Elevating experience, MSB turns technology into a personal “assistant” for customers

Digital transformation at MSB is not simply “channel conversion” but an opportunity to redefine the way the bank accompanies customers. Not just serving customers as an ordinary user, MSB wants to understand them as an individual with unique needs according to each stage of life.

To achieve this, Vietnam Maritime Commercial Joint Stock Bank (MSB) has invested more than 4.3 million USD in the Martech platform to boost personalized interaction at every touchpoint and set new standards in experience. After a period of application, on July 30, the Bank collaborated with partners to organize the introduction MSB Humanizing Banking: Martech in action (Personalizing MSB customer experience with marketing technology) – an important step in MSB’s comprehensive digital transformation strategy.

Distinct positioning through optimizing customer experience at every touchpoint

As digital banking services increasingly have high similarity, MSB chooses its own way by focusing on enhancing customer experience at each touchpoint in the journey of accessing and using products and services. Besides developing digital products, the bank also focuses on improving interaction channels to reach customers more effectively, at the right time and for the right needs.

Sharing at the event, Mr. Nguyen Hoang Linh, CEO of MSB stated: “MSB supports customers effectively through consulting convenient financial solutions, at the right time, with appropriate messages and on exactly the channels customers desire, instead of focusing on the bank’s available products. The difference in MSB’s solution is the parallel implementation of Martech & CXM platforms. As a result, the entire system is closely and seamlessly connected – from integration and data analysis, automated marketing campaign implementation to collecting customer feedback. This synchronous integration helps MSB bring seamless experience, true personalization and

Mr. Nguyen Hoang Linh – CEO of MSB (Photo: MSB)

Strategic cooperation with leading technology partners

MarTech with close integration between CDP (Customer Data Platform), CMP (Campaign Management Platform) and CXM (Customer Experience Management) creates a solid foundation, enhancing personalization efficiency, ensuring seamless customer experience, helping MSB effectively implement personalization solutions on a large scale.

Accordingly, CDP is a solution from mParticle, co-implemented by the bank in Vietnam with AKA & FPT. This platform allows aggregating and analyzing customer data according to transactions and multi-channel interactions, creating a basis for in-depth personalized marketing activities. Based on these analyses, the CMP campaign management platform, through MSB’s partnership with Insider, will design customized marketing campaigns for each customer segment, ensuring messages are delivered to the right audience, at the right time, and through the right effective communication channels.

When combined with CXM (cooperation with Qualtrics, represented by DXCon for implementation), MSB can quickly collect feedback from customers related to campaigns, products as well as individual needs. This valuable data continues to be deeply analyzed via CDP and optimized through CMP.

Ms. Dinh Thi To Uyen – Standing Vice Chairwoman of MSB Strategy Committee sharing about the project (Photo: MSB)

Peak convenience – Expanding financial future with MSB

Methodical investment in MarTech brings practical values to MSB customers, such as the opportunity to access and use suitable products – services conveniently, at the right time without spending time searching for information; enjoying the earliest attractive features and incentives as well as professional, fast support services.

Mr. Vu Ngoc Bong Lai – Director of MSB Strategy & Innovation Division analyzes redefining the way the bank accompanies customers (Photo: MSB)

In fact, opening accounts and credit cards online at MSB has become more convenient and faster, reflected by the 122% increase in the number of customers registering on digital channels and the 186% increase in newly opened online credit cards, with the proportion of online transactions with credit cards and accounts increasing by 40%. Additionally, the number of customers participating in profitable investment products increased by 78%, with a value increase of 109%. The product portfolio is personalized close to needs, helping the value of up-selling and cross-selling credit and non-credit solutions increase by 109%. Especially, the multi-channel, multi-touchpoint customer listening system has recorded over 80,000 feedbacks, allowing MSB to quickly detect, handle promptly and continuously improve product and service quality according to the actual expectations of each user.

In the coming time, MSB will continue to develop the MarTech & CXM system towards deeper personalization through the application of AI/Machine Learning technology and integration of intelligent data platforms. MSB aims to automate the entire marketing journey, from demand analysis, to scenario setup, real-time approach implementation, multi-channel campaign management and coordination… The goal is not only to serve at the right time, for the right needs, but also to elevate the experience, bringing customers sophisticated, seamless and inspiring connections in the digital era.

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