222Mi5502 nhom7 finalproject

DIGITAL
TRANSFORMATION
IN
GROUP 7
FINAL PROJECT


MEMBERS
Nguyễn Thanh Minh Tú
K214060445
02

Lê Thị Cẩm Hằng
K214061755
Hoàng Trung
K214060444

04

01

Phạm Thảo Vân
K214060447

03


CONTENT

2I
INTRODUCTION

3
II
ANALYSICS

4
III
CHANGE
MANAGEMENT
STRATEGY

IV
CONCLUSION


I.
INTRODUCTION


1.1. MARKET OVERVIEW
Vietnam's tourism potential is huge, but so far its
exploitation and business have not really been
commensurate with its potential.
Over 1,383 international travel businesses
Thousands of domestic tourism businesses
About 100 more businesses operate in the field of
tourism
The fierce competition of
the tourism market.
This competition has made many companies difficult,

many companies have died slowly because they have
to plunge into the spiral of price competition, gain
market share

The leading travel companies in Vietnam with high brand
awareness that always lead in terms of revenue and a number of
guests served:
Market share of Vietravel: Vietravel has chosen a fairly good
competitive strategy by focusing their resources on the
domestic individual tourist segment for foreign tours.
Fiditour market share. Fiditour is one of the few travel
companies listed on the stock exchange (HNX)
Buffalo Tour market share. Buffalo has chosen its own business
path with a focus on Inbound customers, building specific tour
products for the segment. This is like an adventure tour
product.
Although leading in market share, the number of domestic
customers using Saigontourist's travel services has not increased
much.
The cause of this situation is mainly because the quality of
Saigontourist's travel services is not good, making
customers unsatisfied.


1.2. OVERVIEW OF SAIGONTOURIST
PROFILE

AT PRESENT

Established in 1975

The first travel enterprise in Vietnam and quickly
became one of the leading travel groups in
Vietnam.
Specializes in providing travel services

Domestic
travel

International
travel

45

Hotel
booking

Air ticket, car or
yacht rental,...

years of experience in operating and
developing in the tourism industry.

Become one of the most prestigious and
trusted travel groups in Vietnam

Saigontourist is facing difficulties in catching
up with the trend of digital transformation
While other travel agencies
applying digital technologies

Boxchat

Customer
systems

are

widely

management

Saigontourist could not meet this request,
causing discomfort and dissatisfaction
from customers.


ORGANIZATIONAL STRUCTURE

This organizational chart helps Saigontourist operate most
effectively, allowing departments to work closely to create a
strong Saigontourist.

A drawback: Information and notifications from
the top management to employees may be
delayed.


5 W 1 H
Why does Saigontourist have to continue digital
transformation?

Digital transformation leads to asynchrony between
many processes, which makes a company that has
gone digital but leads to more disadvantages from
incomplete digital transformation.

To what extent are businesses looking to transform
digitally?

Who will be involved in the digital transformation?
Digital transformation is a comprehensive process
within an organization that requires all departments
to participate.

Which department of Saigontourist will digital
transformation be done?

Improvements in the range of tour management
operations and additional services to address the
growing needs of customers.

The digital transformation will be carried out mainly
in 3 departments: operating, sales and marketing
department.

When will Saigontourist start its digital
transformation?

How will Saigontourist perform continuous digital
transformation?

This question is not really necessary because of the
current trend of the world in general and Vietnam

To be able to carry out digital transformation
continuously, Saigontourist needs a team of
personnel with expertise in digital transformation.


3. THE PROBLEMS SAIGONTOURIST IS FACING
REASON 1
Saigontourist is facing many problems with service quality, the main problems
include: customer support service has many shortcomings and product quality does
not meet the requirements of customers, lack of uniformity.

The company's
customer support
service is still lacking

The product quality
of Saigontourist does
not meet the
requirements of
customers and there
is no consistency

Not adapting well to change,
delay in technology adoption
and
digital
transformation

management

Saigontourist has not invested
enough in applying technology
to its operations, leading to
difficulties
in
managing,
tracking
and
updating
information for customers.

REASON 2
Saigontourist does not focus on
customers, and does not put
customers at the center of
business strategy.

Or
it
could
be
that
Saigontourist does not use
effective
customer
management tools to help
them
interact

and
serve
customers in the best possible
way.


3. THE PROBLEMS SAIGONTOURIST IS FACING
CONSEQUENCES 1
Saigontourist is facing many problems with service quality, the main problems
include: customer support service has many shortcomings and product quality does
not meet the requirements of customers, lack of uniformity.

The company's
customer support
service is still lacking

The lack of focus on customer
support has led to customer
dissatisfaction and significantly
reduced trust in the company's
brand.

Customers will not return to
use Saigontourist's services
and may switch to other
competitors.

CONSEQUENCES 2
The product quality
of Saigontourist does

not meet the
requirements of
customers and there
is no consistency

Not adapting to change has
made Saigontourist lag behind
other competitors.

If Saigontourist cannot adapt
and
improve
its
current
problems, the company will
lose the opportunity to grow
and expand.

To overcome these difficulties, Saigontourist needs to focus on customers and adapt to the
application of digital technology to improve service quality and meet customer requirements.


II.
ANALYSIS OF
ENTERPRISE


CURRENT STATE OF SAI GONTOURI ST
Saigontourist organizes domestic tours
to popular tourist destinations such as

Ha Long, Sapa, Da Nang, Nha Trang,
Phu Quoc, Da Lat,...

Saigontourist also offers
international tours
to many countries and regions
around the world, including Japan,
Korea, Singapore, Malaysia, Thailand,
China, Europe, America, and many
other destinations.

Saigontourist is one of the largest hotel
booking agents in Vietnam

CURRENT
SERVICE
PROVIDED

and provides hotel booking
services to customers in many
locations around the globe.

Airplane ticket service
& Car rental service
Saigontourist provides air ticket
booking services for domestic and
international customers and provides
car rental services, tourist cars for
travel, business trips, or transporting
conference attendees to events.

CURRENT STATE OF SAI GONTOURI ST
Although it provides many services that can meet the needs of many
customers, it seems that Saigontourist is not really doing a good job of bringing
quality services to customers, as proven by its domestic tour services
Through the Tripadvisor page, we can see quite a lot of poor reviews about the
service quality of Saigontourist

Saigontourist only got a score of 2.5/5
Typical common problems
Late booking, tour
booking takes place
extremely late

Customer
calls
are
ignored

phone
often

The concierge staff
is rude

This can be considered a motivation for Saigontourist to transform
itself again in order to improve its service quality and better meet the
needs of customers.

SERVI CE PROVI SI ON PROCESS
OF SAI GONTOURI ST

Step 1

Customers
contact
Saigontourist
through channels
such as phone,
email,
or
by
coming directly to
the
office
to
request services.

Step 2

After consulting and
then recommending
services,
Saigontourist's staff
will
advise
and
recommend

the
most
suitable
services
for
customers
after
receiving
the
request.

Step 3

Agreement
and
contract
signing.
After the customer
accepts
the
solution and terms,
the
parties
will
agree and sign a
contract.

Step 4

After signing the

contract,
Saigontourist
will
prepare
and
deploy the service
according to the
customer's request.

Step 5

When the service has been
fully
and
satisfactorily
provided, the customer will
pay the agreed amount.
After that, Saigontourist will
conduct an assessment to
improve the service delivery
process
and
improve
service
quality
for
customers in the future.
rewrite in paragraphs

SERVI CE PROVI SI ON PROCESS
OF SAI GONTOURI ST
There are some steps in which there are quite serious problems, and this makes the customer
experience when using Saigontourist's services decrease significantly.

1

2

The first is step 1
Received extremely slow responses and unclear feedback
about the service, how to do the next steps.
The next problem currently facing Saigontourist is the
quality of the trips.
which can be said to be the fourth step of the process, with
reflections such as driving too fast and sloppy or the
guides not being very pleased

To solve problems on Saigontourist, it is not necessary to change your service delivery
process, but it is necessary to understand customer insights while maximizing the productivity
of the parties involved in the steps that are currently problematic subject.


I NTERNAL PERSPECTI VES
1. Inadequately trained and irresponsible staff:
Many employees do not have enough training in
the knowledge and skills to solve customer
problems quickly and professionally.
2. There is no information integration between the
processes:

There is no information integration between the
processes leading to customer evaluation but the
team does not receive the information.
3.
Insufficient
investment
in
analyzing
information collected from customers:
Currently, Saigontourist has not invested enough in
analyzing this information to provide directions
and improve products and services.

Saigontourist is aware of its shortcomings and
problems and they are trying to find specific
solutions and optimize their work processes

EXTERNAL PERSPECTIVES
1. Customer’s responses:
Customers who have bad experiences had many
different reactions. And the reactions that lead to the
behavior of these customers all have negative results
for Saigontourist
2. Competitors’ responses:
Competitors will take advantage of Saigontourist's
shortcomings in customer support and product
quality to promote their strengths and differentiate
themselves from Saigontourist in the market.

To enhance customer satisfaction and trust,

Saigontourist needs to improve the quality of products
and customer support services.


2. 3. I DENTI FI CATI ON OF
OPPORTUNI TI ES FOR I MPROVEMENT
ENHANCEMENT TARGET

1

2

3

4

5

Business
process
improvement

To give
clients better
service and
faster
response
times

To enhance

the client
experience

To improve
quality
management.

Raise the
proportion of
repeat
consumers
and new
customers that
utilize travel
services


O
P
P
O
R
T
U
N
I
T
Y

A company can streamline business

processes through digital transformation,
cutting down on time and expenses for tasks
like
ordering,
processing
payments,
managing inventory, and more.
A company's ability to offer automated
or partially automated solutions, like
chatbots or online customer assistance
systems, is made possible by digital
transformation.
By implementing digital interactive solutions
like websites, mobile applications, and other
tools, the business may offer a better client
experience.
Digital
transformation
enables
businesses to more precisely monitor
and regulate the caliber of their offerings
Digital transformation enables the business
to expand its client base, develop fresh
marketing ideas, and more successfully
advertise its brand.


2. 4. DI GI TAL TRANSFORMATI ON VALUE
Applying digital technology, Saigontourist will not
only easily solve two outstanding problems of

businesses, but will also receive other useful values
to help Saigontourist continue to maintain its
leading position in Vietnam's tourism industry.
Problem 1: Poor service quality

→

Digital
transformation
will
bring
Saigontourist a great benefit of improving
service quality.
Problem 2: The product quality does not
meet the requirements of customers and is
inconsistent

→

Beside that, digital transformation technology not
only helps Saigontourist solve problems related to
service and product quality, but also brings
outstanding benefits to business operations:
Optimize employee management, from
training, job assignment to performance
evaluation
saves time, reduces costs and
increases productivity.

→

→ Saves time, reduces costs and increases
productivity.

Improving customer experience

→

Increase sales and generate higher
profits.

Digital transformation can improve
product quality and meet customer
requirements.
It can be seen that the digital transformation not only brings great values to
Saigontourist to solve its outstanding problems, but with high technology to optimize
business operations, Saigontourist can also enhance flexibility, enhanced
responsiveness, and continued leadership in the tourism industry in Vietnam.


IMPACT OF DIGITAL TRANSFORMATION
TECHNOLOGY ON COMPANY CULTURE
THE CORPORATE CULTURE AT
SAIGONTOURIST TRAVEL SERVICE COMPANY

Professionalism

Creativity

The corporate

culture at
Saigontourist
is rooted in
core values

Teamwork

Honesty

Saigontourist company is always committed to giving customers the best experience
and fully meeting their needs
Saigontourist always finds and
comes up with new, creative ideas

Improve services and make
difference in the tourism industry

a

Honesty and business ethics come first, and Saigontourist commitment to meeting
the standards and commitments promised to customers
The company is always building a positive working environment, encouraging the
development and sharing of knowledge among members of the company.


IMPACT OF DIGITAL TRANSFORMATION
TECHNOLOGY ON COMPANY CULTURE
CHANGES IN CORPORATE CULTURE THAT DIGITAL
TRANSFORMATION TECHNOLOGY BRINGS
The change in customer approach

The change in working
Increase flexibility in the way they work
and help staff maybe work remotely or in
another location
In addition, Saigontourist employees
must adapt to digital technology to work,
enhance automaticity and develop
creative thinking.

The change in business mindset
Saigontourist has changed the way they
think about markets and customers. The
company has a better understanding of
the changing market and has invested in
digital
technologies
to
increase
competitiveness.
In addition, Saigontourist has focused on
developing new products and services to
satisfy customer needs, and increasing
sales

Focuses on developing new customer
access channels like websites, mobile apps,
chatbots, and email marketing.

4

changes

This change shows that Saigontourist has
switched
from
reaching
traditional
customers to reaching online customers
and leveraging digital technologies to
improve the customer experience.
The change in data management
Used digital technologies to collect and
analyze customer data from customer
outreach channels
This data helps Saigontourist Understand
more clearly about customers, demand
theirs, and improve services and products of
the company


IMPACT OF DIGITAL TRANSFORMATION
TECHNOLOGY ON COMPANY CULTURE
THE BENEFITS OF DIGITAL TRANSFORMATION
TECHNOLOGY FOR CORPORATE CULTURE
Provide faster and more convenient services and
products for customers

Helps Saigontourist Smarter HR Management
Reduce confusion and increase accuracy in
progress information processing related to

personnel
Increase efficiency in recruiting, training, and
developing human resources.

Preserve corporate culture values ​more easily
Reshape corporate culture values ​and convey
them to all employees in the organization in a
uniform way.
Helps strengthen organizational unity and
enhance employee sense of responsibility
and sense of belonging

Allow customers to access and use products and
services whenever and wherever

4
benefits

Helps customers Save time and improve
customer experience, thereby increasing the
availability of Saigontourist's products and
services.

Ensure business continuity
Job application of management software and
information systems help Saigontourist possibly
Better management of business processes, from
that Reduce risk and improve security.
Ensure continuity of business activities, Respond
quickly to customer needs and increase the trust

of the customer in the organization


IMPACT OF DIGITAL TRANSFORMATION
TECHNOLOGY ON COMPANY CULTURE
SUPPORT MEASURES TO ENSURE EMPLOYEE ADAPTATION
AND ACCEPTANCE OF THE USE OF NEW TECHNOLOGY

Offer training and coaching programs
Help employees understand new technologies
and how to use them.
Employees need to be provided with basic
knowledge and practical experience about
technology to help them understand the
importance of technology in the office and
use it properly

Create continuous communication channels
support employees using new technology

Employees can encounter technical problems or
questions about the use of new technology and
need help promptly

3
measures

-> make it easy for employees to contact you for
the support they need

Establish a positive working environment
Allow employees to contribute ideas
suggest solutions to improve technology
at the same time ensure transparency
fairness in the process of evaluating
selecting solutions.

to

and
and
and
and


6.1. The application and its function

6.
TECHNINAL
PROPOSAL

6.2. Data collection and feedback

6.3. Administration and product

6.4. Internal/ External Communicat
6.5. Training, registration, and legal


WHAT IS CRM?

CRM (Customer Relationship Management) is a system
or software that helps businesses manage information
and interact with existing and potential customers.

WHAT IS ZOHO CRM?
Zoho CRM is a cloud-based customer relationship
management (CRM) software that helps businesses
manage customer interactions, sales, marketing, and
support.

WHAT MAKES ZOHO CRM DIFFERENT?
Using conversational AI features
Usable on phones