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STATE OF THE CONVERSATION:

VIETNAM BANKING ON SOCIAL MEDIA


DURING THE FIRST COVID-19 ATTACK
Data from Jan 01, 2020 to Jun 01, 2020
CONTENTS
1. Overview
Government’s news and policies
Buzz volume trendline
Buzz volume & share of voice
Sentiment volume & sentiment share of voice
Demographic
2. Branding activities
Public Relations
Social network contents
3. Brand health
General health
Key factors driving brand choice
Suggested online and offline experiences

2 Prepared for you


OVERVIEW
News and policies from the Government
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

Highlights about policies and decrees related to finance - banking from 01/2020 to 06/2020
02/01 08/01 21/02 02/03 13/03
The Prime Minister asked State Bank of Vietnam held The Ministry of Finance
IFC increased the
for the calculation of credit Issued Circular 37/2019 / a conference to develop decided to link
financing limit to 294
growth to become "an TT-NHNN guiding policies to help people and administrative reform with
million USD for trade for 4
crucial capital channel insurance agency activities businesses affected by the the application of
partner banks in Vietnam
contributing to the growth" COVID-19 epidemic information technology.

06/01 17/01 06/02 19/02 12/03 16/03


Deputy Governor of the Deputy Governor of the Pilot payment of electronic
State Bank requires the
State Bank of Vietnam: State Bank of Vietnam: The Ministry of Finance registration fees through NAPAS continues to
implementation of
NAPAS must be a pioneer "The Bank will support in has issued the PAR Plan electronic payment reduce the interbank
solutions to restrict 'black
in expanding the electronic time to the right unit 2020 channels of banks in 2 big money transfer fee by 50%
credit'
payment ecosystem damaged by the nCoV" cities

January February March

22/01 22/01 05/05 14/05 17/03 25/03


SBV coordinates with
The Prime Minister has SBV directs banks to free
Policy to encourage non- Hanoi People's Committee The State Bank announced
just approved the National 50% discount on banking money transfer to support
cash payments, reduce organized a conference to to simultaneously reduce
Comprehensive Financial license fee COVID-19 epidemic
ATM load during Tet connect Bank – Enterprise the operating rates
Strategy up to 2025 prevention
during COVID-19

17/04 07/05 26/05 23/03 25/03


The State Bank of Vietnam The Ministry of Finance SBV organizes an Online
37 banks continued to
recommends bank has officially approved the Issuing Directive No. 22 / Meeting to increase
exempt and reduce money
branches to establish Project to apply financial CT-TTg, promoting non- customer support for
transfer fees for the
hotlines to handle reporting standards in cash payment in Vietnam mangrove damage in the
Tháng second time
difficulties1and problems Vietnam Tháng 2 Mekong Delta

April 1
Tháng May
Tháng 2

4 Prepared for you


Buzz volume trendline
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

Vietcombank: Top 2 Opening of Vietcombank


70,000 banks with strong Priority Lounge at Noi Bai
global growth International Airport.
Techcombank Ho Chi
Minh City International
Marathon Immediately receiving VND
60,000 20,000 when registering a Techcombank's internet
new BIDV Pay + transaction paralysis error
Revealing the over-
10.000-billion-profit
banks club The 30th anniversary
50,000 celebration of HD Bank

40,000

30,000

20,000

10,000

-
30/12 06/01 13/01 20/01 27/01 03/02 10/02 17/02 24/02 02/03 09/03 16/03 23/03 30/03 06/04 13/04 20/04 27/04 04/05 11/05 18/05 25/05 01/06

Vietcombank BIDV Techcombank VietinBank VPBank MBBank ACB HDBank

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Buzz volume & share of voice
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

2%
866,081 8%
Buzz volume
6%

Share of voice
37%
10%

12%
344,824

275,063
241,796 10% 15%
222,431
183,964
144,345

56,606
Vietcombank BIDV Techcombank VietinBank

Vietcombank BIDV Techcombank VietinBank VPBank MBBank ACB HDBank VPBank MBBank ACB HDBank

HDBank 85.9%

Share of voice by sources


ACB 97.0% 4% Báo
E-news 26% 23% 10% 18% 9% 1% 5% 8%

MBBank 99.2%

VPBank 95.9% E-news


Báo điện tử
Social
MXH
Social network MXH 38% 14% 9% 12% 10% 6% 8% 2%
network
VietinBank 93.5%
Khác
Other
Techcombank 94.6%

BIDV 93.2% 95% Khác


Other 33% 12% 17% 9% 14% 2% 9% 4%
Vietcombank 96.7%

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Sentiment volume & sentiment share of voice
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

132,025
Buzz volume by sentiments

528,098

72,413
30,409
38,195 68,912 25,982 24,835
212,067 186,600 1,698
130,313 105,181 131,534
205,958 98,155 35,379
60,344 53,923 58,053 67,703 20,208 27,595 19,529

Vietcombank BIDV Techcombank VietinBank VPBank MBBank ACB HDBank


Positive
Tích cực Neutral
Trung tính Negative
Tiêu cực

Sentiment share of voice: E-news Sentiment share of voice: Social network


HDBank 66% 31% 3% HDBank 3% 94% 3%

ACB 18% 66% 16% ACB 12% 77% 11%

MBBank 19% 48% 33% MBBank 9% 88% 3%

VPBank 40% 21% 39% VPBank 16% 66% 18%

VietinBank 29% 62% 9% VietinBank 13% 74% 13%

Techcombank 27% 57% 16% Techcombank 21% 60% 18%

BIDV 24% 62% 14% BIDV 11% 61% 28%

Vietcombank 32% 62% 6% Vietcombank 11% 59% 30%

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Demographic
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

Buzz volume ratio by genders


100%
13 - 17 52.86% 47.14% 90%

80%
49% 48% 47%
18 - 25 42.69% 57.31% 70% 59% 57% 58% 56%
61%

60%

26 - 34 46.36% 53.64% Nữ
Female 50%
Male
Nam
40%

35 - 44 61.87% 38.13% 30%


51% 52% 53%
20% 41% 43% 42% 44%
39%

10%
45 + 60.59% 39.41%
0%
Vietcombank BIDV Techcombank VietinBank VPBank MBBank ACB HDBank

Tổng
All 49% 11% 22% 17%

HDBank 41% 34% 11% 14%


13% ACB 27% 6% 57% 11%
18-25 MBBank 61% 8% 17% 14%
26-34
VPBank 50% 19% 16% 15%
35-44
VietinBank 56% 11% 15% 18%
13-17
Techcombank 49% 10% 20% 21%
45+
BIDV 55% 11% 16% 18%
83%
Vietcombank 52% 11% 18% 20%

Học sinh, sinh viên


Student Thực tập, Executive
Intern, nhân viên mới đi làm Nhân viên, quản lý
Manager Điều hành
C-level

Buzz volume ratio by ages Buzz volume ratio by occupations


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Demographic
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

364,421 Buzz volume by location Share of voice: Urban

272,494
2%
9%

6%

40%
101,044 9%
97,718 104,648 96,375
79,125 82,943 81,214
59,089 64,751 55,148 51,915
44,385
20,741 18,690 11%

Vietcombank BIDV Techcombank VietinBank VPBank MBBank ACB HDBank 12%


11%
Thành
Urbanthị Nông
Ruralthôn

HD bank 33% 13% 5% 4%


Vietcombank BIDV Techcombank Vietinbank VP bank MB bank ACB HD bank
ACB 31% 15% 3% 15%

MB bank 20% 26% 3% 4% 3%


6%
8%
VP bank 26% 24% 4% 4%
40%
9%
Vietinbank 29% 20% 3% 4%
11%
Techcombank 33% 23% 4% 3%
9% 14%
BIDV 25% 21% 5% 3%

Vietcombank 34% 16% 4% 3%


Share of voice: Rural
HCM city
TPHCM Hanoi
Hà Nội Nghe An
Nghệ An Da Nẵng
Đà Nang Hai Phòng
Hải Phong Thanh Hóa
Thanh Hoa Ha Tĩnh
Hà Tinh

9 Prepared for you


BRAND ACTIVITIES
PR on e-news
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA
6 products of BIDV
were honored at Sao
Khue 2020
Vietcombank reduced the
600 HDBank launched a credit
fee for 24/7 interbank
package of VND 10,000
money transfer service
billion to support
500
businesses HDBank was maintained
Vietcombank has with credit rating of B1 by
approximately $1 billion Moody's
400
in profit

300

200

100

0
Week Week 22 Week
Tuần 1 Tuần Tuần 33 Week
Tuần 44 Tuần
Week55 Week Week22 Week
Tuần 1 Tuần Tuần 33 Week
Tuần 44 Tuần
Week 55 Week Week22 Week
Tuần 1 Tuần Tuần 33 Tuần
Week 44 Tuần
Week55 Week Week22 Week
Tuần 1 Tuần Tuần 33 Tuần
Week 44 Tuần
Week55 Week Week22 Week
Tuần 1 Tuần Tuần 33 Week
Tuần 44 Tuần
Week55
January1
Tháng February
Tháng 2 March3
Tháng April 4
Tháng May 5
Tháng

Vietcombank BIDV Techcombank VietinBank VPBank MBBank ACB HDBank

5,535
Number of PR article in 5 months

3,474 3,684

1,985
1,355
813
139 171

Vietcombank BIDV Techcombank VietinBank VPBank MBBank ACB HDBank

11 Prepared for you


How brands choose websites for PR
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

Vietcombank
Vietcombank BIDV
BIDV Techcombank
Techcombank VietinBank
Vietinbank

tinnhanhchungkhoan.vn 5% dantri.com.vn 7% cafef.vn 5% baodautu.vn


9%
26% plo.vn 8% kinhtedothi.vn 13% tuoitr.vn 27% vietnamplus.vn
30% 16%
19% bizlive.vn cafef.vn kinhtedothi.vn cafef.vn
13% 50%
cafef.vn 26% tinnhanhchungkhoan.vn bizlive.vn kinhtedothi.vn

24% baodautu.vn bizlive.vn thoidai.com.vn 24% bizlive.vn


20% 17% 25%
28%
Khác Khác Khác Khác

VPBank
VP bank MBBank
MB bank ACB
ACB HDBank
HD bank

8% tinnhanhchungkhoan.vn cafef.vn 10% cafef.vn 3% cafef.vn


7%
26% 12%
baodautu.vn thoibaotaichinhvietnam.vn 31% tinnhanhchungkhoan.vn 32% bizlive.vn
16% 11% 33% 12%
bizlive.vn bizlive.vn vnexpress.vn thoibaotaichinhvietnam.vn
cafef.vn 17% baodautu.vn tuoitre.vn 23% baodautu.vn
16%
23% 25% vietstock.vn tinnhanhchungkhoan.vn thannien.vn tinnhanhchungkhoan.vn
28% 29% 26%
Khác Khác Khác Khác

12 Prepared for you


The main PR topics
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

Vietcombank VPBank
GiảmReducing
lãi suất cho
loanvay, hỗ trợ
interest khách
rates, hàng tác
supporting Mỗi ngày
VPBank VPBank
processes giải quyếtofhàng
thousands nghìn hồfor
applications sơ
517 139
động bởi
customers covid 19 by COVID-19
influenced giảm,
debt giãn
relief fornợ cho người
borrowers vay bị ảnh
affected hưởng…
by COVID-19
Giải phápOnline
thanh payment
toán trựcsolution
tuyến theo cơ chế
under the VPBank
VPBank (VPB)
(VPB) doeskhông chia
not pay cổ tức, không
dividends, đặt
does not
60 137
SSO SSO mechanism mục tiêu tăng trưởnggrowth
set profit lợi nhuận năm
target for2020
2020
Reducing loan interest rates, supporting Tiki
Tiki pledges
cam kết hỗtotrợ
support "1: tiểu
“1:1” cho 1" forthương
small
Thông báo số dư thời 4.0-OTT Alert 26 75
customers influenced by COVID-19 VPBank.business VPBank.

BIDV MBBank
BIDV hỗsmall
BIDV supports trợ doanh nghiệp vừa
and medium và nhỏ
enterprises 456 Ra mắt
Launching the App MB Bank
MBBank App 105

BIDV tung
BIDV gói tín dụng
launched 20000
a credit tỷ đồng,
package lãi suất
of 200,000 “Gia đình tôi yêu” – Gói sản
"My phẩm ưufamily"
beloved việt của-
180 101
7.3%VND,
billion cho khách
with anhàng cá nhân
interest rate of 7.3% MB.
Preeminent package of MB.
BIDV
BIDV nhận
received
giải the
thưởng
award
“Thẻ
"Best
tín dụng
credittốt
card
nhất
in MBMB
nỗ strives
lực hoạttođộng kinh doanh,
do business, kiểmcosts
control soát
49 45
Vietnam"
Việt Nam” fornăm
the thứ
4th 4consecutive
liên tiếp. year. chi phí hiệu quả trong
effectively mùathe
during dịch
season

Techcombank ACB
Techcombank
Techcombank đẩy mạnh
promotes thanh toán
electronic điện tử
payments 334 ACBgói
ACB tung launched a package
tin dụng of credit
hỗ trợ doanh to
nghiệp 308
support businesses
Techcombank giữ chuỗi tăng
Techcombank kepttrưởng doanh
the revenue
128 ACBholds
ACB tổ chức
the họp đại hội cổmeeting
shareholders đông năm 2020
in 2020 191
thu 18 quý
growth streak 18 quarters
Techcombank
Techcombankwas honored
được withTop
vinh danh the Top 2
2 Nhà
49 Tổng General
Giám đốcDirector of ACB
ACB muốn muawants to buy
350,000 cp 38
tuyển dụngMost
đượcFavorite
yêu thíchEmployers
nhất 350,000 shares

VietinBank HDBank
HDBankHDBank
đạt giảiwon
'Ngân
thehàng Nộiforđịa‘The
award tốt Best
nhất
Thẻ VietinBank
VietinBank JCB Ultimate
JCB Ultimate Vietnam
Vietnam Airlines
Airlines card 135 191
Việt Nam'.Bank in Vietnam'.
Domestic
VietinBankstands
VietinBank cùng doanh nghiệp, người
with businesses anddân đón
people HDBank dànhspends
HDBank 10.00010,000
tỷ đồngbillion
hỗ trợdong
doanh
to
90 165
thời cơ for
waiting phục
thehồi nền kinh tế
opportunity to recover supportnghiệp bình ổn
enterprises giá
to stabilize prices
VietinBank 2020 General Meeting TảiDownload
App HDBank
Apptrúng Vespa
HDBank for và nhiều hơn
a chance thế
to win
Đại hội đồng cổ đông VietinBank 2020 60 109
of Shareholders nữa Vespa and more

13 Prepared for you


Some noticeable PR topics
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

Vietcombank BIDV Techcombank VietinBank

VPBank MBBank ACB HDBank

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Activities on social network
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

Number of comments The size of the bubble represents the average number of engagements per post
20000

18000

HDBank was the most active


Vietcombank
16000 compared to other banks with
192 articles posted. However,
14000 they got the lowest average
interaction/post.
12000
Techcombank
VietinBank is the bank with the
10000 highest average interaction/post
VPBank among 8 banks, even though only
8000 MBBank over 100 have been posted.
However, most of these
6000 BIDV
interactions come from users’
reactions and have relatively few
4000 comments.
VietinBank
2000
ACB Vietcombank is the bank with the
HDBank highest number of comments.
0
The posted content attracted a
0 50 100 150 200 250 large number of users to
participate in discussion.

Number of fanpage posts

15 Prepared for you


Key topics on social network
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

In general, banks operate on fanpage with diverse content, in which the type of content about card products is the most popular. Specifically,
Vietcombank, BIDV, VPBank, MBBank are the fanpages that run the most card products content.

Meanwhile, Techcombank, Vietinbank, HDbank focus on e-banking products content. Particularly, ACB is the only bank that operates heavily
on account products content.

HDbank specifically focuses on brand activity posts. Besides, some banks are also gradually focusing on content marketing activities such
as Vietcombank, VPBank and HDBank.

16 Prepared for you


Monthly content highlights
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

JANUARY

Vietcombank BIDV Techcombank VietinBank

VPBank MBBank ACB HDBank

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Monthly content highlights
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

FEBRUARY

Vietcombank BIDV Techcombank VietinBank

VPBank MBBank ACB HDBank

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Monthly content highlights
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

MARCH

Vietcombank BIDV Techcombank VietinBank

VPBank MBBank ACB HDBank

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Monthly content highlights
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

APRIL

Vietcombank BIDV Techcombank VietinBank

VPBank MBBank ACB HDBank

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Monthly content highlights
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

MAY

Vietcombank BIDV Techcombank VietinBank

VPBank MBBank ACB HDBank

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BRAND HEALTH
General brand health of banks on social media
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

0.58% 0.29%

1.29% 10.98% Vietcombank has the largest


17.98%
23.25% Vietcombank
positive rate among 8 banks with
BIDV
23.25%, most of them talk about
Techcombank 11.16% good and fast service quality. At the
5.82%
VietinBank
42.04% same time, it is also the bank with
VPBank 4.21% the largest negative amount of
10.88%
MBBank
42.04%, mainly from the high fees
14.89%
ACB
in transactions, transfers and the
11.59%
HDBank
disclosure of customer information
6.32%
that mistakenly transferred 30
20.29%
18.45% million VND.
Positive share of voice Negative share of voice
Techcombank ranked second in
35,000 terms of positive volume - 20.29%,
chosen by many customers due to
30,000
free money transfers, however,
9,462
25,000 frequent system failures also result
2,471 in 11.59% negative voice.
20,000

15,000 BIDV ranked second in terms of the


18,924 4,152 2,608 2,511
17,296
number of negative mentions at
10,000 291 18.45%, mostly due to the fact that
8,547
5,000
9,045 947 9,207
8,537
the teller hit the shipper and the
65
3,486 1,631
5,320
2,696 2,016
transaction was slowed by the
3,042 947 2,232 873
-
87 teller.
Vietcombank BIDV Techcombank VietinBank VPBank MBBank ACB HDBank

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Three cases with high negative volume from the press sources
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

Negative volume
Techcombank was robbed in Soc Son
295

Scandal of the former BIDV Chairman Tran Bac Ha’s son 198

Fitch ratings downgraded the credit of Vietcombank, Vietinbank, ACB,


MBBank and ANZ Bank
53

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Key factors driving brand choice
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

The reasons for choosing and sticking with the products and services of the bank

Dịch vụ tốt,
Good and diversified đa dạng
service with với
manynhiều chính sách
preferential ưu đãi
policies 67.7%

Miễn
Free phí hoặctransaction
or little ít phí giao fee
dịch 22.6%

Chăm sóc customer


Good khách hàng tốt,professional
care, nhân viên chuyên nghiệp, nhiệt
and enthusiastic tình
staff 4.3%

Cơ sở vậtModern
chất hiện đại, ápwith
facilities dụng công
high nghệ cao
technology 3.8%

Quy
The trình đơn
process giản, nhanh
is simple gọn
and fast 1.7%

The reason for leaving the bank's products and services

ServiceDịch vụ good,
is not khôngtime
tốt, tốn thời gian
consuming 33.2%

Giao dịch bất


The transaction is inconvenient duetiện do nhiều
to many lỗi phần
software mềm,
and câybugs
ATM’s ATM 22.5%

High Phí dịch fees,


service vụ cao, nhiều
many loạiof
types phí, tínhnon-transparent
fees, phí không minh fees
bạch 16.8%

Hệ thống
Thechăm sócofkhách
system hàngcare
customer và thái
andđộstaff
nhân viên không
attitude is notchuyên nghiệp
professional 14.4%

Bảo mật
Badkhông tốt, exposing
security, lộ thông dữ liệu cádata
personal nhân 9.4%

Ít cây ATM,
Only a few ATM locations, gâytransactions
making bất tiện cho inconvenient
việc giao dịch 3.7%

25 Prepared for you Sample: n=1118


The ideal online experiences
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

Free or low service charge Fast transaction, less errors Many modern and advanced support features

44% 32% 11%

High security Links with many electronic wallets

9% 3%

26 Prepared for you Sample: n=1264


The ideal offline experiences
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

Professional staff, dedicated support The procedure is quick, simple and transparent

43% 22%

Create a good atmosphere and environment to


enhance the experience Modern and advanced facilities Many ATM locations and transaction offices

20% 8% 6%

27 Prepared for you Sample: n=1264


TERMS AND ABBREVIATIONS EXPLANATION
• Buzz/Mention: Any personal posts, Fanpage posts or group posts on Facebook, comments, shares, forum discussions,
websites, YouTube text content that contain monitoring keywords. This concept is quantified by the buzz/mention volume.
• Share of voice: Share of buzz volume among studied subjects.
• Engagement: Actions of like, share, comment on articles related to the reporting topic. This concept was quantified by
engagement volume.
• Sentiment: The nuances of the buzz are divided into 3 categories, including positive, negative and neutral. This concept is
quantified by sentiment/positive/negative/neutral volume.
• Demographic: Demographics of the conversations’ owners, including information such as gender, age, position, occupation,…
• PR: Short for ‘Public Relations’.

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STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

Introduction to cMetric

cMetric - a member of CleverGroup - is a big data-driven Social Listening Platform that allows
brands to easily listen to what customers say about their businesses on the Internet.

cMetric applies core technologies such as Artificial Intelligence (AI) and Machine Learning
(Machine Learning) to be able to collect and process tens of millions of data every day, from
Facebook, Website, Youtube, Forums, Radio, Newspapers ….

cMetric provides solutions that apply Social Listening technology according to the needs of
businesses and individuals, in order to solve problems related to brand management, product
development and campaign execution.

cMetric provides NEGATIVE - POSITIVE information of businesses/individuals, thereby promptly


warning of risks of information spreading, warning of media crisis.

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STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

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cMetric Competitive Advantage
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

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Key Social Listening Solutions
STATE OF THE CONVERSATION: VIETNAM BANKING ON SOCIAL MEDIA

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Successful Customers
LIÊN HỆ

ĐỊA CHỈ
Tầng 3, Tòa G1, Five Star Garden, số 2 Kim Giang,
Thanh Xuân, Hà Nội
CONTACT
THỜI GIAN LÀM VIỆC
Thứ Hai – Thứ Bảy: 8h00 – 17h30 ADDRESS EMAIL
cmetric.vn
3rd Floor, Building G1, Five Star Garden, 2 Kim Giang Street, contact@cmetric.vn
EMAIL Thanh Xuan District, Hanoi
fb.com/cmetricvietnam
contact@cmetric.vn
WORKING TIME HOTLINE
linkedin.com/company/cmetricvietnam
ĐIỆN THOẠI Monday – Saturday: 8.00 am – 5.30 pm (+84) 90 1900 663

(+84) 973 999 804 (Mr.Sơn)

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