. In 2017, the number of requests for investigation and complaints increased, the Branch received and processed 354 complaints and investigations from customers; in 2018, it received and processed 142 complaints and investigations; in 2019, it received and processed 86 complaints and investigations from customers. Most of the investigations and complaints come from card services (swallowed cards, not receiving money from ATMs), etc. That shows that the Branch has actively handled customer complaints and continuously improved the quality of e-banking services to satisfy customers every year. Complaints and investigations from customers are all handled promptly, ensuring customer rights. Up to now, there has been no case of excess or shortage of money or loss of money of customers when using the branch's electronic banking services.

Risks related to safety, security, etc. are promptly detected and handled skillfully, without causing a media crisis. The branch always has someone monitoring to ensure that the ATM operates continuously and regularly, without anyone installing information-stealing devices. Measures for safe service use are also widely disseminated to customers through leaflets, email notifications, website notifications, notifications on transaction screens, and advice from counter staff.

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