CHAPTER 3: SOLUTIONS TO ENHANCE THE CUSTOMER SATISFACTION
3.1 Development orientations and strategy of Techcombank - Bac Ninh Branch
Techcombank - Bac Ninh Branch has set up a development strategy for 2017 with the aim of building the branch into a key and modern branch with high efficiency, security, sustainability, healthy finance, high technology and multifunctional business. The branch also focuses on expanding and developing retail banking professional knowledge, human resources quality and banking management to reach advanced level which can be competitive in the area. With the action motto of sustainable safe and efficient development, the bank aims at competing with Techcombank's remarkable products/ services with specific characteristics of Techcombank, “turning advantages in prestige, technology, human resources and brand into competitive opportunities to quickly increase the scale, and turning challenges and competition into development motivation."
With those orientations, Techcombank - Bac Ninh Branch has proposed the following general orientations for the branch as follows:
- Continue to implement centralized and differentiated strategies in each key area of commercial banking activities (retail banking, wholesale banking, import- export financing, foreign exchange, gold and capital trading); quickly and selectively penetrate into the field of investment banking and project financing;
develop financial services rapidly.
- Focus on each market segment according to geographic areas, distribution network, and separate customer groups in each market area.
- Continue to maintain the speed and focus more on network development and distribution channel diversification to quickly control market share and market.
In parallel with the diversification of products, which is identified as the key factor to develop banking services for individuals and enterprises, focus on hi-tech
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products with dominant features compared to the products on the market to make competitive differences.
- Strengthen marketing activities by focusing on PR activities; continue to complete the overall strategy of marketing and PR; implement public relations activities.
- Step up capital mobilization from customers of economic organizations and residents; properly structure debt portfolio in order to use capital efficiently; pay attention to the liquidity management of the branch.
- Promote the development of the network in order to expand the operation scale and enhance the quality of transaction offices.
3.1.2 Orientations for developing FDI enterprise customers
The branch continue the training to improve the staff’s awareness, professionalism and thinking in serving FDI enterprises.
Actively upgrade and set up a number of transaction offices in Industrial Zones to serve enterprises in those industrial zones and nearby industrial zones (mainly FDI projects).
With the orientation of becoming a domestic bank with the largest loan market share to FDI enterprise customers, Techcombank - Bac Ninh Branch continuously builds its image, strengthens its resources and focuses on developing the segment of FDI enterprise customers in the potential areas.
Continue delivering the message "Techcombank - Companion of FDI enterprises" through internal seminars or series of connection events between Techcombank - FDI enterprises in the area
Create new value for customers through products, services, programs, trade- connection events, conferences, seminars and so on.
Focus on FDI groups with: (1) Value chain (sales) in Vietnam, (2) export activities.
Study carefully FDI groups doing outwork (garment, footwear, etc.) when granting credit.
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3.1.3 Development plan for 2017
With the aim of expanding relationship with leaders of relevant departments and creating a database for the branch staff to attract and exploit the list of potential customers in the area, the management team of Techcombank - Bac Ninh Branch has set up a development plan for 2017 as follows:
Unit TD Casa Loan NFI NFX TOI End of 2016 Billion
dong
27 202 202 4,1 5,4 24,5
Plan for 2017 Billion dong
160 258 272 9,23 8,54 34,5
Growth % 593 128 135 225 158 141