Expanding credit card services at vietnam international bank (VIB) ba dinh branch lieu giai transaction office

Professional bachelor degree
in Finance-Banking-Insurance
(Customer relationships management)
WORK PLACEMENT REPORT

Project title: Expanding credit card services at Vietnam
International Bank (VIB) - Ba Dinh Branch - Lieu Giai
Transaction Office
Names of student: Nguyen Thi Phuong Uyen
University year: 2021-2022
Tutor at TMU: Master Dang Thi Minh Nguyet
Tutor at USTV: Daphné Duvernay
Tutor at (Company): Mrs. Tran Thi Thu

Hanoi – 2022


TABLE OF CONTENTS
TABLE OF CONTENTS...................................................................................................................i
LIST OF TABLES..............................................................................................................................iii
LIST OF CHARTS.............................................................................................................................iv
LIST OF ACRONYMS......................................................................................................................v
ACKNOWLEDGMENT..................................................................................................................1
INTRODUCTION...............................................................................................................................2
PART 1: OVERVIEW OF VIETNAM INTERNATIONAL BANK, VIETNAM
INTERNATIONAL BANK (VIB)-BA DINH BRANCH- LIEU GIAI
TRANSACTION OFFICE AND THE INTERNSHIP........................................................3
1.1. VietNam International Bank:..............................................................................................3
1.2 Vietnam International Bank(VIB)-Ba Dinh Branch-Lieu Giai Transaction
Office:.......................................................................................................................................................4
1.3 Introduction of my internship:............................................................................................4

1.3.1 Reason chooses the topic:......................................................................................................4
1.3.2 Internship plan:.........................................................................................................................6
1.3.3. Objective of the internship:.................................................................................................7
1.3.4. Scope of the topic:...................................................................................................................7
1.3.5. Methodology:.............................................................................................................................7
PART
2:
INTERNSHIP
IMPLEMENTATION
AT
VIETNAM
INTERNATIONAL BANK(VIB)- BA DINH BRANCH, LIEU GIAI
TRANSACTION OFFICE..............................................................................................................8
2.1 The internship position, responsibilities and tasks:.......................................................8
2.1.1 Organization structure and internship position:.........................................................8
2.1.2 Business procedure and work placement responsibilities:......................................8
2.1.3 Daily tasks:..................................................................................................................................9
2.2 Overview of VIB’s credit card product:...........................................................................11
2.2.1. VIB’s credit card product..................................................................................................11
2.2.2 Service of credit card products at Vietnam International Bank (VIB)-Ba
Dinh branch-Lieu Giai Transaction Office............................................................................12
2.2.3 Issuing a credit card:.............................................................................................................15
2.3 Some business cases:.................................................................................................................16
2.3.1 Case No1 (Succeed)................................................................................................................16
2.3.2 Case No2 (Failed – customer’s needs)............................................................................17
2.3.3 Case No3 (Failed – customer risk)...................................................................................18
2.4 Service analysis:..........................................................................................................................18
2.4.1 Customer research:................................................................................................................18
1

2.4.2 Competitor analysis:.............................................................................................................29
2.4.3 Marketing mix of Viet Nam International Bank:.....................................................29
2.4.4 SWOT analysis:.......................................................................................................................31
2.5 KPI and KPR...............................................................................................................................33
2.5.1 Key performance Indicator – KPI...................................................................................33
2.5.2 Key performance results – KPR.......................................................................................33
2.5.3 Host firm assessment and recommendations Vietnam International Bank
(VIB)-Ba Dinh Branch, Lieu Giai Transaction Office.......................................................34
PART 3: INTERNSHIP ASSESSMENT..................................................................................38
3.1 The difficulties encountered...............................................................................................38
3.2 Internship gained.......................................................................................................................39
CONCLUSION...................................................................................................................................41
APPENDICES
LIST OF REFERENCES

2


LIST OF TABLES
Table 1.1: General information of VIB- Ba Dinh branch, Lieu Giai transaction
office..............................................................................................................................4
Table 1.2: Internship plan at Vietnam International Bank(VIB), Ba Dinh Branch, Lieu
Giai Transaction Office..................................................................................................6
Table 1.4: Credit card business results at Vietnam International Bank (VIB)-Ba Dinh
branch, Lieu Giai Transaction Office...........................................................................12
Table 1.5: Credit card issuance activities at Viet Nam International Bank- Ba Dinh
Branch- Lieu Giai Transaction Office..........................................................................15
Table 1.6: Profile Customer.........................................................................................16
Table 1.7: Profile Customer.........................................................................................17

Table 1.8: Profile Customer.........................................................................................18
Table 1.9: Structure table of customer's age.................................................................19
Table 1.10: Direct survey results.................................................................................28
Table 1.11: Competitor analysis...................................................................................29
Table 1.12: SWOT analysis of Viet Nam International Bank (VIB)............................31
Table 1.13: Target of center.........................................................................................33
Table 1.14: Key performance results...........................................................................33
Table 1.15: Difficulties and solutions..........................................................................38

3


LIST OF CHARTS
Chart 1: Organization structure of Vietnam International Bank(VIB)- Ba Dinh Branch,
Lieu Giai Transaction Office.........................................................................................8
Chart 2: Gender...........................................................................................................19
Chart 3: JOB................................................................................................................20
Chart 4: Criteria for choosing a bank to open a credit card..........................................21
Chart 5: Used time.......................................................................................................22
Chart 6: Customer satisfaction.....................................................................................23
Chart 7: Total spending on your card monthly.............................................................24
Chart 8: The purpose of using credit card....................................................................25
Chart 9: Customer's choice of bank.............................................................................26
Chart 10: Improve credit card service of Vietnam International Bank (VIB)...............27

4


LIST OF ACRONYMS
VIB

WTO
TPP
CBA
BCG
MSB
VCB
ACB
TP Bank
VP Bank
SCB
HSBC
BIDV
CIC
POS
ATM
VND
SWOT

Viet Nam International Bank
World Trade Organization
Trans-Pacific Partnership Agreement
The Commonwealth Bank of Australia
Bostol Consulting Group
Maritime Bank
Vietcombank
Asia Commercial Joint Stock Bank
Tien Phong Bank
Vietnam Prosperity Joint Stock Commercial Bank
Sai Gon Joint Stock Commercial Bank
Hongkong and Shanghai Banking Corporation

Joint Stock Commercial Bank for Investment and Development of
Vietnam
Credit Information Center
Point of Sale
Automatic Teller Machine
Viet Nam Dong
Strengths, Weaknesses, Opportunities, Threats

5


ACKNOWLEDGMENT
To successfully carry out the internship as well as the final report from March 1,
2022, to the end of May 27, 2022, in addition to my efforts, I received the care and
guidance of the teachers at Thuong Mai University, University of Toulon, colleagues at
the bank with a lot of advice and valuable guidance from everyone.
I would like to express my deep gratitude to Master Dang Thi Minh Nguyet who
directly guided me to carry out this defense. In the process of finalizing the report, she
was always the one to help, guide, and point out the shortcomings to help me get a
better orientation in the process of performing the complete this report.
At the same time, I would also like to thank the Board of Directors of VietNam
International Bank (VIB) - Lieu Giai Branch, especially Mr. Nguyen Thanh Trung, for
allowing and creating favorable conditions for me during my internship at the branch,
helping me in the data collection process to conduct surveys and have data to complete
the report. Although I have made a lot of efforts to complete the thesis with all my
enthusiasm and energy, howevethere will inevitablyill be shortcomings. I look forward
to receiving your comments and suggestions so that my thesis can be completed better.
Thank you very much!
Ha Noi, May 27, 2022
Sincerely,

Nguyen Thi Phuong Uyen


INTRODUCTION
Vietnam's economy has increasingly integrated with the world economy.
Especially, when Vietnam joined WTO and TPP, these were opportunities for
integration and development as well as challenges for businesses. In the face of fierce
competition, commercial banks have constantly applied new technologies to their
banking business, including credit card services. Credit card service has made great
progress, always receiving special attention from commercial banks and customers,
not only bringing banks profits from service fees but also creating favorable
environment with favorable conditions to attract cheap capital, expand credit markets,
increase outstanding loans, expand foreign relations and international cooperation of
banks. Today, issuing and paying by credit card is an indispensable business of a
modern bank, in order to attract customers as well as compete with other banks.
Although in Vietnam today, credit card business is no longer a completely new field,
but credit card is still not a means of completely replacing face of Vietnamese people.
The development of the credit card market and the expansion of credit card business
services of Vietnamese banks in general and Vietnam Internation, in particular, are
currently facing many great challenges. This is the problem that Vietnamese banks
need to quickly find an effective way to solve.
In recent years, Vietnam International Bank has taken steps to develop and
expand credit card services. However, VIB entered the card market quite early
compared to many other banks. Therefore, cbusinessesness, especially credit cards of
Vietnam International Bank (VIB), will face new opportunities and challenges while
still having unresolved limitations. As a student majoring in finance and banking, on
the basis of being aware of the importance of the problem. I chose the topic:
“Expanding credit card services at Vietnam International Bank- Ba Dinh branch, Lieu
Giai transaction office” for the report.
Plan of the study: The overall goal of the project: Expanding credit card product

offerings through customer demand surveys.
Plan details:
+ Learn about credit card products and operations at VIB Lieu Giai.
+ Research on customer satisfaction with credit card products and services to
analyze influencing factors and arising problems that need to be resolved.
+ Proposing development solutions in the field of credit card expansion at
VietNam International Bank (VIB) Lieu Giai Hanoi branch to develop and expand
card services, improve and the bank's competitiveness.


PART 1: OVERVIEW OF VIETNAM INTERNATIONAL BANK, VIETNAM
INTERNATIONAL BANK (VIB)-BA DINH BRANCH- LIEU GIAI
TRANSACTION OFFICE AND THE INTERNSHIP
1.1. VietNam International Bank:

 Full name:

Viet Nam International Bank

 Short name:

Viet Nam International Bank, VIB.

 Slogan:

“The heart of banking”

 Date of creation: September 18, 1996.
 Headquarter: 1st floor (ground floor) and 2nd floor of Sailing Tower, 111A
Pasteur, Ben Nghe Ward, District 1, Ho Chi Minh City.

 Branch and employees: VIB currently has more than 10,000 employees at
165 branches and transaction offices in 27 key provinces, cities across the country.
 Legal status:
Active


Website: www.vib.com.vn

 Chapter capital &total asset: As of December 31, 2021, charter capital
reached more than 15,531 billion VND. Equity reached 24,251 billion VND and total
assets reached nearly 310 trillion VND.
 Activities:
• VIB's main products include credit cards, payment cards, savings, car loans,
home loans, consumer loans, and corporate customer services.
• Target:
- Strategic direction 2022-2026, target for profit surpassing billion dollars while
increasing market capitalization 5 times to over 14 billion dollars.
- Vision: To be the most innovative and customer-centric bank in Vietnam.
- Mision: To excel in providing innovative, customer-centric solutions to satisfy
the needs of our customers. Actively contribute to the development of the community


- Core values: Customer focus, excellence, honesty, teamwork, disciplined.
1.2 Vietnam International Bank(VIB)-Ba Dinh Branch-Lieu Giai
Transaction Office:
Table 1.1: General information of VIB- Ba Dinh branch,
Lieu Giai transaction office
Location
Date of creation
Branch Executive

Director
Number of departments
Number of employees
Business activities

1st floor, TID building, No. 4 Lieu Giai, Cong Vi Ward, Ba
Dinh district, Hanoi
nd
November 2 , 2010
Nguyen Thanh Trung
4
28
VietNam International Bank (VIB)- Ba Dinh branch-Lieu
Giai transaction office is one of the major branches of VIB
operating in the field of currency intermediaries, mainly for
individual customers. Although VIB Lieu Giai is just a
transaction office of Ba Dinh branch, its contribution
cannot be denied, especially to Hanoi city. VIB Lieu Giai
has overcome all challenges, is gradually expanding its
scale to affirm it for the development of the local economy.
The collective staff has constantly tried and created trust
from customers. Activities such as: Credit cards, Ebanking, Deposits at banks, ATM card products, and
lending, etc. In a short time, VIB Lieu Giai Transaction
Office has created a reputation for customers and is
growing day by day. VIB Lieu Giai is developing very well
auto loans and real estate loans. Especially, credit card
activities ranked in the top 3 of the West of Hanoi. The
outstanding credit card products are extremely diverse for
all customers such as:
VIB Online Plus 2in1

VIB Family Link
VIB Zero Interest Rate
VIB Cash Back
VIB Financial Free
VIB Online Plus
VIB Happy Drive
VIB Rewards Unlimited
VIB Premier Boundless
VIB Travel Élite

1.3 Introduction of my internship:
1.3.1 Reason chooses the topic:
In the context of international economic integration along with the development
of information technology, it has had an impact on all aspects of life, economy, and


society, changing the perception and production and business methods of many people
sectors, many different economic sectors, including the banking sector. To survive and
develop, Vietnamese banks must make every effort to keep up with the process of
banking modernization. In addition to perfecting traditional operations, it is also
necessary to strongly apply advanced technology to exploit the retail market, create
many new products, and provide high-quality e-commerce services to satisfy
customers meeting the requirements of enhancing competition, integration and
development. Some modern banking services that bring high convenience are credit
card services, which are the most popular payment methods for e-commerce
transactions.
Visa, the world's leading digital payment company, has released the results of its
consumer payment attitude survey, the latest report on consumer payment trends in
Vietnam with changes in payment behavior during the COVID-19 pandemic.
According to data from the VisaNet network, the total transaction value of Vietnamese

consumers on Visa credit and debit cards increased by 34% in the first quarter of 2021
compared to the first quarter of 2020. The ratio of contactless transactions per capital
the total number of direct transactions of Visa cards increased by 230% over the same
period. That shows that the use of credit card services is an inevitable trend in the
future, objectively in the modern economy.
In Vietnam, recently, credit card services have had many outstanding
developments, bringing a multi-functional personal finance product with many
benefits to customers. The development of card payment activities brings benefits not
only to banks, customers but also to the whole economy, contributing to promoting
economic development, helping Vietnam to integrate with the general development
trend of Vietnam world economy.
Vietnam International Bank (VIB)- Lieu Giai transaction office is one of the
main business transaction offices of VietNam International Bank, which is facing great
competitive pressure from banks to dominate the credit card market. However, the
quality of credit card services provided to customers is still not commensurate with the
potential due to the fact that the utility has not been properly utilized. The number of
customers using credit card services accounts for a small percentage of VIB Lieu
Giai's customers. In order to maintain and attract more customers to use credit card
services, the expansion of credit card services is essential. Therefore, choosing the
topic: "Expanding credit card services at Vietnam International Bank (VIB)-Ba Dinh
branch, Lieu Giai Transaction Office" to assess the current status of credit card service
quality at VIB Bank- Ba Dinh branch- Lieu Giai transaction office, from which to
propose the solution to expand and enhance the quality of credit card services at the
transaction office has both theoretical and practical significance, contributing to the


development of both VIB Vietnam in general and VIB - Ba Dinh branch - Lieu Giai
transaction office in particular.
1.3.2 Internship plan:
Table 1.2: Internship plan at Vietnam International Bank(VIB), Ba Dinh Branch,

Lieu Giai Transaction Office
Date
From:01/03/2022
To:02/03/2022

From:04/03/2022
To:08/03/2022

From: 11/03/2022
To:06/04/2022

From: 24/03/2022
To:21/04/2022

From:10/05/2022
To: 23/05/2022

From:20/05/2022
To: 27/05/2022

Task / Mission
Task 1: Get acquainted with
the work, the working
environment of the card
room, and getting to know
other employees.
Task 2: Learning about VIB's
credit card products and the
business procedure of credit
cards for customers at the

transaction office.
Task 3: Conduct product
consultation, persuade
customers to use card
products, consult customer
appointments by phone in
combination with social
networking tools (groups on
Facebook, Zalo,... )
Task 4: Contact and meet
customers directly at the
transaction office or by
appointment (when customers
cannot come to the center) or
support to open credit cards
for customers in the form
online, under support and
supervision by Ms. Thu.
Task 5: Analyze the SWOT
matrix in the report, once
experienced, learn about
VIB's credit cards.
-Report the achieved results
to the sales team leader and
complete the work.
Task 6: Completed internship
at VIB- Ba Dinh branch-Lieu
Giai transaction office.

Outcome

- Understand and grasp what
I have to do during the
internship. Actively observe
and learn from others.
- Read documents and
research credit card products,
credit card incentive
programs.
- Know how to approach, and
understand the needs of
customers, exploit
information and advise
products for customers over
the phone, know more about
advertising credit card
services on social networks.
- Gain more practical
experience in communicating
with customers, practice
persuasion skills.
- Support to complete the
card opening documents for
customers and complete
assigned goals.
-Understand more strengths,
weaknesses, challenges, and
opportunities of VIB, from
which to make
recommendations to improve
the bank's competitiveness.

-Submit completed work
report and complete
remaining tasks and work
- Achieve the set goals when
coming to the internship unit.


1.3.3. Objective of the internship:
- Learn about credit card services, including knowledge and practice of products
and processes.
- Gain more understanding about the current status of credit card expansion of
commercial banks.
- Improve career skills, understanding of credit card business after graduation,
workability, time management, and effective work organization.
- Proficiently use analysis tools, send reports, look up customer CIC, get familiar
with the use of data to make objective assessments, analyze customers to develop,
guide customers to use credit cards use.
1.3.4. Scope of the topic:
- Research object: Credit card service of VietNam International Bank.
- About space: VietNam International bank-Ba Dinh Branch, Lieu Giai
Transaction Office.
- About time: 2019-2021.
1.3.5. Methodology:
Through analyzing existing data and surveying the current reality about demand
for credit cards. At the same time, using descriptive statistics, comparison and several
other methods to provide information about the current situation of credit card use, the
current situation, inadequacies, solutions to overcome, clarify the problems raised
during the research.
- Conduct surveys on the internet.
- Use available documents: Financial statements of VIB in recent years,

magazines, newspapers related to the project, etc to summarize and process. In
addition, I also use data from VIB's website, other sources, as well as documents
obtained at the project site.
- Method of comparing and contrasting data, banking products and services and
the market to analyze the current status and evaluate business results in the credit card
field of VIB Ba Dinh Hanoi branch.


PART 2: INTERNSHIP IMPLEMENTATION AT VIETNAM
INTERNATIONAL BANK(VIB)- BA DINH BRANCH,
LIEU GIAI TRANSACTION OFFICE
2.1 The internship position, responsibilities and tasks:
2.1.1 Organization structure and internship position:
My internship position is as a credit card salesperson under the supervision of
Ms. Tran Thi Thu, my direct supervisor at the bank and also a credit card specialist in
personal customer relations. The diagram I describe below is the positions and
departments at Vietnam International Bank (VIB) - Ba Dinh branch, Lieu Giai
transaction office where I practice.
Chart 1: Organization structure of Vietnam International Bank(VIB)- Ba Dinh
Branch, Lieu Giai Transaction Office

Director
Nguyen Thanh Trung

Priority Customer Department
Le Thi Ngoc, Nguyen Thi Dung
Credit Department

Hoang Duc Thang

Nguyen Xuan Tuan Anh

Customer Service Department
Tran Thi Hong Ha

Card department
Nguyen Thi Thuy
(Source: Vietnam International Bank(VIB)- Ba Dinh Branch Lieu Giai
Transaction Office)
2.1.2 Business procedure and work placement responsibilities:
 Business procedure:
The credit card business activities of VietNam International Bank include the
following main contents:
- Finding customers: Organize marketing activities to bring products to market.
- Categorize customers to issue cards.
- Collecting documents: Signing applications, legal papers.
- Initial file review.


- Sort records on the system.
- VIB appraisal department called to confirm the information.
• Approval: issue a record send to card branches, deliver cards to customers.
• Not approved: issue a record of refusal to issue the card.
- The bank issues the card to the cardholder.
- Generate PINs for customers.
- Customer Information Management.
- Manage customer's credit card usage.
- Manage monthly debt payment status of customers.
- Provide customer service.
 Work placement responsibilities:

During my internship, I was assigned to do basic banking duties. Thanks to that, I
learned more about the position of credit card officer. At the same time, I also know
the working process and familiarize myself with the business in the banking
environment. The things I have to do most often are:
• Call customers according to available bank data.
• Advising customers on credit card products suitable to their needs and finances.
• Send personal information of guests to the manager to check the customer's
CIC.
• Open cards online for customers, or come to the place to open cards if
customers have demand for customers who are eligible to open cards.
• Help with small jobs in the bank: Photo documents, scan documents, etc.
• Check the validity of all documents.
• Supplement customer records upon request.
2.1.3 Daily tasks:
I work at the bank Monday to Saturday mornings, my working hours are 4 hours,
which from 8 am to 12 pm. The main job that I did was when I went to the bank to
intern.


Table 1.3: Daily tasks at Vietnam International Bank (VIB)- Ba Dinh Branch,
Lieu Giai Transaction Office
8 AM-12 PM
Monday
Tuesday

Wednesday
Thursday
Friday
Saturday

Meet people in the office to discuss plans and to-do things for
the week
Read documents and do the necessary things: help colleagues
in arranging documents, photocopying documents, calling
customers with late payment when it is time for statement, etc.
Calling customers using available banking data provided by
my direct supervisor, Ms. Thu.
Contact back for customers with credit card needs, support for
card opening advice, can be via phone call, or Zalo.
Meet customers with Ms. Thu and introduce products to the
customers.
Complete the rest of the work for the week. Send a weekly
progress report file to my manager.

Most of my daily work should look like the table above. However, it was not
fixed during my internship at the bank. The main jobs I do at the bank are:
• Read and fully understand all documents related to the bank that I am interning
at, the legal regulations on credit card products.
• Call customers who need to open a credit card according to the data provided
by Ms.Thu.
• Actively discuss with staff at the bank to get answers to questions.
• Occasionally, I can contact and meet customers in person at the transaction
office or by appointment (when customers cannot come to the center), or online, under
the support and supervision of Ms. Thu.
• Introduce credit card products to customers. Along with completing the work in
the internship unit, I also actively completed the thesis on time.


2.2 Overview of VIB’s credit card product:
2.2.1. VIB’s credit card product

Credit card
rank
Platinum

Name card
VIB Online
Plus 2in1

VIB Family
Link

VIB Cash
Back

Image

Content
• Limit:15 million
• Annual fee: 599,000 VND
• The first card in Southeast
Asia
• Integrated payment and credit
cards.
• Limit: 30 million
• Annual fee: 899,000 VND
• Accompany your child
• 50% off lifetime annual fee
when linking Card
• Limit: 45 million
• Annual fee: 899,000 VND

• Unlimited cashback up to
10%

VIB Premier
Boundless

• Limit: 60 million
• Annual fee: 1,299,000 VND
• Unlimited privileges

Classic

VIB
Financial
Free

• Limit:15 million
• Annual fee: Free annual fee
for life

Gold

VIB Online
Plus

• Limit: 15 million
• Annual fee: 499,000 VND
• Best online card
• 6% cashback on online
spending

VIB Happy
Drive

• Limit: 36 million
• Annual fee: 899,000 VND
• Car owner privileges
• Accumulate 0.7%
gasoline/almost all transactions


World

VIB Rewards
Unlimited

• Limit: 36 million
• Annual fee: 499,000 VND
• Accumulate unlimited bonus
points

VIB Zero
Interest Rate

• Limit: 36 million
• Annual fee: 699,000 VND
• Unique on the market
• Lifetime 0% interest rate

VIB Travel

Élite

• Limit: 60 million
• Annual fee: 1,299,000 VND
• Ultimate travel perks
• Power Black Card
• Up to 5% / statement period ~
4000 miles
(Source: )
2.2.2 Service of credit card products at Vietnam International Bank (VIB)Ba Dinh branch-Lieu Giai Transaction Office.
Table 1.4: Credit card business results at Vietnam International Bank (VIB)-Ba
Dinh branch, Lieu Giai Transaction Office
(Unit: million VND)
Years

Target
Revenue
Cost
Profit

2019

2020

2021

916,209
818,028
98,181

1.348,623
1.198,881
14,742

1.809,18
1.591,875
217,305

Differential
2020/2019
Relatively
Absolute
(%)
432,414
147,20
380,853
146,56
51,561
152,52

Differential
2021/2020
Relatively
Absolute
(%)
460,557
134,15
392,994
132,78
67,563

145,12

(Source: Vietnam International Bank (VIB)-Ba Dinh branch, Lieu Giai
Transaction Office)
Through the table of credit card business results of Vietnam International Bank
(VIB)-Ba Dinh branch, Lieu Giai Transaction Office above, we can see that: along
with the increase in the cost of credit card business, the income source Profits from
this activity also increased and increased faster than costs, leading to an increase in
profit from credit card activities over the years. This is because the bank has been
investing more and more in credit card activities, increasing investment of both
financial and human resources in this activity, bringing satisfaction to customers.
VIB's credit cards are well received by the market because of their uniqueness and
practical benefits. Moreover, VIB is one of the banks that excels in the credit card
business by pioneering the application of leading card technologies and continuously


introducing new lines of cards that "target" each customer's needs users whose card
market in Vietnam is still new. Therefore, more and more types of credit cards are
issued more widely, in parallel with more and more customers using credit cards,
bringing significant revenue to the bank. Therefore, although the cost is very high, but
Vietnam International Bank (VIB)-Ba Dinh branch, Lieu Giai Transaction Office has
been profitable over the years.
 About the source of revenue:
Income from credit card business is from card opening service fee, annual card
usage fee, loan interest and accompanying service fee. Noticed that revenue from the
credit card business of Vietnam International Bank (VIB) Ba Dinh branch, Lieu Giai
transaction office has increased over the years. In 2019, because the bank's credit card
business has not yet developed strongly, the revenue from card activities only reached
916,209 million VND. By 2020, credit card revenue will reach 1.348,623 million
VND, an increase of 432,414 million VND, equivalent to 47,20% compared to 2019.

Thus, this year, the bank's credit card business with a high volume With customers
growing rapidly, VIB continues to provide users with a safe, cashless payment method
and helps to spend more efficiently amid the complicated development of Covid.
Simultaneously with the enthusiasm and thoughtfulness of each customer service
officer and customer relationship specialist, the branch has gradually exploited and
maintained relationships with traditional customers in the area. Each individual in the
branch tries to expand the network of relationships to each business, each household,
so customers have come to the branch to open a credit card, along with card marketing
activities is to open a credit card beautiful digital accounts have brought positive
effects, the number of cards issued is large. In 2021, revenue from cards is also quite
high, reaching 1.809,18 million VND, an increase of 460,557 million VND compared
to the same period in 2020, equivalent to 34.15%. Although the growth rate is not as
high as the previous year, it can be seen that the bank's revenue has remained stable
and has not decreased, this is because VIB's credit card has a leading position in the
card market, the number of people opening and using the card is increasing, customers
are used to using the card's utilities, so the revenue from service fees has also
increased significantly.
 About the cost:
Regarding the cost, Vietnam International Bank (VIB) - Ba Dinh Branch, Lieu
Giai Transaction Office investment in credit card business has increased over the
years. In 2020, the cost is 1.198,881 million VND, an increase of 380,853 million
VND, equivalent to 46.56% compared to 2019. Because this year the Bank has
focused its resources on investment and credit card activities. VIB became the first


bank to successfully apply AI and Big Data to credit scoring and credit card limit
approval, setting a record in the market for simplifying credit card issuance, number
The number of ATMs and POS points installed in the year increased significantly
compared to 2019, and the profit for card marketing this year is also very large
because the bank uses the form of association with collaborators to open cards. In

addition, the cost of equipment and machinery for establishments that accept cards and
free credit card opening operations is also very expensive. This makes the cost of
credit card operations higher compared to 2019. In 2021, the cost of credit card
operations is VND 1.591,875 million VND, an increase of VND 392,994 million
VND, equivalent to 32.78% compared to 2020. This year, the bank continues to
expand the installation of ATM and POS points in the city to improve marketing and
other promotional programs.
 About profit:
Looking at the table above, we can see that the profit from the credit card
business has increased over the years. In 2020, an increase of VND 51,561 million
VND, an increase of VND 67,563 million VND in 2021. Although there are many
competitors in the credit card business, Vietnam International Bank (VIB), Ba Dinh
branch, Lieu Giai Transaction Office are still profitable. Thus, the bank has been on
the right track in the card strategy as an investment strategy, focusing on investing in
modern technology, perfecting services to bring satisfaction to customers. Therefore,
VIB credit cards are more and more trusted and used by more customers, thereby
bringing profits to the bank.


2.2.3 Issuing a credit card:
Table 1.5: Credit card issuance activities at Viet Nam International Bank- Ba
Dinh Branch- Lieu Giai Transaction Office
(Unit: unit)
Year
Card rank
Platinum
Classic
Gold
World
Total

2019

2020

2021

137
215
415
218
122
97
152
163
235
128
211
404
635
711
1152
(Source: Vietnam International Bank (VIB)-Ba Dinh branch, Lieu Giai
Transaction Office)
Comment: VIB gives credit cardholders the opportunity to experience
convenient shopping services through attractive offers for cardholders. Depending on
the purpose of use, customers can freely choose. Based on the above table, we can see
that in 2019 the number of VIB Classic and Gold cards sold was better than that of
World cards because these two card classes were suitable for the majority of users
during the Covid outbreak. In 2020, the Gold card surpassed 2019 was 11 cards

equivalent to 7.2%, however Classic card reduced almost completely compared to
other cards at VIB, which declines by 96 cards equivalent to 44% compared to 2019
and gave way to Platinum and World appreciates because of the perks this card offers.
By 2021, It can be seen that Classic card class 2020 will sell 122 cards, by 2021 will
sell 97 cards, continue to reduce 25 cards equivalent to 20.5% compared to 2020, due
to the change of the majority of users feeling that this card is no longer convenient and
suitable for them, the Gold card increased by 72 cards over the previous year.
Receiving feedback from customers shows that customer demand is increasing, so
Word and Platinum cards sell very well in 2021, World cards are for customers who
often travel and prefer to use international credit cards. economy with a very
competitive transaction fee of only 1.75%, by 2021, the increase of this card in 1 will
increase by 193 cards to 91.4% over the same period last year. Besides, it is impossible
not to mention that VIB's bestseller card in 2021 is the Platinum card, increasing by
93%, equivalent to 200 cards compared to 2020, this is a card that rings many
attractive incentives and utilities. Moreover, VIB Platinum cardholders enjoy firstclass privileges and privileges, with unique features and outstanding benefits
integrated with leading card technology in the whole Asian market.
2.3 Some business cases:
2.3.1 Case No1 (Succeed)
Table 1.6: Profile Customer


Profile customer
Name-Gender
Le Anh Tuan- Male
Age
38
Address
Van Cao-Ba Dinh-Ha Noi
Telephone number
091130****

Occupation
Marketing manager
Credit card information
VIB HappyDrive
➤ Negotiate process:
Customers are using cars as means of transportation. Customers have been
contacted for advice and card opening.
Step 1: Introduce VIB HappyDrive product information so that customers can
understand, when using VIB HappyDrive card, you will be refunded 30% of
maintenance fees, car maintenance and saving on gas.
Step 2: VIB staff receive request to perform CIC check for customers and
receive results that customers are using MB 100 million VND credit card over 2
years, good credit history.
Step 3: Create a customer information profile on the VIB banking system, then
fill in the information.
Step 4: Issue a card equal to the limit to the customer.
➤ Card opening documents:
- VIB credit card opening the application.
- ID card.
- Household registration book (In case customers use ID cards with chips, they
do not need household registration books).
➤ RESULTS: SUCCESS
- Customer is satisfied and agrees to open the card
- Customers trust the reputation of VIB credit cards.
- Take lessons: Create long-term relationships with customers by building close
relationships with customers through whom I can sell more credit cards from people
they refer by selling to people in need. Easier than consulting from the beginning, from
there I can expand my client base.

2.3.2 Case No2 (Failed – customer’s needs)
Table 1.7: Profile Customer
Profile customer
Name-Gender
Tran Ngoc Mai- Female
Age
35
Address
Hoa Binh-Minh Khai Ward-Hanoi
Telephone number
090275****
Occupation
Business
Credit card information
VIB Travel Élite
➤ Negotiate process:
Step 1: Through telephone consultation, customers want to open VIB Travel
Élite card to spend.
Step 2: Receive the request to conduct a CIC check of the customer and receive
the result that the customer has 1 MSB bank credit card with a limit of 50 million
VND (good credit history).
Step 3: Discuss with customers and realize that customers are self-employed and
don't have a VIB savings account.
Step 4: Advise and explain that customers can make a VIB card with a limit of
50 million. Because customers do not meet the minimum VIB Travel Élite limit of 60
million VND to open a card.
➤ Card opening documents:
- VIB credit card opening the application.
- ID card.
- Household registration book (In case customers use ID cards with chips, they

do not need household registration books).
➤ RESULTS: FAILED – CUSTOMER’S NEEDS
- Failure due to failure to meet customer needs.
- Take lessons: Understand the strengths and weaknesses of credit card products,
consider their ability to pay, master customer psychology, practice persuading
customers to use other credit card products that are more suitable for customer
demand.


2.3.3 Case No3 (Failed – customer risk)
Table 1.8: Profile Customer
Profile customer
Name-Gender
Mai Huy Son- Male
Age
49
Address
Ngo Gia Tu- Long Bien- Ha Noi
Telephone number
090609****
Occupation
Recruitment staff
Credit card information
VIB Onlineplus 2 in 1
➤ Negotiate process:
Step 1: Customers want to open VIB Onlineplus 2 in 1.
Step 2: The staff received the request from CIC to investigate to verify the
customer's profile and received the result that the customer has a group 5 late payment
debt at the present.
Step 3: The staff explained and refused the customer's request to open the card.

➤ RESULTS: FAILED – CUSTOMER RISK
- Risk from customers, bank staff can not support card opening.
- Take lessons: Practice more skills to find potential customer data sources.
2.4 Service analysis:
2.4.1 Customer research:
 Survey purpose:
The purpose of this survey is to find out customer ratings for credit card products
of Viet Nam International Bank-Ba Dinh branch-Lieu Giai Transaction Office. The
survey helps me understand the needs and thoughts of the customer about the product.
Besides, it also helps me find strengths to develop and weaknesses to overcome. From
there, offer solutions to improve products to attract more customers in the future for
the bank.
 Survey method:
I conducted the survey using 2 channels: I designed a survey with 16 questions
and then did the in-person and online surveys.
• Direct Survey: During my internship at Viet Nam International Bank-Ba Dinh
Branch-Lieu Giai Transaction Office, with the permission of the management, I
surveyed in 10 days.
• Indirect Survey: I set up an online questionnaire on Google Forms to send to
my friends and relatives on Facebook and then they helped me share the information.
(Link: />This method is very convenient. It wasn't geographically restricted and helped
me gather more answers. Besides those advantages, it also has some disadvantages
such as: People are not interested in the survey, incorrect or missing information, etc.
 Survey results:
- Survey start time: from April 8, 2022, to May 8, 2022


- Indirect survey: 1 month, obtained 118 answers.
- Direct survey: 10 days. A total number of customers using credit card products
at VIB Lieu Giai received the surveywas : 65 customers. I have collected 58 articles.

 Indirect survey:
Here are the graphs that have been analyzed from the results obtained:
 GENDER:

Chart 2: GENDER

Male
Female

43.18%
56.82%

Chart 2: Gender
Comment: Through the investigation process, the author found that the
percentage of men using credit card services at VIB bank is higher than that of women.
Specifically, male customers accounted for 57%, while women only accounted for
43%. In which, 53.6% of people are using VIB's credit card service, only 24.6% say
no. Relatively equal sex ratio gives us more objective interview results.
 AGE:
Table 1.9: Structure table of customer's age
Age
Frequency
Ratio (%)
From 21-29 years old
11
9,2%
From 30-40 years old
51
43,6%
From 41-50 years old

37
31,5%
Over 50 years old
19
15,7%
Comment: Each age will have different needs. Therefore, knowing the
customer's age is very important, it helps the bank to identify the target customer
segment. Out of the total 118 customers interviewed, 51 customers belong to the group
from 30 to 40 years old, equivalent to 43.6%, this is the customer group that accounts
for the highest percentage, significantly outperforming other age groups. 37
respondents are aged from 41 to under 50 years old, accounting for 31.5%, 19
customers are over 50 years old, respectively 15.7%, and 11 customers from 21 to 29