VPBank has won the "Customer Experience of the Year - Banking Industry" award in Vietnam thanks to the Unregulated Transaction initiative, aiming to completely digitize the transaction process at the counter. This award not only affirms VPBank's prestige and pioneering position in innovating customer experience but also demonstrates its commitment to sustainable development associated with ESG strategy and digitalization orientation, creating an impression of a modern brand with social responsibility.
On September 25, 2025, Vietnam Prosperity Joint Stock Commercial Bank (VPBank) was honored in the "Customer Experience of the Year - Banking Industry" award category presented by Asian Business Review Magazine. The award is a clear demonstration of VPBank's pioneering position in digital transformation, affirming its commitment to improving customer experience and sustainable development.
Surpassing many competitors, VPBank's Unregulated Transaction initiative has received many positive reviews from the judges (BGK) - senior personnel from the world's leading auditing/counseling companies including Ernst & Young, KPMG, PwC, Deloitte.... The award is evaluated based on criteria including: project context, uniqueness and improvement, effectiveness when applied to businesses and industries, impact on business operations and the ability to flexibly adjust implementation activities.
"The highlight of this initiative is the complete elimination of the use of paper certificates. Instead, customers will immediately receive electronic documents via email confirmed by the Bank with a digital signature after the transaction. This helps improve customer experience, while helping banks reduce risks in identification and control after transactions, shared the BGK representative.
As one of the pioneering banks in technology, VPBank has implemented the Documentless Transaction initiative with outstanding solutions and technologies:
The first is the digitalization of the transaction process at the counter: Most of the cash-based transactions: Internal & interbank deposits/transfers ... are conducted on digital platforms, without the need for printing documents.
Second is the application of biometric technology: Customers authenticate by face or other biometric factors instead of paper documents at the counter.
Third is Integrating the digital banking ecosystem: Customers can perform almost all transactions via Internet Banking, VPBank NEO, automated transaction machines (ATM, CDM), minimizing the need to go to traditional transaction counters. Fourth is process automation: VPBank has deployed more than 300 automation processes (RPAs), from receiving documents, approving, to customer service, helping to reduce processing time and improve experience.
Thanks to this initiative application, VPBank has completely changed the transaction experience at customers' counters when 100% of deposit, withdrawal, and transfer transactions do not use paper documents. Electronic documents with digital signatures sent to emails help withdraw easily, while shortening transaction processing time by 40%, saving about 90,000 printed leaves per month.
The initiative also helps reduce internal operating time by 50%, enhance risk control, automate reports according to regulations, 95% of customers respond positively to the experience, demonstrating outstanding efficiency in both operation and service quality.
In addition to improving customer experience, through the initiative, VPBank demonstrates a strong commitment to sustainable development, towards greening the financial industry and improving environmental protection. According to the plan, VPBank will widely deploy and apply this initiative to the entire system in the fourth quarter of this year," the bank representative added.
VPBank is also the first bank in Vietnam to open a Flagship branch in both Hanoi and Ho Chi Minh City, with a modern, classy transaction space, integrating many advanced services and technologies to enhance customer experience at each touchpoint.
Thanks to that, VPBank has achieved many positive results such as: the total number of individual customers in 2025 increased by 20% compared to 2024; 95% of customer survey votes praising the service and the number of negative reflections on service quality in 2025 has decreased significantly, only 5% of votes needing improvement.
The Asia Experience Award organized by Asian Business Review magazine honors innovative initiatives of pioneering businesses in bringing the best service experience in Asia.
