Atul Dixit, CEO, Prudential Finance, speaks with Global Banking and Finance Review on The Best Consumer Finance Company for Customer Service, Vietnam 2018.

Atul Dixit, CEO, Prudential Finance

What particular highlights are you proud of?

The award recognizes Prudential Finance’s high standards of customer experience and best-in-class services which are embedded in various initiatives launched last year to optimize the company’s resources and infrastructure.

We were commended for understanding the value that customer experience has on building the Brand’s positive reputation and, ultimately, the difference it makes to our business success and customer success.

How did it feel for being the best consumer finance company for customer service, Vietnam 2018?

We are honored to be named The Best Consumer Finance Company for Customer Service of the Year 2018. This award highlights our long-term commitment to building a culture of providing excellent service to our customers throughout their journey with Prudential Finance. Driving customer satisfaction and delivering impactful customer experience are core to our continued business success. The new digital era has changed the way we communicate with each other; however Prudential Finance takes it as an opportunity and a priority to innovate in order to meet the fast changing needs of our over 500,000 Vietnamese customers.

Tell us how you’ve approached change?

2017 was a turning point for Prudential Finance in terms of customer communications and experiences.  Customers enjoy easy and convenient access to a wider range of corporate information through the standardization and digitalization of communication channels such as email and SMS. Free Wi-Fi access are now available in various company branches. In addition, a Voice interactive response system (IVR) was set up to broadcast customized phone greetings, messages and reminders, providing more personalized experiences to customers whenever they contact the company.  Since the introduction of the new service, 50% inbound calls are handled through the IVR and our customers are able to obtain the information they are looking for through the automated system.

Prudential Finance continues to place high quality customer service at the heart of everything they do, embracing the values of trust, fairness and utmost customer care.  The Customer Service Charter set out the company’s commitment in delivering high-standard customer services. The Customer Care team was established to understand and address customers’ evolving needs.  An example was the shortening of the loan application disbursement turnaround time (TAT) which significantly improved customer experiences.

What was the journey like to get where you are?

Prudential Vietnam Finance Company Ltd. (Prudential Finance), was the first fully foreign owned consumer finance company, officially operating in Vietnam in October 2007. In recent years, Prudential Finance has pioneered in providing customized financial consultancy and loan programs to different customer segments. With the widespread business network nationwide, the company has strong capabilities in serving customers with flexible financial solutions, enabling its customers to fulfill their dreams and enhance their living standards. Prudential Finance is highly honored to serve hundreds of thousands of customers and more customers have placed their trust in the company’s services. Prudential Finance’s network comprises of its Head office in Ho Chi Minh City, Branches in Hanoi and Danang, as well as Transaction offices and Services Introduction Points across the country.

What has the response been internally when it comes to global recognition?

I am incredibly proud and humbled by the work of our teams and the personalized service they have provided to our customers at each and every contact point. This prestigious award is not only a testament to our professionalism, equally important is the acknowledgement and appreciation of the unmatched care and respect we treat our customers. Thanks to all of our employees and sales representatives who have contributed to our business success and in winning this award.