This award, which celebrates groundbreaking innovations in digital customer experience within the financial services sector, recognises VPBank's exemplary use of technology to gather and act upon customer feedback. — Photo courtesy of VPBank

HÀ NỘI — VPBank has been awarded the prestigious "Best use of customer feedback" title at The Digital CX Awards, organised by The Digital Banker.

This award, which celebrates groundbreaking innovations in digital customer experience within the financial services sector, recognises VPBank's exemplary use of technology to gather and act upon customer feedback through its cutting-edge Voice of the Customer (VoC) Solution.

The Digital CX Awards are the only global honors dedicated to recognizing excellence in digital customer experience in the financial sector. VPBank's achievement is a testament to its commitment to enhancing customer satisfaction through actionable insights, which are drawn from a robust and highly sophisticated customer feedback management system. By surpassing numerous competitors, VPBank has proven its leadership in using modern technology to understand, analyse, and act on customer feedback - effectively driving customer loyalty and improving service quality.

VPBank's VoC Solution is at the heart of its customer-centric strategy. The system aggregates and processes customer feedback from all channels - including branches, call centers, ATMs/CDMs, and the VPBank NEO digital banking platform - into a single, unified dashboard. With the capacity to process nearly one million customer opinions per month, the solution automatically categorises feedback into 1,200 distinct topics, enabling the bank to identify trends and address customer concerns proactively.

One of the standout features of VPBank’s approach is its VoC Dashboard, which provides real-time, actionable insights into customer sentiment. This system not only streamlines the feedback process but also helps VPBank predict potential issues and implement solutions before they escalate. Furthermore, the Market Research feature, introduced in 2023, ensures that customer surveys are structured, with clear objectives and minimal overlap, enhancing the accuracy and value of collected data.

VPBank’s commitment to turning customer feedback into meaningful action is evident in several key initiatives. A notable example is the integration of the Chatbot SDK into the VPBank NEO app. This tool has been developed to handle approximately 200,000 customer interactions monthly across more than 830 pre-configured scenarios. In 2023 alone, the chatbot received over 30,000 positive customer reviews, ensuring a seamless and personalized user experience that enhances overall customer satisfaction.

Additionally, VPBank has significantly upgraded its CardZone feature, which was integrated into the VPBank NEO app to provide customers with a more convenient and tailored experience for managing their cards. With over 60 features and services, CardZone is used by nearly 900,000 customers, driving over 5 million monthly visits. It also offers personalized promotions and incentives through the Deal Box category, further increasing customer engagement and satisfaction.

The impact of these initiatives is clear: as of April 2024, VPBank has seen a remarkable 55 per cent growth in its customer base, reaching nearly 4.6 million customers. The number of VPBank NEO users has also risen significantly, growing by 58 per cent to 4 million customers since the beginning of 2023. This growth underscores the effectiveness of VPBank’s customer experience innovations and its ability to translate customer insights into real, tangible improvements.

"As we move forward, VPBank is committed to leveraging advanced technologies to refine our understanding of customers’ needs and emotions," said a VPBank representative. "We are dedicated to becoming a leader in customer experience by deeply analysing customer feedback and behaviors to create personalized, seamless experiences. By focusing on what matters most to our customers, we will continue to innovate and offer the most relevant products and services."

VPBank’s victory at the Digital CX Awards marks a continued journey of recognition for its dedication to digital transformation and customer satisfaction. In 2021, VPBank was the only financial institution in Việt Nam to receive two awards from The Digital Banker: "Best Mobile Banking Initiative" for the all-in-one VPBank NEO digital banking platform, and "Outstanding Customer Experience Contact Center" in the Digital Call Center category.

The Digital Banker is a leading international news agency focused on the financial services industry, based in Singapore. Its Digital CX Awards are a prestigious global recognition, honoring institutions and leaders who have demonstrated outstanding achievements in applying digital technology to enhance customer experience. The jury consists of experts from leading multinational organisations worldwide, ensuring the credibility and significance of the awards. — VNS