Currently, Techcombank has two teams do customer care such as Call Center and Relation Management team. For Call Center, they receive complainations or requirements from customers and give feedbacks to them. So, their work is not proactive to take care customers if customers do not contact them, and they do not join to find out customers need or feedback on products and services they are using.
For RM, they are just in charge of providing customer care to VIP or priority customer who have deposit account at least 1 billion VND. By limited criteria on VIP.P customers, there are only some deposit customers receiving the care of Techcombank, and even some super-VIP customers whose current accounts often have million USD are not automatically regarded as VIP customers to receive special caring as well as most of other customers.
The need to set up a special customer care team is really necessary for Techcombank to improve their customer service quality. This team will be in charge of taking care customers before and after sales. Some main duties this team may include as followings:
Making confirmations on customer’s orders about products and servces.
Consulting for customers know more about features, characteristics or policies of products and services that customers may miss or not know.
Recornize and satisfy potential needs of customers on other products and services of Techcombank.
Inform customers on approval of Techcombank for their order to products and services.
Advise customers more on how to benefit from products and services and the best way to solve problems if have while using Techcombank products and services.
Periodly check if customers satisfy with Techcombank products and services they are using, and inform customers about new products and services so that if they have the demand they can register to use.
Inform new incentive programs to customers so that they know and join.
Take care customers in their birthday or in some holidays such as TET holiday, public holiday, etc.
This team will be very good connection between bank and customers, so that the bank can get their feedback on personal selling, staff behavior in providing services for next steps, and also be the very good channel to transfer right informations related to products and services to customers.
CONCLUSION
It is so prospect to develop Card distribution in Vietname market, in which there are many opportunities for banks to explore payment cards. Differentiatizing by taking a shortcut, creat conveniences and value added becomes a valuable orientation of Techcombank personal banking strategy. Techcombank has very good advantages in high quality human resource, excellent Board of Management and helpful supports of HSBC experts tobe successful with its prospective PFS strategy.
Combination between product and service diversification and customer service quality improvement, Teccombank shows out the realistic to assert its level in banking service , and alo perform that it’s very closed for Techcombank to become the best service bank in Vietnam.
With Techcombank perspectives, I am not only the author supporing Techcombank strategies, but alo the member who wants to contribute my thinkings and my strengths for Techcombank development. I also believe that Techcombank will soon become the best bank in Vietnam.
LIST OF REFERENCES
1. Service Marketing – integrating customer focus across the firm – Valarie A.
Zeithaml, Mary Jo Bitner, Dwayne D. Gremler – 4th eddition.
2. Principle of service marketing – McGaw – Hill Book company, UK, 1994.
3. Article “Service marketing in banks” on http://www.oppapers.com/
4. Article “Quản trị khoảng cỏch chất lượng dịch vụ ằ on http://luattaichinh.wordpress.com/
5. Article “GROW – Mô hình huấn luyện nhân viên hiệu quả” on http://tailieu.vn/
6. Internal procedures of Techcombank.
7. Retail products and services package – Techcombank.
8. Quality standard package 2005 – Techcombank.
9. Quality standard package 2008 – Techcombank.
10. Teller standard package 2009 – Techcombank.
11. Techcombank PFS strategy, 2007.
12. Website: www.techcombank.com.vn
APPENDIX 1
IN-DEPTH INTERVIEW PAPER
Attendee:
Title:
Department:
Center:
Question 1: Based on survey results of Techcombank and the report on customer focus, I found some main limitation in customer service quality on card service as below:
- It takes time to get responses to customers' requests and get card issued.
- Home-banking service: missed, late SMS sending or not stable.
- Staff: not enthusiastic enough or their consultancies are different for the same request.
- “out of service” error happen friquently.
- Can not transfer money between banks or between current accounts and credit card account by card.
Are they still main issues now?
is there any new issue you/your team found out while working?
Question 2: Can you show out some reasons of customer complainations about home- banking service?
Why customers registered but not being served?
Why debit transaction SMS arrives sooner than credit SMS?
Question 3: About issues related to credit card, can you please talk about the main findings?
Why customers can not use their cards to transfer money from current accounts to credit account?
It seems that tellers do not have supporting software to serve credit card customers?
Question 4: Is it the same reason on combination between core-banking of banks when talking about transfering money from Techcombank to others?
Question 5: With the issue on responses to customers’ requests on unsuccessful withdrawing transactions, How do Techcombank deal with unsuccessful withdrawing transactions?
For on-us card?
For off-us card?
o How can the bank realize unsuccessful transactions?
o How long does it take to check and balance interbank card payment accounts?
Question 6: Issue on personal selling seems belong to morality of sales activities supervice, what are your opinions on that?
What is the reasons?
What Techcombank have done to reduce complaination on sales activities?
Question 7: Customers complain on not receiving the same consultancy on the same request at different service teams, such as your team and sales team, or the bank staff seem not care much on their desires/needs. What are your thoughts on this situation?
The service procedures are the same or different?
The requirements on training for service team before working?
Techcombank already has the quality standard package, how about the service quality management mechanism?
Question 8: On your opinions, what Techcombank should do to solve their internal limitation and improve customer service quality?
Thank you for your attention and kind support!
APPENDIX 2
CÂU HỎI SỬ DỤNG CHO SURVEY NHÓM 1. Anh/chị đã sử dụng thẻ bao lâu rồi:
Tên Dưới 6 tháng Từ 6 tháng trở lên Trên 1 năm Trên 2 năm
2. Khi sử dụng thẻ của TECHCOMBANK anh chị thường hay gặp sự cố kỹ thuật gì? Tần suất sảy ra?
Các sự cố thường gặp:
Tần suất sảy ra:
- Chưa bao giờ sảy ra:
Tên Thẻ bị nuốt Không nhả tiền
Trả thiếu tiền
Ngừng dịch vụ
Thẻ không sử dụng được
Thẻ hết hạn
- Sảy ra từ 1 đến 3 lần:
Tên Thẻ bị nuốt Không nhả tiền
Trả thiếu tiền
Ngừng dịch vụ
Thẻ không sử dụng được
Thẻ hết hạn
- Sảy ra từ 4 đến 6 lần:
Tên Thẻ bị nuốt Không nhả tiền
Trả thiếu tiền
Ngừng dịch vụ
Thẻ không sử dụng được
Thẻ hết hạn
- Sảy ra từ 7- 9 lần:
Tên Thẻ bị nuốt Không nhả tiền
Trả thiếu tiền
Ngừng dịch vụ
Thẻ không sử dụng được
Thẻ hết hạn
- Trên 9 lần:
Tên Thẻ bị nuốt Không nhả tiền
Trả thiếu tiền
Ngừng dịch vụ
Thẻ không sử dụng được
Thẻ hết hạn
Question:
- Bạn có thể chia sẻ những lý do chủ yếu nào khiến giao dịch thẻ của bạn bị lỗi ko?
- Sau bao lâu thì sự cố đó được khắc phục?
3. Mức độ hài lòng chung của anh/chị về chất lượng dịch vụ của TECHCOMBANK với một số tiêu chí sau?
- Điểm 1 là rất bức xúc/rất không hài lòng - Điểm 5 là rất hài lòng.
- Điểm 3 là trung bình.
Thời gian phản hồi những yêu cầu của khách hàng:
Tên Điểm 1 Điểm 2 Điểm 3 Điểm 4 Điểm 5
Question:
- Trong những trường hợp mà Ngân hàng phản hồi chậm, bạn có nhận được phản hồi về lý do họ trả lời chậm cho bạn ko?
- Đó thường là những lý do cụ thể gì?
Tốc độ xử lý giao dịch rút tiền của ATM:
Tên Điểm 1 Điểm 2 Điểm 3 Điểm 4 Điểm 5
Question: Bạn thường mất bao nhiêu thời gian để thực hiện 1 giao dịch trên Atm như giao dịch rút tiền, giao dịch in sao kê, giao dịch kiểm tra số dư hoặc giao dịch chuyển khoản?
Thái độ dịch vụ của nhân viên:
Tên Điểm 1 Điểm 2 Điểm 3 Điểm 4 Điểm 5
Question: Điều gì khiến bạn thấy không hài lòng về thái độ dịch vụ của nhân viên Techcombank.
Thời gian phát hành thẻ tính từ khi hoàn tất yêu cầu phát hành đến khi nhận thẻ:
Tên Điểm 1 Điểm 2 Điểm 3 Điểm 4 Điểm 5
Question: Ngân hàng có giải thích với bạn vì sao họ lại trả thẻ cho bạn chậm hơn so với những quy định hoặc các ngân hàng khác mà bạn biết?
Các lỗi kỹ thuật sảy ra khi sử dụng thẻ:
Tên Điểm 1 Điểm 2 Điểm 3 Điểm 4 Điểm 5
Question: Lý do chính cho tình trạng “out of service” mà bạn gặp là gì?
4. Mong muốn của anh/chị đối với dịch vụ thẻ của TECHCOMBANK?
Rất cảm ơn anh/chị đã tham gia phỏng vấn!
APPENDIX 3
TECHCOMBANK OVERVIEW
Vietnam Technological and Commercial Joint Stock Bank – shorted name is Techcombank – was established on Sep 27th, 1993 with the initial registered capital of 20 billion dong with the aim to become an efficient financial intermediary bridging the savers with the investor in the need of capital for business and economic development in the open door era. Current registered capital of Techcombank is nearly 900 billion dong. The network of the bank includes 67 branches and sub-branches over the country.
The milestones on the path of development of Techcombank are:
1993 The Vietnam Technological and Commercial Joint-Stock Bank (Techcombank) was established on 27 Sep 1993 with an initial registered capital of VND 20 billion and the aim to become an efficient financial intermediary, forming a bridge between savers and investors in need of capital for business and economic development in the open door era.
The head office was at 24 Ly Thuong Kiet, Ha Noi.
1995 The registered capital was increased to VND 51.5 billion. In the same year, the Ho Chi Minh City branch was established, starting the process of rapid expansion of Techcombank in the main urban areas.
1996 Thang Long branch and Nguyen Chi Thanh sub-branch were established in Ha Noi, together with the Thang Loi sub-branch in Ho Chi Minh City. The Bank’s registered capital was increased to VND 70 billion.
1998 The head office was moved to the Techcombank building at 15 Dao Duy Tu St, Ha Noi... Following the establishment of the Da Nang branch in the same year, the branch network covered all three main regions: the North, Central provinces, and the South.
1999 Techcombank increased its registered capital to VND 80.0 billion and Sub-branch No. 3 at Kham Thien St. was opened.
2000 The Thai Ha sub-branch in Ha Noi was established.
2001 The registered capital was increased to VND 102.3 Billion.
The Bank signed a contract with a leading software supplier, Temenos Holdings NV, to deploy its new banking software GLOBUS into Techcombank’s network, to allow the Bank to meet the growing customer demand.
2002 A number of branches were established: Chuong Duong and Hoan Kiem in Ha Noi, Hai Phong branch in Hai Phong City, Thanh Khe in Da Nang and Tan Binh in Ho Chi Minh City, making Techcombank the Joint Stock Bank with the largest branch network in Ha Noi. The Bank’s network included the Head Office, 8 branches and 4 sub- branches in the largest cities of Vietnam. The registered capital was increased to VND 104.4 billion.
2003 With access to the Globus system and its alliance with Vietcombank, Techcombank commenced issuing the F@stAccess card on 5 December 2003. The Bank also completed deployment of the Globus system throughout its whole network on 16 December 2003 and began the process of developing a new corporate identity.
Techcombank’s Cho Lon branch was established. Registered capital was increased to VND 180 billion on 31 December 2003.
2004 Techcombank inaugurated its new identity on 9 June 2004. Registered capital was increased to VND 234 billion on 30 June 2004, VND 252.2 billion on 2 August 2004, VND 262 billion on 20 September 2004 and VND 412 billion on 30 November 2004. The number of branches increased from 15 branches to 25 by December 2004.
Registered capital was increased to VND 412.7 billion on 4 December 2004.
2005 Six new branches and 15 new transaction offices were established in Lao Cai, Hung Yen, Vinh Phuc, Bac Ninh, Nha Trang and Ba Ria- Vung Tau since the beginning of this year. Registered capital has been increased to VND 617 billion by 31 December 2005.
2006 Awarded “Excellent International Payment” from the Bank of New Yorks, Citibank, and Wachovia. In February 2006 Techcombank has earned a Ba1 credit rating for its VND deposit service by the US- based Moody’s Investor Services. Registered capital has been increased to VND 1,500 billion. In December 2006, Techcombank officially issued the first Visa debit card in Vietnamese market.
2007 Techcombank total asset up to 2.5 billion USD.
Becoming the joint stock bank with the second largest transaction network including 130 branches, TSO at the end of 2007.
HSBC increases the sharing capital to 15 %, directly and sufficiently support Techcombank’s operation.
Profoundly transforming in structures with the establishment of corporate service department, department of credit and risk
management, completing structure of banking service and individual finance.
Upgrading the core banking system to T24R06.
Is the blossoming year of card services with the total issued card number up to more than 200.000 cards for all kinds.
The first and only bank approved the achievement in technological application and leading in market developing measures.
Implementing the “secret customers” program, in order to access the service quality and attitude to customers of front-line staffs at
Techcombank TSO.
Receiving award “Top Trade services 2007”- award given by Ministry of industry and Commerce for typical enterprises, operating in trade services that Viet Nam committed to implement as joining WTO