Contents

Introduction................................................................................................................................................................................................................. 2

1.2 Highlight Background Information about Tienphong Bank................................................................................................................................9

Analyze...................................................................................................................................................................................................................... 15

3.1 Conduct secondary market research to evaluate the e-CRM system of your company and your competitors...............................................15

3.2 Design an online survey with your customers to understand their expectation and identify the effectiveness of the current e-CRM system

of your e-Shop....................................................................................................................................................................................................... 36

3.3 Demonstrate the use of electronic customer relationship marketing in better developing and managing customer relationship and loyalty

.............................................................................................................................................................................................................................. 45

References................................................................................................................................................................................................................. 58

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Introduction

TienPhong Commercial Joint Stock Bank was built up on fifth May 2008, and promptly acquired the upside of cutting edge innovation, business

sector experience and monetary quality from vital shareholders including DOJI Gold and Gems Group, FPT Technology Group , Vietnam Mobile

Telecom Services (MobiFone), Vietnam National Reinsurance Corporation (Vinare) and SBI Ven Holdings Pte. Ltd. (Singapore).

VP Bank strives to offer solutions, banking and financial products the most efficient, customer segmentation towards young and dynamic. Based

on advanced technology and advanced management skills, Tien Phong Bank is always a pioneer in the trend of modern banking services, aiming

to become the number one bank in Vietnam.With these efforts TienPhongBank received rewards: Merit from the Prime Minister, the merit of

the state bank governor, Global Financial Market Magazine Review awarded "Bank of creation Vietnam least 2014 ". In particular, May 11/2014,

Tien Phong Bank is honored voted runner program "Electronic Banking favorite in Vietnam" - MyEbank in which debuted at number 1 on Mobile

Banking, Internet Banking top 5. With brand manifesto "Vì chúng tôi hiểu bạn"- A Deeper Understanding, Tien Phong Bank wanted the

foundation of the "understanding" to build customer service quality style leading banks. Learn to share, learn to accompany the customer, to

create the best products and services best suited to bring the highest added value to customers. That is also the guideline for sustainable

development that aims to Tien Phong Bank.

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About the company organization structure:

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Achiverments in 2015 of Tien Phong Bank:

March, 2015, TienPhongBank 3rd prize honored "Vietnam Excellent Brand" 11th by Vietnam Economic Times held. June, 2015, Tien Phong Bank

was awarded the title "Best Retail Bank in Vietnam 2015" - "Best Retail Bank Vietnam 2015" by the Journal of Banking and Finance reputed

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leading Global Financial Market Review (GFM) Awarded. July, 2015, Tien Phong Bank was awarded the title "Most Innovative Bank of Vietnam

2015" - "2015 Most Innovative Digital Bank Vietnam" by the Journal of Banking and Finance reputed leading Global Financial Market Review

(GFM) Awarded.

About the managements profile:

1. Board of Director

Mr. Do Minh Phu(chairman)

Mr. Do Minh Phu has been appointed Chairman of TPBank for the period of 2013-2018.

He is currently Chairman cum CEO of DOJI Gold & Gems Group, the largest enterprise in Private sector by VNR500. Mr. Do Minh Phu

simultaneously holds many significant positions i.e. Chairman of SJC Hanoi, Chairman of SJC Da Nang, Deputy Chairman of Vietnam Gold Trade

Association, and Ambassador of International Gem Association in Vietnam.

With variety of achievements and outstanding contributions to the economy and society, Mr. Do Minh Phu has been honored by Senior leaders

of the Government and the State Bank of Vietnam (SBV) such as Third Labour Medal (2014 and 2013); Merit from the Prime Minister thanks to

his outstanding contribution to the project “Restructuring of credit institutions for the period of 2011-2015” (2013); Merit by the Governor of

the SBV for his “Great contributions to Vietnam Banking activities” (2013).

Mr. Do Minh Phu graduated with a Bachelor Degree in Hanoi University of Science & Technology majoring in Radio and Electronics

Mr. Do Anh Tu(Vice Chairman)

Mr. Do Anh Tu has been appointed Vice Chairman of TPBank for the period of 2013-2018. He is currently General Director of Diana Unicharm

JSC.

Being known as one of the most talented marketing experts in Vietnam, Mr. Do Anh Tu has shown his outstanding contribution to TPBank brand

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strategic plan that helps improve the brand awareness as much as achieve good brand positioning in the market.

In 2013, Mr. Do Anh Tu was honored to receive a Merit from the Governor of the SBV for his great contribution to the project “Restructuring of

credit institutions for the period of 2011-2015”.

Mr. Tu has achieved a Ph.D from University Prague, Czech Republic.

Mr. Le Quang Tien(Vice Chairman)

Mr. Le Quang Tien has been appointed Vice Chairman of TPBank for the period of 2013-2018. He is currently a member of FPT Founder

Committee.

In 2013, Mr. Le Quang Tien was honored to receive a Merit from the Governor of the SBV for his great contribution to the project “Restructuring

of credit institutions for the period of 2011-2015”.

Mr. Le Quang Tien graduated from Kishinev State University in Physics and Amos Tuck University (USA) in Executive Business Administration.

Ms. Nguyen Thu Ha(Independent Board Member)

Ms. Nguyen Thu Ha has been appointed Independent Board Member of TPBank for the period of 2013-2018.

She used to hold key positions such as Deputy General Director of Vietcombank, Chairwoman of Vietcombank Securities, Chairwoman of

Vietnam Bank Card Association.

Ms. Nguyen Thu Ha graduated with a Master Degree in Business Administration from Georgetown University, Washington D.C., USA

Mr. Ha Hong Sik (Board Member)

Mr. Ha Hong Sik has been appointed Board Member of TPBank since April 2015. He has over 15-year experience working in Finance &Banking

sector holding several positions in credit institutions such as Managing Director of Phnom Penh Commercial Bank, Chief Executive Officer of SBI

Royal Securities. Since October/2010, he becomes an Advisor of FPT Capital.

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Mr. Pham Tuan Anh (Board Member)

Mr. Phan Tuan Anh has been appointed Board Member of TPBank for the period of 2013-2018.

He is currently Chief Financial Department of MobiFone.

Mr. Tuan Anh graduated with a Master Degree in Economics, Hanoi National Economics University.

Mr. Pham Cong Tu

Mr. Pham Cong Tu joined in the BOD of TPBank in late 2007 during its preparation for the bank’s establishment. He is a senior expert in finance

and insurance. Mr. Pham Cong Tu is currently General Director of Vietnam National Reinsurance Corporation (Vinare).

Mr. Tu has an MBA Degree from the Business Institute, Belgium and a Bachelor of Finance and Accounting from University of Finance and

Accounting, Hanoi.

2. Board of Supervisors

Ms. Nguyen Thi Bao (Head of BOS)

Ms. Nguyen Thi Bao has been appointed Head of BOS for the period of 2013-2018.

She has been in the position of Senior Advisor to TPBank’s BOD since April 2012.

She used to hold important positions in Vietcombank such as Deputy Director of Vietcombank Transaction Center and Manager of Vietcombank

Investment and Stock Appraisal Department.

Ms. Bao graduated with a Master degree in Business Administration, Université Libre de Bruxelles (ULB) in Hanoi.

Mr. Shusaku Sawada (Member of BOS)

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Mr Shusaku Sawada has been appointed Member of Board of Supervisor since April 2015.

Prior to TPBank, Mr Shusaku Sawada has held various key positions i.e Manager of Oversea Business Department in SBI Holdings (Japan) before

becoming a Member of BOD in FPT Capital and Investment Manager in SBI Ven Capital Pte.Ltd (Singapore).

Mr Shusaku Sawada has a degree in Business and Commerce from Keiko University, Japan

Mr. Thai Duy Nghia (Member of BOS)

Mr. Thai Duy Nghia has been appointed Member of BOS for the period of 2013-2018.

Mr. Thai Duy Nghia has joined TPBank since June 2008 and held several important positions like Manager of Quality management and Internal

Supervision Department, Manager of Direct Supervision Department, Deputy Director of Internal Audit. He is currently Specialized Member of

TPBank’s BOS.

Mr. Nghia graduated from the Banking Academy majoring in Finance and Credit

3. Board of management

Mr. Nguyen Hung (Chief Executive Officer)

Mr. Vu Minh Truong (Head of Wholesale Banking - First Deputy CEO)

Mr. Pham Dong Anh(Head of Operations - Deputy CEO)

Ms. Bui Thi Thanh Huong (Chief Financial Officer - Deputy CEO)

Mr. Nguyen Viet Anh (Head of Treasury and Capital Market – Deputy CEO)

Mr. Le Hong Nam (Chief Credit Officer - Deputy CEO)

Mr. Khuc Van Hoa (Head of Sales and Distribution - Deputy CEO)

Mr. Nguyen Hong Quan (Chief Risk Officer – Deputy CEO)

Mr. Dinh Van Chien (Head of Retail Banking)

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Mr. Nguyen Xuan Thanh (Head of Human Resources)

Mr. Bui Quang Cuong (Head of Information Technology)

Mr. Nguyen Lam Hoang (Head of Direct Sales)

Mr. Nguyen Huu Thanh (Head of Legal & Compliance, Loan Supervision & Management)

Ms. Truong Thi Hoang Lan (Head of Investment and Custodian Banking)

5 Core Values of Tien Phong Bank

Uprightness: honesty, trustworthiness, proficient morals and respect prompting a bank officer.

Innovation: Every individual must acknowledge advancement, innovativeness and achievements in the arrangement, actualized intense

so as to convey genuine worth to banks and clients.

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Self-Motivation: Each individual endeavors to flawless itself, advance strong point, inward limit, the capability of every person and unit.

Banks make the best conditions for every person to achieve flawlessness.

SYNERGISTIC: is collaboration, participation, duty and sharing of employment, mindful of the estimation of the person in the estimation

of the Bank.

Ingenuity: Being undaunted, took bravery to beat all troubles and difficulties to go to achievement.

1.2 Highlight Background Information about Tienphong Bank

Technology of Tienphongbank: using mobile and internet for mobile and internet banking.

E-saving money administrations TienPhong Bank respected as a Top 100 Trust and Use items and

administrations in 2012. (Nguyen, 2012)

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Achievements has gained of TienPhongBank

TienPhong Bank now offers to client prevalent items and administrations with exceptional utilities: online

installment, online assessment affirmation and installment, between bank cash exchange by means of card

promptly ... Sooner rather than later, TienPhong Bank keeps on propelling Mobile Banking variant portable

Web supporting enhanced utilities of installment on a wide range of cell telephones.

TienPhong Bank is one of banks having the most current e-keeping money applications in Vietnam. After

just two years under development, TienPhong Bank has ended up one of the initial five banks in Vietnam

having full applications for Internet Banking and Mobile Banking. Differentiated system availability of

TienPhong Bank with accomplices permits clients to pay helpfully requiring little to no effort contrasted

with conventional structures.

The innovation establishment of TienPhong Bank was fabricated to accomplish the objective of giving past

the basic standard of the business, exploiting the key shareholders: SoftBank (a portion of Japanese SBI

Holdings) with the main electronic saving money administrations in Japan and FPT – Vietnam's driving

innovation partnerships.

TienPhong Bank is presently an average accomplishment of the task to rebuild the managing an account

framework as the arrangement of the Government and of the State Bank. Before long of leading a

complete rebuilding, TienPhong Bank has accomplished numerous positive results as extra shareholders

having solid monetary assets; sufficiently raising capital; reinforcing administration limit; remodeling

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authoritative rebuilding of working exercises with a qualified and experienced group; deciding the business

introduction in light of the bank'strengths and bank's potential... In this way, the State Bank affirmed 27%

credit development contrasted with 2011 for TienPhong Bank. Up to this point the

Global Financial Market Review (GFM) has displayed its prestigious 2014 Most Innovative Digital Bank

Vietnam Award to the Tien Phong Commercial Joint Stock Bank (TPBank). (VOVNEWS, 2014)

TPBank has a demonstrated reputation for imaginativeness in portable keeping money and web managing

an account arrangements and for giving the best retail items and administrations, the determination board

reported.

Prior, TPBank had been chosen as the first bank in Vietnam utilizing the most recent HTML standard that

incorporated Internet Banking and Mobile Banking into one stage.

This is the first run through a Vietnam bank has gotten the prestigious GFM grant, which has turned into a

benchmark in surveying a banks quality in the worldwide money related groupfundamental business

markers are developing and accomplishing great results, the bank's exercises are steady, the nature of

administrations are upgraded ...

Trust and Use is the system about picking items and administrations on Vietnamese business sector

favored and chose by purchasers, sorted out each year by Vietnam Economic Times - Consulting Magazine

Title and Use, in light of criteria: items and administrations' quality, after-deals administration, decision and

future utilization arrangement of client.

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Application of advanced technologies, TienPhongBank software development, application transactions

smarth phone:

Application of Tienphongbank on mobile

o Versatile Wap adaptation is advantageous, differently bolsters utility installment on all mobilephones

without introducing, everything you need is an Internet association. With a cell phone and sign in utilizing

Internet Bakink account data, client can instantly perform account exchanges: account administration, web

sparing, asset exchange, online bill installment. (Nguyen, 2012)

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o The new Internet Banking web interface was composed with effortlessness to expand the backing for

client's exchanges as well as stick to TienPhong Bank's regulations about brand personality. In the

meantime, Internet Banking was likewise included data about Customer Service, news and different

utilities so as to serve client. (Nguyen, 2012)

o Versatile Wap variant and the new Internet Banking interface are supplied with exact substance and

benevolent with clients. Installment exchanges wellbeing is ensured with 2-level watchword. Other than

the secret word set by client, you can likewise utilize changed types of verification like one-time watchword

(OTP) sent by means of SMS, token key, or for more advantageous , you can make token key on your

portable utilizing an application, to help clients to be more adaptable, helpful and more secure while

making exchange. (Nguyen, 2012)

o With the dispatch of Mobile Wap form and Internet Banking new interface, TIENPHONG Bank has

succeeded in synchronizing record exchanges while utilizing Internet Banking and Mobile Banking. These

two administrations have been incorporated in eBank bundle which offers clients some assistance with

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tracking and oversee money related all the more advantageously and successfully by getting to through

gadgets with web association. Prior, TIENPHONG Bank is the first bank to create eBank applications running

on iOS and Android stage, which is anything but difficult to introduce on iPhone, iPad and different cell

phones. They are exceptionally valued by clients for their benefit.

o TIENPHONG Bank is one of the main banks in the utilization of e-managing an account in Vietnam. Tien

Phong Bank's innovation stage was based taking into account the objective of making a beeline for the

comfort for clients, exploiting the vital shareholders: SoftBank (of SBI Japan), the proprietor of driving e-

keeping money administrations in Japan, and FPT - Vietnam's driving innovation partnership. (Nguyen,

2012)

Analyze

3.1 Conduct secondary market research to evaluate the e-CRM system of your company and your competitors

Technology has come to banking industry to make banks more developing for few years; almost Vietnam’s banks open a new online system to

serve customers. Among these, TP Bank VP honored to be awarded the Most Innovative Bank of Vietnam in two consecutive years while

constantly refreshed its shirt (website) with the aim of taking its customer needs in the centre, the level of interaction between and bank

customers are improving. (Anon., 2015). Along with the website 3.0, E-CRM systems which allow bank to manage their customers regularly and

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also can predict their customers’ trend and ability in order to start serving them better than ever. To explain and present clearly about TP bank’s

E-CRM as well as its benefit, the author decided to make a comparison with VIETCOMBANK- one of many competitors.

Foreign Trade of Vietnam (Vietcombank), was established and officially went into operation on 01/4/1963, the organization formerly known as

the Foreign Exchange Bureau (Direct The State Bank of Vietnam). Over 50 years of construction and development, from a specialized bank

serving external economic relations, Vietcombank( VCB) today has become a multi-bank, multi-sector activities, provide full customer leading

financial services in the field of international trade; in traditional activities such as venture capital, capital mobilization, credit, project finance ...

as well as an array of modern banking: foreign currency trading and the derivatives, card services, bank Electronic ... Owning infrastructure

modern bank, Vietcombank has many advantages in the application of advanced technology to automatically handle banking services, product

development, e-banking services based on high technology as well as customer management ( E-CRM) such as services: Internet Banking

VCB ;VCB Money, SMS Banking, Phone Banking, ... have been and will continue to attract the majority of customers with convenient, fast, safe,

efficient payment habit cashless for numerous customers.

Content of E-CRM TP BANK VIETCOMBANK ( VCB)

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Customer

- facing

applicatio

ns

Customer

Interaction

Center (CIC)

TP bank allows customer to communicate and have

interaction directly with customer service representation

though 2 channels. First of all, it is making a phone call to

the hotline:

1900-58-58-85/ 1800-58-58-85 /(04)-37-683-683

Besides this formal contact, customers can meet TP bank’

representative by offline and online methods. Customers

can send a message filling in customer’s name; e-mail;

phone number and the message subject as well as content

of message.

VCB has just had one channel to service customers 24h/7

that is making a call through the hotline: 0438243524 /

1900545413

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Opening webchat (live chat) in the corner at the homepage

of TP bank to have an interaction with online service-

supporter of the bank.

Customer

- facing

Comment: Although both TP bank and VCB are successful in serving their customers by their own customer interaction

center, TP Bank seems that is more convince and has more channels for customers. As a result, depend on the

emergency of situation that customers would decide which channel to request the supporting from TP Bank. While VCB

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applicatio

ns (CFA)

just has two hotline number that it can be busy and occur network congestion so customer’s problems cannot handle

immediately. In order to serve customers better, VCB should open live chat like TP Bank in its website.

Sales Force

Automation

(SFA)

To attract more customers come to use banking service and

open a new account at TP Bank, TP bank always update and

present various form of promotions for not only personal

account but also corporate accounters. Especially, TP bank

have linked with many other services of other business such

as Zalora, Giovanni (shopping); PPP laser clinic, Nshape

fitness ( health& beaty) and so on. All of these are shown in

TPbank Hot Zone channel.

Different from TPBANK, webpage of VCB are quite basic,

it does not bring to customers too much attractive

promotion; just a chain of news and updated events of

their bank that includes partly some promotion programs

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Comments: Clearly, when TP Bank apply the SFA as one of the E – Commerce method better than VCB. As soon as

customers come to visit the webpage, they are able to understand and catch up their included benefits brought to them

by TPbank. On the other hand, VCB does not sale strategy to attract and inspire their potential customer, which might

not conducive to their business operations.

Field Force

Application

(FFA)

None of TPBank and Vietcombank has applied FFA of Customer-Facing Application. FFA is regarded as tool that includes

all of information and data; process about company’s service. Based on this tool, in any case and emergency of

situation, customer service supporters can handle it; do not need the help of supervisors. FFA works automatically

without connecting with other Internet networks; it saves time for staffs in any position of the business. As a result,

TPBank and Vietcombank should think about FFA in the future in order to serve customers better.

Customer

–

Touching Personalized

TP BANK creates Personalized Web Page by opening

personal online account for customers. Each customer of

TP Bank will have an account to sign in on TP Bank

Website. As soon as creating account sucessful,

The same as TPBank, VCB also allow customer to open E-

banking account to check and do online baking service of

customers. VCB has three main online service: Fast Acess;

VCB-banking; Calculation Tools.

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Applicati

on

Web Pagecustomers signs in to enjor the E-banking service as well

as check all basis baking activities of them such as their

balances, current amount, remittance operations; history

of trading process or change the profile. By using this

convience application, customers are able to keep on

their own account as well as practice their own trading

process such as money transaction or register for new

banking service.

Customer

Web Self –

Service

In order to reduce time – consuming for customers and

employees, TP Bank has applied the FAQs system that

statistic amount of the general questions on its website

and the answers belowed .The system save and list

Unlike TPBank, VCB does not have FAQs application at the

homepage. VCB has three main topics: Individual;

Corporates; Financial Institution. If customers want find out

more information as well as get into trouble in any process,

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through

FAQs.

automatically the common questions that customers

send to TPBank’s system.

search on each segment. In here, VCB has explained quite

clearly about their service such as money transfer; personal

loan and so on.

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(Anon., 2015)

Comment:

TPBank: As we can see, the FAQs work quite perfect with useful question and understandable answers. These

questions are arranged into these topics that customers can find easily. To use this system, customers just need to

choose the content they are concerning and click to see ready answer below. To make this system work smoothly,

the IT of TPBank have to update question and answers frequently that support both customers and customer

services.

VCB: VCB does not have FAQs program like TPBank. These explanations in three main topic are all related to offline

baking service; jus guidance for customers. These essential information or personal information are not offered

that make customers confuse when deciding to use VCB’s services. Because of not having FAQs, both employees of

VCB and customers have to spend time and money; customers have to type question by sending e-mail or make a

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call to the hotline to be handled; employees must answer these entire question, some of them are the similar. That

is totally a disadvantage of VCB’s system. VCB should fix this shortcoming as soon as possible.

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Customer-centric

intelligence

applications.

These are

applications that

analyze the results

of operational

processing and use

the results of the

analysis to improve

CRM applications.

Reporting, data

warehousing, and

data mining are the

prime topics here

Reporting TP Bank has incorporated and opened the account in the social

networking websites like facebook, forums, blogs, ect to be able

to know the feedback, comments from corporate customers

and individual customers

Vietcombank is the largest bank in Vietnam, is well

known and has positive reviews about service quality, but

besides that, there are also many negative reviews.

Through websites, webchat and social networks,

Vietcombank has easily know the customer's perception,

understanding what customers want, from that have

measures and the appropriate changes as in 2014

Vietcombank organize training conferences, specialized

seminars for the staff, 104 training courses were held with

5,104 employees to be trained in order to improve the

quality of human resources for the system Vietcombank.

(Report VietcomBank, 2015)

3.2 Design an online survey with your customers to understand their expectation and identify the effectiveness of the

current e-CRM system of your e-Shop

In this report, to know more about the expectation of customers and the effectiveness of TP Bank current e-CRM system we have chosen to

do survey to conduct the answer. For the survey I have designed 10 questions with many type of question such as ranking question, yes-no

question, multiple choice question and open question to collect suitable data for analyzing. I choose Google Form website to design the

survey form and collect information from customer by using excel listing which is included in Google Form. Using online survey has many

advantages. It’s cheaper, easier and time saver to collect data. Because nowadays, Internet is very familiar for all people, I just have to send it

through mail or post the website of my survey on Facebook and there will be many peoples willing to do the survey. After asking people

through online social network page, we have received 60 usable responses of total 70 responses. As a result, we decided to analyze these 60

responses to know more about the expectation of customers as well as the effectiveness of TP Bank’s current e-CRM system.

The total of question is 10 questions with question about customer’s felling about the current e-CRM of TP Bank and one box below to

know the expectation of customers if they are not satisfied with the current e-CRM of TP Bank.

To check out the effectiveness of TP Bank e-CRM system, we has asked about the method of receiving information customers are using: The

result is that website is chosen 31 times, mobile has been chosen 30 times and SMS has been chosen 20 times and Facebook is chosen 21

times. Through these responses, we have the chart below:

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Website Mobile SMS Facebook0

5

10

15

20

25

30

35

3130

2021

The method of receiving information customers are using

Peop

le

According to the chart we can see that most people are using two method of receiving information from TP Bank are through Website and

through Mobile such as using apps. SMS method is the method that is used the least. It is because of the fact that people can receive full

information by logging into the website or use the software on their smartphone. Although SMS can be very convenient and quick, but the

content it conveys is very poor and lack of information that customer need.

E-banking system:

Through the question and the chart one, we can see that there are 30 people of total 60 people are using TP bank mobile such as

application on mobile phone to receive information or conduct transaction. We have asked the customers about the phone application of TP

Bank and the satisfaction it brings to customers. Below is the chart that will show the number of customers who use the phone application.

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50%50%

The number of customer using TPbank phone application

No Yes

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From the chart, we can see that there are half of total customers are not using the phone application of TP Bank. The next questions we

asked the customers is about whether Mobile banking of TP Bank work well or not, down here is the result of the survey:

Well15%

Normal20%

Bad65%

Is Mobile banking of TP Bank work well

There are 20% feel neutral while using TP Bank’s phone application, however there are 65% customers feel unsatisfied with Mobile

application of TP Bank. We have given out a comment box to the customers who are not satisfied with Mobile application of TP Bank to know

their reason and expectation. Most of them has said that the main reason (about 90%) is sometimes they feel irritated because the

application does not work well.

According to these responses, we could see that the phone application of TP Bank needs to be improved a lot. Nowadays, there are many

and more people are using smartphone, which can easily help the customers to download the phone application. Improving phone

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application will help customers can easily to access with TP Bank and this also help TP Bank gain more customers because of its convenience

and easy to use, and this also show the care of TP Bank to customers.

Online service quality

We have also asked our customers about the content of the message that TP Bank sent to customer meet their need or not, the chart below

will show the feeling of customer with the contain of TP Bank message

27%

33%

40%

Is our SMS banking meet your need of in-formation?

YesNormalNo

According to the chart, there are 33% of customers feel the contain of TP Bank message are neutral, however, there are still 40% of

customers see that SMS they received still do not meet their need of information. The reason is that SMS are not clear at all because of the

fact that message are limited with character typing so that TP Bank is forced to abbreviate many word in some cases. TP Bank should find

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ways to improve the transmission of content via the message better and more comprehensive by replacing the popular word in English or

linked with the network provider to improve the number of characters in each message. According to the first chat, we can see that there are

still over 33% of total people still using SMS to receive information mainly because of the fact that mobile phone is the item that is

indispensable. In addition TP Bank send information and promotion event through SMS together. This is the big impact on the dissatisfied of

customer about TP Bank’s SMS system. The sending of SMS too frequently make customers feel boring and don’t want to check the message

if it does not relate to their benefit or their concern. No matter what happen, there are still number of customers who still want to receive

the information from TP Bank through SMS channels, which mean, customers still care and love TP Bank as well as the services that they

provided, however, TP Bank should improve themselves more to make customers feel more comfortable while using their services.

The website of TP Bank:

Next, we has asked the customers about the feeling when they access to the website of TP Bank. We asked the customers about the display

of TP Bank website, whether it is complex, messy, simple and easy to use or it is boring.

The chart below will show the feeling of customer with the display website of TP Bank.

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The website is simple and easy to

use35%

The website is messy25%

The website is complex

35%

The website is too boring5%

The feeling of customer while browsing the website of TPbank

As we can see that most of customers that we asked feel the display of TP Bank is complex or messy to use which is about 60%. However,

there are still 35% of customers said that the display of TP Bank website are extremely hard to use.

According to the first chart and question, we can the number of customer who are using the website is high, which is really convenient. As a

result of a fact that, nowadays, people browsing internet every time and if a website or internet services that cannot satisfied the demand of

the customers or it is too hard to use or not attractive then customers might switch to use others Bank’s websites or services. Customers

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always expect services that easy to use and if some of the services is hard to use or hard to understand then they will quit as a result that the

number of customers using TP Bank services will decrease. TP Bank should take care more about the website display to help customers can

access easily without facing any problem while they are trading, which will help customers feel comfortable and trust TP Bank more. To

increase more the access of customer through website, TP Bank should improve

In conclusion, TP Bank performed pretty well in their current e-CRM that they use and customers seem very satisfied with the services that

TP Bank provided. However, TP Bank still needs to improved themselves more to gain more customers as well as the trust and love of the

people who already their customers. Here is the detail of the survey that we sent and the responses that we received:

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Figure 1 our survey question

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Figure 2 the result earned from survey

3.3 Demonstrate the use of electronic customer relationship marketing in better developing and managing customer

relationship and loyalty

Customer engagement:

Development and customer engagement management: For loyal customers, besides improving the quality of goods and services,

businesses still need to build relationships with customers. Having a good relationship with customers, the business will certainly win

many advantages in the market, especially to increase the value of the brand. Therefore, training sales staff must have knowledge

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about creating a relationship with the customer is very important. Although the development of this relationship can be challenging,

but businesses can try and make some way to improve the relationship with customers.

- Employees must have a friendly attitude, it was not polite enough, but also need to try to improve effectiveness when dealing with

customers. The staff always had a friendly smile for the customer, and a positive mental attitude will bring satisfaction to both

employees and customers when serving customers.

- Businesses should use methods of communication such as facial, make calls, send SMS, email, social networking, voice call. ... Take

the time to meet customers directly because it can enhance the relationship between business and your customers.

- Interaction: Many people around the world are using social networks. It is not just an update where it also helps connect people.

From gadgets, businesses can use social networks like Facebook, Twitter to comment customer questions, listen to the client's

request. From business to increase the level of interaction with customers. The interaction with customers will help businesses build

strong relationships with existing customers and new customers.

- Look at the complaints and compliments: Each message from the client to bring value to the business. The praise for enterprises to

know what is needed to strengthen and promote. Complaints indicate new ideas and steps for improvement.

- Review the customer's situation: As more people connect, for example online or via a mobile device, they become less interested

than others without even realizing it. Lack of time also affects the ability to take care of needs and desires of customers.

Understanding the customer's situation may take some time, but it can save a lot of time for the business, if the business focuses on

what customers think, want or need.

(Dr. Thai Thuong Nguyen)

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Customer loyalty:

Development and management of customer loyalty: Customer loyalty is both a trend and behavioral attitudes to favor one brand

over all others, whether due to satisfaction with the product or service, convenience or its performance, or simply familiar and

comfortable with the brand. Customer loyalty by encouraging customers to purchase a more consistent way, spend a larger share of

wallet, and feel positive about a shopping experience, helping to attract consumers with familiar brands under in the face of a

competitive environment (Anon., 2011).

- Demand Forecasting: When customer needs are met before they could express, customers will feel like they really care. All

businesses need to pay attention and understand the customer. And this effort deserves. Feeling "care was made" will make

customers stick with business and loyalty, thereby also increased.

- Remember patrons: Whatever the size of the enterprise, they should learn to remember preferences, habits and characteristics of

each customer. With the customer information system on the computer and a dedicated staff, business can create a sense of

commitment to our customers, and they will easily come back with more frequent now.

- Speed of service: "Quick," the requirements of today's customers. In the era of iPhone and ecommerce, the delay in the service of

corporate clients which will make customers happy. Therefore, enterprises should increase the speed of business services to

customers.

(Anon., 2015)

Based on e-CRM system evaluate the engagement and loyalty of customer

Email:

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Customers receive an email including advertising information services of the bank, the interest rate, transaction confirmation, ... The

email is sent to the customer when they accept to receive information via email City Bank. Email sent to the customer with the aim

to provide our customers with useful information about the new services of the bank. E-mail system is also a tool to complain or

compliment about customer service. Since then, the City Bank can absorb the idea that in order to improve the quality of banking

services. That was the criteria for building and developing relationships, cohesion bank when listening to the customer. When City

Bank customer understand, they will try to serve, satisfy customer's wishes. When customer service satisfaction, they will become

loyal customers of the bank. Email help maintain City Bank brand, build loyalty and customer care.

SMS Banking:

This is a service of the TP Bank is released through mobile phone messages, allowing customers to perform banking transactions

such as account information retrieval, query transaction history, transfer cabinet the banks, recharge prepaid accounts

(telecommunications, gaming, software) via the compose message syntax. SMS Banking service towards all customers are using the

subscription of Vinaphone, Mobifone, Viettel, Beeline, Vietnam Mobile. In addition, customers can also view account balances,

amounts of money in bank account, promotional message. With SMS Banking customers can shorten the time of the transaction in

the bank to do other things, which is also the demand of the customer wishes. TP Bank predict trends and implement customer

requirements will help spurious link between bank and customer so that establishing loyalty.

Ebank:

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Internet Banking:

Internet Banking is a trading method on a computer connected to the internet, to help customers perform transactions registered

with Tien Phong Bank through links accessible https://ebank.tpb.vn using access registration information. Customers will not have to

take time to go to the bank to make a transaction. Thus they give customers more convenience than the banks do not have this

service and convenience will make customers even more satisfied, sticking with Tien Phong Bank.Currently TPBank has 2 Internet

Banking service package that query package and full service package.

- IB Pack query: query function information related to your account information at TPBank or other utilities such as exchange rates,

interest rates, registration services (mobile banking), automatically send the balance message when there are any changes in the

account balances of customers. This package is currently free TPB provides to customers.

- The whole package service Internet Banking: includes the functionality of Internet Banking package queries and more functions:

transfers (including internal transfers and interbank), scheduled transfers, bill payments, saving electricity e. Usage fees (ie annual

fees): VND 110,000 / year (including VAT). Currently, when signing this service pack, you will get 1 TPB equipment worth 330,000

VND Token.

(Anon., 2014)

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In addition, all customer transactions through Internet Banking secret guaranteed because one time passwords (OTP). When Tien

Phong Bank kept confidential customer information that is the way to generate the confidence to develop customer relationships.

There's also the chance the customer will stick with over the long term business and create loyalty (TPB.vn).

Mobile Banking:

Customers using mobile phone with an Internet connection via GPRS / 3G / Wifi to trading on 2 versions of Tien Phong Bank Mobile

Banking is:

Mobile Application: Customers have downloaded and installed the application, "TPB Mobile" mobile phone

Mobile Wap: Customers can access Mobile Banking from web browsing mobile telephones, access paths https://ebank.tpb.vnto the

transaction.

Customers can use the service, implement the transactions with the Bank 24/7, in everywhere and everytime. With this service they

will save time, save costs, and enjoy more preferential interest rate and fees than transactions at the counter. Moreover to create

more convenient for customers, they can financial management and investment performance-safety, information security, ease of

use, simple operation for customers who need to frequently use. Customers use of ebank of TPB will feel secure when the bank

cooperated with partners about security technologies world leading reputation to retrofit security layer (OTP) with multiple

authentication method for clients to choose from. Customers can confirm through security: OTP-SMS, Tonken-key, Matrix card or

Soft token.

(ebank.tpb.vn)

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Evaluate the egagement and loyalty: With optimal security service and the most modern, Tien Phong Bank brings peace of mind and

confidence of customers for the services of the bank eBank. Account information, content security transactions are thoroughly will

attract more potential customers to the Tien Phong Bank and will retain customers are using the services of eBank. Since then, the

Tien Phong Bank continues to build a loyal customer base of the Bank.

mPOS:

mPOS service of TP Ban accepts payment of local debit card (ATM) of Smartlink, Banknetvn and Visa International. Lets make a list

obtained under invoice / purchase of business fixed. Allows payment of cash receipts of the business. Allows the app to connect to

invoice management, sales management, and warehouse business. Easily manage transactions through the feature detailed report on

each payment transaction device mPOS Tien Phong Bank, each cashier. Electronic receipts sent via SMS and e-mail address that the

cardholder requests. Lowest transaction fee market.When customer implement card information through the devices of TP mPOS

Bank card information will be encrypted in accordance with international standards of information security and only six first card

and the last four numbers to ensure security for customer's card. Also, for local debit card (ATM) with the customer's PIN is secured

by a virtual PIN entry keypad, auto change and location of each transaction (tpb.vn).

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mPOS of TP Bank

Therefore, based on the safety of the equipment, the TPB has completely meet the customers or businesses with the highest

security requirements. By using the advantages of mPOS, the device can recognize that they are a more meticulous care, the

benefits associated with cost savings incurred during the transaction and their assets were hard care in a better way. So the

engagement of customer will be more closely aligned with TPBank and customer loyalty will be higher.

QR Code:

Best feature of this feature is that customers can check the reliability of a letter of guarantee, wherever with simple operation and

high precision. Accordingly, customers simply install common software code on a smartphone QR code reader and scan the QR code

implementation. Test results will be displayed on the phone screen in the browser client has unique path format, provided by Tien

Phong Bank: https://xacthucbaolanh.tpb.vn/. Customers selecting this link, if it is true that the letter of guarantee issued by the Tien

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Phong Bank and accurate code QR code, the details of the guarantee letter to be displayed on the website of Tien Phong Bank

customers can self respect projector without having to contact the bank or any other procedure. This path is generated by a random

algorithm unduplicated ensure security and anti-forgery, is converted into a QR code to print on letter of guarantee (tpb.vn).

QR Code of TP Bank

Tien Phong Bank is the first bank in Vietnam to adopt the electronic form of the application. With quick form and modern, the bank

will create conditions more easily to customers when working with Tien Phong Bank, thereby attract customers, generate customer

satisfaction continued making transactions with banks want , which is also the customer loyalty that banks want to achieve.

Website:

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Offical website of TP Bank

Like other businesses, to marketing, introduction and links with customers, Tien Phong Bank also their official website. On this site,

all information about the bank, banking, banking applications, promotional information, the customer support program, contacting

banks posted a detailed. With such activities, Tien Phong Bank customers will understand more about the bank, convenient

application, the investment banking support, thereby creating satisfaction, customer confidence, which is also factors build

customer loyalty for Tien Phong Bank.

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Facebook:

Facebook of TP Bank

With the growing prosperity of the social network, the Tien Phong Bank have established their own official fanpage is a proper

method. On this fanpage, Tien Phong Bank posting promotions, programs troe customers buy a house, car, ... On the fanpage is also

home to the administrator of the Tien Phong Bank can directly answer customer questions, from which manage the number of

people interested in the bank, their needs when using banking services. With this method of managing and developing customer

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relationships will become easier, direct customers to answer questions and will be happy to get appropriate answers. This is the

foundation to build cohesion Tien Phong Bank and customer loyalty.

Recommend on change to current e - crm systems

e-CRM:

E-CRM is the process of maximizing sales to the existing customer, encouraging continuous relationship through the use of digital

communications technologies such as operational databases, personalized web messages, customer service, email and social media

marketing (Learning E Business Initistive). In addition, e-CRM bring many benefit such as reducing costs in customer targeting

(customizing emails on large scale therefore reducing costs for direct mail); increasing the meaning of information; better and

relevant understanding of customers and relationship dynamics; encouraging customer relationship/customer development and

retention through loyalty programmers (Learning E Business Initistive). However, e-CRM system has some disadvantages such as

mixed resolution rate. Some questions, due to their nature, may not be answered; No engagement. No human follows up or clarifies.

What-you-see-is-what-you-get; Impersonal.Does not easily recognize user or patterns of user. Anyway, it morphs into the ability of

managing online conversations between customers, engaging existing customers, potential customers and other stakeholders in

order to create lasting relationships (Learning E Business Initistive).

SMS Banking:

According to survey data, 40% of customer evaluations that speed father receive SMS banking is slow. The reason customers

feel slow when receiving messages from banks because the system reply message to customers is an automated system, so

sometimes there are too many plays by the transaction or notifications simultaneously with other customers making system

blockage. However TPBannk should also pay attention to it and improved upgrade their systems, ceiling make customers feel

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uncomfortable because they have to wait long. Tien Phong Bank must also ensure that the service speed will be faster SMS but it

must ensure the safety of the customer's account.

Internet Banking:

According to the survey 34.7%, clients feel laborious when using Internet services Banikng of Tien Phong Bank, because they made

too many steps. Tien Phong Bank should cut unnecessary steps for use of customer convenience and to improve the use of easy to

understand steps.

Mobile Banking:

More than 65% of customers complained that service of Tien Phong Bank Mobile Banking application on ios and android OS

at nhieeud pumpkin, winter application does not work in a short time making them feel uncomfortable. For this happens is

because the application of Tien Phong Bank duocc not updated to match the upgrading of the other two operating systems.

In order not to repeat the inconvenience, Tien Phong Bank must constantly check the operating system upgrade to update

ios and android with their applications to conform with the improvements of two rows on the system.

15.8% of customers feel uncomfortable because no applications VP for Windows operating systems while others are using

the h line phones with that operating system. To meet customer demand, Tien Phong Bank should create a banking

application that runs on Windows operating systems, so customers will be more convenient to use the service of Tien Phong

Bank.

Facebook:

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According to statistics, 54% of customers complaining that VP did not respond fully to customer comments, mostly customers to

communicate with each other. Because of this, information is exchanged between the client may be false or misleading to those

who are wondering. So, Tien Phong Bank should offer a new system to improve this situation and improve the interaction of

customer care system, interact with more customers. The content of this system is to upgrade e-crm on social networks. This officer

always use only 1 account on Facebook 24/7 ready to answer customer questions when necessary. Latency is the answer in about 1

hour. The result of this new system apllication will help customers see innovation and participate more in the social network

Facebook. So we can increase the number of potential customers in the banking system and customer care will be better TPBank.

Email:

TPBank committed to answer all customer inquiries within 24 hours. However, 20,2% customers who want to receive information

within 12 hours. Therefore, TPBank shouldi upgrade systems and staff to meet all inquiries within 12 hours.

New e-CRM model:

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TP Bank should create Mobilde Bankplus for customer to exchange more easy and quickly. BankPlus Mobile Banking service with the

extra advantages provided to customers are using mobile subscribers of Viettel or Mobiphone,. . .

References

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Anon., 2011. PR Loyalty Solution. [Online]

Available at: http://prloyaltymarketing.com/category/1-customer-loyalty/

Anon., 2014. Su dung Internet Banking cua TienPhong Bank. [Online]

Available at: http://kinhdoanh.vnexpress.net/tin-tuc/ebank/cong-dong/su-dung-internet-banking-cua-tienphongbank-2703628.html

Anon., 2015. Bi quyet "nuoi duong" long trung thanh cua khach hang. [Online]

Available at: http://www.marketingchienluoc.com/qu%E1%BA%A3n-tr%E1%BB%8B-b%C3%A1n-h%C3%A0ng/28139-b%C3%AD-quy%E1%BA

%BFt-%E2%80%9Cnu%C3%B4i-d%C6%B0%E1%BB%A1ng%E2%80%9D-l%C3%B2ng-trung-th%C3%A0nh-c%E1%BB%A7a-kh%C3%A1ch-h

%C3%A0ng

Anon., 2015. https://tpb.vn. [Online]

Available at: https://tpb.vn/news/tpbank-nhan-giai-thuong-ngan-hang-so-sang-tao-nhat-viet-nam-va-ra-mat-website-moi

Anon., 2015. https://tpb.vn. [Online]

Available at: https://tpb.vn/en/faqs/general-questions

Anon., n.d. Mot so hoi dap thuong gap ve dich vu ngan hang dien tu. [Online]

Available at: https://ebank.tpb.vn/ibank/home_faq.html#tong_quan_title_2

Nguyen, D., 2012. Ngân hàng Tiên Phong nhận Tin & Dùng Việt Nam 2012, giải thưởng cho E-Banking Dịch vụ. [Online]

Available at: https://tuyendung.tpb.vn/english/news-content/820-TienPhong-Bank-received-Vietnam-2012-Trust--Use-Award-for-E-Banking-

Services/

[Accessed 9 11 2015].

Nguyen, D., 2012. TienPhong Bank introduces eBANK Mobile Wap version and new interface of Internet Banking.. [Online]

Available at: https://xacthucbaolanh.tpb.vn/english/news-content/854-TienPhong-Bank-introduces-eBANK-Mobile-Wap-version-and-new-

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interface-of-Internet-Banking-/

[Accessed 9 11 2015].

Thai, D. N. T., n.d. Cac chien luoc nham phat trien moi quan he khach hang. [Online]

Available at: http://quantri.vn/dict/details/7940-cac-chien-luoc-nham-phat-trien-moi-quan-he-voi-khach-hang

VOVNEWS, 2014. TPBank receives top honours for innovation. [Online]

Available at: http://www.talkvietnam.com/2014/11/tpbank-receives-top-honours-for-innovation/

[Accessed 9 11 2015].

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