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Learn how Accenture helped a retail and commercial bank plan the implementation of a customer relationship management (CRM) tool to improve sales, service and marketing capabilities.
Techcombank has received numerous awards for being the best domestic bank in Vietnam and is considered a pioneer in embracing technology to improve operations.
Techcombank recognized that its CRM capabilities could be further improved to deliver the best customer convenience and further growth.
Techcombank sought a roadmap to implement a customer relationship management (CRM) tool to automate sales, service and marketing capabilities. The bank chose Accenture because of its extensive experience in CRM across Asia Pacific, its unique ability to provide benchmarking against others in the industry, and its multidisciplinary team of banking, strategy and IT specialists.
Accenture worked collaboratively with Techcombank to define the bank’s target CRM vision and operating model, and build the transformation roadmap for its implementation. The engagement included three phases:
Validation, assessment and benchmarking. Accenture validated the bank’s strategic vision for CRM transformation and benchmarked the bank’s operating model capabilities against leading banks around the world.
Target design and roadmap development. Accenture developed a target state for Techcombank’s customer-centric operating model and a roadmap to achieve it. The roadmap identified:
Priorities for initiatives and investments.
Quick wins, notably improvements to credit and debit card processing, and enhancements to the bank's relationship management model.
Mid- and long-term initiatives, including aligning collaboration and customer management strategies for the personal financial services (PFS) and small-medium enterprise (SME) units.
Business case development. Through a series of collaborative workshops, Accenture assisted Techcombank to clarify the leading outcomes of CRM transformation, including revenue uplift and operational efficiencies.
Techcombank now has a clear roadmap to implement a CRM tool to automate sales, service and marketing capabilities. This includes:
A clear understanding of its current capabilities and its performance relative to industry leaders.
A well-defined CRM target state that accounts for both business and technology functions.
Detailed functional requirements to guide the RFP process.
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