SME faces pressure to transform digitally and optimize customer journey
According to an in-depth study through data of tens of thousands of customers who have been provided with services over the past 10 years by VPBankSME, most of the SME have not been optimized at the same time as all three important linkages in the customer journey: touch - buy - stick.
The workshop with the theme "Experience Matters: When experience is the key to growth" of VPBankSME was deployed to overcome these shortcomings, equipping modern management thinking and digital operational skills for female-owned enterprises, helping them clearly understand each link in the journey to build a loyal customer base, building a sustainable growth model based on data.
This workshop is one of a series of activities under the project "Women's Enterprise Support Launching more", with the pillar of Knowledge Launching accommodation jointly implemented by VPBankSME and Care VN.
Changing consumer behavior: touching the right customers is a vital factor
Dr. Dinh Mong Kha - Operations Director of Viet Guys Company (Accretr Inc, Japan) - emphasized the importance of personalization in modern marketing: "Customers today not only want their brand to understand them, but also want to be understood at the right time".
She analyzed how businesses build a marketing buoy based on deep awareness of customers, instead of following trends, helping businesses appear in the right place - at the right time - in the right need.
Mr. Nhu Van Thanh, Director of VPBankSME Digital Payment and Solutions Center, led the business to the "buy" touchpoint with the comment: "A good experience must be lively in each transaction, and transactions are only seamless when payment is truly seamless".
He analyzed common bottlenecks: undigitized cash flow, manual payments, and lack of multi-channel connectivity. To solve this bottleneck, VPBankSME has deployed OmniPay solutions to help SME optimize the buying journey, reduce risks, increase transaction speed, and smooth experience, thereby increasing customer retention rate and reducing booking cancellation rate. In the context of explosive digital trade, integrating multi-channel payments has become a mandatory requirement for SMEs to compete with large enterprises and technology startups.
Smart Loyalty: Turning individual transactions into long-term relationships
Ms. Nguyen Thuy Linh (Head of Solutions, LynkiD Partnership Development Department) emphasized the importance of "attachment": Maintaining customers is not through many incentives, but through value every time they return.
Ms. Linh analyzed how the Smart loyalty program based on data, behavior and frequency helps businesses optimize service costs, increase CLV (Customer Lifetime Value) and turn individual transactions into long-term relationships. In fact, SMEs applying personalized loyalty can increase their repurchase frequency by 20-25%, reduce marketing costs and increase customer lifecycle value, becoming a strategic tool in the context of increasingly fierce competition.
After the theoretical sharing, participating businesses had a hands-on experience with a simulation of a beverage startup that needs to develop a customer experience strategy.
Direct guests are guided to build strategies according to three axes: touch (determining customer portraits, designing mini campaigns for 36 months), buy (finding offline/online payment bottlenecks, proposing OmniPay solutions) and stick together (building loyalty programs with the goal of retaining - increasing - cross-selling). Practical activities help businesses immediately see how to optimize customer journey from start to finish, applying knowledge to practical models.
The groups presented their ideas, shared solutions, and contributed ideas to improve together, creating a space for learning, connecting, and being truly creative.
Ms. Nguyen Mai Lan, owner of LanTea - healthy tea & take-away model, shared: I not only understand each customer touchpoint clearly but also experience practicing right under the guidance of experts. This helps me apply it right to the business model from marketing, payment to loyalty".
