As user behavior increasingly shifts to digital environments, banks are compelled to transform their operations from offering mass-market products to crafting personalized customer experiences. Data has become the cornerstone of this evolution. MSB is no exception, recognizing that intelligent data management is key to not only enhancing service quality but also achieving the goal of becoming “the bank for each customer.” Alongside its smart data strategy, MSB prioritizes investment in advanced security technology, acting as a “digital shield” to protect user data.
Turning Data into a Competitive Advantage
At MSB, data is considered the core foundation for shaping business strategies and innovating customer experiences. By integrating data across the entire system, the bank not only streamlines processes but also expands its capacity to create deeply personalized products and services.
For individual customers, opening an MSB credit card online is now a seamless process, requiring just a few simple steps. The system automatically analyzes data and delivers approval within 5 minutes, with credit limits of up to 100 million VND. Decisions are no longer reliant on manual processes but are driven by behavioral data and metrics processed through machine learning models. This results in instant, transparent, and secure experiences that meet the expectations of modern customers.
With its ultra-fast online credit card issuance solution, customers can register and use their card within minutes (Image: MSB)
For corporate clients, the M-Flex product marks a significant advancement in leveraging data to enhance service efficiency. Utilizing advanced algorithms, MSB can approve secured loans of up to 15 billion VND online within just four business hours. The entire process, from registration to disbursement, is conducted digitally, saving clients time while maintaining robust risk management for the bank.
In marketing and customer care, data is the linchpin for personalizing experiences. MSB has invested heavily in data infrastructure and cutting-edge martech platforms to deeply understand customer behavior at every touchpoint. Its multi-layered data analytics system identifies “golden moments” in the customer journey—instances where a tailored offer or product can significantly influence customer decisions and exceed expectations. Each interaction thus becomes more than a transaction; it’s an emotional connection.
Simultaneously, MSB’s multi-channel customer feedback system processes over 80,000 responses, converting them into actionable data for service improvements. This “listen, understand, and respond” approach is faster and more effective, enabling MSB to refine processes, update policies, and deliver optimized experiences.
Technology as the Foundation for Data Value
Data is the foundation for MSB’s innovative, personalized, and ultra-fast financial solutions (Image: MSB)
To maximize data’s potential, MSB focuses on effective governance and utilization. The bank has adopted IBM Cloud Pak for Data, a leading modern data platform. At its core is IBM Knowledge Catalog, acting as the “brain” that deeply understands MSB’s data assets while enforcing strict policies for access, privacy, and data quality. It also accelerates data collection and enrichment.
Additionally, MSB integrates solutions like IBM Watsonx.Data and IBM Watson.AI to create a unified data ecosystem. This system automates data cleaning, synchronization, storage, and analysis in minimal time.
As a result, MSB has made significant strides in data standardization and quality. Thousands of new data points are continuously updated, cleaned, and packaged into “data products” ready for business applications, market research, and predictive analytics.
By leveraging advanced technology, data becomes a “living asset,” proactively and flexibly utilized across all operations. This fosters a data-driven decision-making culture, where every action is guided by real-time insights and metrics.
For MSB, data is the tool to understand, predict, and accompany customers in every financial decision. The bank is moving closer to its vision of becoming a bank that “understands customers before they speak,” where every product and interaction carries a profound personal touch. This is how MSB transforms data into tangible value, using technology to drive a distinctive banking experience.
