Sacombank deputy CEO Nguyen Minh Tam and BJ Burlingame, head of digital business services, SAP Southeast Asia, sign an agreement to implement the customer relationship management project in HCM City on March 6. — VNS Photo

Saigon Thuong Tin Commercial Bank (Sacombank) has hired SAP, a global leader in enterprise application software, for its customer relationship management (CRM) project, which consists of functions like sales, service, marketing, and integrated database analysis.

BJ Burlingame, head of digital business services for SAP Southeast Asia, said “Banking is essentially about data to gain insights into customers’ behaviours and preferences, and essentially improving customer conversion rates, wallet share and customer loyalty.”

SAP’s CRM application would enable organisations to “uncover insights that can simplify their sales processes with better customer engagement, accurate forecasting, and real-time pipeline management,” she said, adding that “This will allow them to deliver contextual and personalized experience for their customers.”

With an increase in internet use in Viet Nam, it is essential for businesses to invest in digital technology if they want to succeed, she said.

Nguyen Minh Tam, deputy CEO of Sacombank, said: “The specific goal we have from this project is to take advantage of 360-degree customer views from CRM analytics to have better understanding of the needs and behaviours of existing and potential customers.

“We consider the completion of CRM an essential factor in making Sacombank stand out from its competitors in the market.”

The bank, without divulging the cost of the project, said merely it cost a “large amount of money.”

It is expected to be ready in March next year. — VNS