Experience in Bank Marketing Activities in Some Countries [4] & [24]

Nguyen Thi Ngoc Diep 66 Nhat 3 - K42G - KTNT

It is not timely or accurate, leading to slow understanding of the market in order to make effective business decisions.

That affects customer psychology, thinking that BIDV is the same as other banks, the difference is only seen in a few factors such as interest rates, location and infrastructure.

Faced with the great challenges posed to the banking industry in general and to BIDV in particular when Vietnam officially joined the WTO, the Bank needs to build a good team to professionally do Marketing work to promote its operations. business and banking services and increase competitiveness in the post-WTO banking market.

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2.3.4. Experience in banking marketing activities in some countries [4] & [24]

When Vietnam officially joined the World Trade Organization (WTO), banking is one of the industries facing the most challenges from outside. Despite having 50 years of operation in the banking sector, BIDV has only actually operated as a commercial bank since 1995. Therefore, like other commercial banks in Vietnam, BIDV is still quite young compared to large banks. around the world such as Citi Group, HSBC, ANZ_banks that have been participating in the Vietnamese market. Faced with that situation, BIDV is forced to innovate in the direction of truly effective operations, meeting the diverse needs of the market to avoid losing right on its "home turf", because integration means Barriers to foreign financial institutions and banks will gradually be eliminated and the "home field" advantage, especially the advantage of being one of BIDV's five SOCBs, will no longer exist. To have a good direction for the new period, learning from experiences from commercial banks around the world is extremely necessary, especially today's large and successful banks.

Nguyen Thi Ngoc Diep 67 Nhat 3 - K42G - KTNT

2.3.4.1. Experience of Citi Group

Citi Group is one of the largest banks in the US and the world. This bank attaches great importance to Marketing, considering Marketing as mandatory basic knowledge for bank employees. They have researched and trained Marketing for all employees and managers at all levels, especially focusing on training a team of banking marketing experts.

Citi Group provides an extremely diverse and rich system of services to customers, including both individuals and businesses. Among them, card services, especially credit cards, are highly invested and developed. Citi Group has built an ATM system spanning over 16,000 machines, of which 7,500 machines have modern functions with voice to better serve the diverse needs of customers, especially visually impaired customers. The bank also provides ATM location service for customers via the Internet and phone network, through which customers can find the nearest ATM no matter where they are.

The bank offers a variety of credit cards for all types of customers with completely different credit limits, interest rates, and fees. In particular, the Bank offers incentives to long-term, reputable customers with high-limit cards (for example, Platinum Select Visa/Master Card) with low interest rates and almost no outstanding balances. other fees. The Bank also allows customers to fill out credit card applications via the Internet with quick decisions, creating maximum favorable conditions to attract potential customers of the Bank. The number of accounts that this bank provides to customers currently is 120 million accounts in the US and 21 million accounts abroad.

Currently, Citi Group has an extensive banking service network with 5,700 multi-function banking service centers, serving over 200 million accounts for customers in over 100 countries worldwide.

2.3.4.2. Bank of America experience

Nguyen Thi Ngoc Diep 68 Nhat 3 - K42G - KTNT

Bank of America is also a large commercial bank in the US. Along with Citi Group, Bank of America is very interested in Marketing. In the late 80s of the 20th century, the Bank applied to its business activities a new marketing method, "Direct Marketing", focusing on forming activities for customers, following up and helping them. throughout the process of using banking products and services and creating the most favorable conditions for them. Direct marketing has taken advantage of communication means such as telephone, television, telecommunications, and video phones to inform customers of complete information about the bank's products and services, and instructions on how to use them. application, notify relevant issues to customers (account balance, credit limit...).

Bank of America is very interested in diversifying service activities, focusing on developing retail banking and consumer lending services. The main services this bank provides are:

- Checking and savings account services, bank cards, affiliate cards, loans and home loans, special services such as banking services for the military, students, insurance, foreign currency, traveler's checks... Currently, the Bank has built a system of ATMs spread across the United States with over 17,000 machines.

- Services via Internet: Bank of America is the world's leading bank in the number of customers registered for transactions via the Internet (15 million customers at the beginning of 2006) and 7.5 million customers using payment services. invoices via the Internet. Such results are achieved because the Bank has continuously improved the quality of payment services, online lending services and other types of products and services.

In general, the US commercial banking system has developed to a very high level. American people have complete peace of mind when they deposit money or transact with banks. That is a good condition to mobilize idle capital from the population. Because of the trust in the system

Nguyen Thi Ngoc Diep 69 Nhat 3 - K42G - KTNT

Such is the banking system, that most Americans choose to keep their money at the bank in checking, savings or certificate of deposit accounts instead of storing cash, precious metals or other valuables elsewhere. resident. The reason American commercial banks have the trust of customers is because they have built their reputation by providing diverse, good quality, convenient services that promptly meet increasing needs. of the people. American banks also pay special attention to applying modern technology to banking activities, increasing operational efficiency and competitiveness. They truly consider the application of modern technology as a continuous movement process, therefore, new banking products and services are always introduced and put into operation, meeting the diverse needs of people. people and economy.

2.3.4.3. HSBC's experience

HSBC was founded in 1865, headquartered in London (UK), and is one of the largest banks in the world. With nearly 9,500 offices operating in 76 countries and territories globally and modern technology, HSBC provides a series of large-scale financial services such as: personal financial services, investments and financial services. corporate governance, private banking, financial consulting and many other services. HSBC operates with the motto of being a large corporation but is very interested in developing operations in each locality around the world.

HSBC is interested in investing heavily in developing information technology applications in expanding banking services. For HSBC, technology is the key to improving business efficiency. Therefore, in 2003 alone, this bank invested 3 billion USD in developing information technology, modernizing, organizing operations according to customer segments and products and services provided and is focusing on into activities providing financial and banking services for individuals and consumers to a large number of customers.

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