In the face of fierce competition in the digital transformation era, retaining customers is a major challenge for financial organisations and banks.
One out of every three customers using services from financial organisations is willing to switch to another provider for more user-friendly and flexible services.
Such statistics were given at a seminar themed “Shaping the future of customer experience in the digital era” jointly organised by leading IT firms FPT IS and Salesforce on April 19 in Hanoi.
In his opening remarks, Dao Hong Giang, director of Banking and Finance Division, FPT IS said, “In Vietnam, users of financial and banking services are not only interested in functions but have also been increasingly favouring convenient, smooth and personalised experiences."
"Understanding such a situation and designing appropriate, cross-cutting digitalisation strategies to meet the increasing demands of users have been helping a number of banks to lead the race of digital transformation in Vietnam, and transform potential customers into loyal ones.”
|Dao Hong Giang - Director of Banking and Finance Division, FPT IS - delivers an opening remark |
Adam Wise, senior solution consultant at Salesforce, said that the customers using financial services are tending to strongly move to interactive digital channels instead of traditional ones. This poses a problem for organisations in changing their approach to customers to avoid being left behind, and customer relationship management (CRM) solutions will be the key to addressing such challenges.
Being the world's current leading CRM solution provider, Salesforce has leveraged cloud computing technology to build solutions specialised for the finance and banking industry by inheriting industry-standard processes, helping banks and financial organisations deploy quickly, achieve return on investment in just a short turnaround. By developing customised applications, Salesforce ensures to meet the needs of companies of all sizes.
Particularly, Data Cloud, one of Salesforce's cutting-edge solutions, helps optimise the process of finding and nurturing potential customers, enabling departments to build a consistent record system, thereby understanding and planning for appropriate approach strategy for each stage.
The solution allows harmonising data in all system sources, providing in-depth insights combining the most advanced technologies in the world such as AI, Machine Learning, Real Time, Personalisation to develop consistent action plans for companies.
Ho Quoc Thinh, senior solution engineer at Salesforce, has introduced a design model of customer experience journey as suggested by Data Cloud solution, consisted of the following steps: Explore (exploring habits, trends, behavioral orientation), Acquire (approaching and handling information to onboard customers), Grow (analysing and building customer portraits with Customer 360 to plan for appropriate sales strategies), and Support (taking care of customers to make them loyal).
By analysing data in the overall picture drawn by Customer 360, companies can approach potential customers with the most appropriate strategies.
However, with the point how to take care and turn potential customers into paying customers. Thinh said that the first touchpoint when customers register for services (onboarding) would be the key.
|Ho Quoc Thinh - Senior solution engineer at Salesforce - presents a comprehensive strategy to approach and take care of customers |
Accordingly, at the ‘onboarding’ point, Salesforce decides to team up with FPT IS to integrate Made-by-FPT-IS solutions, such as FPT Digital Onboarding, to optimise customers' initial service experience.
“Cooperating with FPT IS, a leading technology firm in Vietnam, helps us truly understand what Vietnamese customers need and want thanks to FPT IS' extensive experience in digital transformation projects for the finance and banking industry,” said Thinh.
|The resonance between Salesforce Data Cloud and FPT IS solutions aims to build a complete picture of the digital experience journey for financial organisations and banks. |
According to Vu Anh Duc, senior consultant on Authentication and Identity Verification Solution at FPT IS, said banks have been developing various utility services, authentication and identity verification of customers when they register for services still has to go through many steps manually.
Understanding such issue, FPT Digital Onboarding, a platform for digitalising account and service registration process, allows banks to design the onboarding process in a flexible way, using available solutions for face verification and identity verification such as eKYC, and FPT.IDCheck.
During the verification process when opening an account, companies can optimise costs and time with the anti-counterfeiting authentication solution, at FPT.IDCheck.
The solution is a combination of chip-mounted ID card authentication service and ISO-30107 compliant anti-counterfeiting authentication AI technology, developed based on chip-mounted ID card authentication application of the Ministry of Public Security.
|Vu Anh Duc - Senior consultant on identity verification solutions, FPT IS - introduces FPT IS identity verification solutions |
This solution has recreated a process for customers to remotely register for credit card opening service.
Accordingly, chip-mounted ID card authentication just takes a few seconds, and personal information is automatically entered in full, leveraging data from the Ministry of Public Security.
Besides this, face verification using FaceID technology is performed swiftly with absolute accuracy.
The resonance between Salesforce Data Cloud and FPT IS solutions aims to build a complete picture of the digital experience journey for financial organisations and banks.
Reach us via email@example.com if you are interested in Salesforce and FPT IS solutions as well as the content discussed in the seminar.
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