The logo of Techcombank, a Vietnamese bank, with the company's name in dark blue text and a geometric emblem on a dark background.

Customer-first digital transformation for Vietnamese SMEs.

A person stands in front of a restaurant counter with arms resting on it, facing the kitchen. The counter has the word 'DECLAR' partially visible. Behind the counter are chefs and restaurant staff working, with hanging red lanterns and brass pendant lights overhead. The background shows shelves with bottles and kitchen equipment.
A detailed customer journey map about cash flow, saving, and lending, featuring graphs, charts, text, and icons illustrating related concepts and data.
Colorful spiral diagram showing features of a merchant account, including merchant account features, overdraft info, credit, managing fraud, tax filing, use of multiple tools, transaction explanations, integration of tools, and merchant account features again.
Screenshots of mobile banking app interfaces showing account details, transactions, balance summaries, and transfer options.
Open notebook with handwritten notes, numbers, and calculations in blue ink, four columns divided by blue lines, notes circled in blue pen.
Sequence of mobile app screens showing steps to set up a store QR code, including account selection, QR code generation, entering store name, and review details in a multilingual interface.
Diagram of the customer journey, showing stages and steps, channels, and pain points, with a service design layer connecting business activities such as owners, teams, KPIs, processes, and systems.
A girl with blonde hair and a girl with dark hair in a ponytail are at a restaurant counter. The blonde girl is looking at a menu, and the other girl is holding a phone.

  • Customer Experience Mapping

  • CX Strategy

  • Customer Research

  • Competitor Analysis

  • Service Design

  • Stakeholder Facilitation

SERVICES

RESULTS

27%

increase in SME holdings

The challenge

Techcombank, Vietnam’s 4th largest bank, is aiming to be the bank of choice for SMEs. However, due to cultural nuances in customer behaviour, many SMEs choose to manage their businesses using personal banking solutions. This reduces the ability for Techcombank to provide the best possible experience. 

What we did

In-market contextual interviews revealed the reality of managing an SME in Vietnam. In-depth competitor analysis was also completed to understand how the SME market was currently being served. Specific and unique challenges were identified to address.

The results

Digital tools such as cash flow management and tax submission have been implemented. Techcombank has since increased the balance of SME accounts by 27%.

More work

New service design to double the number of parcels sent.

Diagnosis of the purchase journey to increase sales by 50%.

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