Lập kế hoạch ứng dụng CNTTTT cho hoạt động của ban thương hiệu truyền thông thuộc ngân hàng bảo việt (BAOVIET bank) e

PLANNING FOR ICT APPLICATIONS IN THE BRAND - COMMUNICATIONS DIVISION’S ACTIVITIES IN BAOVIET BANK Table of Contents I Introduction II Introduction of BAOVIET Bank and Brand - Communications Division About BAOVIET Bank .4 About Brand - Communications Division III Current status of ICT applications in Brand - Communications Division About Customer relationship management system Office Automation Groupware - group software .8 Specific applications for the division 11 III In coparison with competitors' similar functional departments 12 IV SWOT analysis 12 Strengths 13 Weaknesses .13 Opportunities 13 Threats 15 V Planning for ICT applications 15 VI Conclusion .17 References 18 I Introduction There has been a comprehensive development in the banking system during the last 20 years, stick to the socioeconomic development in each period The highlight of this development is the information technology application in banking activities In other words, banking technology has been considered as the growing trend in banking activities The chosen technological solutions which are basically appropriate have importantly contributed to promote credit institutions to enhance competitiveness through diversification of products and services and to occupy market share by automatic transaction devices that accelerate payment, increasing the monetary cycle Thus, they contribute to improve the social capital effectiveness and management capacity of the central bank However, the development of banking system, in general, and banking technology, in particular, has not kept pace with the needs and requirements of economic integration (Nguyen Thi Kim Thanh - Banking Magazine No 13/2010) Prospects for banking system development until 2020 is to ensure the stable development of financial sector, enhancing in-depth development and empowerment of financial sector in the national economy, in the regional and global financial system, to satisfy the socioeconomic requirements of the products and financial services Banking technology will develop more in the next decade and be the new breakouts for banking system development prospects until 2020 As one of the young commercial banks in Vietnam’s credit institution system, BAOVIET Bank inherits and has opportunities to develop ICT achievements in banking sector, but they face challenges as other banks have built and developed a solid foundation of ICT with ample budgets In this context, the brand - communications division of BAOVIET Bank has actively applied new forms that are less economically costly but highly effective This essay will focus on analyzing the forms of applying ICT that the brand communications division is actually applying II Introduction of BAOVIET Bank and Brand - Communications Division About BAOVIET Bank Established under the operating license No 328/GP-NHNN on 11 Dec 2008 by the Governor of the State Bank of Vietnam, Bao Viet Joint Stock Commercial Bank (BAOVIET Bank) is the youngest member of Bao Viet finance - insurance group, also a young commercial banks in the credit institution system in Vietnam The establishment of BAOVIET Bank contributes to forming a solid tripod among Insurance - Banking Securities, which creates synergy, ensuring sustainable and comprehensive development for the whole Bao Viet system With the founding shareholders including Bao Viet group, Vietnam Dairy Products Joint Stock Company (Vinamilk) and CMC Joint Stock Company and some shareholders who are other prestigious institutions in Vietnam, BAOVIET Bank has many advantages in developing partnerships with domestic and international trade organizations, applying advanced and most efficient banking technology to create competitive power for banks and premise to become one of the leading banks in Vietnam Vision Becoming a leading bank of service quality and comprehensive financial solutions in banking - insurance - investment Mission Building a modern bank, enhancing standards in governance and operations to ensure the highest level of service quality and customer satisfaction, through that creating sustainable added value to shareholders, long-term benefits for employees and good responsibility to the community and society About Brand - Communications Division The Brand - Communications Division is the unit of BAOVIET Bank, with a function of advising, helping CEO with administrative activities, developing the “BAOVIET Bank” brand and public relations activities in and outside the bank Main functions of the Brand - Communications Division including:  Making plans for brand and public relations development activities according to each period and appropriate for BAOVIET Bank’s business strategy  Executing the brand, public relations development plans  Managing brand consitently through building and managing the compliance of the brand indentifying standard  Developing “BAOVIET Bank” brand (through activities: brand and bank’s products marketing on mass media; designing, publication and item printing to develop the bank’s brand and business activities, organizing events to develop business, philanthropic and community sponsoring activities to promote “BAOVIET Bank” image)  Managing and doing public relations activities (Building and managing relationship with the media, clue providing and information posting focal points, managing and handling information related to BAOVIET Bank; management and content development of the website: http//www.baovietbank.vn)  Organizing and co-operating to execute public relations activities in BAOVIET Bank, contributing to build corporate culture as: organizing events, building newsletters and messages from leaders to staffs in the holiday season, special events,  Implementing measures to prevent information crisis and being the focal point of processing incidents affecting the BAOVIET Bank  Assisting units in the system to tasks related to brand and communications  Doing research, composing and submitting to the authority to issue Regulations, Rules, Procedures, Guidelines of brand and communications  Advising and assisting the Executive Board with foreign affairs, relations with the state bank and managing agencies The organizational structure of the Brand and Communications Division includes the image management and brand development department and communications department III Current status of ICT applications in Brand - Communications Division The ICT application in departments of BAOVIET Bank in general (except for specific departments such as Electronic Banking Division, IT Division) and the Brand – Communications Division in particular is weak, only in the initial steps There are no specialized applications for brand and communications activities of the bank About Customer Relationship management system This is a new way to compete when using IT to make a difference in service It can satisfy every customer, every channel Traditional channel New e-channel Application level of BAOVIET Bank Customer Care Switchboard Email Both forms Area’s representatives Website serving customers Both forms and partners Network retailers / business Communicating via wireless Both forms, mainly partners devices traditional channel Professionally, not dealing directly with customers, email is used primarily to communicate between the Division and partners or other departments of the bank With BAOVIET Bank in general, while the CCS switchboard is the place to receive incoming calls, customer inquiries, email support system is less effective (almost not sending customer inquiries, requests through this channel) In contrast, BAOVIET Bank regularly uses marketing email sending mails about information, new products to its existing customer list The most recent innovation of Brand – Communications Division in particular in the ICT application to serve the whole bank is that the new website was born from May 2013 New website project is a cooperation between the Brand - Communications Division (mainly in terms of brainstorming, ideas, structure, content), System Administration Office - IT Division (technical reception from partners) and the building partner is Vinno solution development company Formerly old website served primarily one-way providing information to customers The update is not focused, less attractive interface and lack of customer interaction New website overcomes the aforementioned weaknesses Highlights of the new website is structured interface with modern design and advantages for easy access As the official media of the bank’s activities, the new site is arranged systematically, easy to understand and helps customers easily search, explore and use information products, services and promotions of BAOVIET Bank Website can be used with popular browsers such as FireFox, Internet Explorer, Chrome, Opera Especially website is designed compatibly with mobiles and tablets, so customers are not only easy to look up information but also can perform banking transactions on the Internet quickly and conveniently with high security, which helps customers save time rather than at the transaction counter New website also provides calculating tools for customers in some deposit or loan services Office Automation This is a software package to help with the office work, individually or integrated into a system The common office Application level The common applications in BVB office Application level in Word processing applications BVB Applying the basic Desktop N/A softwares such as publishing Microsoft Word, Excel, Power Point Email Telephony Voice mail Appling regularly, Electronic Using the calendar or daily calendaring reminder in Outlook Appling regularly, Document N/A daily imaging N/A Document A common drive to preparation, allow information storage, and sharing between sharing internal departments and members of the Brand Communications Division Copying Appling regularly, daily Groupware Groupware - Supporting activities: • collaboration, information exchange and management This is a collaborative environment between the parties, including many types - depending on the functions: production, sales, each branch Common Groupware Application level in Common Application level Features BVB Groupware Features in BVB Email Appling regularly Online meeting Applying with some departments, the brand – communications division does not use E-message board N/A Workflow classifying Applying with some departments, the brand – communications division does not use Online conference Applying with some Applying with departments, the some departments, brand – the brand – communications communications division does not division does not use use E-calendaring Calender Documents / e-form IP phone Using the calendar Document sharing or reminder in Common drive system Outlook, depending on the individual Desktop video Applying with some conferencing departments, the some departments, brand – the brand – communications communications division does not division does not use use E-message board Online environment Chat/ Message Applying with Microsoft Lync depending on the individual Common workspace Applying with some departments, the brand – communications division does not use BVB general and Brand - Communications Division in particular does not apply to products Groupware: Microsoft Exchange, Lotus Notes, Oracle Collaboration Suite, Novell GroupWise, EMC Documentum eRoom, Microsoft Office Groove, Microsoft SharePoint Server, Thruport Technologies HotOffice, Microsoft Office Communications Server, Web crossing, IBM Workplace Collaboration Services Similarly, not produce departments also not apply to Board SCM BaoViet Bank in general and the Brand - Communications Division in particular does not apply these following products of Groupware: Microsoft Exchange, Lotus Notes, Oracle Collaboration Suite, Novell GroupWise, EMC Documentum eRoom, Microsoft Office Groove, Microsoft SharePoint Server, Thruport HotOffice Technologies, Microsoft Office Communications Server, Web crossing, IBM Workplace Collaboration Services Similarly, due to not a production department, the Brand - Communcations Division does not apply SCM, either The specific applications for the Divivsion In the process of applying IT to increase sales, many companies have achieved success through online advertising solutions to expand sales channels Considering the economic perspective, this is a form of marketing in the less expensive, especially compared to advertising on TV or in newspapers Besides, e-marketing (electronic marketing) is also a solution to help companies minimize cost According to Vo Do Thang - the Director of Athena Network Security Center, basically e-marketing is similar to traditional marketing methods - ie also following the order: product - price - trade promotion - markets However, considering the benefits of this solution, there is not only low cost but also promotion efficiency greater than using traditional advertising channels On the basis of data on consumers, marketers can send millions of emails with a single click action, or can use automated programs to send emails to groups or individual customers with relevant content With this, the transaction with clients is not as sudden as over the phone and companies can send messages to many clients in many different addresses in the fastest time Along with emarketing, companies can use marketing web application to provide information about products or introduce incentive programs and solutions for e-commerce (online sales) to increase sales (Saigon Businessmen, 2011) Considering the particular expertise of the Division, the solution will be used online, typically digital marketing (digital marketing) According to Jared Reitzin, CEO of mobileStorm Inc., digital marketing is the implementation of some activities to promote products and services, including the use of online distribution channels - oriented database to reach to customers: righ time, personalized and with reasonable expenses (Blog.chamxanh, 2011) Digital marketing includes basic tools as follows:  Online advertising  Email marketing  SEM - Search engine marketing ( Paid listing - Advertising on search engines, is very popular in Vietnam with Google Adwords)  SEO - Search Engine Optimization (helping improve search engine rankings for units on the search engine like Google)  Online PR Mobile marketing (Marketing through mobile phones) Social Media: Fanpage Facebook BAOVIET Bank built by Brand-Communication Division works quite effectively In addition to attracting the public naturally, the Division use the "push like", ie remove certain cost to "buy" from users like Facebook, through allowing the display to page content Home screen of many users The Digital Marketing tools are still 10 used by the Division, but not on the level that often depends on the big event of the Bank (5 year anniversary of the establishment), or support for communication activities when retail banks or corporate banks launch new products III Evaluating the functional departments of similar competitors we will evaluate the performance of the Fanpage and websites of some banks having total assets / chartered capital equivalent to BAOVIET (see Appendix) Bank Fanpage Facebook Website SEO (Keyword savings rate) BAOVIET Bank Good performance Good Displaying page performance Saigon bank Exist but poor Good performance, not performance Displaying page updated Nam Á bank Vietbank Kienlong bank Good performance Good not listed in the top performance chart Good not listed in the top performance chart Exist but poor Good not listed in the top performance, not performance chart No fanpage updated IV SWOT Analysis Strengths Brand-Communication Division of BAOVIET Bank applies most ICT applications that similar funtional divisions of other banks apply 11 BAOVIET Bank has the advantage of a young bank, newly formed (Bank went into operation on 14/1/2009), so it's easy to make short-cut, catch new technology and dynamically apply the benefits of IT for communication activities Weaknesses Regarding the application of software serving activities of the Division, the Division just uses the basic software Application across the Bank in general and the Division in particular depends on the level of understanding and "favorite" on IT use of each individual Activities of ICT applications in the communication to the outside not having much breakthrough, mainly focusing on the familiar form, similar to the competitors Opportunities The new trend of today's technology as Cloud Computing, Mobile Computing, Big Data, and Social Media Network is expected to bring new value, such as enhancing the flexibility and efficiency of IT systems’ operation, enhancing ability to improve service quality and diversification of banking services In the context of the trend of innovative technology and unprecedented rapid development as at present, the application and replication of technology solutions are increasingly urgent for the banking system in general and the Brand-Communication Division in particular At the same time, with the number of people using the Internet, especially Facebook and mobile phones is increasing, the application of IT in this area to increase the effectiveness of communication for banking products is indispensable Internet has changed the way of information sharing, and have a profound impact on the world market In recent years, we see a shift from outbound marketing in which marketers try to forward ad content and information to the client side, to inbound marketing, where marketers provide fascinating information that client actively seek The Internet has created an impetus for the development of many new types of marketing such as marketing through social networking, mobile or pervasive 12 Users will not only depend on the computer to access the Internet Devices such as mobile, tablets will become increasingly popular As predicted total number of global tablet will reach 282.7 units in 2016, higher than the previous estimated figure (261.4 units) - Nouveau 2012 According to Financial Insights (IDC) forecast, the increase of investment in technology for development of new banking services with more efficiency and cost-saving operation will still be a prominent trend in the banking sector in Asia - Pacific region, including: + Risk Management and Compliance Ensuring + Construction of Business Architecture focusing on customers + Promoting the modern means of payment + Attracting bank deposits + Development of service based on core banking + Outsourced Services + Management of Cash and Liquidity + Safety Security and Information System Integration + Financial Services on Mobile platforms 13 Challenges Opportunities are also challenges if the Brand-Communication Division and Baoviet Bank not grasp those opportunities In the present context, all banks in Vietnam, including equities, state, foreign and joint ventures, are accelerated in the application of ICT in all areas, including communication activities and promotion BAOVIET Bank is nascent so that it is still immature and lack of experience, and the size of the charter capital assets is still low compared to the average V Plan on application of IT About the action program for the period 6/2014 - 6/2015, the Brand-Communication Division continues to implement measures already successfully deployed in communication and branding consisting with the general orientation of banking activities which is becoming the leading bank in service quality and comprehensive financial solutions (Bank - Insurance - Investment) In particular, the division continues the application of new technologies in communications activities, promotions, such as spending the budget on SEO, Facebook Fanpage, online advertising, Website will be continually upgraded and developed, increase interoperability working with clients, such as allowing subscribers to use products and services online Some new forms of marketing such as Re-application will be tested All important posts on Fanpage will used the "boost" tool to attract and increase the appearance frequency to users Especially, with the shifting trends and popularity of Inbound Marketing, the application on this form of the Division is still small, mostly posting news, online press releases, SEO, Email and created Fanpage (Social networks) In the future, other forms consistent with the activities of the bank and will also be applied, such as Type-in traffice, Q + A sites 14 Because the online form has less expensive cost, the projected budget for each activity will not be too much Human resources of the Division can remain as the current (01 head, 03 Brand Group members, 03 members of the media group) to avoid increased operating costs in the context of cutting costs and personnel of the banking sector today As an individual working in Brand-Communication Division, I also propose to encourage applicaiton of office softwares For example, Google Docs help members edit documents online, everyone can see and use the update without having to send, edit back and forth Google Drive / Dropbox offers storage for personal data sharing, information storage, etc About planning application ICT of yeare stage 2014 -2019, besides continuing the implementation of action plans specific as stated above, the Division will need to plan to apply the system, specialized software dedicated to the banking system, as Corebanking, with approved funding level for the whole bank VI Conclusion 15 In the area of financial services, the field of activities are associated with the receipt and processing of information, so the application of information technology has important implications for the banking sector to develop sustainably and high effectively Knowing this, in the past years, many banks have made substantial investments in the platform system of technology However, the investment and application in each place are still pretty much fragmented With specific expertise, the Brand-Communication Division has a lot of application forms of advertising, online marketing to improve the efficiency of promotional activities and communication In the future, besides the continuance of application of these methods, the Division needs to be more proactive in the application of ICT achievements dedicated to the banking sector such as the banking management system “Core Banking” References Lecture: Information Management System Saigon Businessmen () Double benefit from the application of IT Available: http://toancauxanh.vn/news/technology/loi-ich-kep-tu-viec-ung-dung-cntt?lang=vi Jared Reitzin, CEO - mobileStorm Inc (2011) Digital Marketing Concept Available: http://blog.chamxanh.com/2011/04/khai-niem-digital-marketing.html Ngô Quốc Tường (2009) The bank will "refresh" themselves through IT.Available: http://www.thongtincongnghe.com/article/11084 16 Nguyễn Hoàng Khanh (2011) What is Inbound Marketing Available: http://www.inboundmarketing.vn/inbound-marketing-la-gi/ Trent Nouveau (2012) Demand for tablets has never been higher, Available at: http://www.tgdaily.com/mobility-features/67883-demand-for-tablets-has-never-been-higher Appendix Scale of banks in Vietnam 17 18 Source: http://www.tinmoi.vn/quy-mo-cac-ngan-hang-tai-viet-nam-hien-nay-ra-sao011254150.html 19 ... achievements dedicated to the banking sector such as the banking management system “Core Banking” References Lecture: Information Management System Saigon Businessmen () Double benefit from the... devices that accelerate payment, increasing the monetary cycle Thus, they contribute to improve the social capital effectiveness and management capacity of the central bank However, the development... Introduction There has been a comprehensive development in the banking system during the last 20 years, stick to the socioeconomic development in each period The highlight of this development is the information