The story of how Vietnam International Bank (VIB) realised it's vision to be the most innovative and customer-centric bank in Vietnam. Presented at the 2015 Middle East Banking Innovation Summit by Warren Cammack, Head of Innovation (15/9/2015)

1. 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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3. Vietnam
$$ US$2000 GDP per capita
93 Million people
20% have bank accounts
128M mobile accounts
40M active internet users
28M active social accounts

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156 Branches
3700 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 GlobalBank & 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 changethe Bank

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Personas vs Segments
Customer-centricity
Start with Design Thinking

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Key insight
I 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.
Huong
Carefree 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.
.
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 longas she is young and single but she’s also insearch of
her own personal relationship. She alsohas 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 Research
Guerilla Testing

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Be curious, be bold, challenge
Culture is essential to Innovation

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Be curious, be bold, challenge
Culture is essential to Innovation
Attract & Keep Great People

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Be curious, be bold, challenge
Culture 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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