Starting in August, ABBank launched a project to digitalize in-branch transactions across its entire network, reorganizing service processes based on individual customer needs. Upon arrival at a transaction office, customers are now greeted by a team of Finance & Investment Advisors (FIA) who assess their needs and guide them to the appropriate area, replacing the previous system of taking a number and waiting at a single counter. Depending on their requirements, customers are directed to the self-service zone, a consultation cabin, or a traditional transaction counter to complete their respective banking tasks.

Customers are guided to complete transactions according to their needs. Photo: ABBank

For digitalized transactions, customers can independently use CRM machines or other digital devices with support from an FIA. Needs requiring more in-depth discussion about products, loans, investments, or financial solutions are directed to a private consultation cabin, providing a convenient space for detailed conversations.

Transactions that still require direct processing by a teller continue to be handled at the counter. However, customers can complete some information and procedures beforehand on digital devices, thereby reducing the time spent at the counter when their turn arrives.

Customers can proactively perform digitalized transactions on CRM or tablets. Photo: ABBank

Through this organizational approach, the self-service zone, consultation cabins, and transaction counters operate not in isolation but are connected within a unified customer journey. FIAs serve as guides and coordinators throughout the process, ensuring customers access the correct service at the right time and tailored to their needs.

Standing transaction counters and consultation cabins are where customers receive direct advice and support from tellers for necessary tasks. Photo: ABBank

According to ABBank, the in-branch transaction digitalization project applies technology to streamline processes, minimize waiting times, and increase customer autonomy. Shifting some tasks to digital devices also allows FIAs and tellers to dedicate more time to providing specialized financial advice and addressing complex inquiries.

"The objective is not just to digitalize transactions but also to innovate the branch experience. Technology will support automated tasks, allowing our personnel to focus more on advising and assisting customers," an ABBank representative stated.

Before its system-wide implementation, the model was piloted at 6 transaction offices in Hanoi, TP HCM, and Da Nang. The bank notes that this simultaneous rollout marks a new advancement in its service model innovation, contributing to standardizing and enhancing service quality across the entire system.

With a customer-centric orientation, ABBank states it will continue to leverage technology to standardize processes, improve service quality, and enhance the experience at transaction points in the coming period.

(Source: ABBank)