Phat trien dich vu
ngan hang dien tuf tai Vietcombank Chi nhanh Hirtig Yen
' - ' NGO THJ Ha$- N G O Y I N VAN HtfCiMG"
Tom tat
Bdi vie't khdi qudt thffc trgng phdt triin dich vti ngdn hdng dien tff (NHDT) tgi Ngdn hdng Thuang mgi cdphdn Ngogi thuang Viet Nam (Vietcombank) Chi nhdnh Hung Yen (ggi tat Id Chi nhdnh) vdi 3 ngi dung chinh: Cdc sdn phdm dich vu NHDT cHa Vietcombank; Sd lugng khdch hdng sff dtmg dich vu; Doanh sdvd thu nhap cua Cht nhdnh ve dich vu NHDT. Tff do, nhdm tdc gid de xud't cdc nhom gidi phdp nham phdt trien dich VM NHDT tgi Chi nhdnh gop phdn vdo thffc hiin muc tiiu thanh todn khdng ddng lien mat trin dia bdn linh Hung Yin hiin nay.
Tit khoa: dfch vu. ngdn hdng dien tff. Vietcombank Hung Yin Summary
This study overviews the situation of e-banking service developmeni at Joint Stock Commercial Bank for Foreign Trade of Vietnam (Vietcombank), Hung Yen Branch in term of its e-banking products and services; number of customers using e-banking services; revenue and income from e-banking services. Afterwards, the authors propose solutions to the development of e-banking services at the Branch so as to contribute lo the non-cash payment goal in Hung Yen province.
Keywords: service, e-banking, Vietcombank Hung Yen GlCl THIEU
Dieh vu NHDT mang lai nhffng gid tri mdi eho khdch hang, tiet kidm thdi gian, chi phi, tidn ldi, gidp khdch hang thffc hien giao dich mpi Iiic mpi ndi, nhanh ehdng vd hieu qua. De bat kip xu hffdng phdt trien, ndng eao nang lffc canh tranh va hoat ddng hieu qua, Vietcombank ndi chung va Chi nhdnh ndi ridng da vd dang phd'n da'u, nd lffc he't minh, bdn canh vide hoan thidn cae san pham dich vu ngan hang truyen thdng, Ngan hdng edn tap trung phat trien edc dich vu ngdn hang hidn dai, trong dd cd dich vu NHDT.
PHU'DNG PHAP NGHIEN CCfU
Bdi vid't sff dung dong thdi phffdng phap nghien cii^
dinh tinh vd dinh Iffdng.
Nghidn cffu dinh tinh dffdc sff dung bdng vide thu thdp dff lieu thff ca'p thdng qua bdo cao cua Chi nhdnh tff ndm 2017 den ndm 2019.
Nghidn cffu dinh Iffdng dffdc thffc hien thdng qua khao sat diffc trang sff dung dieh vu NHDT cua 250 khdch hang tai Tru sd Chi nhdnh va cdc phdng giao dich: Vdn Lam, Vdn Giang, Yen My, Khu cdng nghiep Phd Nd'i A. Thdi gian thffe hidn khao sdt trong thdng 3 vd 4/2020.
KET QUA NGHIEN CUU Cac san phS^m dich vii NHDT cua Vietcombank
De dap ffng nhu eau sff dung dich vu NHDT cua khdeh hdng, Chi nhdnh dk trien khai cac sdn pham NHDT gom 7 nhdm san pham nhff Bang 1.
Di^u ddng luXi y la. sd Irfdng the ATM va the tin dung cua Chi nhdnh deu tdng qua cdc ndm. Binh qudn mdi ndm tdng hdn 2.000 the, deu dat va vrfpt ehi tieu de ra. Sd Iffdng th6 ghi nd npi dja va the tin dung eua Chi nhdnh eung chid'm hdn 10% thi phan eua tinh Hffng Ydn. Dieu dd ehffng td, Vietcombank cd sffc hiit rd't ldn ddi vdi khdeh hang, dffdc khdch hdng tin tffdng sff dung dich vu.
Sd' Iff-^g khacli hang sil di^ng djch vy NHDT tai Chi nhanh
Bang 2 cho thay, dich vu NHDT, md khdch hang dang sff dung deu tang qua cdc ndm. Dd'i vdi dich vu qua ATM, khdch hang thffdng sff dung tdi khoan ATM dd' thffc hien edc boat ddng chuyen
"Phong Giao dich Yen My - Vietcombank Hrfng Yen
*• IS., Trrfdng Dgi hpc Srf ph?m ky thuat Hrfng Yen
Ngdy nhqn bdi: 05/6/2020; Ngdy phdn bien: 16/6/2020: Ngdy duy?l ddng: 26/6/2020
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t i n h 16'\ a Dl/bdoti^n, thanh toan hda ddn tai ATM. Dieh vu POS dffde khdch hang sff dung khi thanh toan hda ddn tai edc sidu thi tap hda, sidu thi didn thoai, nhff. The' gidi di ddng, Viettel Store, Media Mart., hay nha hang, edc effa hang eo ldp dat POS.
Dd'i vdi dieh vu nay, tdng trffdng so'Iffdng khdch hang dat 0,71% ndm 2018/2017 va 0,43% ndm 2019/2018, ty Id nay khdng tang manh do so' Iffdng khdeh hang ed nhu c^u md tdi khoan, thi ddu ed nhu cau sff dung the ATM, ndn sd' iffdng hang nam ddi vdi dich vu nay vdn tdng ddu vd khdng ed ddt bien.
Mobile Banking la dich vu ngan hang sd trdn dien thoai di ddng, cho phep khach hang thffe hidn cac loai giao dich chuyen tien, thanh todn hda ddn..., vdi thao tde ddn gian, nhanh gpn, tidn ldi, bat eff ndi dau va bat cff khi ndo, phu hdp vdi nhdm khaeh hang tre tudi. Do vay, sd' lUdng khdch hdng sff dung dieh vu nay eua Chi nhdnh ngdy edng tang ldn, tff 15.768 (nam 2017) len 25.039 (nam 2018) vd 35.165 (nam 2019), tffdng dffdng vdi tang 59% ndm 2018/2017 va 40%.
Doanh sd thanh todn qua ATM, POS va cde dieh vu tien ieh, ma Chi nhdnh cung ca'p cho khdeh hang deu tdng qua cdc ndm (Bang 3, Bang 4).
Cd thd tha'y rdng, dieh vu NHDT gdp phan dem lai doanh thu ddng ke cho boat ddng kinh doanh eua Chi nhdnh.
Chfi't lff(?ng dich v^ NHDT cua Chi nhanh
De ddnh gid ehat Iffdng dieh vu NHDT cua Chi nhanh, nhdm tae gia tid'n hanh khSo sdt 250 khdeh hang tai Tru sd Chi nhanh va 4 phdng giao dieh dd sff dung dich vu NHDT eua Vietcombank. Ndi dung khdo sdt gom 6 tidu chi: Mffe phi giao dich; Sfftin eay; Phrfdng tidn vat ehd't;
Nang Iffe phue vu; Thdi gian tra soat; Cam nhdn cila khdch hang ve dich vu.
Bdng 5 cho thd'y, khdeh hdng ddnh gia eao sff da dang, phong phii cua san phim dich vu NHDT; ehd't Iffdng dich vu, v^n de an toan va bao mat td't; giao didn su'dung dffdc thid't ke'rd't than thien, khoa hpc giiip khdch hang sff dung dieh vu dl ddng. Cdc san phdm the tin dung, th8 qud'e te'cua Vietcombank ludn dffdc Widch hdng ffa chudng, khi tao dffng thffdng hidu vffng chdc tren thi trffdng.
Bdn canh dd, Chi nhdnh da thffc hien cdc bien phap kidm sodt rui ro eho khdch hdng, ddm bao tinh bao mat khi khdeh hdng sur dung. Bd phdn eham sdc khach
BANG 1: CAC SAM PHAM NHDT VCB HdNG YEN DA TRIEN KHAI TT
1
2
3
4
5
6 7
Nh6m san pfad'm Nhom Internet Banking
Nhom san pham SMS Banking
Nhom dich vu the ghi net
Nhom dich vu the tin dung
Nhi5m Mobile Banking
Nhom Phone Bankmg Nhom Home Banking
„ , ^ Danh myc san pb^m VCB - IBanking
SMS Banking VCB Vcash VCB - eTopup
The ATM Conect 24 (the ghi nd noi dm) The ATM (nhdm the Hen ket v^i cac doi lac) The ghi ndqufi'c tfe'
Vietcombank Master Card World
Vietcombank VietNam Airlines Platinum American Express Vietcombank American Express
Vietcombank Visa signature Vietcombank Visa Platinum Vietcombank Master Card Vietcombank JCB VCB - Mobile Banking VCB PAY VCB - Phone Banking VCB Money
BANG 2: SO Lff0NG KHACH HANG Sff DUNG DICH VO NHDT CUA VIETCOMBANK HdNG YEN GIAI DO4N 2017-2019
DVT: Khdch hdng
t * Chitifin
Dich vu qua ATM, POS VCB Mobile Banking VCB Pay VCB SMS Banking VCB - IBanking VCB Phone Bankmg
NSm 2017
281.676 15.768 7.378 21.352 12.362 5 357
Nam 2018
283 673 25.039 10 237 26.325 17 542
6.883 Nam 2019
284 879 35.165 13.319 40.736 22 453 7.878
rang (ri/dng (%) 2018/2017
0,71 59 39 23 42 28
2019/2018 0,43 40 30 55 28 14
BANG 3: DOANH SO THANH TOAN DjCH VG NHDT TAI VIETCOMBANK HtJNG YEN DVT: Ty ddng
" Chilieu
Doanli so'thanh loan qua ATM, POS Doanh s6' thanh toan qua cac dich vu tien ich Tong so
Nim 2017
78,2 186,8 265
Nam 2018 91,6 213,4 305
2019 95,8 250,2 346
Ting tri/dng (%}
2018/2017 17,14 14,24 15,09
2019/2018 4,3'; 17,24 13,44 Nguon Phong Dich vu khach h^ng Vie''~'^"'
Economy and Forecasi Review
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BANG 4: THG NH^P TCT DICH Vg NHDT CGA VIETCOHBANK HdNG YEN
DVT Tvdong
C h l M u Dich vu qua ATM, POS
Dich vii ngan hang qua tin nhan VCB SMS Banking Dich vu ngan hang [ri/c tuyen VCB - iBanking
Dich vu ngan hang tren di^n thoai VCB - MOBILE B@NKING Ngan hiing qua dien thoai co dinh 24/7 VCB - Phone Banking Dich vu qua i/ng dung dl dong VCBPAY
Thu nhap dich vu NHDT + Dich vu the lo n g thu nhSp ciia Chi nhanh
Nam 2017 5,2 1,8 1,5 1.9 0,3 0,8 11,5 197,9
Nam 2018 6,1 3.1 2,8 2,4 0,6 1,2 16.2 161.4
Nam 2019 8.0 4.5 4.8 3,8 1.3 1.8 24.2 272.6
Tang tnrdng (%) 2018/2017
17.3 72.2 86.7 26.3 lOO 50 41
2019/20!8_.
31.1 45,1 71,4 58,3 116 50 49
a Vietcombjnk Hu-rig Y§n, 2019
BANG 5: DANH GIA CHAT LC^ONG DICH Vq NHDT CGA KHACH HANG T^l VIETCOMBANK CHI NHANH HCtNG YEN
TT I 2 3 4 5 6
Tieu chi Md'e phi giao dich Si/tin cay Phu'dng tien vat cha'l Nang itfc phuc vu Thcfi gian tra so^t Cam nhan cua khach hang
Ddnh gi& ciia khdch hftng
Khd Tot Khi Tot Kha Khd
Di^m ddnh gid trung blnh
3,50 4,14 3,58 4,53 3,62 3.56
hang rat quan tam, thu'dng xuyen chia se cdc thong tin khi khach hang co nhu cau trd giiip. Do do, khach hang da yen tam tin tiTcing, danh gia nang ILTC phuc vu cua Chi nhanh rat tot.
Tuy nhien, vSn con mgt so' khia canh khach hang chifa hai Idng, nhif: quy tnnh, thu tuc; thdi gian xu" Iy khid'u nai con keo dai, do yeu cau ve th5i gian cua To chiJc the quoc t6' do'i vdi the tin dung quoc te. Thdi gian xu: ly giao dich khdch hang chifa hai long, vi tin nhan den cham do'i vdi dich vu SMS, 16i thanh toan khi thu'c hien qua may POS, may ATM bi loi, giao dich khong thanh cong khi lh\ic hien qua internet banking;
mobile banking. Tmh trang the cua Vietcombank khi thifc hien giao dich tren cac cay ATM doi khi van con gap tinh trang 16i.
MOTSOGIAI PHAP
De phat triln cac dich vu NHDT, ddp d'ng nhu c^u da dang cua khach hang, trong thdi gian tdi, Chi nhanh can thu'c hien tot mot so giai phap sau:
Thii nhd't, hodn thifn chinh sdch sdn phdm vd cung dng dich vy NHDT tdi khdch hdng
- Chi nhanh can thu'dng xuyen to chu'c ddnh gid hieu qua vd mu'c do hai long cua khach hang; ghi nhan nhiTng phan anh cua khdch hang doi vdi tirng san pham dich vu NHDT, ma Chi nhanh da trien khai. De xu3't vdi phong Chinh sdch va San pham bdn le, phong Dich vu NHDT, phong De an cong nghe
Vietcombank Hoi sd chinh hoan thien nhiTng san pham hien cd, tie'p tuc difa san pham mdi phij hdp vdi nhu cau thi tru'dng, ddi mdi cd ca'u cung ii'ng san pham phu hdp thi trifdng.
- Chi nhanh can hoan thien chinh sach chdm sdc khach hang muc tieu, duy tri Idng trung thanh do'i vdi khach hang, tang cu'dng khai thac khach hang doanh nghiep, quan lam tie'p can doanh nghiep nho va vifa, doanh nghiep tai cdc khu cong nghiep: Pho Noi A, Pho' No'i B, B^c Thdng Long 2; cdc doanh nghiep nho va vita tien dia ban.
Thff hai, md rgng mgng liidti phdn phdi vd phdt trien hg tdng cong ngh^
- So lu'dng mdy ATM cua Chi nhdnh hien cd gan 40 mdy, van cdn khd han che so vdi nhu cau su" dung cua khdch hang. Do dd, Chi nhanh can lang cifdng so' lifdng cay ATM, ddc biet tai cdc khu cong nghiep. khu dan cif tap trung so lifdng idn khdch hang cd nhan. Tang cu'dng lien ke't vdi cdc cii'a hang, dai ly ban hang de lap dat he tho'ng POS phuc vu cho qud trinh thanh lodn ciia khdch hang, nhu^: he thong Dien mdy xanh.
The gidi di dong, Viettel Store, sieu thi Fivimart. cdc tru'dng hoc, b^nh vien...
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- De phdt trien doanh s6' san pham the, dac biet Id san pham the ghi nd npi dia, Chi nhdnh c^n tang cu'dng lien ke't viSi cdc doanh nghiep de phdt hanh the chanh todn lifdng cho cdn bo, nhdn vien.
- Doi vdi nhom san pham ngan hdng tnfc tuyen VCB I-banking, Chi nhdnh can lien ket vdi cdc do'i tdc tren dia ban de c6 the tdng cifdng cdc hoat dpng quang c3o, hifdng dan su" dung thanh toan tien di6n, ti^n nifdc, ti^n dien thoai, bao hiem, cifdc internet qua mang; tang cifdng cong tac gidi diieu va hifdng ddn si^ dung doi vdi khdch hang t6 chiJc; tang ty le khach hdng thifc hi6n giao dich tren kenh NHDT trong cdc giao dich tai ngan hang.
Thff ba, ndng cao chdi lU0ig ngudn nhdn /pt, tdng cUdng cdng tdc tff vdn
- Kinh doanh dich vu NHDT la hoat cl6ng tnfc tiep lien quan de'n cdc phu'dng ti?n dien t^ va quy tnnh nghiep vu, tinh ndng san pham mdi thifdng xuyen thay ddi. Vi the', Chi nhanh can difa ra cdc tieu chi tuyen dung phii hdp vdi cdc vi tri, dac biet la nhan vien am hi^u ve thi trifdng th6, am hieu ve cong ngh6, cdc thiet bi didn thtrong llnh vifc ngan hang, hieu bie't ve tinh bao mdt ciia cong nghe ngan hang.
- Dao tao ddi ngu chdm sdc khach h^ng chuyen nghi$p, am hieu san pham (te giai thich cho khdch hang bie't difdc cdc tinh nang vd cdng dung trong su' dung cdc dich vu NHDT. Can bd, nhan vidn phai ndm bat nhanh moi van de lien quan d^n nghiep vti, kha nang x\i Iy c6ng viec nhanh, chinh xdc; cd ky nang bSn hdng de thich d'ng vdi mpi do'i tifdng khdch hang trong moi trifdng hdp nham tdng nguon thu tCf dich vu NHDT.
Thff tff, ndng cao ndng Itfc qudn tri rui ro ttfi Chi nhdnh
• Hodn thien quy trinh nhan dang va ddnh gia nii ro trong giao dich NHDT.
Thifdng xuyen thu'c hien cdng tac kiem tra tnfc tid'p de ngdn ngtfa cac hanh vi tmy cap thifc te chu'a du'dc ph6p trong ni6i tnfdng mdy tinh, tudn thu quy dinh ISO cua he thd'ng Vietcombank.
- Hoan thien he thd'ng canh bdo sdm rui ro tin dung, trong do, cdc chi so' canh bao sdm rui ro can bao phu difpc cdc nguydn nhan gay ra vd no chii ye'u cho khdch hang doanh nghiep, nhu': trien vpng kinh doanh, tinh hinh^^tai chinh, kha nang thanh todn, tai san dam bao va ho sp tin dung, nhflng thay ddi ve mat quan ly hodc chid'n lifdc...
- Dong thdi, tang cu'dng su" dung cac chi tieu cd the tinh tif ddng, nhif: ty le s^ dung han mite, sd ngay qua han, dp bien ddng ddng tien vdo ra nham tang tinh hieu qua, dam bao so' lieu cap nhat theo thdi gian thifc.
Thd ndm, xdy dffng chie'n li^c khdch hdng - Chi nhdnh can nang cao tinh chuyen nghiep trong cung cap dich vu. nham phat trien dich vu ngan hdng hidn dai^trong bd'i canh hpi nhap. Tinh chuyen nghiep du'dc the hien cu the d: phtfcfng thu'c, quy trinh, td'c dp xii ly nghiep vu; cdch thu'c giao tie'p, hinh anh ben ngoai cCing can dUdc quan tam, vi ta't ca cdc ye'u to'nay thd hien kha ndng to chu'c chuydn nghiep.
- Xay difng van hoa kinh doanh. Tnfdc khi tao difng niem tin ndi khach hang, ndi bp Chi nhdnh phai tin vd hieu chinh minh, tin vao san pham dich vu cua minh.
Ddng thdi, de cung cd mdi quan he ndi bd, Chi nhdnh can chuan hda mot sdky nang cham sdc khdch hang, de khdch hang tin tifdng quay trd lai giao djch trong nhflng lan sau.
- Nang ed'p cd sd vat cha't ha tang giao dich, tao difdc khdng gian giao dich lich sif, tidn ldi, thoai mdi cho khdch hang.
- Xay difng phan m^m quan ly doanh sd'vd thu nhap cua tifng san pham ciia dich vu NHDT, trong dd cho phep tinh toan doanh sd'thanh todn ciia tflng mang san pham dich vu NHDT va dd'i vdi tifng khach hang.
Thff sdu, thffc hien hi$u qud cong tdc qudng cdo vd tie'p thi sdn phdm
- Tang cu'dng quang cdo, tiep Chi san pham thdng qua nhan vien ciia Chi nhanh. Day la each tid'p thi nhanh chdng va hidu qua nhat, vi hdn ai het, nhan vien la ngifdi dai dien cho Chi nhdnh tie'p xuc vdi khdch hang.
- Chd trong quang cdo, tid'p thi san pham thong qua he thd'ng mang lu'di kenh phan phd'i tai quiy va diem giao dich, cac diem dat mdy ATM, cdc POS, nang ed'p hinh anh quang cdo tai cdc diem giao dich vd he thd'ng ATM.
- Day manh quang cao, tie'p thi san pham thdng qua cac hoat ddng xa hdi, nhif: Trao hpc bong cho sinh vidn; Xay nha tinh thu'dng; Ung hp ngifdi ngheo nham nang cao hinh anh va uy tin ciia Chi nhdnh.•
TAI L i f u THAM KHAO
1. Chinh phu (2018). Nghi dinh sd 165/2018/ND-CP. ngdy 24/12/2018 ve giao dich dien tff trong hogt ddng tdi chinh
2. Ngan hdng Nha mfdc (2016). Thdng tu sd35/2018/TT-NHNN ngdy 24/12/2018 sffa ddi. bd sung mgt sddieu cua Thong tUsd35/2016/TT-NHNN. ngdy 29/12/2016 quy dinh vi an todn. bdo mat cho viic cung cdp dich vu ngdn hdng tren inlernel
3. Vietcombank Chi nhanh Hifng Yen (2017-2019). Bdo cdo thffdng niin cdc ndm. tff 2017-2019
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