A vision to be the most innovative and customer-centric bank in Viet Nam

Warren Cammack, Head of Innovation@warrencammack 15/09/2015

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Vietnam$$ US$2000 GDP per capita

93 Million people20% have bank accounts128M mobile accounts40M active internet users28M active social accounts

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156 Branches3700 Employees

19 Years old

1.4M Customers

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Executive Manager, Business Solutions Consulting

Head of Innovation

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20% owner & strategic partner

Top 10 Global Bank & Innovation Leader

A vision to be the most innovative and customer-centric bank of Viet Nam

Capability Exchange Programme

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What does innovative and customer-centric mean?

Hire a Head of Innovation

The Start of the Journey

Communicate the vision

Top down remit to change the Bank

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Personas vs SegmentsCustomer-centricity

Start with Design Thinking

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Key insightI love traveling and spend a lot of money to go shopping through both online and overseas with my friends. I’m happy with my current status but still want to settle down my personal relationship and achieve more success in my career.

HuongCarefree and Ambitious

I would like to enjoy every moment of my life.

I wants to become success businesswomen and balance between work and personal life.

Traveling as long as I can to explore new wonderful places

I would like to capture and every place I have been and enjoy the culture, people and atmosphere over there.

I have a good job but still want more promotion and my own business.

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I would like to dedicate more for my career and be promoted higher title

Shopping plays an important part in my life.

I love to go shopping and wonder around shopping malls or centers with my friends.

I spend a lot so I will cut down my costs as much as possible

I spend a lots of money for shopping and personal expenditures; Therefore, I want to minimize bank fees.

Confidence

Stay free while you’re still young!Huong wants to stay free as long as she is young and single but she’s also in search of her own personal relationship. She also has high ambition in her career.

Goals•Promotion in career, have her own business•Buy a car in the next few years•Looking for personal relationship•Can work long hours for her goals (promotion, career development) –Work Hard; Play Hard.

Needs•Effectively manage her own money and expenditure•Know in detail and cut down her costs in daily transaction and spending•Building a successful business women

Attitude towards banks•Wants to minimize the bank fees and convenient service with favorable process.•Searches for a bank with high interest and long repayment days•Flexible banks that can satisfy her way of spending

10 years

Not much concerned

Sufficient

Control

Horizon

Digital Behaviour

Privacy/security

Affluence

Financial engagement

Seeking information and guidance

High Confident

Less Control

Regularly

Active

Somewhat Savvy

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Personas vs Segments

Put yourself in the Shoes of the Customer

Customer-centricity

Start with Design Thinking

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Personas vs Segments

Put yourself in the Shoes of the Customer

Customer-centricity

Start with Design Thinking

Follow up with ResearchGuerilla Testing

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Be curious, be bold, challenge

Culture is essential to Innovation

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Be curious, be bold, challengeCulture is essential to Innovation

Attract & Keep Great People

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Be curious, be bold, challengeCulture is essential to Innovation

Attract & Keep Great People

Deliver positive change & great

Outcomes for the Organization

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Evolve or Die: If you’re not customer-centric then you’re not going to have customers

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