ỨNG DỤNG GIẢI PHÁP ECRM CHO BỘ PHẬN TIẾP THỊBÁN HÀNG NGÂN HÀNG THƯƠNG MẠI CỔ PHẦN CÔNG
THƯƠNG VIỆT NAM
(VIETINBANK) - CHI NHÁNH NINH BÌNH
Applications eCRM solutions for Marketing-Sales Department
Vietnam Joint Stock Commercial Bank For Industry and Trade
(Vietinbank) – Ninh Binh Branch
Vietinbank Ninh Binh was established by decision No. 195/QD-NHNN dated
31/12/1995 by State Bank of Vietnam on the basis of partial separation from the
Agricultural Bank and State Bank of Ninh Binh and belong to Vietnam Joint Stock
Comercial Bank system.
After nearly 20 years of development and growth, Vietinbank Ninh Binh is now one
of the largest banks in the province of Ninh Binh with a share outstanding 5,100 billion up nearly 20%, capital 4.006 billion - accounting rate of 18% and customer numbers
approximately 30,000 customers (loans, deposits, cards ...) is currently trading at
Vietinbank Ninh Binh branch.
Fullname: Vietnam Joint Stock Commercial Bank For Industry and Trade –
Ninh Binh Branch
Address: No 951, Tran Hung Dao Street, Van Giang Ward, Ninh Binh City
Tel: (+030) 3872 614
Lines of bussiness:
Fax: (+030) 3872 678
o Currency trading
o Business services related to financial
Board of Directors
Situation analysis of IT applications:
Vietinbank Ninh Binh is a branch of Vietinbank system in the province of Ninh
Binh, business-oriented trade Vietinbank, under the supervision of the administrative side
of the state central bank branch in the province of Ninh Binh.
Although in recent years, Vietinbank had a lot of interest to IT investment as
projects change the lending process - LOS, management information system - MIS, ...
especially core banking replacement project started activities from January 10/2012.
However, in the branch of Vietinbank new IT applications only apply in certain
departments, such as business lending, customer transactions, internal accounting or a
module for the HR department, salary ... often these applications are relatively
independent so interactive is not high, leading to effectively serve job sometimes not
• Status of Information Technology Applications in Marketing & Sales
With more than 30,000 customers current units are managed centrally in a
database system Vietinbank (online) and as a branch in the excel file (offline). Thus the
capacity to access customer information is sometimes very difficult and not timely.
The process of retrieval of customer information, currently:
- Only performed at the unit via LAN, - To do a search through the information on
the file format excel personal computer.
- Through trading software, not the - Due to manually search should take a long
customer management software.
time, the information is not selective.
-Not active in interacting with customers.
-Do not get timely feedback from customers.
Obviously with the current status of IT application in room Marking & Sales as at
present, the management, seeking access customer information and improve especially
active in counseling, referral, sales and work customer care after the sale is very limited.
To enhance these activities in order to ensure the competitiveness of banks in the area of
the present time, a much-needed breakthrough solutions, helping customer relations staff
as quickly as possible, in the most efficient approach, consulting, sales and customer care
after the sale, and creating a communication channel for receiving feedback from our
customers as quickly as possible.
III. Application solution for information technology system
• Benefits from attracting and maintaining customer value::
- The cost to find one new customer is always higher than the cost to keep
one old customers from 5 to 15 times.
- 80% of revenues or profits of an enterprise often by 20% of customers
generate regular (principles 80-20).
- If you keep adding approximately 5% of customers stay with the company,
the company may further increase from 25% to 100% depending on industry profits,
depending on the field.
- 70% of customers would remain loyal to the company if their complaint is
Thus the goal of the administration is:
Build loyalty with customers.
Determine a reasonable cost for finding target customers.
Evaluate the profit earned from customer groups.
The problem here is how to achieve the objectives as outlined above. Today CRM
is mentioned a lot as a way to help administrators implement such goals. So What is
The concept of CRM: CRM stands from custumer Relationship Management,
which means customer relationship management. Customer Relationship Management is
a business strategy aimed at finding, selecting and maintaining relationships with your
most valuable customers. CRM focus and the process of marketing, sales, service and
production processes according to customer needs in order to serve our customers best.
In general, the CRM system in order to detect potential objects, turning them into
customers and then keep these customers to your company. CRM would say such a
synthesis of techniques from marketing to manage two-way communication with
customers, as well as a lot of analysis tools on the behavior of each segment to the
shopping behavior of each customers.
However, the application of IT to business direction is not just a CRM
eCRM. CRM and eCRM so different how?
-Using the Internet
transaction point, phone,
environment, the wireless
-Pay attention to the system
interacts with its customers.
software within the bank.
-The client's request will
-Emphasis on data
automatically save the
information into the data
The online application
Customers must install
the software or use other
Be done in the time
customers using browsers.
Serving requests at any time,
prescribed and over the
any place. Customers can
The system uses internal
customize their requirements.
design is based on the
work and functions of the
It takes more time to
There are no requirements for
System for customers to use,
designed based on customer
-Reduce time and costs.
for existing systems in
maintenance can take place at a
location and on a server.
Goals after eCRM application for Marketing & Sales: Access to customer
information, the ability to interact with customers ensure availability at the highest
• Appropriate applications of information technology:
Currently on the market there are about 50 companies that provide solutions to
manage customer relationships are different, though this solution offers users the basic
functions of an eCRM system. After the survey, assess and understand the product
provider, two providers of highly regarded products online CRM, which is: SugarCRM
SugarCRM with the first version was launched in 2004 by John Roberts, Clint
Oram and Jacob Taylor, SugarCRM has become a de facto standard for open source
CRM solution available today. CRM application written in PHP, working with databases
MySQL, SQL Server or Oracle, this diversity has major support data storage needs of
different businesses and facilitates ease of convert data when deploying solutions.
GenCRM was born from Gen Technology Corporation in 2009, this is a pure
Vietnamese CRM solution, built on the Web with PHP language and MySQL database.
Comparison of characteristics between SugarCRM and GenCRM:
-No need to install and update -Access speed is an issue
the software scaling.
Interface: Web Form
because depending on the
-Data stored on a remote server, provider, must require large
not dependent on the client.
-Easier to create a version with -The remote server may be
services, you can deploy cloud personal information, risk
data ... network security
-Web application development is problems.
-Compatible with all web
-The investment costs for the Regular updates to patches
reduced lead to costly maintenance,
(approximately 16% royalties).
-Are free, easy to update, edit
and optimize by the community.
integrated CRM helps to easily
match the workflow of each
The basic features:
-Allows storage of customer -Manage
to potential clients, contacts
various criteria (target customers, and actual customers.
-When potential customers,
-Can perform actions add, delete, the
information, automatically transferred to
serving various stages of the the
reduce the user's actions, in
Allows users to implement new Lets make
programs, evaluate the results of function
process of new products, to
activities (phone calls,
email, calendar ...)
progress, the completion ...
Supports a variety of activities To provide users more new
calendar management ...)
This is a strong point
of Support local search and
SugarCRM. Besides local search, advanced
the advanced search is well advanced search however is
supported. Allows users to search somewhat limited, allowing
requests, according to different only advanced search for
some particular data.
IT Applications and plan action programs:
1. The IT Planning applications 5 year period 2014-2019:
eCRM Research and Development
Deploy, and put to use eCRM
Evaluate, edit, complete eCRM
Investment and DataCenter Server
Year 1: 2014-2015
Year 2: 2015-2016
Year 3: 2016-2017
2. Programme of Action from 6/2014 to 6/2015::
Formulate policies and strategies
The real goal should be of
Implement and maintain the
support of the leaders in
technology, training, recruitment
and Restructuring (if necessary)
Analysis of workflows to build
Responsibilities of Parties
Board of Directors
Marketing & Sales Dept
Marketing & Sales Dept
Selection of partners
Board of Directors