New evolution step for Vietnam securities

Le Thi Le

It can be said that 2010 was a year without success for the securities industry in Vietnam. The industry cash tends to flow into other investment channels such as investment in bonds, dollar, savings, etc. Thus, this is the right time for stock companies to improve themselves for a new period of development.

Looking over other countries, many successful securities firms already applied advanced technology systems, not only to produce fast and accurate securities transactions but also to modernize their methods of communication with their customers. One of the systems that play a key role in the success of the securities companies is Contact Center.

A good Contact Center system should help customers interact with a securities company continuously 24/ 7 via multiple channels like telephone, web chat, fax, email, and SMS. All can be done in two-way interaction: Inbound and Outbound. The system is capable of feeding thousands of customer care staffs working in many different locations.

The Contact Center system should rely on VoIP advanced technology which has full needed features such as Automatic Call Distribution (ACD), Interactive Voice Response (IVR), voice recorder, reporting, unified communications, v.v. Both call agents and managers must be equipped with user-friendly interfaces that help them fulfill professional customer service and system mornitoring tasks. Reports must reflect all sides of the Contact Center and can be obtained easily and accurately. All interactions with customers, whether by phone, email, SMS, fax, or chat, will be recorded and stored in databases and searched with ease.

System diagram

On the other hand, with enhanced security capabilities, customers can safely perform stock transactions via voice call, webchat, email, fax, or SMS. The system will quickly make response to diverse needs such as ordering to buy/ sell stocks, checking account balance (cash balance, securities balance, transaction results within the day or the days before), viewing information and auction market (VN Index, HA index, stock price, exercise schedule, listed company information, auction information), executing money and securities transactions, selling odd-lot shares, subscribing a new service, or routing phone call, email, chat, … to the call agent who has the most relevant skills (with VIP clients distinction). Investors can also make a call to the Contact Center system to open / close an account, or look for information from E-FAQ System. Especially, securities companies are also equipped with customer authentication feature based on many different technology platforms, including the use of passwords and tokens that bring absolute security.

Stock markets are expanding and increasingly fierce competivive between service providers. Making a right decision at the right time is always the biggest challenge for every managers. In Vietnam today, only a small number of well-known securities companies like Saigon Securities Inc. (SSI), Tan Viet Securities Inc. (TVSI), … has implemented Contact Center systems in long-term plans to improve their customer service levels. This is an important factor to help Vietnam’s securities firms have better competitive advantage in customer service through Contact Center systems.

Source: MP Telecom