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Lập kế hoạch ứng dụng CNTTTT cho hoạt động của ban thương hiệu truyền thông thuộc ngân hàng bảo việt (BAOVIET bank) e

PLANNING FOR ICT APPLICATIONS IN THE BRAND - COMMUNICATIONS
DIVISION’S ACTIVITIES IN BAOVIET BANK.

Table of Contents
I. Introduction...................................................................................................................................................2
II. Introduction of BAOVIET Bank and Brand - Communications Division.......................................................3
1. About BAOVIET Bank................................................................................................................................3
III. Current status of ICT applications in Brand - Communications Division...................................................5
2. Office Automation....................................................................................................................................7
3. Groupware................................................................................................................................................8
4. The specific applications for the Divivsion............................................................................................10
III. Evaluating the functional departments of similar competitors...............................................................11
IV. SWOT Analysis...........................................................................................................................................12
1. Strengths.................................................................................................................................................12
2. Weaknesses............................................................................................................................................12
3. Opportunities.........................................................................................................................................12
4. Challenges...............................................................................................................................................14
BAOVIET Bank is nascent so that it is still immature and lack of experience, and the size of the charter capital
assets is still low compared to the average...................................................................................................14
V. Plan on application of IT.............................................................................................................................14
In particular, the division continues the application of new technologies in communications activities,

promotions, such as spending the budget on SEO, Facebook Fanpage, online advertising,... Website will be
continually upgraded and developed, increase interoperability working with clients, such as allowing
subscribers to use products and services online. Some new forms of marketing such as Re-application will be
tested. All important posts on Fanpage will used the "boost" tool to attract and increase the appearance
frequency to users..........................................................................................................................................15
Especially, with the shifting trends and popularity of Inbound Marketing, the application on this form of the
Division is still small, mostly posting news, online press releases, SEO, Email and created Fanpage (Social

1


networks). In the future, other forms consistent with the activities of the bank and will also be applied, such
as Type-in traffice, Q + A sites........................................................................................................................15
As an individual working in Brand-Communication Division, I also propose to encourage applicaiton of office
softwares. For example, Google Docs help members edit documents online, everyone can see and use the
update without having to send, edit back and forth. Google Drive / Dropbox offers storage for personal data
sharing, information storage, etc. About planning application ICT of 5 yeare stage 2014 -2019, besides
continuing the implementation of action plans specific as stated above, the Division will need to plan to
apply the system, specialized software dedicated to the banking system, as Corebanking, with approved
funding level for the whole bank...................................................................................................................16
VI. Conclusion.................................................................................................................................................16
References......................................................................................................................................................17

I. Introduction
There has been a comprehensive development in the banking system during the last 20
years, stick to the socioeconomic development in each period. The highlight of this
development is the information technology application in banking activities. In other words,
banking technology has been considered as the growing trend in banking activities. The
chosen technological solutions which are basically appropriate have importantly contributed
to promote credit institutions to enhance competitiveness through diversification of products
and services and to occupy market share by automatic transaction devices that accelerate
payment, increasing the monetary cycle. Thus, they contribute to improve the social capital
effectiveness and management capacity of the central bank. However, the development of
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banking system, in general, and banking technology, in particular, has not kept pace with the
needs and requirements of economic integration. (Nguyen Thi Kim Thanh - Banking
Magazine No. 13/2010)
Prospects for banking system development until 2020 is to ensure the stable development of


financial sector, enhancing in-depth development and empowerment of financial sector in
the national economy, in the regional and global financial system, to satisfy the
socioeconomic requirements of the products and financial services. Banking technology will
develop more in the next decade and be the new breakouts for banking system development
prospects until 2020.
As one of the young commercial banks in Vietnam’s credit institution system, BAOVIET
Bank inherits and has opportunities to develop ICT achievements in banking sector, but they
face challenges as other banks have built and developed a solid foundation of ICT with
ample budgets. In this context, the brand - communications division of BAOVIET Bank has
actively applied new forms that are less economically costly but highly effective.
This essay will focus on analyzing the forms of applying ICT that the brand communications division is actually applying.
II. Introduction of BAOVIET Bank and Brand - Communications Division
1. About BAOVIET Bank
Established under the operating license No. 328/GP-NHNN on 11 Dec 2008 by the
Governor of the State Bank of Vietnam, Bao Viet Joint Stock Commercial Bank (BAOVIET
Bank) is the youngest member of Bao Viet finance - insurance group, also a young
commercial banks in the credit institution system in Vietnam. The establishment of
BAOVIET Bank contributes to forming a solid tripod among Insurance - Banking Securities, which creates synergy, ensuring sustainable and comprehensive development for
the whole Bao Viet system.
With the founding shareholders including Bao Viet group, Vietnam Dairy Products Joint
Stock Company (Vinamilk) and CMC Joint Stock Company and some shareholders who are
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other prestigious institutions in Vietnam, BAOVIET Bank has many advantages in
developing partnerships with domestic and international trade organizations, applying
advanced and most efficient banking technology to create competitive power for banks and
premise to become one of the leading banks in Vietnam.
Vision
Becoming a leading bank of service quality and comprehensive financial solutions in
banking - insurance - investment.
Mission
Building a modern bank, enhancing standards in governance and operations to ensure the
highest level of service quality and customer satisfaction, through that creating sustainable
added value to shareholders, long-term benefits for employees and good responsibility to the
community and society.
2. About Brand - Communications Division
The Brand - Communications Division is the unit of BAOVIET Bank, with a function of
advising, helping CEO with administrative activities, developing the “BAOVIET Bank”
brand and public relations activities in and outside the bank.
Main functions of the Brand - Communications Division including:


Making plans for brand and public relations development activities according to each
period and appropriate for BAOVIET Bank’s business strategy.

• Executing the brand, public relations development plans.
• Managing brand consitently through building and managing the compliance of the
brand indentifying standard.


Developing “BAOVIET Bank” brand (through activities: brand and bank’s products
marketing on mass media; designing, publication and item printing to develop the
bank’s brand and business activities, organizing events to develop business,
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philanthropic and community sponsoring activities to promote “BAOVIET Bank”
image).


Managing and doing public relations activities (Building and managing relationship
with the media, clue providing and information posting focal points, managing and
handling information related to BAOVIET Bank; management and content
development of the website: http//www.baovietbank.vn)



Organizing and co-operating to execute public relations activities in BAOVIET Bank,
contributing to build corporate culture as: organizing events, building newsletters and
messages from leaders to staffs in the holiday season, special events,...

• Implementing measures to prevent information crisis and being the focal point of
processing incidents affecting the BAOVIET Bank.
• Assisting units in the system to do tasks related to brand and communications.


Doing research, composing and submitting to the authority to issue Regulations,
Rules, Procedures, Guidelines of brand and communications.

• Advising and assisting the Executive Board with foreign affairs, relations with the
state bank and managing agencies.
The organizational structure of the Brand and Communications Division includes the image
management and brand development department and communications department.
III. Current status of ICT applications in Brand - Communications Division
The ICT application in departments of BAOVIET Bank in general (except for specific
departments such as Electronic Banking Division, IT Division) and the Brand –
Communications Division in particular is weak, only in the initial steps. There are no
specialized applications for brand and communications activities of the bank.
1. About Customer Relationship management system
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This is a new way to compete when using IT to make a difference in service. It can satisfy
every customer, every channel.
Traditional channel

New e-channel

Application level of
BAOVIET Bank

Customer Care Switchboard

Email

Both forms

Area’s representatives

Website serving customers

Both forms

and partners
Network retailers / business

Communicating via wireless Both forms, mainly

partners

devices

traditional channel

Professionally, not dealing directly with customers, email is used primarily to communicate
between the Division and partners or other departments of the bank. With BAOVIET Bank
in general, while the CCS switchboard is the place to receive incoming calls, customer
inquiries, email support system is less effective (almost not sending customer inquiries,
requests through this channel). In contrast, BAOVIET Bank regularly uses marketing email sending mails about information, new products to its existing customer list.
The most recent innovation of Brand – Communications Division in particular in the ICT
application to serve the whole bank is that the new website was born from 9 May 2013. New
website project is a cooperation between the Brand - Communications Division (mainly in
terms of brainstorming, ideas, structure, content), System Administration Office - IT
Division (technical reception from partners) and the building partner is Vinno solution
development company.
Formerly old website served primarily one-way providing information to customers. The
update is not focused, less attractive interface and lack of customer interaction. New website
overcomes the aforementioned weaknesses. Highlights of the new website is structured
interface with modern design and advantages for easy access. As the official media of the
bank’s activities, the new site is arranged systematically, easy to understand and helps
customers easily search, explore and use information products, services and promotions of
BAOVIET Bank. Website can be used with popular browsers such as FireFox, Internet
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Explorer, Chrome, Opera. Especially website is designed compatibly with mobiles and
tablets, so customers are not only easy to look up information but also can perform banking
transactions on the Internet quickly and conveniently with high security, which helps
customers save time rather than at the transaction counter. New website also provides
calculating tools for customers in some deposit or loan services.
2. Office Automation
This is a software package to help with the office work, individually or integrated into a
system.
The common office

Application level

The common

Application level in

applications

in BVB

office

BVB

applications
Word processing

Applying the basic

Desktop

softwares such as

publishing

N/A

Microsoft Word,
Excel, Power Point
Email
Telephony
Voice mail

Appling regularly,

Electronic

Using the calendar or

daily

calendaring

reminder in Outlook

Appling regularly,

Document

N/A

daily

imaging

N/A

Document

A common drive to

preparation,

allow information

storage, and

sharing between

sharing

internal departments
and members of the
Brand Communications
Division

Copying

Appling regularly,
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daily
3. Groupware
Groupware - Supporting activities: • collaboration, information exchange and management.
This is a collaborative environment between the parties, including many types - depending
on the functions: production, sales, each branch...
Common Groupware

Application level in Common

Application level

Features

BVB

Groupware Features in BVB

Email

Appling regularly

Online meeting

Applying with
some departments,
the brand –
communications
division does not
use

E-message board

N/A

Workflow classifying

Applying with
some departments,
the brand –
communications
division does not
use

Online conference

Applying with some

Applying with

departments, the

some departments,

brand –

the brand –

communications

communications

division does not

division does not

use

use

E-calendaring
Calender

Documents / e-form

IP phone
Using the calendar

Document sharing

Common drive
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or reminder in

system

Outlook, depending
on the individual
Desktop video

Applying with some

conferencing

departments, the

some departments,

brand –

the brand –

communications

communications

division does not

division does not

use

use

E-message board

Online environment

Chat/ Message

Applying with

Microsoft Lync
depending on the
individual

Common workspace

Applying with some
departments, the
brand –
communications
division does not
use

BVB general and Brand - Communications Division in particular does not apply to products
Groupware: Microsoft Exchange, Lotus Notes, Oracle Collaboration Suite, Novell
GroupWise, EMC Documentum eRoom, Microsoft Office Groove, Microsoft SharePoint
Server, Thruport Technologies HotOffice, Microsoft Office Communications Server, Web
crossing, IBM Workplace Collaboration Services
Similarly, do not produce departments also not apply to Board SCM.
BaoViet Bank in general and the Brand - Communications Division in particular does not
apply these following products of Groupware: Microsoft Exchange, Lotus Notes, Oracle
Collaboration Suite, Novell GroupWise, EMC Documentum eRoom, Microsoft Office
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Groove, Microsoft SharePoint Server, Thruport HotOffice Technologies, Microsoft Office
Communications Server, Web crossing, IBM Workplace Collaboration Services
Similarly, due to not a production department, the Brand - Communcations Division does
not apply SCM, either.
4. The specific applications for the Divivsion
In the process of applying IT to increase sales, many companies have achieved success
through online advertising solutions to expand sales channels. Considering the economic
perspective, this is a form of marketing in the less expensive, especially compared to
advertising on TV or in newspapers. Besides, e-marketing (electronic marketing) is also a
solution to help companies minimize cost. According to Vo Do Thang - the Director of
Athena Network Security Center, basically e-marketing is similar to traditional marketing
methods - ie also following the order: product - price - trade promotion - markets. However,
considering the benefits of this solution, there is not only low cost but also promotion
efficiency greater than using traditional advertising channels. On the basis of data on
consumers, marketers can send millions of emails with a single click action, or can use
automated programs to send emails to groups or individual customers with relevant content.
With this, the transaction with clients is not as sudden as over the phone and companies can
send messages to many clients in many different addresses in the fastest time. Along with emarketing, companies can use marketing web application to provide information about
products or introduce incentive programs ... and solutions for e-commerce (online sales) to
increase sales (Saigon Businessmen, 2011).
Considering the particular expertise of the Division, the solution will be used online,
typically digital marketing (digital marketing). According to Jared Reitzin, CEO of
mobileStorm Inc., digital marketing is the implementation of some activities to promote
products and services, including the use of online distribution channels - oriented database to reach to customers: righ time, personalized and with reasonable expenses
(Blog.chamxanh, 2011). Digital marketing includes basic tools as follows:


Online advertising
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Email marketing



SEM - Search engine marketing ( Paid listing - Advertising on search engines, is

very popular in Vietnam with Google Adwords)
SEO - Search Engine Optimization (helping improve search engine rankings for units



on the search engine like Google)
Online PR



Mobile marketing (Marketing through mobile phones)
Social Media: Fanpage Facebook BAOVIET Bank built by Brand-Communication Division
works quite effectively. In addition to attracting the public naturally, the Division use the
"push like", ie remove certain cost to "buy" from users like Facebook, through allowing the
display to page content Home screen of many users. The Digital Marketing tools are still
used by the Division, but not on the level that often depends on the big event of the Bank (5
year anniversary of the establishment), or support for communication activities when retail
banks or corporate banks launch new products.
III. Evaluating the functional departments of similar competitors
we will evaluate the performance of the Fanpage and websites of some banks having total
assets / chartered capital equivalent to BAOVIET (see Appendix).

Bank

Fanpage Facebook

Website

SEO (Keyword savings
rate)

BAOVIET Bank

Good performance

Good

Displaying page 1

performance
Saigon bank

Exist but poor

Good

performance, not

performance

Displaying page 1

updated
Nam Á bank

Good performance

Good

not listed in the top 2
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Vietbank
Kienlong bank

performance

chart

Good

not listed in the top 2

performance

chart

Exist but poor

Good

not listed in the top 2

performance, not

performance

chart

No fanpage

updated
IV. SWOT Analysis
1. Strengths
Brand-Communication Division of BAOVIET Bank applies most ICT applications that
similar funtional divisions of other banks apply.
BAOVIET Bank has the advantage of a young bank, newly formed (Bank went into
operation on 14/1/2009), so it's easy to make short-cut, catch new technology and
dynamically apply the benefits of IT for communication activities.
2. Weaknesses
Regarding the application of software serving activities of the Division, the Division just
uses the basic software. Application across the Bank in general and the Division in particular
depends on the level of understanding and "favorite" on IT use of each individual.
Activities of ICT applications in the communication to the outside not having much
breakthrough, mainly focusing on the familiar form, similar to the competitors.
3. Opportunities
The new trend of today's technology as Cloud Computing, Mobile Computing, Big Data,
and Social Media Network is expected to bring new value, such as enhancing the flexibility
and efficiency of IT systems’ operation, enhancing ability to improve service quality and
diversification of banking services.

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In the context of the trend of innovative technology and unprecedented rapid development as
at present, the application and replication of technology solutions are increasingly urgent for
the banking system in general and the Brand-Communication Division in particular.
At the same time, with the number of people using the Internet, especially Facebook and
mobile phones is increasing, the application of IT in this area to increase the effectiveness of
communication for banking products is indispensable.
Internet has changed the way of information sharing, and have a profound impact on the
world market. In recent years, we see a shift from outbound marketing in which marketers
try to forward ad content and information to the client side, to inbound marketing, where
marketers provide fascinating information that client actively seek. The Internet has created
an impetus for the development of many new types of marketing such as marketing through
social networking, mobile or pervasive.

Users will not only depend on the computer to access the Internet. Devices such as mobile,
tablets will become increasingly popular. As predicted total number of global tablet will
reach 282.7 units in 2016, higher than the previous estimated figure (261.4 units) - Nouveau
2012.
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According to Financial Insights (IDC) forecast, the increase of investment in technology for
development of new banking services with more efficiency and cost-saving operation will
still be a prominent trend in the banking sector in Asia - Pacific region, including:
+ Risk Management and Compliance Ensuring
+ Construction of Business Architecture focusing on customers
+ Promoting the modern means of payment
+ Attracting bank deposits
+ Development of service based on core banking
+ Outsourced Services
+ Management of Cash and Liquidity
+ Safety Security and Information System Integration
+ Financial Services on Mobile platforms
4. Challenges
Opportunities are also challenges if the Brand-Communication Division and Baoviet Bank
do not grasp those opportunities. In the present context, all banks in Vietnam, including
equities, state, foreign and joint ventures, are accelerated in the application of ICT in all
areas, including communication activities and promotion.
BAOVIET Bank is nascent so that it is still immature and lack of experience, and the size of
the charter capital assets is still low compared to the average.
V. Plan on application of IT
About the action program for the period 6/2014 - 6/2015, the Brand-Communication
Division continues to implement measures already successfully deployed in communication
and branding consisting with the general orientation of banking activities which is becoming
the leading bank in service quality and comprehensive financial solutions (Bank - Insurance
- Investment).

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In particular, the division continues the application of new technologies in communications
activities, promotions, such as spending the budget on SEO, Facebook Fanpage, online
advertising,... Website will be continually upgraded and developed, increase
interoperability working with clients, such as allowing subscribers to use products and
services online. Some new forms of marketing such as Re-application will be tested. All
important posts on Fanpage will used the "boost" tool to attract and increase the
appearance frequency to users.
Especially, with the shifting trends and popularity of Inbound Marketing, the
application on this form of the Division is still small, mostly posting news, online
press releases, SEO, Email and created Fanpage (Social networks). In the future,
other forms consistent with the activities of the bank and will also be applied, such
as Type-in traffice, Q + A sites.

Because the online form has less expensive cost, the projected budget for each activity will
not be too much. Human resources of the Division can remain as the current (01 head, 03
15


Brand Group members, 03 members of the media group) to avoid increased operating costs
in the context of cutting costs and personnel of the banking sector today.
As an individual working in Brand-Communication Division, I also propose to encourage
applicaiton of office softwares. For example, Google Docs help members edit
documents online, everyone can see and use the update without having to send, edit
back and forth. Google Drive / Dropbox offers storage for personal data sharing,
information

storage,

etc.

About planning application ICT of 5 yeare stage 2014 -2019, besides continuing the
implementation of action plans specific as stated above, the Division will need to plan to
apply the system, specialized software dedicated to the banking system, as Corebanking,
with approved funding level for the whole bank.
VI. Conclusion
In the area of financial services, the field of activities are associated with the receipt and
processing of information, so the application of information technology has important
implications for the banking sector to develop sustainably and high effectively
Knowing this, in the past years, many banks have made substantial investments in the
platform system of technology. However, the investment and application in each place are
still pretty much fragmented.
With specific expertise, the Brand-Communication Division has a lot of application forms of
advertising, online marketing to improve the efficiency of promotional activities and
communication. In the future, besides the continuance of application of these methods, the
Division needs to be more proactive in the application of ICT achievements dedicated to the
banking sector such as the banking management system “Core Banking”.

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References
Lecture: Information Management System Saigon Businessmen. (). Double benefit from the application of IT. Available:
http://toancauxanh.vn/news/technology/loi-ich-kep-tu-viec-ung-dung-cntt?lang=vi.
Jared Reitzin, CEO - mobileStorm Inc. . (2011). Digital Marketing Concept. Available:
http://blog.chamxanh.com/2011/04/khai-niem-digital-marketing.html.
Ngô Quốc Tường. (2009). The bank will "refresh" themselves through IT.Available:
http://www.thongtincongnghe.com/article/11084.
Nguyễn Hoàng Khanh. (2011). What is Inbound Marketing. Available:
http://www.inboundmarketing.vn/inbound-marketing-la-gi/.
Trent Nouveau (2012) Demand for tablets has never been higher, Available at:
http://www.tgdaily.com/mobility-features/67883-demand-for-tablets-has-never-been-higher

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Appendix
Scale of banks in Vietnam

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Source: http://www.tinmoi.vn/quy-mo-cac-ngan-hang-tai-viet-nam-hien-nay-ra-sao011254150.html

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