researching and evaluating viettels customer relationships

9Figure 6: Logo VNPT...9Figure 7: Viettel''''s 9-year journey with "Heart for you"...10Figure 8: Viettel Stores...11Figure 9: My Viettel app on phone...11Figure 10: Website Viettel...12Figu

INTRODUCTION

Background of the company

Figure 1: Logo and slogan Viettel

Established on June 1st, 1989, at present, Viettel Group is the largest telecommunications, industrial and technology enterprise in Vietnam, one of the enterprises with revenue, profits, paying taxes and contributing to the State budget is the largest in Vietnam Head office is located at lot D26, lane 3, Ton That Thuyet street, Yen Hoa ward, Cau Giay district, Hanoi capital.

Figure 2: Head office of Viettel

Viettel’s operations have gone beyond the national territory, becoming one of the most valuable global brands, with more than 50,000 employees in 11 countries over 3 continents, indirectly create jobs for tens of thousands of people.

As the core of the high-tech defense industry complex, Viettel has mastered important core technologies in the electronics and telecommunications industry, the cybersecurity industry, and the hightech defense industry.

The nature of business and industry

2.1 History of establishment and development of Viettel Telecom

Viettel 1.0 - A successful soldier in the economy (1989-1999)

- Established Electronics and Information Equipment Corporation (Sigelco), the predecessor of Viettel (01.06.1989)

- Built the first AWA digital microwave line in Vietnam (1990)

- Changed its name to Military Electronics and Telecommunications Company (1995)

- Completed the North-South 1A Military fibre optic cable project (1999)

Viettel 2.0 – Mobile network for every home (2000-2009)

- Broke through the telecommunications monopoly with VoIP service 178 (2000)

- Launching Vietnam mobile service with prefix 098 (2004)

- Becoming the telecommunications enterprise with the largest market share in Vietnam (2008)

- Expanded internationally with business activities in Laos and Cambodia (2009)

- Built the largest 3G network infrastructure in Vietnam (2009)

- Top 30 largest telcos in the world (2016)

- Became the first 4G operator in Vietnam (2017)

- Expanded business to the 10th country, which meant Viettel was then present in Asia, America and Africa (2018)

- Officially changed its name to "Viettel Group" (2018)

Viettel 4.0 – A pioneering global corporation in creating a digital society (2019- present)

- Top 50 telecommunications enterprises & Top 500 most valuable brands in the world (2019)

- Successfully tested Vietnam's first 5G call (2019)

- Repositioning the brand with the new mission of "Pioneering to create a digital society" (2021)

2.2 Key factors leading to the success of Viettel Telecom

The Viettel brand has made a significant impact not only in Vietnam but also globally. The success of Viettel is attributed to a series of key factors, and below are the main points that have contributed to Viettel's outstanding position.

International Expansion: Viettel has strategically expanded its operations to international markets, leading to significant growth and success in Southeast Asia and globally This expansion has allowed Viettel to tap into new markets and diversify its revenue streams [ CITATION Int19 \l 1033 ]

Innovation and Development: Viettel continuously invests in research and development, enabling it to create cutting-edge technologies and services The company has shown innovation in developing new services and strategic projects, positioning it as a leader in the telecommunications industry [ CITATION Vie17 \l 1033 ]

Diversification: Viettel has diversified its fields of activity, expanding beyond traditional telecommunications to various sectors This diversification has contributed to its outstanding results and has helped mitigate risks [ CITATION Tha23 \l 1033 ]

Commitment to National Development: The company is committed to its role in the development of Vietnam Viettel's commitment to its creative vision and pioneering spirit has been integral to the country's digital transformation and overall development.

These factors, combined with a strong focus on customer satisfaction and quality of service, have propelled Viettel to maintain its status as one of the most valuable and successful brands in Vietnam.

3 Viettel Telecom’s product, service and customer profiles

3.1 Viettel Telecom’s product and service

Viettel Telecom, a member of Viettel Military Industry and Telecommunications Group,provides a diverse range of products and services in the field of telecommunications and information technology Viettel Telecom's products and services include:

Telecommunications services: providing mobile and fixed services to individual and business customers, including postpaid and prepaid mobile services, as well as fixed internet services via fiber optic cable.

 Internet and television services: providing high-speed fiber optic internet services and television services with many channels and unique features.

 Information technology (IT) services: including data storage, virtual servers, and information technology solutions for businesses.

 Cybersecurity and security services: providing cyber security solutions and security services for businesses to protect against online threats.

 International services: connecting Vietnam to the world through services such as international phone services and international connections.

 Customer service and support: Viettel Telecom is committed to bringing the best service experience to customers with excellent customer service and 24/7 technical support.

Viettel Telecom is not only a leading telecommunications service provider in Vietnam, but also contributes to the development of the telecommunications and information technology industry in the region Customer-oriented attitude and diversity in products and services are Viettel Telecom's strengths. https://www.globaldata.com/company-profile/viettel-military-industry-and-telecoms- group/#:~:text=Viettel%20Military%20Industry%20and%20Telecoms%20Group%20 (Viettel)%20is%20a%20mobile,network%20service%2C%20and%20cybersecurity

%20solutions https://international.viettel.vn/services https:// en.wikipedia.org/wiki/Viettel http://viettelglobal.vn/about-us/introduction.html)]

Viettel's customer profiles include information related to demographics, psychology, and customer behavior As a major telecommunications group, Viettel serves a diverse range of customer segments, including individuals, households, organizations, businesses, and government agencies Notably, Viettel also caters to international customers.

Viettel further categorizes its customer base based on age Older customers, who are often averse to the hassles of switching network providers, tend to exhibit strong loyalty to a particular service Conversely, younger customers are more adaptable and may switch providers due to better incentives or changing technology trends Understanding these dynamics, Viettel places a strong emphasis on customer care services, not only in urban areas but also in remote regions.

In summary, Viettel's customer profiles are tailored to offer a wide array of services that cater to different demographics, ensuring a personalized and diverse experience for its customers [ CITATION Ngu \l 1033 ]

II DESCRIPTION OF THE RELATIONSHIP MARKETING PROGRAMMES OF THE CHOSEN COMPANY

Planning is an ongoing process that entails the establishment of objectives and the formulation of strategies to achieve those objectives It is classified based on the scope and scale of the organization Marketing planning, on the other hand, involves the systematic arrangement and delineation of a company's marketing objectives, along with the selection of strategies and tactics to accomplish them

According to CFI (2019), a robust marketing plan should encompass:

(b) Information regarding its target market or customers;

(c) A comparative positioning of its competitors in the market;

(f) Budget allocation for the plan.

2 Marketing planning of Viettel Telecom

2.1 Viettel Telecom corporate value proposition

Vision: Caring Innovator - Create for a better life, Viettel associates business activities with the goal of contributing to the sustainable prosperity of society

Mission: In the new stage of development, Viettel ‘s mission is Pioneering to create a digital society - Pioneering in building digital platforms to enable individuals and organizations to create their own values and resonate different values for synergy.

Relationship Marketing Võ Quỳnh Anh

Figure 3: Leading Value of Viettel

Caring: With care, comprehension and compassion at heart, Viettel honors individuality and works to promote human connection Listening to every need and desire, we encourage people to express themselves in their own way.

Innovates: Viettel innovates for people for a better life People is the driving force for

Viettel to push forward, pioneer in the era of changes and unlock potentials within new realities At Viettel, creativity goes beyond tangible products and services It is the endless inspiration for new ideas and breakthrough thinking to create a better life for people.

Passion: Viettel's flame is ignited from a desire - to create a better future, from which new sources of energy come and drive Viettel beyond limits, overcoming challenges and conquering new heights It also motivates Viettelers to think big, reach far, innovate and contribute to fulfilling the national responsibilities.

2.2 Information regarding its target market or customers of Viettel Telecom

Description of the relationship marketing programmes of the chosen company

Marketing Planning

Marketing planning of Viettel

Viettel's target market mainly includes individuals and businesses that require telecommunications services such as mobile and fixed phones, broadband internet and digital television Viettel uses a segmentation strategy multi-faceted, including geographic, demographic, psychographic and behavioral segmentation.

For individual customers, Viettel targets many different demographic groups The main target audience includes young people and middle-aged people with average income or higher A majority of Viettel's customers are men aged 18 - 35, with a male/female ratio of 60:40 These are people who want to find telecommunications services at a reasonable

Relationship Marketing Võ Quỳnh Anh cost and like to experience technology Regarding psychology, Viettel customers like to experience, understand technology and care about environmental issues They often prioritize living experiences and online services The act of using the Internet to look online and search helps save time and increase study and work productivity.

For businesses, Viettel targets large enterprises Businesses need to provide many services such as enterprise mobility, cloud computing, and network security These services are designed to help businesses improve efficiency, productivity and security while reducing costs.

2.3 A comparative positioning of is competitors in the market

On June 12, Vietnam Assessment Report Joint Stock Company (Vietnam Report) officially announced the list of Top 10 reputable information technology and telecommunications companies in 2023 including Viettel, FPT, VNPT, [ CITATION Ngo23 \l 1033 ]

Figure 4: Top 10 reputable Information Technology - Telecommunications Companies in

Viettel continues to be honored as the No 1 enterprise in the Top Prestigious Information Technology - Telecommunications Companies in 2023 In the first half of this year, Viettel is the enterprise contributing the most to the growth of the information and communications industry with revenue of 81,000 billion VND, profit of 24,100 billion VND, and budget contribution of 21,600 billion VND Viettel continues to maintain the

No 1 position in mobile subscriber market share (53.8%) At the same time, Viettel is active in the roadmap to turn off 2G waves in Vietnam, increase the ratio of 4G subscribers to the total number of subscribers to 78% and test 5G services in 55 provinces and cities [ CITATION MT23 \l 1033 ]

Top 2 FPT Group, is one of the largest information technology service companies in Vietnam with the main business of providing information technology products and services In the first 6 months of 2023, with revenue reaching 24,166 billion VND (1.02 billion USD), pre-tax profit reached 4,339 billion VND, up 21.9% and 19.3% respectively over the same period last year Currently, FPT accounts for 30% of the Internet market share in Vietnam FPT has a stable high-speed network connection but the price is a bit high [CITATION Đồn23 \l 1033 ]

VNPT belongs to the Vietnam Posts and Telecommunications Group, a unit with a long tradition, solid facilities, and relatively stable transmission quality VNPT specializes in providing switching equipment, electricity, postal services, terminal equipment and voice, communication, data transmission, satellite, and postal services Affordable prices among the top 3 networks in Vietnam today Consolidated revenue of Vietnam Posts and

Telecommunications Group (VNPT) in the first 6 months of 2023 is estimated at 26,323 billion VND, while consolidated profit before tax is at 2,196 billion VND [ CITATION FPT22 \l 1033 ] [ CITATION Nha23 \l 1033 ]

Viettel uses many mass media such as newspapers, magazines, websites, television But no matter what advertising medium, Viettel's advertising content is very profound and meaningful, imbued with humanity, evokes the desire to share and connect.

Viettel always knows how to launch advertising and promotion programs at the right time and to the right audience to increase the stimulation of consumers to use its services and products more In addition, Viettel also succeeds in satisfying customers through the Viettel Customer Care program Special program exclusively for loyal customers from Viettel network When customers use mobile, television or internet services, they will be converted into accumulated points From that point on, Viettel customers can exchange service fees, Voice/SMS/Data traffic, service packages and partner vouchers (food, shopping, health-insurance, travel, sports-beauty, entertainment, transportation and education).

Besides, Viettel is also known as an enterprise with many programs associated with great social benefits or humanitarian policies, paying special attention to the poor and children, helping thousands of people Millions of students and teachers have the opportunity to interact with science, technology and modern knowledge.

SWOT analysis of Viettel

Owns a large market share: Is the leading enterprise in the field of communications in Vietnam (44% market share).

Abundant and stable financial resources: Viettel is a defense economic enterprise with 100% state capital, with a total charter capital of 50 trillion VND Minimize risks related to capital deficit.

Long-standing famous brand: Viettel officially operates a type of "mobile telecommunications service" in the form of a state- owned military enterprise => established a long time ago and has increased prestige thanks to the support of national defense Therefore, Viettel's reputation is strongly affirmed in the Vietnamese market

Enthusiastic staff with high qualifications and dynamic attitudes

Management efficiency is not high due to investment in many areas causing distraction of capital and management system. There are still limitations in competing in service quality and rates, because Viettel focuses too much on great things and pioneering innovation.

The government encourages businesses with domestic economic potential to actively invest in foreign cooperation, with the criteria of expanding market percentage as well as gradually penetrating other countries' markets after Vietnam joins enter the WTO.

The market's demand for communication information is increasing Although the communications industry has developed very strongly, there are always opportunities for Viettel, especially in undeveloped countries that have close cooperation with Vietnam.

High level of competition: Having to endure pressure and fierce competition from domestic and foreign businesses such as Mobiphone, Vinaphone, many media companies appear to dominate the market.

The economic crisis has a significant impact on capital issues and capital use of businesses.

Service diversity and quality requirements are increasingly high, so Viettel constantly improves services, on the other hand, it must reduce costs to compete with rival businesses when entering another country.

Difficulties when doing business in other countries: Customs,social and cultural issues as well as business laws in the host countries These are extremely difficult problems for Viettel to adapt and satisfy customers.

Comment: After learning clearly about Viettel's SWOT, in general, Viettel has many strengths, such as a large market share in Vietnam and a commitment to social responsibility, but also faces challenges such as competition from other suppliers and the need to keep up with technological advances The company has the opportunity to expand operations and explore emerging technologies, but must also be mindful of threats such as regulatory challenges and political instability in some countries [ CITATION Mek23 \l

Marketing factors of Viettel

Viettel uses many social networks and it has effective social media in establishing direct customer relationships Viettel not only keeps up with social network trends but also successfully creates trends many times With 315 thousand followers on Facebook, 13 thousand subscribers on YouTube and especially 5.7 million followers on Tiktok, the company posts regularly and consistently Their main strategy is to promote Viettel telecommunications network service packages, encouraging customers to explore In addition, Viettel has campaigns for the community

Figure 13: Viettel's social networks are being used

On January 22 and 23, the Livestream "Journey to connect 0D - 36 hours non-stop" attracted more than 25 million views and 9 million interactions in just one year less than

48 hours of broadcast on the 4 largest platforms in Vietnam with the hashtag #Ketnoi0đ.

It represents human connection throughout the journey with the participation of the most simple content creators - Vietnamese people from all over the country [ CITATION Adv22 \l 1033 ]

Figure 14: The Livestream "Journey to connect 0D - 36 hours non-stop"

Avaiable at: https://advertisingvietnam.com/livestream-36h-cua-viettel-thiet-lap-ky-luc- chua-tung-co-va-chan-dung-nhung-con-nguoi-dung-sau-thanh-cong-cua-chien-dich- l18846

Campaign #Don't lose your life for losing your life In just 6 days, the hashtag challenge

#st15kcuumang has reached more than 30 million views, and reached the milestone of 51,000 videos created by users The contest received unprecedented support in the TikTok community, becoming the brand campaign with the largest number of participants in Vietnam to date The success of "Don't lose your life for losing your life" is an affirmation of Viettel's leading position in the telecommunications market and in the hearts of consumers [ CITATION Bra19 \l 1033 ]

Figure 15: Campaign “Don't lose your life for losing your life”

Avaiable at: https://www.brandsvietnam.com/campaign/352-Viettel-Dung-mat-mang-vi- mat-mang

Viettel's purpose when applying a cost leadership strategy or low-cost strategy is to outperform (have an advantage over) competitors by cutting costs to be able to produce goods or services [ CITATION Vy23 \l 1033 ]

Lower costs give Viettel an advantage in product pricing When pricing products, Viettel carefully considered factors such as purchasing costs, production costs, target market,

Relationship Marketing Võ Quỳnh Anh competitors, brand as well as product quality Therefore, Viettel can sell products at lower prices than competitors to attract customers without the risk of too much capital loss

If competition in the industry increases, with a low cost strategy, Viettel will attract customers to buy its products more easily Viettel understands that customers often want to save maximum costs when shopping Viettel always flexibly deploys discount and promotional programs to attract customers.

As the cost leader, Viettel will be able to create barriers for new competitors, as they can no longer price their products lower than the leader's products [ CITATION Chu23 \l

Viettel has built a strong brand identity as a modern and creative corporation, always seeking to improve and innovate to meet increasingly complex customer needs Viettel has demonstrated quality, reliability and customer satisfaction

Viettel makes a difference in the market by providing a variety of services These include mobile telecommunications, internet, television, cloud computing and digital content, allowing customers to access a variety of solutions from a single provider [ CITATION Huu23 \l 1033 ]

As a company that continuously invests in advanced technology as well as research and development, ensuring the provision of innovative and cutting-edge services This helps Viettel stand out as a tech-savvy supplier Furthermore, Viettel also has extensive infrastructure both domestically and internationally Viettel has the highest customer satisfaction index because Viettel prioritizes customer experience through various initiatives, including user-friendly interface, responsive customer support and personalized services chemistry [ CITATION Tun21 \l 1033 ]

By applying a differentiation strategy, Viettel strives to differentiate itself from competitors, attract a diverse customer base and maintain a solid position in the telecommunications industry.

The tools used by the company in implementing relationship marketing activities

CRM tools

Viettel has deployed a modern CRM system CRM is the method that Viettel IDC is applying to "reach" customers effectively and systematically At the same time, manage customer information including account information, contact information, and customer needs to help Viettel IDC serve customers better and satisfy customers Customer profiles from channels will be focused on CRM and become a Draw Data collection for ViettelIDC to carry out marketing campaigns including Online marketing (Digital marketing,trade marketing) and offline marketing [ CITATION Vie231 \l 1033 ]

Figure 16: Overview model of the system.

For example: For customers who need to use the service, the Sales department carries out the service process appropriate to the customer's needs, the entire process of consulting, initiating & managing services for customers will be performed by sales staff on the CRM system.

Cloud service: Consulting & quoting a suitable service package -> Customers register for the service themselves on the website or sales register the service for customers on the CRM system -> Track the payment process -> Push notification information through Automation to initiate services for customers.

Traditional services: Consulting & quotation -> Contract management (Ask for contract number and contract appendix number) -> Create request to initiate service -> Accept and complete contract -> Calculate charges

Figure 17: How to create a new order on CRM.

Viettel has applied CRM effectively in customer care with the best services offered based on customers' preferences and desires Contribute to promoting long-term relationships between customers and businesses, helping customers better understand the business.

Hotline: Viettel has multiple customer care and support hotlines, always ready to attentively listen and address customers' inquiries most efficiently Each Viettel hotline has its specific function to resolve questions and support customers effectively, such as

18008119, 18008098, and more To ensure the best customer experience and support, Viettel's customer care has established a 24/7 hotline Whether in urban or rural areas, customers can easily and quickly connect to Viettel's hotline for assistance.

Figure 18: Viettel switchboard is a place specializing in providing information, answering questions and supporting customers (Photo: Viettel)

Viettel has a large scale of energy supply distribution sales at many facilities nationwide. The basis for organizing reasonable sales capacity is divided into market fields and characteristics of each region This helps suit the diverse needs of customers.

Figure 19: Viettel's sales force is very polite and professional

Viettel has multiple websites and online platforms for different services and purposes.

Viettel website allows users to look up promotions, check subscription information, store personal data and even redeem gifts This application represents Viettel's pioneering in providing effective and convenient services to customers.

Viettel has deployed a virtual assistant chatbot Customers can use this virtual assistant to look up information and receive support through requests in the available menu.

Customer service and help desk

Viettel uses Customer Care and Help Desk tools to handle customer service.

Viettel Solutions: deploys a comprehensive smart operations management center,including at district level, to support customers and manage customer care activities This can be considered a form of Help Desk to handle customer service related issues.[ CITATION Vie \l 1033 ]

Northern Customer Care Center: Viettel has put the Northern Customer Care center into operation This is the place to directly receive damage reports and repair services that operate 24/7 [ CITATION MPt \l 1033 ]

Viettel uses voice response service to improve customer care service Voice response platforms support functions such as automated call answering through IVR (Interactive Voice Response), call scripting, and comprehensive call information reporting Viettel's voice response systems and services play an important role in enhancing customer experience, automating processes and enabling voice and text communication across a variety of applications.

In addition, Viettel uses advanced technology such as artificial intelligence (AI) and automation to provide faster and more accurate services to customers When you call, you can soon meet Viettel's artificial intelligence, a smart automated system that can help you solve some common problems without waiting.

Viettel uses mobile communications devices (m-CRM) as part of its customer relationship management strategy Use m-CRM to regularly consult, provide information about products and services, announce incentives and promotions and interact with the online community to interact Use technology and mobile applications (OTT: Zalo),SMS, Mobile to enhance customer interaction and manage customer relationships more

Figure 22: Zalo and SMS of Viettel

Viettel has a very large number of customers "360 degrees" is a system that allows building a comprehensive image of customers on a digital platform, allowing Viettel to capture "touch points" in the process of interacting with customers, the purchasing process, also known as is a history of customer service aimed at improving their experience and service delivery Then use algorithms to analyze consumer behavior and habits, thereby making predictions to deliver products at the right time according to user needs.

Analytical and predictive modelling https://viettel-idc.com.vn/amazon-web-service/dich-vu-du-lieu-va-phan-tich-du-lieu.html Viettel actively engages in analytical and predictive modeling in many different aspects of its business operations Viettel is also very successful in analysis and prediction. Moreover, Viettel is also currently the leading partner in this matter for large banks such as VIB, HDBank, VietinBank, MBBank [ CITATION Chi \l 1033 ]

Figure 23: Viettel's data and data analysis services

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