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As user behavior increasingly shifts to digital platforms, banks are compelled to evolve from offering mass-market products to crafting personalized customer experiences. Data has become the cornerstone of this transformation. 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 invests heavily 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. The integration of data across all systems enables the bank to streamline processes and expand 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 provides approval within 5 minutes, with credit limits of up to 100 million VND. Decisions are no longer based on manual processes but on 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 the ultra-fast online credit card issuance solution, customers can register and use their card within minutes (Image: MSB)
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For corporate clients, the M-Flex product marks a significant advancement in leveraging data to enhance service efficiency. Using advanced algorithms, MSB can approve secured loans of up to 15 billion VND online within just four business hours. The entire process, from application to disbursement, is conducted online, saving time while maintaining robust risk control for the bank.
In marketing and customer care, data is pivotal for personalizing experiences. MSB has invested significantly in data infrastructure and advanced 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.
Additionally, 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 Catalyst for Data Value
Data is the foundation for MSB’s innovative, personalized financial solutions (Image: MSB)
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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, a “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.
Complementing this are solutions like IBM Watsonx.Data and IBM Watson.AI, which MSB uses to create a unified data ecosystem. This system automates data cleaning, synchronization, storage, and analysis, significantly reducing processing times.
As a result, MSB has made substantial 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 modern technology, data becomes a “living asset,” actively and flexibly utilized across all operations. This fosters a data-driven decision-making culture, where actions are guided by real-time insights and metrics.
For MSB, data is a tool to understand, predict, and support customers in their financial decisions. The bank is moving closer to its vision of a bank that “understands customers before they speak,” where every product and interaction is deeply personalized. This is how MSB transforms data into tangible value, using technology to drive a distinctive banking experience.
Services
– 09:00 09/12/2025
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