Kickoff Ceremony for the Business Model Transformation Project of the Corporate Banking Division
On March 17, 2026, the kick-off ceremony for the Business Model Transformation Project for the Corporate Banking Division at BIDV (CBT Project) was held at BIDV’s headquarters.
The event was attended and led by Chairman of the Board of Directors Phan Duc Tu, CEO Le Ngoc Lam—Head of the Steering Committee, Deputy CEO Doan Viet Nam—Steering Committee Member and Head of the Project Management Board, along with members of the Executive Board, departments/centers at the headquarters, and 18 branches participating in the CBT Project Management Board.
In his opening remarks, Deputy General Director Doan Viet Nam emphasized the project’s importance in professionalizing and standardizing corporate banking operations across segments, comprehensively redesigning customer journeys, and adopting a customer-centric approach to enhance sales productivity, improve the customer experience, and establish a foundation for sustainable growth for the corporate banking division at BIDV.
The project is being implemented by BIDV using internal resources with the support and collaboration of Hanabank. This represents a combination of BIDV’s internal capabilities and the practical experience of a trusted strategic partner with a long-standing history, a systematic and scientific approach to business management, and a track record proven through practice—serving as a solid foundation for the CBT Project to achieve success.
The project is scheduled to be implemented in three phases from March 2026 to June 2026, with four strategic objectives: (1) Develop a new sales model and process with clearly defined roles for each segment, while standardizing sales procedures; (2) Redesign four customer journeys using the Design Thinking methodology to eliminate bottlenecks and reduce processing time; (3) Pilot and validate the approach in practice; (4) Compile all findings into a standardized documentation package for widespread implementation.
Speaking at the event, Mr. Ham Jin Sik—a member of the Project Steering Committee and a representative from Hanabank—shared lessons learned from the practical experience of transforming the corporate banking sales model and outlined specific areas of cooperation that Hanabank plans to pursue with BIDV in the near future. The event also featured a presentation by Mr. Karthikeyan Ramaswamy—an international expert directly supporting the CBT Project—on the strategic perspective needed for BIDV to truly become a “Partner accompanying Vietnamese businesses.”
In his opening remarks at the ceremony, CEO Le Ngọc Lâm emphasized the importance of learning from BIDV’s previous business model transformation projects, with a strong focus on training and developing sales skills, financial advisory capabilities, and the ability to support businesses among the RM team. At the same time, he called for streamlining processes and maximizing digitalization of operations to reduce the workload on staff and serve customers more efficiently.
Assigning tasks to the project team, Chairman of the Board of Directors Phan Duc Tu affirmed that the CBT project is a priority initiative of urgent necessity to enhance BIDV’s competitive edge. Guided by the principle of “putting the customer at the center of all activities,” the Chairman instructed the Steering Committee and Project Management Board to manage the project decisively, closely monitor, and promptly address any emerging issues, with the goal of completing the project on schedule.
With the close guidance of the Leadership Board, the determination and unity of the project team, and the support and expertise of partner Hanabank and international consultants, the CBT Project is expected to deliver breakthrough progress, affirming BIDV’s leading position in the corporate banking segment.
