(INTERNSHIP REPORT) improving marketing strategies at telecommunication service corporation company vinaphone

INTERNSHIP REPORT

Topic:

IMPROVING MARKETING STRATEGIES AT
TELECOMMUNICATION SERVICE
CORPORATION COMPANY- VINAPHONE

Student’s Name: NGUYEN THUY LINH
Class: Marketing distribution
Academic year: 2019 - 2020

Supervisor at the company: Mr. Nguyen Huy Tung
Supervisor at university: Mrs. Nguyen Bao Ngoc

Hanoi, 2020




CONTENT
CONTENT...........................................................................................................3
I- Internal analysis..............................................................................................2
1.1. History of Telecommunication Service Corporation (VNPT Vinaphone).......................................................................................................2
1.2. Main services of Telecommunication Service Corporation (VNPT Vinaphone).......................................................................................................3
1.3 Results assessment.....................................................................................3
1.4 Analysis of Telecommunication Service Corporation (VNPT Vinaphone).......................................................................................................5
External Analysis................................................................................................9
2.1Analysis of the environment......................................................................9
2.2 Demand analysis......................................................................................12
2.3 Analysis of the customer..........................................................................13

2.4 Analysis of the competitors.....................................................................14
III. Swot analysis of Telecommunication Service Corporation (VNPT Vinaphone).........................................................................................................16
IV. Proposal and implementation of corrective actions..................................18
4.1 Recommendations to improve the content customer service programs
at Vinaphone..................................................................................................19
4.2 Some recommendations to improve the efficiency of customer service
programs at Vinaphone.................................................................................21
V. Measure of the corrective action..................................................................22
5.1 Qualitative study......................................................................................22
5.2 Quantitative study...................................................................................23
CONCLUSION..................................................................................................28


REFERENCES..................................................................................................29


INTRODUCTION
Today, many business activities of domestic and foreign enterprises are
taken place in the market, the competition of enterprises is getting fiercer and
fiercer. To survive and develop, each business requires to be independent,
autonomous and creative in their own business. Therefore, capturing, collecting
and processing information to assess business is very important and essential for
each company.
Marketing activities of the enterprise is one of a part to reflect its
operational capacity in the course of business operations, marking the
development of the enterprise through each period. Thus, marketing role is very
important for business in planning for the future and overcoming shortcomings.
Being one of the leading enterprises in the field of telecommunication
services in Vietnam, Vinaphone Telecommunication Services Corporation has an
advantage of prestige and large number of customers using telecommunication

service, having network infrastructure as well as a wide distribution channel
system .... In the course of its business operations, the company has made
substantial developments showing its existence in the fiercely competitive
environment and the fluctuations of the economy during the recession. However,
with the challenges of integration and different business strategies from
competitors, Vinaphone's competitors are also growing and this is a big challenge
for the business. In the face of common difficulties of the economy, the
company's business activities meet a lot of challenges. Therefore, analyzing the
way to improve the marketing strategy of Vinaphone Telecommunication Service
Corporation and building solutions to improve competitiveness in the current
period is very necessary. This is the reason why I choose the topic “Improving
marketing strategies at telecommunication service corporation companyVinaphone”.

1


I- Internal analysis
1.1. History of Telecommunication Service Corporation (VNPT Vinaphone)
VNPT

VinaPhone

is

a

member

unit

of

Vietnam

Posts

and

Telecommunications Group (VNPT), is a key business unit and plays an
important role in the Group's value chain (Vnpt.com.vn, 2020).
• Company name: Telecommunication Service Corporation- Vinaphone
• Headquarters: VNPT Building, 57 Huynh Thuc Khang Street, Lang Ha
Ward, Dong Da District, Hanoi City, Vietnam
• Business code: 0106869738
• Website: />VNPT VinaPhone has a business network of over 7,000 sales employees
and more than 103,000 business locations across 63 cities and provinces
(Vnpt.com.vn, 2020).
Development history
Established on June 26, 1996, Telecommunications Services Company is a
subsidiary of Vietnam Posts and Telecommunications Group (VNPT) operating
in the field of mobile communications, providing GSM services. , 3G,
messaging, ... and many other fields, with the trade name is Vinaphone.
Vinaphone

is

a

State-owned

enterprise.

The

international

name

is

Telecommunication Service Corporation (VNPT - Vinaphone), with the original
brand name is GPC, until 2006 it was branded as Vinaphone (Vnpt.com.vn,
2020).
August 11, 2015, VNPT Telecommunications Service CorporationVinaphone officially launched with the development goal of bringing VNPT to
the No. 1 position in the telecommunications and IT market in Vietnam
(Vnpt.com.vn, 2020).
Vision
- Become the leading digital service provider in Vietnam by 2025.
- Become Asia's Digital Hub in 2030.
- Becoming the first choice of customers using IT - Telecommunication
products and services in the market.
2


1.2. Main services of Telecommunication Service Corporation (VNPT Vinaphone)
Products and Core Services of Telecommunication Service Corporation
(VNPT - Vinaphone) include
● Mobility

Services: mobile network VinaPhone with 3G / 4G with over 34

million subscribers in the territory of Vietnam (2019)
● Fixed

services: occupies 90% market share of fixed subscribers and 45%

market share of broadband subscribers (Internet) in Vietnam (2019).
● Television

service (MyTV): paid television with more than 1 million

customers
● Digital

services: IT products in many fields such as e-government, Health,

Education, smart cities, smart tourism... serves a wide range of customers from
Government, Organizations / Enterprises to individual customers.
1.3 Results assessment
About financial results
Regarding business activities, Vinaphone's revenue has steadily increased
over the years. In 2017, Vinaphone's revenue increased by 4,189,207 million
VND equivalent to 28.93% compared to 2016. Year 2018 witnessed the strongest
growth in Vinaphone recently. By the end of 2018, Vinaphone's revenue reached
37,312,424 million VND up 22,833,915 million VND or 61.2%. Profit after tax
increased from 325,612 million VND to 881,687 million VND equivalent to an
increase of 63.1%. In 2019, Vinaphone's revenue continues to increase, but the
growth rate has slowed down compared to the record increase of 2018. By 2019,
Vinaphone's revenue reached 39,852,606 million Vietnam dong, increasing
6.37%.

3


Table 1: Financial results from 2016 to 2019 of Telecommunication Service
Corporation (VNPT - Vinaphone)
Unit: Million Vietnam Dong
2016

2017

2018

14,478,509 37,312,424

2019

Net revenue

10,289,302

39,852,606

Gross profit

1,005,963

1,332,098

4,618,046

6,789,174

Operating profit

389,263

403,190

1,087,916

1,305,533

Profit after tax

299,360

325,612

881,687

1,047,464

Net profit

299,360

325,612

881,687

1,047,464

Source: Financial Department

Figure 1: Net profit of Vinaphone from 2016 to 2019
Source: Financial department
About number of stores
Currently, Vinaphone has 243 stores and transaction points across 63
provinces and cities in Vietnam, specifically as follows:
Table 2: Number of stores of Vinaphone in 2019
Unit: stores

4


Region

Number of stores
99
58
86

North Region
Middle Region
South Region

Source: Marketing department
About market share
Regarding market share, up to now, VinaPhone is the third largest mobile

operator in Vietnam. According to the Vietnam ICT White Book 2017,
Vinaphone accounted for 22.2% of the mobile market (after Viettel with 46.7%,
and Mobifone with 26.1%). According to VnExpress, Vinaphone is the mobile
network of government officials with a majority of customers in this group.
(Vnexpress, 2008). Moreover, the actual number of Vinaphone subscribers is up
to 27 million, accounting for a very high percentage of the total number of
network subscribers. Meanwhile, Mobifone and Viettel, while having a higher
market share, have a smaller number of virtual subscribers in percentage
compare to Vinaphone (Vnpt.com.vn, 2020).

Figure 1: Vietnam Telecommunication service market share in 2018
Source: Marketing department
1.4 Analysis of Telecommunication Service Corporation (VNPT Vinaphone)
- Business strategy

5


Strategy "Blue ocean "of Vinaphone with the creative strategy of creating
more added values to attract and retain customers when the promotions,
discounts are saturated (Vnpt.com.vn, 2020). In a situation where the market is
witnessed a lot of promotions, encouraging sales promotion campaigns from
competitors, Vinaphone chooses brand advertising strategies by creating more
value added for their customer. The strategy of Vinaphone focus on how to
provide their customers with the best service and add- on value that satisfy them.
Vinaphone do not choose to launch several discount or promotion program to
attract user. Do not take advantage of promotions and discounts, but focus on the
accompanying values to increase market share.
- Human resources
Vinaphone currently has the high-quality human resources. According to

data from the human resources department of the company, by the end of 2019,
Vinaphone had more than 15,000 employees, of which female employees
accounted for 56% and male employees accounted for 44%, the proportion of
female employees accounted for a higher proportion due to the nature of the
work. When the network is stable, the demand for customer relation management
staffs is higher, which position is more suitable for female. In the company, the
number of employees with college, university and master degrees is 98%, over
30% of employees have graduated their second degree, and 40% of employees
are studying second degree.
Besides, Vinaphone is pay much attention in other human resources
management practices such as recruitment, selection of employee or training and
developing. The recruitment process is always associated with the needs of the
company, ensuring the development of the company. Training, retraining and
improving qualifications for all employees are also being focused.

6


- Technology and R&D
With the advantage of being a member enterprise of VNPT, Vinaphone has
great resources for technology development, research and product development.
Following the strategic direction and development direction of VNPT, Vinaphone
spent a huge amount of capital to focus on developing modern mobile
telecommunications services. With the great advantage of financial resources
from VNPT, as well as the financial results growth steadily over the years.
Thereby helping the company have resources to invest in improving the quality
of products and services provided. In addition to financial resources, Vinaphone
also has quality human resources. Human resources give Vinaphone an
advantage in applying new technology as well as research and product
development. As of March 2012, the cumulative total of 2G and 3G stations of

Vinaphone is 24,500 stations. In 2012, Vinaphone focused on developing 3G,
especially Data, selecting potential provinces / cities to invest in installing 3G NodeB relay station (Vnpt.com.vn, 2020).
- Products and services
+Basic services
After Mobifone and Viettel launched a package for students and staff,
Vinaphone also launched two TalkEZ packages and the Union packages with the
following advantages: TalkEZ package is divided into 2 small packages: Talk-S
student package (Talk-Student) and Talk-T student package (Talk-Teen) with
incentives Different, suitable for each object (Vnpt.com.vn, 2020).
+ Value-added services
In order to compete with other carriers and to survive in the current
competitive environment, Vinaphone has constantly researched and developed its
services. In the past year, Vinaphone has launched new services to meet the needs
of customers and to respond to new services of competitors. Vinaphone has
always been a leader in the number of value-added services with the slogan
"Mobile network has the best non-voice service", based on strong infrastructure,
high speed transmission technology. high on broadband. The value-added
services of Vinaphone are also increasingly developed and reach good quality.
Vinaphone's packages and services have a very long usage cycle, creating a sense
7


of trust for customers. The revenue of value-added services of Vinaphone
accounts for 52% of total revenue due to the value-added services of Vinaphone
attracting customers mainly due to the rich content, there are key services that
bring high value to Vinaphone. customer.
- Pricing
In the first phase when entering the market, it was the first mobile
communication network in Vietnam, so Vinaphone had the advantages of a guide.
But up to now, those 14 positions are no more when there are 7 more mobile

network providers and the market is almost saturated, so the pricing strategy
must now be the saturated pricing strategy. . Therefore, in recent times
Vinaphone has started to sharply reduce mobile communications charges across
the network with a reduction of up to 30% depending on the category of charges.
Internal calling at free time (from 23:00 to 6:00 in the next morning) will be
reduced by 50%. For postpaid subscribers, Vinaphone has reduced the monthly
subscription fee from 55,000 VND / month to 49,000 VND / month. Compared
with Viettel, the packages using GPRS and 3G / 4G services of Vinaphone are
still more expensive than those of Viettel (Vnpt.com.vn, 2020). Vinaphone is also
considered to be a slower response to price reductions and subscription
promotions compared to the two main rivals, Viettel and Mobifone. Vinaphone's
pricing policy has not really attracted customers. The form of packages is not
attractive, especially for students, thus limiting the use of value-added services of
this customer group. However, Vinaphone's strategy is to focus on product
quality and customer service (Vnpt.com.vn, 2020).
- Distribution system
As a member of VNPT, in each province and city, Vinaphone has a central
Vinaphone post office in that province / city. In addition, in each district and
commune, there are also Vinaphone post offices operating with legal status as a
state agency. Vinaphone's distribution channel covers all over the country, 63/63
provinces and cities in Vietnam (Vnpt.com.vn, 2020). However, procedures
registration cumbersome dealer, salesman at the distribution points are still weak
in professional products for value-added.
- Promotions
8


Vinaphone regularly advertises on television stations, especially VTV, HTV
channels and audiences’ favorite programs. In addition, Vinaphone also
advertises in newspapers, on outdoor billboards, and on bus shelters. In addition,

the promotion policy of Vinaphone is also very competitive such as the policy of
discounting on off-peak hours, discounting the calling fee of Talk24 group,
promoting 50% of the value of the card loaded twice per month (Vnpt.com.vn,
2020). The promotion policies of VinaPhone are also very competitive and
diverse, such as the lucky draw programs for cars, iPhones, and free offers when
launching new services. However, Vinaphone is still not the operator with the
strongest promotions, at the same time, many of Vinaphone's promotions are not
considered to be attractive and effective for customers.
- Customer relation management
Vinaphone's customer care policy is also being improved. The quality of
answers through the 18001091 switchboards has improved markedly; The rate of
successful answering calls is always maintained at over 90%. In order to enhance
and improve the efficiency of customer care, Vinaphone has put into use 3 call
centers: 9191 is the domestic telephone service consulting number, 9192 is the
phone number of foreign consulting services and call center. automatic answering
18001091 (Vnpt.com.vn, 2020). In addition, to care for customers who use added
value, Vinaphone also opens websites to support chacha.vn, vlive.vn, m360.vn,
and works on Social networking platforms such as Facebook allow users to
easily access and interact with Vinaphone's value-added services. However,
Vinaphone's customer relation management system still faces many limitations
such as poorly evaluated personnel, uneven distribution of personnel, response
time, and customer complaint settlement are still slow

External Analysis
2.1Analysis of the environment
- Political Environment
The State policies are influential and have a great impact on the business
activities of enterprises. Therefore, the company needs to attach importance to
the evaluation of the impacts and impacts of the State policy, which is considered

9


an important basis in developing its market strategy. Currently, following the
direction of the Prime Minister on adjusting rates of domestic and international
Posts and Telecommunications services (charged per second, not per 6-second
block + 1 for all services) (171, mobile phones and landline telephones), so far
the prices of many Post and Telecommunications services have been equal to and
lower than those of regional countries (Cổng TTĐT Bộ Tài Chính, 2019).
Secondly, Vietnamese politics is highly appreciated for the stability to
ensure the operation of Vinaphone, creating a safe mentality when investing. In
addition, the price of joining WTO, being a member of the UN Security Council,
the issue of globalization is increasingly expanding, giving Vinaphone more
favorable opportunities to participate in the global market. At the same time, the
regulations on administrative procedures are getting better, the license to operate
when the business is increasingly shortened. The Government is also very
interested, investing in increasing public administrative efficiency, removing
barriers in business activities.
Besides, to improve service quality for telecom service users, the
Government have issued regulations on:
• Connection to public telecommunications networks: Decision No.
547/1998 / QD-TCBD by the General Director of the General Department of
Post and Telecommunications.
• Freight management: according to Decision No. 217/2003 / QD of the
Prime Minister.
• Postpaid GSM information services of VNPT: according to the decision
28/2004 / QD-BBCVT of the Minister of Post and Telecommunications.
The current political and legal environment gives Vinaphone many
opportunities to expand the market globally as well as attract foreign investment.
However, this is also a challenge for Vinaphone when facing more new

competitors entering the industry, especially those that have price advantage.
- Economics Environment Vietnam's
GDP per capita is increasing steadily over the years, so that the quality of
life is also being improved (Tổng cục thống kê, 2019). Therefore, the demand for
telecommunication products and services will also continue to increase. People
10


have more money to pay for mobile network services. This is an opportunity for
Vinaphone to increase sales and expand customers if they know how to seize the
opportunity.
- Social Environment
With the advantage of young and abundant human resources. The quality of
life of the people is increasingly improved, their preference is to use products and
services that contain modern technology, convenience, quickness and bring many
values and utilities. Therefore, operators and providers of telecommunications
services are also affected and affected by this new trend and need to be very
sensitive and flexible in business, and must constantly develop, complete. Good
and make changes accordingly, catch up and satisfy the needs of the whole
society.
In terms of population, each year, Vietnam increases by 1 million, the
number of households also increases steadily over the years. Therefore, the
number of fixed and mobile subscribers and the demand for internet use are also
increasing. This is a great opportunity to help Vinaphone increase the number of
potential customers. In addition, with the continuous development of society, the
demand for communication and services has also increased dramatically,
stimulating the development of post and telecommunications services. These
include the need for communication between remote areas, mountainous areas
and islands.
- Technology Environment

The telecommunications industry is one of the industries that has to bring
the earliest IT applications to improve the quality of its work (Marr, 2020). The
introduction of new technologies such as the Internet, global positioning and
modern machines in the business helps to increase the value of services, reduce
costs, and create competitiveness with businesses in the same industry (Marr,
2020). Now developing at a high speed, the life cycle of technologies is very fast,
the quality is enhanced, so it is convenient for Vinaphone to apply in the
telecommunications field (the area where technological factors hold a key

11


position).. The application of new technology can help to save costs, improve
service quality and stability, expand network coverage, etc.
2.2 Demand analysis
The rapidly growing service market reflects the diversity of types of
services provided and consumption (Opengovasia.com, 2019). The competition
in the service market is currently happening strongly in each type of service such
as transport, entertainment, information ... This competition is taking place on a
global scale and with increasing speed and high growth. In Vietnam, the service
market is getting more and more attention reflected in the increasing number of
service providers, the number of services increases, and the quality improves
(Opengovasia.com, 2019). Vietnam's service market is preparing for the process
of global integration and competition
Market size
According to the market research report of the marketing department of the
company, combined with data from the Telecommunications Department
(Ministry of Information and Communications). It can be seen that the market
capacity of Vietnam's telecommunications industry is still increasing steadily
over the years. Industry revenue in 2017 reached VND 347,000 billion, an

increase of VND 61,000 billion compared to 2016. The total revenue of
Vietnam's telecommunications industry in 2019 reached VND 470,000 billion, an
increase of 19% compared to 2018.

12


Figure 2: Market size from 2016 to 2019
Unit: Billion VND
Source: Marketing department
According to the Department of Telecommunications, these figures show
the strong growth of the whole industry during the past year. This is also an
indication of a strong shift in the context that traditional telecommunications
services are in a saturated state.
2.3 Analysis of the customer
- Middle to high income segmentation
The positioning of the Vinaphone brand in the minds of customers is a highclass brand, leading the market with a long history. Therefore, Vinaphone is very
popular with business people, civil servants, and adults. These are also those of
the target group of customers that Vinaphone aims at when selecting a marketing
strategy to target the market "Quality" rather than "Quantity". This customer
group is characterized by busy commuters, so they often care about the
convenience and speed of service provided. These groups often belong to loyal
customers, usually (at least) 1 fixed subscription due to the nature of the work. At
the same time, there is little price sensitivity as well as promotions.
- Affordable customer segment

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Customers in this segment are mainly young people, students, low-income

people. Customers tend to save, the average rate of using services such as fixed
phones, mobile phones ... tends to decrease, low elasticity of demand mainly uses
some basic services and a part of the customer who installs the phone to use for
listening. Customers in this segment have a low level of loyalty, most of them are
willing to switch to suppliers with better promotion policies, especially young
people: students, students ...
2.4 Analysis of the competitors
Market are currently having many telecommunication providers; the
competition is very strong and fierce. In the current Vietnam market, there are
about 7 active telecommunication brands, such as Viettel, VinaPhone
Vietnamobile (ex-HT Mobile), GMobile (under G-Tel), Itelecom, Reddi.
However, three brands Viettel, Vinaphone, and Vietnamobile are the three
companies currently holding the majority of market share. It can be clearly seen
that the strongest competitors of Vinaphone are Viettel and Mobifone.
- Mobile information company (Mobifone)
Mobile information company (VMS) is a State-owned enterprise under
Vietnam Posts and Telecommunications Group (VNPT). MobiFone was
established on April 16, 1993 with the original name of Mobile Information
Company (Mobifone.vn, 2020). On December 1, 2014, the Company was
transformed into MobiFone Telecommunications Corporation, under the Ministry
of Information and Communications, doing business in the fields of designing,
building, developing networks and deploying. providing new services of mobile
communications, traditional telecommunications services, VAS, Data, Internet &
IPTV / cable TV, corporate customer products, IT services, retail and distribution
and foreign investment (Mobifone.vn, 2020). In Vietnam, MobiFone is one of the
three largest mobile networks with more than 30% market share. Mobifone is the
second largest market share company in Vietnam with many different packages
for different types of customers (Mobifone.vn, 2020). Mobifone is the first and
only mobile information network provider in Vietnam to be voted as the favorite
brand by customers for 6 consecutive years (Mobifone.vn, 2020). Currently,

14


MobiFone has nearly 50 million subscribers with nearly 30,000 2G and 20,000
3G stations. MobiFone's total revenue in 2017 was approximately US $ 2 billion.
(Mobifone.vn, 2020)
Strengths
●

Staff and employees have a professional, experienced working style,

and are highly appreciated in the field of telecommunications services.
●

Leading in the application of new technology

●

Good service quality, continuously in 3 years, is at the top of the best

service quality.
Weaknesses
●

Poor competitiveness in price

●

The network is not as wide as its competitors Viettel

- Viettel
Viettel is one of the telecom businesses with the largest number of
customers

in

the

world.

With

the

experience

of

universalizing

telecommunications in many developing countries, we understand that being
connected is a very basic human need (Vietteltelecom.vn, 2020). Viettel is
currently a major telecommunications service provider in Vietnam, investing,
operating and doing business in 13 countries stretching from Asia, America, and
Africa with a market size of 270 million people, about 3 times the population of
Vietnam (Vietteltelecom.vn, 2020). Besides telecommunications, Viettel also
participated in the field of high-tech production research and a number of other
fields such as postage, construction, trade and import-export, IDC. Along with
Vinaphone and Mobifone, Viettel joined. The market was later but due to the

great financial potential and the right strategies, Viettel has gradually affirmed its
position as the market leader, becoming the largest network operator and
provider of telecommunications services in Vietnam. Currently, Viettel is the
leading company in the number of 3G broadcast stations with over 17,000
stations (Vietteltelecom.vn, 2020). Viettel's large and large number of stations has
especially opened up opportunities to access the information world for people in
rural areas, remote areas, where ADSL internet deployment is still facing many

15


difficulties. So far, Viettel has provided up to 16 basic services of 3G such as
MobiTV, Mobile internet, Mcclip, Vmail, ... (Vietteltelecom.vn, 2020)
Strengths
●

The largest number of mobile subscribers

●

Wide coverage most

●

Very competitive price

●

Many attractive packages Plenty

●

of 3G services

Weaknesses
●

Poor network quality, congestion still occurs

●

Customer service is still weak

●

Qualifications and attitude of staff are not professional

III. Swot analysis of Telecommunication Service Corporation
(VNPT - Vinaphone)
Strengths

Weaknesses

Having brand positioning is a high- Customer relation management system
class brand with a long history of of the company still faces many
creating trust for customers

limitations,
resources

inadequate
and

personnel

human
division.

Unequal disclosure results in relatively
slow response time, responses to
inquiries and complaints.
Advantage

in

receiving

modern The price of some services is high, the

technology, providing new, diversified, method of charging is not attractive to
high quality services and leading the customers
way in 3G technology.
There is great financial and

Cumbersome sales procedures

technological potential from the parent
company VNPT
Nationwide

infrastructure

network, Limiting investment in advertising and
16


Strengths

Weaknesses

including backbone networks and local promotion. The form of advertising is
access

network.

Wide

service not attractive

distribution network
Often pioneering in providing new The quality of some services is not
services, so attracting and creating high. There are not many diversified
customers' attention Customer

services aimed at many different types
of

customers,

customers.

Diversified services, advantages in
providing package services to meet the
needs of large customers who require
setting up a private network
There is a large market share of loyal
business customers

17

especially

young


Opportunities

Threats

- The income per capita increases

- Technology and services flourish, the

rapidly, stability, raised intellectual

cycle of change puts pressure on

levels, a large population increases the

potential risks of technological lag

demand for telecommunications

- Income and knowledge of the people

services

are limited compared to the current

- The economic integration policy of

demand for telecommunications

the state facilitates economic, cultural

services

and political exchanges. As trade has

- Can Tho demand for value-added

grown, the demand for information and services and information content
information exchange has increased

services The

rapidly.

- risk of market share reduction due to

- Internet technology has developed

the government's open-door policy.

strongly, creating opportunities to

Competition comes from corporations

provide high quality new services.

with capital advantages, technology and

- The trend of terminal price reduction

management experience Geographical

creates many opportunities to attract

- characteristics, climate, culture,

the users

economic uneven development among

- Perfecting the legal system and

regions create a big gap in the demand

policies in line with market

for translation. service.

mechanisms and international

- State policies tighten management

practices, creating a legal framework

for enterprises with a controlling

for businesses to operate. stable

market share, which is detrimental to

operation.

large enterprises when competing
through rates

IV. Proposal and implementation of corrective actions
Customer relationship management is the activities, programs implemented
to aim to bring customers the best service, satisfaction and most satisfaction
thereby creating a strong bond between customers and with Vinaphone.

18


Therefore, the customer service department needs to develop customer service
management programs that are different from other carriers in order to attract and
attract customers so that all customers know and care about the programs.
Currently, one of Vinaphone's weaknesses is in customer service

management. With 19.4 million customers using Vinaphone network, and being
the network with the third largest number of subscribers. Customer care of
Vinaphone has not yet been fully invested, has not fully met customer
requirements. Staff do not meet the needs of customers, at some points of time,
often poor in the attitude of the service staff and sometimes keep customers
waiting too long. The center's customer database management software has not
been professionally invested to develop relationships through adding value to
customers, maintaining and developing loyalty. Therefore, Vinaphone needs to
improve its personnel training system, especially in customer service
management, to improve service quality. In addition, the customer service
management programs are not abundant, not creating motivation for customers to
return to use the service is also a weakness of Vinaphone. Therefore, Vinaphone
needs to focus on two main goals to improve the quality of its customer service,
including (1) improving the efficiency of customer service management
programs and (2) optimizing the customer service management activities.
4.1 Recommendations to improve the content customer service
programs at Vinaphone
* Happy birthday program:
- Expand the beneficiaries of this customer care program for all prepaid
subscribers and postpaid. For prepaid subscribers who do not have date of birth
data, replace it with the data of customers entering the network
- Diversify more gifts to increase the attractiveness of gifts for each
customer object each year.
- Constantly changing, improving card templates, envelopes with
Vinaphone's own style and characteristics

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- Greeting cards signed by the company's leaders. This makes customers

feel they are interested and appreciated and show the strategy towards customers
from all levels of Vinaphone
* Customer care program in the province
- Introduction of Vinaphone's development strategy at conferences
customers organized by the center
- Introducing Vinaphone's preferential policies for customers to strengthen
customer conference organization: customer conference is an environment for
exchanging and exchanging information between the company and customers, is
an opportunity for the unit to capture customers 'feelings and attitudes towards
Vinaphone's services as well as their customers' desires and needs. At the same
time, it is an opportunity for Vinaphone to introduce the latest Vinaphone
services to customers. With such benefits, in the coming time Vinaphone needs to
strengthen the organization of customer conferences.
- For big customers: Should hold large customer conferences regularly,
especially when launching new services to be organized to launch, promote
Vinaphone's products and services to customers. And then collect customer
feedback on that new product and service. Especially in today's fierce
competitive environment, flexible planning of customer conferences is extremely
necessary.
- For small and medium-sized customers: regularly organizing activities and
programs such as: "Vinaphone grateful customers, festivals exchanging with
customers ..." Is the appropriate solution. Offering gifts to Vinaphone long-term
customers, customers using a large number of Vinaphone's services ... in
addition, can organize some additional and auxiliary programs such as picnic,
meeting at the weekend, at the end of the year ... these are programs to
supplement and perfect the regular customer care programs, increase the surprise
and attractiveness in customer maintenance. Implementation of customer
maintenance programs should promote diverse and diverse capabilities to attract
more and more attractiveness, and it is necessary to combine customer
maintenance with the exploration of feedback from the customer. customers

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