Improving the quality of customer care services at Saigon Thuong Tin Commercial Joint Stock Bank - Hue Branch

- Resolve customer complaints : Customer complaints must be considered as a signal for the bank to continuously improve service quality. At the same time, limit the spread of information because customers whose complaints are not resolved by the bank will tell others about their dissatisfaction.

- Building a team of regular, loyal customers to the bank: Customer loyalty is reflected in long-term transaction relationships, the ability to increase the scale and diversity of transactions, the ability to promote and mobilize others to use the bank's services. Customer loyalty increases profits through increased revenue, reduced customer attraction costs, reduced customer price sensitivity, and reduced customer service costs because they are familiar with the bank's operating system. To have a team of loyal customers, the first starting point is that the bank must build trust and confidence of customers in the bank, in the assurance of service quality provided by the bank. Next is the service attitude, professionalism and responsiveness of bank employees to customer needs. It is not enough to think that just reducing prices and increasing promotions can attract and retain customers. This solution is only meaningful in the short term, attracting a small number of casual customers but not winning the affection and loyalty of customers if those policies are not linked to the bank's commitment to quality in customer service.

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3.2.2. Specific solutions for Sacombank Hue branch

About reliability

- Customers rate the timely provision of information when there is a change as not high, the Bank needs to focus on reviewing this area, especially in the context of the banking industry in Vietnam still having many unexpected changes. The Bank needs to build a good system for managing transaction information with customers, proactively notifying customers as soon as changes occur. In addition to Customer Relations specialists, any employee must effectively carry out the activities of introducing and promoting information for the Bank.

- The criteria of banks fulfilling their promises on time is not yet highly appreciated. Banks need to control their promises to customers, not only to please customers but also to agree to any wishes of customers, only to do so within the allowed scope. Banks should promise less and do more, in this way they can reduce future risks, affecting the good relationship between both parties.

- In addition, banks need to pay more attention to keeping their promises to customers. Banks should review the standards on minimum and maximum time limits for resolving complaints, thereby providing the most accurate notification on the time to respond to complaints to customers.

- When a customer has a problem, the bank employee must apologize to the customer and immediately resolve the problem. In case the customer's complaint is very strange, the bank employee should try to come up with a solution that is gentle and easy to make the customer feel sorry. In particular, during the complaint resolution process, the bank employee should refer to himself as "we" instead of "I" because at this time the employee is a representative of the bank and not an individual anymore.

About tangible means:

- Need to renovate and repair the transaction office to be more spacious, airy and convenient as soon as possible. This criterion has not been highly appreciated by customers, this is a pity for a bank with a position and reputation like Sacombank, some customers have directly complained about the transaction office's parking space, it is not really convenient and safe. This is really worrying for the bank if the incident clearly occurs during the customer's transaction at the bank.

- Phu Xuan Transaction Office has been in operation for nearly 10 years, it is the first transaction office of Sacombank in Hue. Due to long-term operation without renovation, the facilities and machinery are not attractive to customers when coming to do transactions, especially when newly established banks are opening more spacious and attractive transaction offices.

- Regularly check equipment such as printers, photocopiers, and counters.

money to minimize errors in the transaction process

- Regularly check customer records and document storage to ensure records are stored correctly.

On the level of empathy:

- Another desire of customers is to increase the quantity and quality of promotional programs. That is the basis for customers to be more loyal to Sacombank in the context that all banks are launching many product and service packages. Especially in the field of capital mobilization, with a common interest rate applied to all banks, adding added value to make the product more competitive.

- Customers do not always reveal all their needs to bank employees. Therefore, with their subtlety and quickness, each employee must gradually talk to reveal the needs and grasp even the smallest desires of customers. In that way, the bank will make customers feel that they are receiving special attention that not everyone has.

- In addition, it is necessary to promote marketing campaigns to advertise and introduce products, functions, tasks and benefits that the products bring to customers in a truly specific and clear manner and attract customers to use the Bank's products and services.

- During my internship at the branch, I personally realized that the bank has created all the best conditions to serve customers best. The bank has implemented the "Phu Dong Savings" mobilization program for children studying in kindergarten classes at all kindergartens in Hue City. With this program, every month, on 1 to 2 fixed days, the bank will be present at the kindergarten to directly collect money. With an attractive product package, it has also saved a lot of time for parents, which is also a way for the bank to bring a convenient service to customers.

- Increase more programs, more products and services with promotional programs to best ensure customer's wishes.

About service capacity:

- Staff should talk to them, make them feel more comfortable and cared for, making the waiting time seem shorter.

- In particular, each employee needs to be responsible for even customers who do not have to deal directly with them, but if they see them waiting, they must proactively care for them and visit them to reduce their frustration during the waiting process.

- Conduct a survey of the qualifications of all existing employees according to a number of criteria: professional qualifications, age, health status... to have appropriate training programs that are not wasteful but bring maximum efficiency.

- Products and services provided must always be fast and accurate from the first time. If customers discover an error, even just once, they will lose confidence in the bank.

- Always try to offer appropriate interest rates and prices, flexibly adjust to suit the market, thereby satisfying current customers, increasing customer loyalty in the future, increasing the bank's competitiveness compared to competitors in the city today.

- Continuously survey customers to know their satisfaction level with the bank.

Responsiveness:

- The customer thinks that the staff is not performing the procedures quickly. This may be due to both objective and subjective reasons. The staff themselves may not really care properly, leading to the delay in performing the procedures. However, it may be because the staff wants to carefully consider and evaluate the most accurate way to have the best solution for the customer. In any case, the delay in implementation is sometimes beneficial to the customer but is considered uncompetitive. In this case, the staff needs to improve their professional qualifications, consult with superiors to make a quick decision and at the same time explain to the customer to sympathize for the benefit of the customer.

- Some customers complained that they were not treated fairly, others complained that they were not served well during peak hours. It is best for the bank to retrain and review its staff. Overloading during peak hours can happen at any time, each bank staff needs to learn from experience to have good handling measures such as: arriving earlier on days when there is expected to be a sudden increase in customer transactions, arranging relevant documents to save time.

In addition to the above solutions, banks also need to pay attention to the following issues:

Improve the quality of two-way information between Customer and Bank

Currently, customers coming to the branch have no information about the customer care department and directly handle customer complaints. All customer complaints are handled by the branch management, so many customers feel that their questions have not been satisfactorily resolved.

Improving the quality of two-way customer-bank information will help customers always feel cared for, always receive attention and care from the branch, always be the number 1 priority of the branch. As for the branch, this solution will help the branch handle customer inquiries faster, using that as information, the basis to improve and enhance the quality of service and customer care.

- Establish clear boundaries for the department responsible for customer care.

- Establish a customer service complaint handling department.

- Set up a hotline or toll-free number for customers to inquire and give feedback.

comments or complaints.

- Improve the quality of information collection and processing from the Marketing department.

- Apply information management software, process information scientifically

and effective.

- Establish a customer service complaint handling department, ensuring that

Customer complaints will be handled as soon as possible.

. Improve the quality of human resources

- Periodically organize professional skills training courses for staff on the ability to perform work with modern technology and the ability to behave when interacting with customers. Thanks to that, employees can be regularly updated with new information to best answer customers' questions.

- Currently, the customer support department is still understaffed, as evidenced by the fact that customers still have to wait for a long time to make transactions. Therefore, the branch needs to recruit more staff to better serve customers and increase their satisfaction with the bank. Recruited staff must be qualified and suitable for the job requirements.

- Strengthen management and customer care. Managers need to regularly monitor and inspect the work of employees so that if there are any problems, they can find solutions immediately.

- Banks need to have a reasonable and fair compensation policy for employees.

employees, motivating them to work.

PART III

CONCLUSION AND RECOMMENDATIONS

1. Conclusion

In the fiercely competitive environment of the integrated economy, Saigon Thuong Tin Commercial Joint Stock Bank has met the quality of customer care services well, thereby becoming a prestigious bank, always in the Top 3 best private banks in Vietnam. During my internship at one of the branches of the system - TT.Hue branch, I have somewhat better understood the quality of customer care services at the branch, thereby assessing the good and bad issues to complete my thesis well, besides that, I have also proposed some solutions and recommendations to contribute to improving the quality of customer care services at the branch.

From the research results, we have focused on and completed a number of

the following problem:

- Synthesize some theoretical bases on customer care activities, the role of customers, factors that create customer satisfaction, and customer loyalty to the business.

- Analyze the situation of human resources and business performance at

Sacombank over 3 years 2009-2011.

- Design a research model on customer service quality, customer satisfaction and loyalty. On that basis, propose research hypotheses.

- Research, analyze and evaluate the current status of customer care service quality using SPSS software through statistical frequency analysis techniques, mean value testing, difference testing, regression analysis in the evaluation of different customer groups. The research results show that although the current service quality has not met customer expectations,

But for customers, that is acceptable. Besides the achieved results, there are still some limitations of the topic that I personally have drawn as follows:

2. Recommendations

2.1. For Head Office Bank

- It is necessary to design more programs such as: capital mobilization programs, card product programs... in a synchronous manner from top to bottom to create a resonance effect to achieve the best efficiency.

- Research to simplify some cumbersome and complicated procedures to increase speed

service, reduce waiting time for customers.

- Plan to organize seminars and meetings with customers to collect their opinions on the quality of banking services. From there, there is a basis to promote advantages and overcome existing limitations.

- Headquartered banks should give more decision-making power to branches to develop their own product development policies or marketing policies that the branches consider appropriate for their locations.

2.2. Recommendations to Hue branch bank

- Build a separate department to research and analyze customer feedback in depth and resolve complaints as soon as possible.

- Check and ensure the professional qualifications of employees, if necessary

can be trained through short courses.

- Strengthen customer relationships by regularly visiting familiar customers, at the same time. Have the Branch's own preferential policies to retain customers and increase loyalty to familiar customers, at the same time must continuously increase the number of new customers.

- Propose that the Head Office allow the construction of transaction offices and invest in modern facilities.

and more attractive.

- Collect customer opinions by regularly interviewing customers directly when they come to make transactions or asking customers to give their opinions on survey forms.

Improving the quality of customer care services at Saigon Thuong Tin Commercial Joint Stock Bank - Hue Branch - 11

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