When transformation becomes the driver of sustainable development
The banking industry is strongly transforming its business model. BIDV Nam Dong Nai has proactively kept pace with the system in implementing the transformation of its retail business model.
Retail business transformation (RBT) is not simply a change in organizational structure, but a comprehensive innovation from thinking, management methods to working culture, aiming at the motto "Innovation - Professionalism - Efficiency - Serving customers."
Restructuring – Improving efficiency
BIDV identified the RBT model as a key solution to overcome bottlenecks in productivity, human resource structure and service quality, while creating a big step forward on the journey of modernizing and personalizing customer experience.
The most prominent feature of RBT is the redesign of the sales system towards specialization and customer segmentation. At BIDV Nam Dong Nai, each job position has its own mission, contributing to building a lean - efficient - flexible operating machine.
PRM (Premier Relationship Manager) is in charge of the Premier/Elite customer group, playing the role of a trusted companion in the customer's financial and investment journey. With in-depth consulting skills and understanding, PRM helps build close, long-term relationships, raising the level of personalized service to international standards.
VRM (Virtual Relationship Manager) is an expert in connecting loyal customers through digital channels, managing customer portfolios through modern technology platforms. Not only providing care, VRM also proactively approaches, cross-sells, upgrades customers, creating a sustainable value chain.
UB (Universal Banker) is the bridge between the counter and the digital channel. They are both tellers and consultants. With more than 35% of their time spent on sales activities, UB guides customers to use digital services, promotes cashless payments and provides a fast, convenient and friendly transaction experience.
LS (Loan Support Officer) is a credit support specialist, a solid back-up for sales. They undertake administrative and credit operations from contract drafting, notarization, mortgage registration, disbursement, to debt collection and risk management. Thanks to that, sales staff have more time to focus on sales and customer care, increasing labor productivity.
“RBT helps us work with clearer roles, responsibilities and more depth – each officer sees the value of their contribution in the overall picture” - a BIDV Nam Dong Nai officer shared.
Along with personnel restructuring, technology is considered the "heart" of RBT.
Nam Dong Nai Branch has been synchronously deploying modern tools such as CRM, Dashboard, Huddle Meeting, RLOS... to help standardize sales management, manage customer data and measure performance in real time. Thanks to that, sales activities are planned in detail, from the Huddle meeting at the beginning of the day (15 minutes) to review goals, to weekly and monthly meetings to evaluate results and determine the next direction. Sales staff are always "kept in tune", maintaining a proactive spirit, responsibility and discipline - the core factors that create operational efficiency.
People – The decisive factor for success
The success of the RBT model at BIDV Nam Dong Nai stems from the spirit of unity and determination of the team. The branch's Board of Directors is always the "fire-starter", directly directing, supervising and motivating staff. Department heads become the "locomotives" leading the team, training sales skills, linking personal goals with collective results. Change Ambassadors act as a bridge between the branch and the Head Office, ensuring compliance with procedures, while spreading the spirit of innovation and learning culture.
“Change is not a challenge but an opportunity for BIDV to reach new heights. RBT is not just a change in model – but a change in mindset. When each staff member considers customers as the center, we will create outstanding value. ” Mr. Nguyen Hong Thanh - Director of Nam Dong Nai Branch - shared.
The most valuable thing after each transformation phase is not just the numbers or results, but the formation of a new culture - a culture of daring to change, daring to experiment and daring to take responsibility. At BIDV Nam Dong Nai, each staff member is gradually stepping out of the "safe zone", from the mindset of "each person knows his own job" to the spirit of cooperation, from "blaming" to "taking responsibility", and from "short-term transactions" to "long-term relationships with customers."
BIDV Nam Dong Nai is continuing to promote the achieved results, perfecting the RBT process to move towards the acceleration phase. With a modern technology platform, professional operating mechanism and a spirit of continuous innovation, the branch is gradually realizing its aspiration to become a bright spot of the system in retail transformation. "Transform to develop - Innovate to lead" - that is not only a slogan, but also a commitment of each BIDV Nam Dong Nai officer on the journey with BIDV to create the future of modern retail banking.
