Techcombank moves to hyper-personalise CX with Adobe

Vietnam Technological and Commercial Joint Stock Bank (Techcombank) engaged Adobe in a multimillion-dollar, multi-year partnership toward its goal of becoming the first bank in Vietnam to launch an end-to-end customer experience technology platform.

Techcombank wants to launch innovative offerings for Vietnamese consumers and tap into market growth in alignment with Vietnam’s national digital transformation strategy for 2025. 

Using Adobe Experience Cloud, Techcombank will be able to deliver hyper-personalised banking experiences in real time across offline and digital touchpoints. 

“Today’s consumers are banking across multiple online and offline channels, and it is critical that we meet their expectations wherever they choose to engage or transact,” said Jens Lottner, CEO at Techcombank.

As customers seek experiences that are better, quicker, and more convenient, Techcombank intends to provide consumers highly tailored, one-to-one experiences that meet their needs both online and offline. 

Techcombank’s investment in Adobe Experience Cloud, including Adobe Real-Time Customer Data Platform (CDP), will form part of the integrated technology platform to help Techcombank determine the best personalisation format for individual customers, by analyzing customer browsing behaviors and deploying persona-based discovery paths. 

This means that customers’ entire experiences will be fully digitised, and customer engagements will happen in real time.

Simon Dale, managing director of Southeast Asia and Korea at Adobe, said Techcombank will be able to deliver better and faster experiences for customers, advancing its long-term vision to inspire a more robust digital skills economy and workforce reskilling in Vietnam.

Vietnam aims to accelerate national digital transformation efforts in the finance and banking industry, including a target of 70% of bank transactions conducted on digital platforms by 2025. 

To that end, Techcombank and Adobe have committed to build the digital skills economy by unveiling an inaugural Center of Excellence (CoE), bringing together the most sought-after digital and technology skills to upskill teams and develop digital talent.

“Our CoE will develop the digital capabilities of teams within Techcombank to leverage the tools within Adobe Experience Cloud,” said Dale. “This will simultaneously accelerate the bank’s digital transformation journey and enable the development of industry-leading digital talent within the bank.”