Quản trị hoạt động trong phát triển dịch vụ thanh toán internet banking của ngân hàng GPBank

Quản trị hoạt động phát triển dịch vụ toán Internet Banking ngân hàng GPBank Topic: Make operation strategy for developing payment services via internet banking of Global petrol Bank (GPBank) TABLE OF CONTENTS I 1.1 1.2 II General background General introduction about GPBank Organization structure Strategy for developing payment services via internet - Page Page Page Page 2.1 Internet banking of GPBank Business strategy of GPBank, market analysis and Page 2.1.1 2.1.2 2.1.3 2.2 competitive advantages in priority Business strategy of GPBank Market analysis Competitive advantages in priority Strategy for developing Internet banking products of 2.2.1 GPBank Product development strategy 2.3 2.3.1 2.3.2 2.3.3 2.3.4 2.3.5 III needs Business decision making Decision making on procedure Decision making on quality Decision making on productivity Decision making on products position Forecast on needs, inventory and supply chain Conclusion Page Page Page Page directs to meet customers' Page Page 10 Page 10 Page 12 Page 12 Page 12 Page 13 Page 15 I General background: 1 General introduction about GPBank Global Petro Commercial Joint Stock Bank (GP.Bank), previously known as Ninh Binh Rural Commercial Joint Stock Bank, has officially became the urban commercial joint stock bank, operating in Hanoi capital since 07/11/2005 Main field of business: provides banking products and services 1/15 Currently GP bank has charter capital of 3.017 billion dong with more than 2.000 employees and 200 branches/ transaction office nationwide GPBank puts customers in the center to provide products and services, GPBank always tries to bring the best benefits and products to customers In order to achieve those goals, GPBank needs to capacity building for staffs and apply advance technology in banking to meet the diversification of customers' needs I.2 Organization structure of GPBank Shareholders Supervisory board Board of management office Board of management 2/15 Department of internal audit Board of directors Management committee - Assets - Liabilities General director office Credit committee Individ ual area Corpora te area Individ ual area Corporate customer relation department Related departm ent Related departm ent Electronic Center Operati on support area Operati on supervi sory area Business area Operati on supervi sory area International relation department Related departm ent General Planning department Related departm ent Card center Payment center Business area Marketing Department Other department Branches/ transaction offices Correspondent banking II Strategy for developing payment services via internet - Internet banking of GPBank 2.1 Business strategy of GPBank, market analysis and competitive advantages in priority 2.1.1 Business strategy of GPBank 3/15 GPBank currently focuses on developing products utility payment services to meet diverse customers' needs based on of modern banking technology system T24 GPBank is one of three banks which have applied Temenos T24 successfully core software of Switzerland T24 allows banks to deploy more diverse products and services to meet the increasingly diverse customers' needs At this moment GPBank are building and deploying Internet banking payment products and services as follows:  Account transactions:  Balance checking  Ledger statement  Checking savings account balance  Credit checking  Transaction/ payment  Money transfer via card  Account transfer at GPBank internally  Account transfer in bank network  Transaction balance checking  Rechecking request  Electronic trading  Phone recharge (Topup)  Payment of telephone charge paid (Billing)  Card charges for games  Payment for ADSL charges  Payment for fixed telephone charges  Freight payment history  List of beneficiaries  Management functions 4/15  Surfing history  Password modifications  Personal information modifications  Usage instructions Those are all products which are currently provided by GPBank It will continue to develop new products and services to meet customers' demands and needs 2.1.2 Market analysis There are a lot of domestic and international commercial banks operating in Vietnam so competition is severe It requires banks to have business strategy, perform market segmentation to choose a specific market niche to be in  Market segmentation GPBank is a new bank so its financial capacity is not powerful and has not attracted many customers Hence, GPBank chose market segmentation with customers from cities, towns, industrial areas to serve, specific customers are as follows:  Individuals  Private business  Small and medium enterprises This customers group accounts for the majority in society with potential possibilities for bank to exploit and get them to use banking products and services, then to increase the value to the Bank On the other hand, this group is easy to access to information technology, especially Internet and to adapt quickly to changes in information technology 2.1.3 Competitive advantages in priority GPBank makes its business strategy put customers in the center to provide products and services, its objectives are profitable, number of customers are growing and diverse, to meet the diverse needs of customers quickly at the lowest costs 5/15 Compared to other banks, GBPank is moderately capitalized, number of customer is insufficient Hence, in order to attract more customers, GPBank need to focus on developing a wide range of products and services, upgrading employees' capacities to meet growth in customer's demands  Competitive advantages of GPBank With the motto of providing customers with the most convenient services with flexibility at the lowest costs, GPBank has attracted many people to use its Internet banking services GPBank has following resources and strengths:  GPBank have qualified employees who are friendly, enthusiastic, experienced, with professional knowledge to serve customers  GPBank is using T24 software that allows GPBank to provide modern banking services through Internet banking  Clients can trade 24/24 hours, at any time, any place (not need to go to bank transactions directly), at low cost and interact with friendly interface which is easy to use (Therefore customer's needs are met immediately, with many services to customers using)  GPBank have a fairly wide branch network, with over 200 branches / transaction offices nationwide Core competencies here in banking services provided by GPBank are very diverse based on T24 software GPBank provide services to customers through Internet banking, customers only need to open an account at GPBank and register to use the services, then they can use services immediately, with low costs, which have not provided by other banks, With the T24 software GPBank can compete strongly with domestic banks and foreign banks in terms of products and services Thereby it will create market position and reputation in the international arena Example : Customer wants to payment of telephone charge paid after 6/15 He only needs to enter https://ib.gpbank.com.vn and then choose payment for telephone charge paid after, fill telephone numbers in, system will tell charges amount and send a confirmation code to telephone number which is already registered User fill the confirmation code in and then confirm, system will deduct charge amount to perform payment for subscribe (Source: Ib.gpbank.com.vn) With this kind of services, clients can pay for all postpaid customers, they not need to go to the bank for transactions without any transaction costs (currently transaction costs are free) and this service does not take time 24/24h at any time, any where GPBank builds its competitive strategies towards flexibility, with diversified products to meet customer needs 7/15 Cost: Time: - Low costs - Short transaction time - Easy to register - Transactions are processed - Convenient to use immediately by the system COMPETITIVE ADVANTAGES Quality: - Information is secure - Systems runs smoothly Flexibility: - Many products and services Flexible time 24/24h At any time, any place With advantages mentioned above GPBank initially attracted a lot of customers using online payment services via Internet banking which is provided by GPBank That is the basis for GPBank to compete with its competitors, to improve products and services quality, and then bring GPBank in revenue, profits 2.2 Strategy for developing Internet banking products of GPBank 2.2.1 Product development strategy directs to meet customers' needs Vietnamese Joint stock banks all provide credit products and homogeneous capital with relatively little difference Banks compete with each other primarily based on service quality, time and cost spent to use products and services of the Bank In addition to traditional services, commercial banks have invested in technology to develop new products and services to meet the increasingly diverse needs of customers through the competition with other banks Along with Internet development, GPBank have developed Internet banking products and services to provide utility service to customers 8/15 Market research results showed that the majority of the workers, companies in cities, towns, industrial areas use the Internet to perform transactions, with convenience, saving time and cost On that basis, GPBank has developed Internet banking products and services with products and services to meet customer needs Products and services development is done by staffs and management staff in T24 software development team who has the responsibility for implementation These are simple products, easy to use, customers can proactively conduct transactions without going to bank to perform transactions Thereby it saves time, travel costs and, when needed, customers can proactively without going through banks Here are some services which are currently provided by GPBank to customers 9/15 (Source: Ib.gpbank.com.vn) To register to use service mentioned above customers need to contact GPBank transaction offices to open deposit accounts for payment and register to use Internet banking services provided by GPBank 10/15 To develop products and services mentioned above GPBank has designed its products which are very subtle and easy to use Site address: ib.gpbank.com.vn associated with the abbreviated name of GPBank, in addition to the website's logo GPBank, GPBank partners for users to remember and easy to use Products and services are arranged according to product groups with similar features for users to easily search Product designs are so simple to ensure sufficiency and accuracy of essential information Transaction is done and processed promptly with high accuracy, information is in security, and transaction is not limited by time and location Operational Management is the primary task of domestic payment department However, this process is the cooperation among different departments of customer care, domestic payment, information technology Complex cases require the participation of board of leaders Establishment of Internet banking payment products and services has been completed Remainder is for sale department to find customers to drive customers to use services provided by the Bank 2.3 Business decision making 2.3.1 Decision making on procedure  Procedure to set up payment products via Internet banking provided by GPBank With operational management responsibilities, department of information technology (IT Department) and domestic payment and accounting department must comply with GPBank development strategy Departments must make Internet banking payment products and services towards competitive features and customer needs Procedure of making Internet banking payment products and services as following: 11/15 Step IT and domestic payment and accounting department design products system based on T24 software Step Customers register to open payment accounts at GPBank and put money on account for use and registration of the use of Internet banking services GPBank Step Customers log on to use the system via web services ib.gpbank.com.vn to use the service Step T24 system performs client's requests and domestic accounting department to check out customer requirements in accordance with bank's rules Step When there are errors, client sends a message to bank then bank will check the correctness of information receipt, if there is any difference, it is adjusted according to customer's requirements Process of using customer service is completed To provide products and services to customers, GPBank involves its staff to become service users, then give feedback to IT department, then it will adjust to introduce professional products to suit the user's requirements When products and services have been completed, GPbank introduces their products and services to their customers to use its products through its main branches/ transactions office nationwide as well as the mass media  Flexibility about resources Development of Internet Banking payment products and services will help GPBank to reduce personnel's in domestic payment department significantly Since all transactions will be processed by T24 systems department and domestic payment and accounting department On the other hand, implementation of the transaction will be done by the customer Bank will reduce time, as well as the daily pressure of work, reducing the investment costs into machinery and equipment Thereby it improves quality of business operations, reduce costs and increase profits for bank 12/15  Capital investment level T24 is modern and advanced banking software which is currently used by some domestic banks and foreign banks This is open software with enhanced security, allowing developing many modern banking services and products to meet customer needs This is software which was purchased from foreign partners Temenos of Switzerland by GPBank Hence, purchasing cost is huge, requiring banks to have adequate financial resources to invest into new and modern product development to meet the needs of customers 2.3.2 Decision making on quality T24 is security based software which can handle a lot of transactions at once for a short time and high precision Hence, when using payment services products through Internet banking provided by GPBank, customers are assured of quality service, the utility gives customers is huge When using online payment service of GPBank, customers can manage their financial resources in a proactive way and time and place of transaction is easy and convenient to process 2.3.3 Decision making on productivity T24 is powerful software with large capacity and high processing speed, unlimited transactions at the same time This is one strong point that no other software can give With the number of existing customers and growth in the number of potential customers is over 20% per year, GPBank only needs to more investment in storage information system With these two strong points, T24 provides best results over other software which cannot provide these two features 2.3.4 Decision making on product position  Choose T24 to invest There are a lot of different soft wares in the market which are used by banks Each software has its own advantages Why choose GPBank T24, through fact finding, T24 is a software firm produced by Temenos of Switzerland, which is a modern leading software in banking field, it is now used by a lot of banks with high prestige in the world 13/15 T24 enables banks to build modern products and services to meet customer's needs at present and in the future T24 is installed through interface which is directly installed on computer or used via the web interface Therefore, it is very convenient for the user, the user can perform multiple transactions simultaneously T24 allows customers to use all banking payment services through a single payment account that is connected to all member banks of Smatlink, Banknetvn That other software cannot deploy With those utilities, GPBank decided to invest into T24 software to provide online payment service to compete with other banks  Products and services deployment GPBank should use communication means to promote its payment products and services Customers can go to the transaction of GPBank to register to use the service Banking staff will guide, provide full information to customers so that customers can use the service most convenient one On the other hand, to support customers GPBank has a support department, customer care to give instructions and answer customer questions Directing customers to Internet banking services will help GPBank to attract more customers, improve service quality and reduce related costs 2.3.5 Forecast on needs, storage and supply chain  Needs forecast Policies and directions of the party and the state are to encourage non-cash payment Thus, individuals and enterprises are directed to use banking payment services Along with the development of information technology, online payment requirements are increasing, more and more people are using services and it will thrive in the future, bringing many benefits to the Bank  Plan on information storage Transactions and customer information are stored very thoroughly and confidentially by the Bank Customers can query information from the time of the transaction, any active transaction if desired So, to store all customer transactions 14/15 requires a very large capacity Therefore, bank must have a long-term plan to meet current needs and stored information in the future Information storage capacity will be checked regularly and install if necessary, it will help bank to meet customers' needs at the best  Logistics and supply chain GPBank development strategy is to provide customers:  Utility payment products and services  Good service quality (quick transactions, secure information, many transactions at one time, active in time, place to transactions)  Provide customers sufficient and accurate information via transaction offices, advertising campaigns, and GPBank website Since GPBank deployed Internet banking payment services and products, its supply chain is GPBank, State Bank, other banks, Smatlink system, Banknetvn , Internet systems and personal computers has been formed This is a complex supply chain GPBank State Bank Payment System Internet System Customers Bank Members Provision of online payment services in accordance with the provisions of the State Bank, on the other hand, help banks provide better products and services to customers, thereby improving profitability for banks In the course of providing services to customers, GPBank with partners to manage supply chain in which GPBank has primary responsibility in providing payment services to customers Provisions as mentioned above help GPBank 15/15  Reduce costs  Improve competitive abilities with its competitors, searching for profits  Meet customer's needs III Conclusion Vietnam was officially a member of WTO, protection of State for banks will be removed gradually Hence, to survive and compete with domestic banks as well as strong foreign banks in terms of capital, technology, managerial skills, it requires GPBank to have proper development strategy Acknowledging the difficulties mentioned above, GPBank continues to put investment into technology, capacity building for staffs and workers, management skills enhancement, diversify and improve product quality services to meet customer needs Based on analysis on opportunities and threats, GPBank needs to focus on your positive traits and diversify products and services, improve service quality, expand its branch network to meet customer requirements Due to time limitation, my assignment cannot avoid mistakes, I hope to receive your comments and feedbacks to improve assignment quality References: GPBank internal documents www.gpbank.com.vn ib.gpbank.com.vn 16/15 ... Branches/ transaction offices Correspondent banking II Strategy for developing payment services via internet - Internet banking of GPBank 2.1 Business strategy of GPBank, market analysis and competitive... campaigns, and GPBank website Since GPBank deployed Internet banking payment services and products, its supply chain is GPBank, State Bank, other banks, Smatlink system, Banknetvn , Internet systems... with professional knowledge to serve customers  GPBank is using T24 software that allows GPBank to provide modern banking services through Internet banking  Clients can trade 24/24 hours, at any