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

INSPIRATIONAL BRAND CATEGORY

Asia Commercial Bank (ACB)

Information about the Company & Brand
Established in 1993, Asia Commercial Bank (ACB) is one of the largest and fastest-growing joint-stock banks in Vietnam.

Besides focusing on its target to become one of the leading banks in retail markets, ACB has always focused on social activities, contributing to the community and the banking industry in general. ACB acts and develops based on 5 core values: Integrity – Prudence – Balance – Innovation – Efficiency.

Brand Elements
As a commercial bank, ACB contributes to stimulating economic growth and monetary policy stabilization by providing financial products/ services to customers in priority segments. ACB promulgate many policies to ensure compliance with the law in the bank's credit activities, strengthen risk management and apply methods to prevent cybercrime. ACB strictly complies with the government requirements, commits to its customers and actively communicate to the next banker communities. ACB always focuses on customer’s satisfaction to provide the best products/ services, timely responses to customer needs and better customer experiences.

ACB has also achieved many prestigious domestic and international awards including “Bank of the Year in Vietnam 2019” by The Banker and "Best Companies to Work for in Asia” three years in a row by HR Asia.

The bank’s prudent lending policy, good risk management system, extensive experience in retail banking, and ability to provide quality products and services and great customer experience, form deep customer relationships and an inspirational identity helped it to gain the reputation of being the best retail bank in Vietnam.
Inspiring Identity
Created in 1993, the ACB brand positioned as a “Bank of people”. In 2015, with the strategy of focusing on customers and related individuals/ organisations, ACB launched a new corporate identity as part of the strategic change in serving customers and putting the customer experience at the centre of everything bank employees do. The brand image of ACB has inherited and developed its core values since its establishment and during its growth. 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-centred attitude, in which customers are the top priority in the bank’s strategies, has been recognised by acclaimed international organisations. 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. Besides that, ACB was chosen as Best Customer Service Provider Asia by the International Banker (United Kingdom).

Achievements & Impact
Innovation in the workplace is one of the success stories of the ACB brand.

Innovation is one of ACB’s five core values. Therefore, the bank always makes efforts to ensure that its talents can continuously improve work efficiency and utilise innovation in the workplace.

There is a yearly innovation competition relating to fintech or financial services called “We Innovate Now” (WIN). ACBers can build team cross functions, cross departments or even with members outside the organisation. Each team with its technological solution will run for the prize and opportunities cooperating with ACB as partners or suppliers.

Every year, the winning team of WIN and talented ACBers have opportunities to participate in the Singapore FinTech Festival. This chance encourages them to shop latest technological innovation ideas and bring them back to ACB’s services.

ACB applies a lot of digital tools to its system and procedure. ACBers are carefully trained to optimise these tools to improve and create more effective collaborations despite the limitation of the physical workplace, enabling them to go paperless and be greener in working behaviour. They can also actively follow their performance dashboard and openly voice up ideas at the business kick-off. These meetings are organised very flexibly to maximise collaboration and innovation. They can be held offline as traditional meetings, workshops, town halls or online via a conference or Livestream.

Future Direction
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 incorporate setting up units relating to the application of Basel II standards in 2019, continuing to boost the retail banking business and utilise the potential of bancassurance bankcards and priority banking services; further defining targeted customer segments and key economic sectors to build appropriate policies and an ecosystem to promote breakthrough customer acquisition; creating an innovative culture to bring ACB closer to an advanced fintech model; focusing on improving the position, market share and profitability of ACB branches and sub-branches in key markets; training and developing human resources for improved productivity; and continuing to review talents for succession planning.

INSPIRATIONAL BRAND CATEGORY

Asia Commercial Bank (ACB)

Information about the Company & Brand
Established in 1993, Asia Commercial Bank (ACB) is one of the largest and fastest-growing joint-stock banks in Vietnam.

Besides focusing on its target to become one of the leading banks in retail markets, ACB has always focused on social activities, contributing to the community and the banking industry in general. ACB acts and develops based on 5 core values: Integrity – Prudence – Balance – Innovation – Efficiency.

Brand Elements
As a commercial bank, ACB contributes to stimulating economic growth and monetary policy stabilization by providing financial products/ services to customers in priority segments. ACB promulgate many policies to ensure compliance with the law in the bank's credit activities, strengthen risk management and apply methods to prevent cybercrime. ACB strictly complies with the government requirements, commits to its customers and actively communicate to the next banker communities. ACB always focuses on customer’s satisfaction to provide the best products/ services, timely responses to customer needs and better customer experiences.

ACB has also achieved many prestigious domestic and international awards including “Bank of the Year in Vietnam 2019” by The Banker and "Best Companies to Work for in Asia” three years in a row by HR Asia.

The bank’s prudent lending policy, good risk management system, extensive experience in retail banking, and ability to provide quality products and services and great customer experience, form deep customer relationships and an inspirational identity helped it to gain the reputation of being the best retail bank in Vietnam.
Inspiring Identity
Created in 1993, the ACB brand positioned as a “Bank of people”. In 2015, with the strategy of focusing on customers and related individuals/ organisations, ACB launched a new corporate identity as part of the strategic change in serving customers and putting the customer experience at the centre of everything bank employees do. The brand image of ACB has inherited and developed its core values since its establishment and during its growth. 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-centred attitude, in which customers are the top priority in the bank’s strategies, has been recognised by acclaimed international organisations. 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. Besides that, ACB was chosen as Best Customer Service Provider Asia by the International Banker (United Kingdom).

Achievements & Impact
Innovation in the workplace is one of the success stories of the ACB brand.

Innovation is one of ACB’s five core values. Therefore, the bank always makes efforts to ensure that its talents can continuously improve work efficiency and utilise innovation in the workplace.

There is a yearly innovation competition relating to fintech or financial services called “We Innovate Now” (WIN). ACBers can build team cross functions, cross departments or even with members outside the organisation. Each team with its technological solution will run for the prize and opportunities cooperating with ACB as partners or suppliers.

Every year, the winning team of WIN and talented ACBers have opportunities to participate in the Singapore FinTech Festival. This chance encourages them to shop latest technological innovation ideas and bring them back to ACB’s services.

ACB applies a lot of digital tools to its system and procedure. ACBers are carefully trained to optimise these tools to improve and create more effective collaborations despite the limitation of the physical workplace, enabling them to go paperless and be greener in working behaviour. They can also actively follow their performance dashboard and openly voice up ideas at the business kick-off. These meetings are organised very flexibly to maximise collaboration and innovation. They can be held offline as traditional meetings, workshops, town halls or online via a conference or Livestream.

Future Direction
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 incorporate setting up units relating to the application of Basel II standards in 2019, continuing to boost the retail banking business and utilise the potential of bancassurance bankcards and priority banking services; further defining targeted customer segments and key economic sectors to build appropriate policies and an ecosystem to promote breakthrough customer acquisition; creating an innovative culture to bring ACB closer to an advanced fintech model; focusing on improving the position, market share and profitability of ACB branches and sub-branches in key markets; training and developing human resources for improved productivity; and continuing to review talents for succession planning.