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TABLE OF CONTENT
Summary
The Challenges
The Solutions
The Impact
Summary
MB Securities (MBS), a subsidiary of Military Bank (MB), ranks among the first six securities firms established in Vietnam. With decades of market presence, MBS consistently retains its position in the Top 10 brokerage market share across both the Ho Chi Minh City Stock Exchange and the Hanoi Stock Exchange.
With a rapidly growing customer base and increasingly complex financial product lines, MBS identified a need to overhaul its customer engagement approach. The firm required a solution capable of orchestrating personalized services, generating cross-selling momentum, and maximizing client interaction. MBS selected AHT Tech to lead the strategic deployment of Salesforce Sales Cloud and Pardot — a decision pivotal to reengineering their customer experience model.
Industry
Banking
Expertise
Salesforce Sales Cloud Pardot
Company Size
636
Location
Vietnam
The Challenges
Despite its strong market standing, MBS confronted multiple structural and operational hurdles:
- Fragmented customer view: Customer data was dispersed across siloed platforms. This fragmentation weakened the support team’s ability to respond with context-relevant and timely information.
- Low campaign precision: Marketing teams lacked access to dynamic segmentation tools. Campaigns were generic and failed to reflect customer lifecycle stages or engagement history.
- Limited marketing automation: Existing tools did not support journey-based workflows or intelligent nurturing sequences. Sales conversion opportunities were slipping through due to a lack of lead scoring and prioritization mechanisms.
- Disconnected channels: MBS operated multiple communication platforms - email, Zalo, Facebook Messenger, Outlook - without an integrated ecosystem. This led to operational inefficiencies and inconsistent customer messaging.
- Weak cross-selling framework: MBS sought to deepen wallet share through tailored investment offers. However, the absence of behavior-based insights limited their ability to launch strategic cross-sell initiatives.
The Solutions
AHT Tech deployed a multi-phased solution leveraging its expertise in CX consulting and development to restructure MBS’s digital engagement foundation. Key deliverables included:
- Centralized customer intelligence via Sales Cloud: AHT Tech consolidated customer data streams into a unified profile hosted on Salesforce Sales Cloud. The integration allowed customer service representatives to access real-time insights, interaction history, and financial preferences—supporting high-quality advisory at every touchpoint.
- Marketing automation architecture with Pardot: AHT Tech configured Pardot to manage end-to-end campaign flows. Engagement Studio was used to build customer journeys aligned with investment milestones and behavioral triggers. Each contact received communication tailored to their product usage, inquiry history, and account value.
- Dynamic personalization strategies: Custom scoring models were applied to rank leads based on email engagement, website behavior, and form submissions. High-score contacts were routed directly to the sales team for prioritized follow-up. The system pushed personalized recommendations and loyalty-based offers, significantly increasing message relevance.
- Omnichannel integration: AHT Tech connected Salesforce with Zalo, Facebook Messenger, Outlook, and internal CRM systems. This allowed advisors to manage and track all conversations inside the Salesforce interface, supporting coherent and traceable dialogue across every channel.
- Cross-functional team deployment: The project spanned 3 months with a dedicated team of project managers, consultants, developers, and testers. Agile methodology was applied to accelerate delivery, validate assumptions early, and secure rapid user feedback.
The Impact
The project delivered measurable value across all key dimensions of MBS’s business:
|
Metric |
Pre-implementation |
Post-implementation |
Growth |
|
Customer engagement |
Baseline |
Increased by 150% |
▲150% |
|
Email click-through rate |
Baseline |
Increased by 270% |
▲270% |
|
Email open rate |
Baseline |
Increased by 46% |
▲46% |
- Operational intelligence: Teams now operate from a single source of truth. Sales and service personnel engage clients with full visibility into their investment behavior and communication preferences.
- Strategic campaign management: Pardot allowed MBS to launch highly targeted campaigns that adapt to customer behavior in real time—driving retention and reactivation across key investor segments.
- Scalable engagement framework: The integrated omnichannel architecture positioned MBS to launch future digital campaigns without technical rework or channel-specific constraints.
- Cross-sell acceleration: Personalized investment product recommendations increased product adoption among existing clients, boosting customer lifetime value.
- Faster go-to-market: The entire system was rolled out in just 90 days. Early adoption feedback demonstrated high usability and immediate impact on campaign performance metrics.