Along with the development of science and technology, products and services on the market have become diversified to create favourable options for consumers. But this has also placed commercial banks under harshly competitive pressure as banks' product and service quality must satisfy the highest requirements of customers.

In Vietnam, finance and banking is always a competitive market and requires continuous development. In order not to lag behind,  banks are trying to renovate their customer service. In the race, Southeast Asia Commercial Joint Stock Bank (SeABank) is one of the leading brands in upgrading service quality and bring new products and services to the market with superior features and utilities to replace existing products.

With the aim of bringing the best experiences for customers when using services at SeABank, the bank initially implemented a series of projects such as the Priority Customer Repositioning project, Improving Customer Experience Journey project… These projects help shorten the process as well as bring new transaction experience, ensuring customer satisfaction when using the bank's products and services.

From 2019 to 2020, SeABank's individual customer segment has focused on product improvement and quality improvement, along with a series of promotional business activities to create strong development for the bank.

SeABank's preferential care programmes exclusive for customers continued to be expanded and developed. The incentives are updated every month, the 0% instalment policy has been expanded nationwide with the desire to bring the most attractive incentives to customers. Especially in just 1 year, SeABank has linked with 350 major partners and more than 3,000 promotion points in the market. The major promotions of the year brought customers more added value, notable among them are the programmes "Summer Welcome Party", "WOW Deals" ... with the most attractive offers on the market…

SeABank also makes an impression in the market when developing a SeAMobile digital banking application with several preeminent features in payment, transactions... The feature of personal financial health care helps customers have an eye on their financial situation, track spending according to 6 international standards as well as warnings, reminders to customers to balance their finances. In addition, SeABank also unifies customer experience across all SeAMobile application platforms and SeANet online banking to help customers easily manipulate and use the preeminent features of e-banking services.

For corporate customers, SeABank continues to implement several preferential loan programmes, in which 2 outstanding programmes are Short-term preferential loans for corporate customers and Preferential loans for car purchase products - SeACar Business. One direction that SeABank continues to choose for corporate credit is the development of products and services, specialized solutions prioritized by industry, packaged products, bundled sales, and increased utilities to maximum service to the needs of customers.

SeABank's improvements in quality and service have been honoured by international organizations with prestigious awards including: "Best Customer Service Bank 2020" by International Business Magazine (UAE), “2020 Banking Customer Satisfaction Award” voted by Global Banking and Finance Review (UK).

With the orientation of building and developing to become the leading bank in service quality, SeABank has found the right direction to enhance its competitiveness and affirm its position. In its long-term vision, SeABank will continue to devote and innovate to become a leading bank in terms of quality, professionalism and reputation, contributing to the community and organisational culture.