DIGITAL TRANSFORMATION STRATEGY TO IMPROVE CUSTOMER EXPERIENCE AT HO CHI MINH CITY BANKS

Abstract

The banking industry in Ho Chi Minh City is undergoing significant changes driven by technological advancements and evolving customer expectations. To stay competitive and provide exceptional customer experiences, banks in the city must embrace digital transformation strategies. This abstract presents a digital transformation strategy aimed at improving customer experience in Ho Chi Minh City banks. The strategy begins with a comprehensive assessment of the current state of digital readiness within the banks, including their IT infrastructure, systems, and processes. This assessment helps identify areas that require improvement and sets the foundation for the digital transformation journey. The strategy highlights the importance of customer-centricity and emphasizes the need for a seamless and personalized customer experience across multiple touchpoints. To achieve this, the banks are encouraged to leverage emerging technologies such as artificial intelligence, big data analytics, and robotic process automation.