negative news surrounding the market Therefore, VNDIRECT ought to go back to its vision and mission, which is to help customers on their lifelong financial prosperity, and go for a more sustainable de.
negative news surrounding the market Therefore, VNDIRECT ought to go back to its vision and mission, which is to help customers on their lifelong financial prosperity, and go for a more sustainable development path One problem faced by VNDIRECT and even other securties companies in the market is the fact that there is a big difference in the number of accounts opened and the number of active accounts 2016 2017 2018 2019 2020 19,742 33,685 50,751 59,558 93,713 Number of Active accounts Table 3.1: VNDIRECT’s number of active accounts from 2016 to 2020 (Source: VNDIRECT Annual Report 2020) In Figure 2.3, it can be seen that the number of activated and actively traded accounts has not experienced significant changes throughout a long period Meanwhile, the number of accounts under VNDIRECT’s management continued to rise, meaning there were more new accounts but not many of them were actively utilized The connection between the company and clients is utmost important, as the client needs knowledge, routine, and environment (companionship) to fully be emersed in their investment journey By actively connecting with customers through various channels, the company can drag leading customers into active customers Some of the plausible channels might be through social media platforms, news platforms, lectures, and through phone calls and text messages However, it is worth noting that the content is crucial if VNDIRECT wants its customers to spend time listening It should not be all about sales and introducing products, the important thing is for customers to actively open up to the company about their concerns, pain points and needs