30%
reduction in cost-to-serve
8%
improvement in cost-income ratio
30%
increase in active digital customers
20-40 %
annual growth in digital customer acquisition
We deliver measurable results
Get to know MSB
Maritime Commercial Joint Stock Bank (MSB), based in Vietnam, is a leading financial institution with a strong commitment to digital transformation. Serving over 5.5 million individual and 100,000 corporate customers, MSB has positioned itself as a pioneer in modernizing Vietnam’s banking landscape. Its goal is to become a leader in digital platforms while delivering exceptional customer service experiences.
Challenges
Targeted solutions for
Outdated Mobile Application
MSB’s existing mobile app struggled to meet the increasing demands of both product development teams and transaction volumes. Frequent system overloads caused service interruptions, negatively impacting the customer experience and limiting the bank’s ability to grow its digital capabilities.
Fragmented Systems
MSB’s existing in-house applications lacked unification, leading to inefficiencies in operations and customer experience.
Cost and Scalability
Evolving customer expectations required seamless, omnichannel banking solutions to remain competitive. At the same time, reducing operational costs and achieving agility in product development were critical to scaling digital offerings efficiently.
SOLUTIONS
Our tools for success
MSB tackled these challenges by forming a strategic partnership with SmartOSC, leveraging its extensive expertise in Vietnam’s financial sector and its seasoned Fintech team. Together, they implemented the Backbase Engagement Banking Platform to unify systems, enhance scalability, and deliver a seamless omnichannel customer experience.
Key elements of the solution include:
- Unification of Applications: Transitioning to a single, best-of-suite platform, enabling seamless integration and streamlined customer journeys.
- Enhanced Digital Factory: MSB’s in-house team leveraged Backbase’s flexible architecture to build end-to-end digital experiences, including onboarding, daily transactions, and product bundling.
- Local Expertise: SmartOSC tailored the platform to Vietnam’s specific regulatory and market needs, ensuring a smooth rollout.
- Frictionless Experiences: The solution is designed to reduce onboarding complexities, improve product usability, and deliver consistent omnichannel experiences.
SmartOSC Joins Forces With MSB To Implement Bacbase’s Customer-Centric Engagement Banking Platform
This milestone marks a pivotal step in MSB’s journey toward customer-centric modernization, advancing its digital factory, and delivering seamless experiences that drive financial innovation in Vietnam.
