Asia Commercial Bank (ACB) | APEA - Asia Pacific Enterprise Awards

INSPIRATIONAL BRAND CATEGORY

Asia Commercial Bank

Company Introduction
Asia Commercial Bank (ACB) was established in 1993 and is one of the largest and fastest growing joint-stock banks in Vietnam. ACB has maintained strong growth for many years, making it a major player in the financial services sector in Vietnam. ACB targets strong financial results, risk management and business ethics and aims to be a pioneer in delivering products and services that meet the needs of customers. ACB focuses on investing in the development of its human resources as key contributors to the bank's position in the banking and financial sector. ACB was named a Best Company to work for in Asia 2019” by HR Asia in July 2019.

Corporate Culture
For over 27 years, ACB has been seen by customers as the best retail bank in Vietnam thanks to the following competitive advantages of providing high quality human resources. Prudent lending policy and a good risk management system, extensive experience in retail banking, providing quality products and services to customers, deep customer relationships and great customer experience and an inspirational identity.

Company’s Brand Story
The ACB brand was created in 1993 and positioned as a “Bank of people”. In 2015, with the strategy of focusing on customers and related individuals/organizations, ACB launched a new corporate identity as part of the strategic change in serving customers and putting the customer experience at the center of everything bank employees do. The brand image of ACB has inherited and developed its core values since the establishment and during its growth. The first logo was comprised of 12 horizontal stripes representing cash flows. The new logo displays a dot embraced by the letter C implying the new “customer-centered” strategy of ACB and “ACB_Focus on You”.

When set vertically, the letter C encircling a dot symbolizes the brand of ACB. This symbol, viewed from various distances, represents the smile and the embrace of ever-growing relationships between ACB and customers, as well as between ACB’s staff and the community. Since 2015, the symbol of ACB has been used in all of ACB’s designs and products such as advertisement materials, customer areas, uniforms, gifts, stationery, etc. ACB has also been operating in the direction of “services with targets” to further enhance the relationships with customers, shareholders, partners, and the community.

ACB’s customer-centered attitude, in which customers are the top priority in the bank’s strategies, has been recognized by acclaimed international organizations. ACB was chosen as the most recommended retail bank in Vietnam and the 10th most recommended retail bank in the Asia Pacific region, according to the Bank Quality Consumer Survey and Ranking conducted by The Asian Banker which covered 11,000 bank customers in 11 markets across the region.

The investment in people programme is initiated
ACBers are actively promoted to their full potential and energized by the organization’s support. ACB facilitates and provides an ideal learning route for each position. This focus on training allows ACB to deploy the bank’s strategies and increase the capability to execute our plans. In addition, ACBers are able to proactively select the courses and appropriate learning method to fulfill their needed competencies. If a particular course is not yet available within ACB, we will invest to launch similar content or send employees to learn through qualified courses. There are also training packages designed to enhance the leadership skills of middle and senior management. The annual income policy is designed and implemented to create a strong driving force to promote business development. In particular, the program rewards the results of monthly performance through bonuses that promote business growth. A Comprehensive health care program (ACB care) is provided for employees and their relatives. An Outstanding Leadership Bonus Program offers overseas travel, high-class healthcare check-up service, and genetic test health screenings.
CSR program developed for employee engagement
Beyond work or activities related to banking and finance, there are many colorful programs that ACBers can join and contribute to society. These activities include programs such as “I love the journey of my life”, blood donations, and the Mid-Autumn Festival named “Vui Hoi Trang Ram”. ACBers share their empathy and enthusiastically contribute to charity activities. ACBers are also very proud of the Environment Protection program named Close to O. All employees are offered a matching vacuum tumbler, reusable straw and cloth bag with beautiful ACB logo to reuse many times instead of using disposable plastics. In every team building activity, ACBers are encouraged to classify, limit, and collect garbage to protect the environment. This message was first spread by ACB’s Chairman and has truly become the culture and habit of ACBers. In addition, to support Vietnam to overcome the challenges caused by Covid-19 this year, ACB has donated to the government and seriously adheres to epidemic prevention measures throughout the ACB network.

Future Direction
In the near future, ACB will continue to strengthen its competitive position in the market to continue sustainable development, focusing on investing in technology systems, human resources and brand innovation. These efforts incorporates setting up units relating to the application of Basel II standards in 2019, continuing to boost the retail banking business, continuing to utilize the potential of bancassurancem bankcards and priority banking services, further defining targeted customer segments and key economic sectors to build appropriate policies, to build an ecosystem to break through customer acquisition, create an innovative culture to bring ACB closer to an advanced fintech model, focus on improving the position, market share and profitability of ACB branches and sub-branches in key markets and lastly to train and develop human resources for improved productivity; and continue reviewing talents for succession planning.

INSPIRATIONAL BRAND CATEGORY

Asia Commercial Bank

Company Introduction
Asia Commercial Bank (ACB) was established in 1993 and is one of the largest and fastest growing joint-stock banks in Vietnam. ACB has maintained strong growth for many years, making it a major player in the financial services sector in Vietnam. ACB targets strong financial results, risk management and business ethics and aims to be a pioneer in delivering products and services that meet the needs of customers. ACB focuses on investing in the development of its human resources as key contributors to the bank's position in the banking and financial sector. ACB was named a Best Company to work for in Asia 2019” by HR Asia in July 2019.

Corporate Culture
For over 27 years, ACB has been seen by customers as the best retail bank in Vietnam thanks to the following competitive advantages of providing high quality human resources. Prudent lending policy and a good risk management system, extensive experience in retail banking, providing quality products and services to customers, deep customer relationships and great customer experience and an inspirational identity.

Company’s Brand Story
The ACB brand was created in 1993 and positioned as a “Bank of people”. In 2015, with the strategy of focusing on customers and related individuals/organizations, ACB launched a new corporate identity as part of the strategic change in serving customers and putting the customer experience at the center of everything bank employees do. The brand image of ACB has inherited and developed its core values since the establishment and during its growth. The first logo was comprised of 12 horizontal stripes representing cash flows. The new logo displays a dot embraced by the letter C implying the new “customer-centered” strategy of ACB and “ACB_Focus on You”.

When set vertically, the letter C encircling a dot symbolizes the brand of ACB. This symbol, viewed from various distances, represents the smile and the embrace of ever-growing relationships between ACB and customers, as well as between ACB’s staff and the community. Since 2015, the symbol of ACB has been used in all of ACB’s designs and products such as advertisement materials, customer areas, uniforms, gifts, stationery, etc. ACB has also been operating in the direction of “services with targets” to further enhance the relationships with customers, shareholders, partners, and the community.

ACB’s customer-centered attitude, in which customers are the top priority in the bank’s strategies, has been recognized by acclaimed international organizations. ACB was chosen as the most recommended retail bank in Vietnam and the 10th most recommended retail bank in the Asia Pacific region, according to the Bank Quality Consumer Survey and Ranking conducted by The Asian Banker which covered 11,000 bank customers in 11 markets across the region.
The investment in people programme is initiated
ACBers are actively promoted to their full potential and energized by the organization’s support. ACB facilitates and provides an ideal learning route for each position. This focus on training allows ACB to deploy the bank’s strategies and increase the capability to execute our plans. In addition, ACBers are able to proactively select the courses and appropriate learning method to fulfill their needed competencies. If a particular course is not yet available within ACB, we will invest to launch similar content or send employees to learn through qualified courses. There are also training packages designed to enhance the leadership skills of middle and senior management. The annual income policy is designed and implemented to create a strong driving force to promote business development. In particular, the program rewards the results of monthly performance through bonuses that promote business growth. A Comprehensive health care program (ACB care) is provided for employees and their relatives. An Outstanding Leadership Bonus Program offers overseas travel, high-class healthcare check-up service, and genetic test health screenings.

CSR program developed for employee engagement
Beyond work or activities related to banking and finance, there are many colorful programs that ACBers can join and contribute to society. These activities include programs such as “I love the journey of my life”, blood donations, and the Mid-Autumn Festival named “Vui Hoi Trang Ram”. ACBers share their empathy and enthusiastically contribute to charity activities. ACBers are also very proud of the Environment Protection program named Close to O. All employees are offered a matching vacuum tumbler, reusable straw and cloth bag with beautiful ACB logo to reuse many times instead of using disposable plastics. In every team building activity, ACBers are encouraged to classify, limit, and collect garbage to protect the environment. This message was first spread by ACB’s Chairman and has truly become the culture and habit of ACBers. In addition, to support Vietnam to overcome the challenges caused by Covid-19 this year, ACB has donated to the government and seriously adheres to epidemic prevention measures throughout the ACB network.

Future Direction
In the near future, ACB will continue to strengthen its competitive position in the market to continue sustainable development, focusing on investing in technology systems, human resources and brand innovation. These efforts incorporates setting up units relating to the application of Basel II standards in 2019, continuing to boost the retail banking business, continuing to utilize the potential of bancassurancem bankcards and priority banking services, further defining targeted customer segments and key economic sectors to build appropriate policies, to build an ecosystem to break through customer acquisition, create an innovative culture to bring ACB closer to an advanced fintech model, focus on improving the position, market share and profitability of ACB branches and sub-branches in key markets and lastly to train and develop human resources for improved productivity; and continue reviewing talents for succession planning.