Integrating AI technology and personal creativity will help innovate and provide unlimited creative space for personalizing credit card user experiences.
Choose your own statement date, minimum payment amount, automatic payment amount, adjust transaction limit - all can be customized via the MyVIB app. And now, the card's appearance can also be designed by yourself with the Personalize card design feature according to your needs. Discover the innovation story behind this journey through an interview with Ms. Tuong Nguyen - Director of VIB Card Division.
The attraction of unique cards * Where did the idea of letting users design their own cards come from? We were inspired by Zalo's Gen AI Avatar trend, when many people used this technology to change their avatars. Previously, cards were often designed according to brand positioning and were still products designed by banks. We want to let users create their own mark. Our user preference research shows that not everyone likes to use real images. Therefore, the feature allows users to design cards in chibi style - still their image but in a youthful version, expressing their own personality.
* What is the challenge for the unit when realizing this idea? This feature is developed according to a 100% digital model. We need to standardize the entire card design process according to Visa and Mastercard standards, from logo arrangement to other technical requirements. This requires a lot of resources and time. With the positioning of "leading the card trend", we want to create a new trend and have persevered to complete the online implementation. Previously, during the cooperation process with Visa and Mastercard, we worked hard to achieve many exceptional things, unprecedented in the Vietnamese market.
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With the steps of personalizing features and designs, has "personalization" for card products reached its limit? There will be no limit. If we thought we had reached the destination 2-3 years ago, there would not be innovations like today. The same will happen in the future. Currently, we have plans for more innovative services. In the next 2-3 years, cards will continue to be improved, with strong support from AI technology to enhance personalization.
Building long-term relationships with users * How has the card strategy shifted? We have a vision to become the most innovative and customer-oriented bank in Vietnam". Therefore, all activities revolve around this vision. This is very similar to 4E, (Experience, Exchange, Everywhere, Evangelism), helping us build long-term relationships with users, creating value beyond product exchange and helping the brand grow in the digital age.
* Which product marked the beginning of the trend of personalizing the card user experience of the unit? Super Card! That was the first time, Vietnamese users could change many features on the card themselves.
* Why did the bank switch from Price to Exchange while many users were still attracted by attractive prices? Competition based on price, such as incentives or cashback, has almost reached its limit. If banks continue to rely solely on this strategy, they will face many challenges. On the contrary, customer experience can change and improve continuously. This is the direction VIB chooses initially, customers may choose a product because it is cheaper, but this will not be sustainable if the overall experience of the product is not good.
Be ahead of the curve rather than following the trend VIB identifies and analyzes changes in customer consumption behavior to make adjustments in service. Photo: VIB
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How to deliver the right campaigns to the target customer group? Through data, we can identify and analyze changes in customer consumption behavior to make adjustments in the way we serve. Banks regularly conduct surveys and communicate periodically and quarterly with cardholders; proactively contact them to find out what they need, how they experience it, and what they want to change; and collect feedback from social networking platforms to grasp market opinions, thereby improving products and services to meet each specific need.
* What do you predict about the card development trend in the near future? The three factors "fast", "convenient", "safe" will determine the market in the future. There is even the possibility of new requirements appearing that require services to be more flexible to meet. In the near future , payments may not require touching or swiping, but only need to look at the device or simply smile to complete.
Source: https://tuoitre.vn/vib-ca-nhan-hoa-trai-nghiem-nguoi-dung-la-khong-co-gioi-han-20241028183750435.htm
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