To be the most innovative and customer-centric bank in Vietnam

2012 Retail Marketing Workshop Customer Insight

Hoang Chi Son

The heart of banking

February 2012

INSIGHT
nh ngha : l s tht nm su trong tm tr khch hng nhng cha c ni ra r rng. 2. Tm quan trng ca insight : Gip khm ph nhng nhu cu mi ca khch hng. Nhu cu tch ly dn dn tit kim cho mc tiu mua sm trong ngn hn => Cn c mt sn phm ngn hng chnh thng cho nhu cu thay th hnh thc chi h hoc tr gp Gip c nhng cch nhn mi v mt nhu cu c t to ra cc li th cnh tranh mi. Gi tin vo ngn hng va an ton nhng vn sinh li -> Tit kim l mt hnh thc u t an ton nht. 1.

The heart of banking

INSIGHT
3. Insight tim nng phi t nhng tiu ch sau : Mi m. Gi tr lu di. Thch hp vi i tng mc tiu. Th v. Thc tin.

The heart of banking

INSIGHT
4. ng dng insight : To tin cho sng to sn phm nhm vo phn khc mi. Cn tch ly dn s tin nh trong thi gian ngn Sng to sn phm : Tit kim gi gp. Nhm vo phn khc nhng ngi c thu nhp trung bnh . Cch tip cn mi cho mt sn phm c, phn khc c. Chic xe ti i th hin tnh cch ca ti. Sng to sn phm : xe Suzuki Viva l snh iu.

The heart of banking

INSIGHT
4. ng dng insight : To tng qung co mi cho mt sn phm c. S tht ngm hiu : Ph n m ang lun bit chi tiu tit kim v hiu qu. tng qung co : Viso m ang bn mua Viso khng phi v r tin m v bn l ngi m ang bit chi tiu hiu qu. To tng cho Khuyn mi hay Pr/kch hat sn phm. S tht ngm hiu : May mn u nm, sut nm may mn. tng Pr kch hat : Cng Kinh Do hi lc xun.

The heart of banking

INSIGHT
5. Phng php tm insight : Bc 1 : Xc nh mc tiu. Xc nh mc ch ca vic tm insight. Tm nhu cu ca mt phn khc tim nng mi -> Pht trin sn phm mi Tm cch nhn mi v mt sn phm c-> Ci tin sn phm Tm tng qung co mi. Tm tng khuyn mi/kch hat mi. Tm nh v. i tng khch hng mc tiu. Hnh thnh nhm lm vic ( tip th, k thut, bn hng, ti chnh,).

The heart of banking

INSIGHT
5. Phng php tm insight : Bc 2 : Phng vn khch hng mc tiu Lm quen. Hi nhu cu thi quen ca khch hng lin quan v sn phm mun tm insight Quan nim ca anh/ch v tit kim v chi tiu nh th no? Thng tit kim nh th no? Tit kim cho mc ch g? Vi sn phm v dch v ngn hng, hin ch ang s dng sn phm no? Vi sn phm tit kim, vi s tin l bao nhiu, anh ch s gi vo ngn hng?

The heart of banking

INSIGHT
5. Phng php tm insight : Bc 2 : Phng vn khch hng mc tiu Lm quen. Nhn su theo chiu tch cc Anh ch thng gi tit kim ti ngn hng no? Ln u tin ch bit n ngn hng nh th no? V sao anh ch li gi tit kim Hy k nhng tri nghim ca anh ch khi anh ch i gi tit kim , nhng yu t no anh ch thy hi lng nht? (probe: anh ch thy g khi iu cho anh/ch cm ngh g?)
ngoi chi nhnh/pgd Vo bn trong ca Ti quy giao dch (nhn su vo qu trnh giao dch) Ra v

T , anh ch hnh ng nh th no ?
The heart of banking

INSIGHT
5. Phng php tm insight : Bc 2 : Phng vn khch hng mc tiu Lm quen. Nhn su theo chiu tiu cc Khi s dng sn phm ngn hng, a/c thng gp nhng kh khn g? Hy k li cho ti v mt trng hp a/c cm thy khng hi lng khi s dng mt sn phm ngn hng
Lc l nh th no? Bn ang s dng sn phm g Ca ngn hng no? iu gy kh khn/ kh chu cho bn l g? V sao li th Ngn hng gii thch vi bn nh th no? Cm gic ca bn lc ra sao?

Bn c nhng hnh ng g sau .

The heart of banking

INSIGHT
5. Phng php tm insight : Bc 2 : Phng vn khch hng mc tiu Lm quen. Gi m nhu cu: Khi s dng sn phm ngn hng, a/c thng gp nhng kh khn g? Nhng ro cn no khin a/c khng s dng spdv ngn hng? nhu cu no ca anh cha c p ng? Vi mi nhu cu cha c p ng, lc a/c thng lm g thay th, u nhc im ca mi bin php A/c k vng g i vi ngn hng cung cp cho ch sn phm v dch v p ng nhu cu ?

The heart of banking

INSIGHT
5. Phng php tm insight : Bc 3 : Tng hp T kt qu quan st c nhn tan b nhm s tho lun. Mi ngi lit k tc c nhng insight m mnh c c t bc 2. Nhm v gp nhng insight c nhng chung. Vit nhng insight ln tp hp t nhng insight nh.

The heart of banking

INSIGHT
5. V d : Ph n c nhu cu dnh mt khon tin nh ngoi tin chi tiu tit kim trong ngn hn mua sm nhng vt dng c gi tr ln Gii tr lun mong mun la chn mt ngn hng hin i, nng ng n ng la chn nhn hiu bia th hin s mnh m v c tnh ca mnh. Gii tr lun khao kht tm ti v vun ti ci mi. Tt l dp mi ngi t hp v chc tng nhau s may mn. in thai di ng cn l thi trang, l trang sc. Mi ngi cn ni chuyn nhiu hn thu hiu nhau hn. Mt lp tr y c tnh, ni lan, lun mun t khng nh. Trang phc ca h ni ln tnh cch ca h.

The heart of banking