Lesson 2: Positioning the brand in the hearts of the people!

Responsible and dedicated

Deputy Director of Agribank Ha Tinh Tran Van Tai. Photo: Duc Kien

- Can you share the secret that makes Agribank Ha Tinh always the leading unit in the whole system in terms of business performance?

- There is no secret, but dedication, responsibility and treating customers as our own flesh and blood are our principles and goals when carrying out our tasks. Therefore, we always receive the trust and support of local authorities and people in the area. This is the decisive factor for annual performance and Top 3 position in the whole system.

Up to now, the total capital of Agribank Ha Tinh has reached 24,100 billion VND, an increase of 800 billion VND compared to the beginning of the year and has achieved 56% of the plan assigned by the Central Government in 2025. Regarding outstanding loans, the total outstanding loans up to this point have also reached over 17,489 billion VND, an increase of 920 billion VND and achieved 46% of the target assigned by the Central Government, of which loans in the agricultural - rural sector account for 90%. Thus, in the first quarter alone, we have achieved approximately 50% of the plan assigned by the Central Government of Agribank.

In addition to its business performance, Agribank Ha Tinh also actively fulfills its social responsibility through social security activities in the area. In 2024 alone, Agribank Ha Tinh donated 26 billion VND to carry out social security and humanitarian charity work. This is the result of great efforts by all officers and employees of Agribank Ha Tinh in particular, and Agribank in general.

Based on the results achieved in the business plan, Agribank Ha Tinh has also been active in implementing the Party's guidelines and policies such as Resolution 57 of the Politburo on digital transformation and development of science and technology. Accordingly, Agribank Ha Tinh has also continuously innovated and applied technology in management as well as in transactions to continue affirming Agribank's position in the market.

- Operations in the area are often affected by natural disasters, while up to 90% of outstanding loans are in the agricultural and rural sector, so it will certainly be very difficult, sir?

- Yes! You know, Agribank Ha Tinh operates mainly in the agricultural and rural sector in the most severe climate and natural disaster area in the country. Therefore, the difficulties are immense!

Moreover, Agribank's specialty is lending to agriculture and rural areas, so the loans are very diverse, from 5 million VND to billions of VND. On average, each credit officer of Agribank Ha Tinh has to be in charge of about 600 customers with thousands of loans, which is very difficult. Besides, in recent years, the country's economy in general and Ha Tinh in particular are still in the post-pandemic recovery stage, so there are still many difficulties. On the other hand, currently the banking system in the country in general, as well as in Ha Tinh in particular, is developing strongly, creating fierce competitive pressure.

However, Agribank Ha Tinh also has many advantages. As mentioned above, we have the trust of authorities at all levels and customers; have a long history of operating in conjunction with political and social organizations - contributing to extending the implementation of the State's policies and guidelines in finance - credit, socio-economic development to remote areas. In particular, we always have close guidance from Agribank Vietnam in carrying out our professional activities. The closeness and strictness of superiors is both a driving force and a source of encouragement for us to complete all assigned tasks.

Take quality as the measure

Customer joy is Agribank's joy. Photo: Duc Kien

- So in the context full of difficulties, especially fierce competition between banks in the area, how does Agribank Ha Tinh affirm its position in the market, sir?

- It can be said that for Agribank, product quality is the key factor, deciding the success or failure in operations. So do we. In 37 years of establishment and development, we have always considered product quality as a measure, a value that defines the Agribank brand. This principle has become the backbone of the system's operations and is constantly upgraded through the development of diverse products and services; honing service style and attitude, meeting the increasing needs of customers.

We also always maintain our position in the hearts of local authorities and people by actively improving the quality of our staff to meet the requirements of the period of explosive development of information technology; enhancing management skills and effective management to promote resources; improving the quality of operations, reducing costs, so that we can continue to reduce interest rates for customers.

- Sir, recently in his speech on private economic development, the head of our Party requested the need to build a policy mechanism to promote this sector. As a major investor in agriculture and rural areas, what do you think?

- The policy of promoting the development of the private economy has existed for a long time and during this period, the private economy has received special attention from the Party and the State because of its potential and contributions to the economy. The article by the General Secretary marked a turning point in the awareness of the important role of the private economy, and at the same time brought a strategic vision for the country's development orientation.

With Agribank in general and Agribank Ha Tinh in particular, there have been many credit policies and guidelines to serve the development of the private economy. Up to this point, it can be said that all incentive packages for all sectors, from investment enterprises, small and medium enterprises, to households or consumers, all have preferential interest rates from Agribank.

For example, regarding the individual economy and household economy, we have had many preferential loan packages so that production and business households can access capital at preferential prices, as well as open mechanisms on the basis of ensuring operational safety according to regulations. Up to now, to encourage the development of the private economy and household economy in the agricultural and rural areas, we also recommend continuing to amend Decree No. 116/2018/ND-CP of the Government amending and supplementing a number of articles of Decree No. 55/2015/ND-CP dated June 9, 2015 of the Government on credit policy for agricultural and rural development in the direction of increasing the loan limit and expanding the scope of incentives for new subjects in agriculture such as organic and circular agriculture... in line with the new development trend of the agricultural sector according to the policies and directions of the Government.

Thank you very much!

Source: https://daibieunhandan.vn/bai-2-dinh-vi-thuong-hieu-trong-long-dan-post408417.html