developing customer consulting services of personal credit at contact center hsbc vietnam

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INTERNSHIP REPORT ON

Developing Customer Consulting Services of Personal Credit at Contact Center HSBC Vietnam.

Submitted by:

NGUYEN HAI LONG, AMI8A

ACADEMIC INSTRUCTOR Dr Nguyen Dinh Tai

COMPANY SUPERVISOR Mrs Ngo Hong Trang

Senior Contact Center Manager, HSBC Limited Company.

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Last but not least, thank you my family, my friends have always supported me in the way I have chosen.

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ABSTRACT

This report is part of the internship program at HSBC until September 1,2018 in my MBA program. It will contribute to the Developing Customer Consulting Services of Personal Credit at HSBC with the suggestions.

The report points out some problems that remain in the consulting process, supports customer, and offers a number of solutions to handle them.

It demonstrates the knowledge that is applied in practice through comparative analysis.

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INTRODUCTION

In recent years, personal credit has gradually become the leading financial development sector in the Asia-Pacific region. According to the Economist Intelligence Unit's EIU, the total consumption of households and individuals in Viet Nam in 2015 accounts for about 67% of GDP. In Asian countries, Vietnam is the country with the highest ratio of consumption to GDP.

Being present in Vietnam for more than 130 years and the experience inherited from developed countries, HSBC always affirms its position in the market of personal credit services. Currently, HSBC is constantly improving and innovating service quality to lead the trend in the revolution 4.0.

To practice and learn in a professional environment, this must be my honor. However, in my work experience, I realized that I could support more development of customer service of HSBC. Therefore, I choose: “ Developing Customer Consulting Services of Personal Credit at Contact Center HSBC Vietnam.”

The Report comprises of 5 chapters: Chapter1: Company Background Chapter 2: Organizational Structure Chapter 3: Mission of the Intern

Chapter 4: Developing Customer Consulting Services of Personal Credit at Contact Center HSBC Vietnam.

Chapter 5: Conclusion.

I hope the five chapters presented in this report will provide full my spirit of the above topic.

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CHAPTER 1 : COMPANY BACKGROUND

1.1.1. HSBC holding Public Limited Company

HSBC Holdings plc is based in London. 4 HSBC's global operations include:

Commercial Banking, Global Banking and Markets, Global Private Banking and Retail Banking and Wealth Management. Currently, HSBC is trusted by approximately 54 million customers worldwide.

HSBC International Network is present in 75 countries and territories in Europe, Hong Kong, the Asia-Pacific region, North America and Latin America, Middle East and North Africa.

As of December 31, 2013, HSBC is rated as one of the largest financial institutions in the world with a value of $ 2.671 billion.

Figure 1.1 HSBC logo

(Source: www.worldfinanceinforms.com)

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1.2. HSBC Hongkong Shanghai

HongKong Shanghai Bank was established in 1865. Shanghai Hongkong Bank is one of the founders of the HSBC Group in the Asia Pacific region. In Hong Kong, this is the largest banking institution.

At present, the Vietnamese market is invested by the Hongkong Bank through a parallel strategy: investing in banking activities for internal development; and investing in strategic partners.

1.3. HSBC Vietnam

In 1870, the first representative office of HSBC was established in Saigon .In August 1995, a branch in Ho Chi Minh City was licensed to operate and provide a full range of financial and banking services.

• English name : HSBC BANK (VIETNAM) LTD.

• Head quarter: Metropolitan Building, 235 Dong Khoi Street ,District 1, Ho Chi Minh city.

• Date of establishment : 1/1/2009

• Authorized capital: VND 7.528 billion

• CEO: Mr. Pham Hong Hai

HSBC currently has 14 offices in Ho Chi Minh City, Hanoi, Da Nang and Binh Duong with about 1,300 employees.

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Table 1.1 Income statement for the financial year ended (2016)

(Source : hsbc.com.vn)

1.4. Retail Banking and Wealth Management ( RBWM )

RBWM stands for Retail Banking and Wealth Management. RBWM is the

department for individual customers. . In general, RBWM offers two main product lines, HSBC Credit Card, Personal Loans and Capital Mobility. The three main sales channels are: mobile sales; telesales (contact center) and the network of branches in big cities in Vietnam.

1.5. Contact Center and Product. 1.5.1. Contact Center

HSBC Contact Center (CCSS) is a unit of RBWM, which sells and carries out customer care over the phone. Currently, CCSS has two main branches to perform these tasks: Inbound and Outbound.

For inbound, the task will be to support the call on the switchboard, answering questions and resolving complaints, complaints, receiving information and reports.

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Outbound is telesales. Telesales will have a telesales task. Being valuated as the ability to convince customers only with his phone. Telesales not only sells, but also supports other departments in HSBC's customer care.

1.5.2. Products of Contact Center

• Credit card

HSBC Credit Card is known as a leading product in the credit card market in Vietnam. Credit cards allow customers to use and reimburse the bank for up to 45 days. In the process of using, customers are participating in programs of low interest, cashback, discount, online payment, travel insurance,…

HSBC is currently issuing three cards: classic card, gold card and platinum card. Depending on the cardholder's income, customers can open up three different types of cards. For these three types of cards, there will be a difference between the credit limit, the interest rate, the interest-free period, the incentive program and some other benefits.

Figure 1.2 HSBC credit card

(Source: hsbc.com.vn)

In addition to using credit cards to spend, HSBC also develops additional products that come with credit card services. Two programs are highly regarded as the Balance Conversion Plan (BCP) and Cash Installment Plan. (CIP)

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CIP is a customer supporting program. Customer can withdraw cash on the free credit limit. Payments will be paid in a certain period of time. This installment plan allows customers to loan a small amount of money without any documents.

CIP and BCP is also a customer supporting program based on the current balance that customers have spent. The current balance of the customer's credit card is converted to a installment plan with a preferential interest rate within a certain period of time.

• Personal loan

The Personal Loans Program is a loan program for individual customers at HSBC. Customers can participate in the program with a maximum loan value of VND 500 million. Programs are introduced to customers to assist with purposes such as home purchase, consumption, and transportation. The consumer loan program is highly valued because of the rapid disbursement period, preferential interest rates and simple procedures.

1.6. Vision and Mission

Figure 1.3 HSBC sologan picture.

(Source: )

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HSBC is in place for growth. HSBC supports business growth and prosperity. And finally, it will help people reach their ambitions and dreams.

HSBC always tries to support its customers with its international network. Incessantly developing and eliminating geographic distances, facilitating trade and promoting economic development.

It invests in asset management and retail with a domestic market scale by enhancing connectivity and global trade flows, finance and data. In the future, HSBC plans to invest in renewable energy to address climate change.

HSBC's goal is to create value for customers and shareholders, contributing to the sustainable development of the business. In addition, HSBC wants to maintain a strong, sustainable business environment. In it, customers can be confident and employees can be proud.

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Chapter 2. ORGANIZATIONAL STRUCTURE

2.1. HSBC RBWM Chart (Retail Banking and Wealth Management)

HSBC Vietnam's sales network is divided into 3 main channels: Contact Center (CCSS), Mobiles sales, Branches. Specific model will be shown below:

Figure 2.1 Retail Banking and Wealth Management Vietnam diagram

RBWM manager has full discretion in setting product orientation, deployment plan and remediation path and allocating investment funds to sales channels under management.

RBWM Management

Contact center and services (CCSS)

Inbound

Depart ment

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2.2.2. Contact Center and Service (CCSS)

Known as one of the two strongest sales channels of the RBWM division, CCSS is split into three divisions with distinct missions. However, CCSS has more customer care characteristic. Therefore, creating trust, working style and customer service attitude are core values at CCSS.

• Inbound is HSBC's call center operator. This is the channel to receive calls from customers for the services of HSBC with the full range of services and products that banks are providing. For this team, issues such as complaints handling, customer support and credit card activation, transaction tracking, card locking, document delivery, customer acceptance are treated. With a staff of about 80 employees divided into direct shift works, the inbound Call Center is still affirming the effective approach for customers at HSBC.

Figure 2.2 Inbound Contact Center tasks diagram

(Source: )

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• Outbound is known as telesales. Currently, in the entire banking system of Vietnam, only two banks own such division: HSBC and Military Commercial Joint Stock Bank( MB Bank). The outbound team is closely linked to the Marketing Department, handling the customer resources through: website, E-commerce partner programs, message programs, etc. In particular, the Outbound team is a very flexible part of supporting HSBC customers in any city where HSBC is located. Currently, the Inbound team has about 70 employees divided into 7 smaller teams. Six teams are responsible for selling four products on demand, including credit cards, personal loans, CIP and BCP. And the rest of the outbound team is specialized in personal loan products.

The weight of work and outbound team products are distributed as shown below:

Figure 2.3. Product weight of Outbound Sales

(Source: HSBC’s profile)

• Support is a major part of supporting sales departments with tasks such as document support, document transfer, system support, error checking in the application process. In addition, the support departments must constantly update the rules , daily sales report, procedures and systems work to promote the Sales Department to operate faster, and more effectively.

Credit cardPersonal LoanCIP & BCP

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2.2.3. Mobile Sales:

• Mobile Sales are known as direct sales . It is one of the most thriving parts of HSBC RBWM. With a large workforce of about 200 staff divided into 15 teams operating in the northern area (Hanoi) and the southern area (Ho Chi Minh City). Mobile sales are a part of the company's ongoing migration to serve customers in the two largest cities of Vietnam, Hanoi and Ho Chi Minh City. This unit combines a number of marketing programs, workshops, tea breaks, collaboration with target groups, companies to sell products in bulk. The main product of Mobile Sales is credit card. In addition, Mobile Sales owns a team that specializes in loan products including personal loans and mortgages. In 2018, Mobile Sales will continue to expand market share of HSBC credit cards.

• Support : Support was presented as part of CCSS

2.2.4. Branches

HSBC's branch network consists of 14 transaction offices in major cities such as Hanoi, Ho Chi Minh City, Da Nang and Binh Duong, with focus on two special cities in

Vietnam. The branch network is divided into two main sections:

• Counter: The Counter Department is responsible for supporting the basic needs of customers such as: payment, withdrawal, commission, collection, account

opening, processing of account information, accounting translation and other types of paperwork to customers when needed. At the Counter, there is teller

department to guide customers to pay, make procedures and directly deal with the bank. Another part is that the PB (personal banker) which has the task of greeting, building customer relationships, tapping demand and advising on services and services. Teller and PB provide support to both customer support and to exploit existing customer needs.

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• Premier HSBC is a division of HSBC. At the Premier, customers will receive the services of leading CFOs in advising, supporting asset management strategies, global services.

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CHAPTER 3: Assigned Tasks and Goals

3.1. The tasks assigned to my position

My job placement in this internship is a telesales. My work goes through the sales process and is strictly controlled by the sales quality control system. The goal of a

telesales is to support the customer, accomplish the assigned goal, expand the market and

assist other colleagues in the process of working.

Specifically, my job starts with acquiring customer information and looking for customers interested in the HSBC credit card program, or loan program. Then, I shall book appointments or consultations directly through the phone, exchange information on incentive programs, service specifications, find out customer needs, learn customer characteristics, guide customer preparation documents. Once we receive our customer documentation, we will process one more step, ensuring that the customer profile has the highest possible success rate based on the customer documentation provided. Next step, we shall push the document onto the system waiting for approval.

When there are results, I will inform the customer about the status. For successful clients, I will continue to provide care and support as they use the service. In addition, the

requirement of an individual customer relationship is to expand the market and its customers. Therefore, following up with customers is a mandatory requirement if I want to have more referral from customers.

The whole process of my sales is monitored by many departments. First of all my line manager Mrs Ngo Hong Trang and my colleagues will comment or correct it if they discover mistakes. Next up is the sales quality management department of CCSS. The third is SFR (Security, Fraud & Risk) that ensures no fraud or risk in the process of customer support and contact. The telesales process at HSBC is shown below:

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Figure 3.1 Telesales process on CRMS system

• Step 3: In this step, the outbound consultant will be supported by the application transport team. After receiving the application, the consultants will process and put on the system to the Verification Department.

• Step 4: When the results are available, the consultant contacts the customer, announce the status of application was submitted and instructs the customer some notes before using the service.

• Step 5: Close lead on CRMS system for complete process.

Receiving lead from

Collect and handling applicationNotification

resultsClosing lead

on CRMS

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Table 3.1: My assigned tasks in RCS Vietnam

Time Activities Goals 1 June 1st – June 15th - To understand about HSBC

(history, organizational structure, branch network, ...)

- To research and be familiar about banking and finance service

- Understand more about the core values of the business.

- Add knowledge to serve the upcoming internship.

2 June 15th- July 15th - To study about HSBC products - To practice consulting service for

customers

- To participate in some training courses of HSBC such as: Discovery, HSBC and me, Information security… - To learn approach to handle

customer’s application and put it in system.

- Get insights into HSBC products and services.

3 July 16th-

September 20th

- To learn HSBC systems and process for verification. - To attend some meetings and

discuss the department's

orientation in customer service. - To join Inbound team to resolve

complains

- Observe and study some difficulties in the process of consulting, operating, classifying

customers, market ...

- To understand the

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difficulties in customer support process

- To get ideas and ways to improve 4 September 21st –

October 1st

- To complete report on service improvement and development orientation

3.2. What I can bring to the company

During my internship, I believe I have devoted myself to HSBC. Some results are as follows:

- Supporting for meeting with customers, processing applications, backing up for colleagues

- Reaching and exceeding sales targets

- Ranked 8/56 telesales in 3 months internship.

- Finding some methods to improve efficiency in the systems.

3.3. Theoretical knowledge to apply in internship term.

3.3.1. International Business Communication.

This is one of my favorite subjects. As a salesman, I understand the importance of good interpersonal skills, how to handle situations, persuade customers, and give customers a great impression. At HSBC, my clients and colleagues are not only Vietnamese, but also foreigners living and working in Vietnam who always receive the best support.

Understanding the culture and communication gives me a lot of advantages in my work.

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developing customer consulting services of personal credit at contact center hsbc vietnam

<b>INTERNSHIP REPORT ON </b>

<b>Developing Customer Consulting Services of Personal Credit at Contact Center HSBC Vietnam. </b>

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