INTERNSHIP REPORT

Topic:
IMPROVING MARKETING STRATEGIES AT
TELECOMMUNICATION SERVICE
CORPORATION COMPANY- VINAPHONE

Student’s Name: NGUYEN THUY LINH

Class: Marketing distribution
Academic year: 2019 - 2020

Supervisor at the company: Mr. Nguyen Huy Tung

Supervisor at university: Mrs. Nguyen Bao Ngoc

Hanoi, 2020
 CONTENT

CONTENT...........................................................................................................3

I- Internal analysis..............................................................................................2

1.1. History of Telecommunication Service Corporation (VNPT -

Vinaphone).......................................................................................................2

1.2. Main services of Telecommunication Service Corporation (VNPT -

Vinaphone).......................................................................................................3

1.3 Results assessment.....................................................................................3

1.4 Analysis of Telecommunication Service Corporation (VNPT -

Vinaphone).......................................................................................................5

External Analysis................................................................................................9

2.1Analysis of the environment......................................................................9

2.2 Demand analysis......................................................................................12

2.3 Analysis of the customer..........................................................................13

2.4 Analysis of the competitors.....................................................................14

III. Swot analysis of Telecommunication Service Corporation (VNPT -

Vinaphone).........................................................................................................16

IV. Proposal and implementation of corrective actions..................................18

4.1 Recommendations to improve the content customer service programs

at Vinaphone..................................................................................................19

4.2 Some recommendations to improve the efficiency of customer service

programs at Vinaphone.................................................................................21

V. Measure of the corrective action..................................................................22

5.1 Qualitative study......................................................................................22

5.2 Quantitative study...................................................................................23

CONCLUSION..................................................................................................28
REFERENCES..................................................................................................29
 INTRODUCTION

Today, many business activities of domestic and foreign enterprises are

taken place in the market, the competition of enterprises is getting fiercer and
fiercer. To survive and develop, each business requires to be independent,
autonomous and creative in their own business. Therefore, capturing, collecting
and processing information to assess business is very important and essential for
each company.
Marketing activities of the enterprise is one of a part to reflect its
operational capacity in the course of business operations, marking the
development of the enterprise through each period. Thus, marketing role is very
important for business in planning for the future and overcoming shortcomings.
Being one of the leading enterprises in the field of telecommunication
services in Vietnam, Vinaphone Telecommunication Services Corporation has an
advantage of prestige and large number of customers using telecommunication
service, having network infrastructure as well as a wide distribution channel
system .... In the course of its business operations, the company has made
substantial developments showing its existence in the fiercely competitive
environment and the fluctuations of the economy during the recession. However,
with the challenges of integration and different business strategies from
competitors, Vinaphone's competitors are also growing and this is a big challenge
for the business. In the face of common difficulties of the economy, the
company's business activities meet a lot of challenges. Therefore, analyzing the
way to improve the marketing strategy of Vinaphone Telecommunication Service
Corporation and building solutions to improve competitiveness in the current
period is very necessary. This is the reason why I choose the topic “Improving
marketing strategies at telecommunication service corporation company-
Vinaphone”.

1
 I- Internal analysis
1.1. History of Telecommunication Service Corporation (VNPT -
Vinaphone)
VNPT VinaPhone is a member unit of Vietnam Posts and
Telecommunications Group (VNPT), is a key business unit and plays an
important role in the Group's value chain (Vnpt.com.vn, 2020).
• Company name: Telecommunication Service Corporation- Vinaphone
• Headquarters: VNPT Building, 57 Huynh Thuc Khang Street, Lang Ha
Ward, Dong Da District, Hanoi City, Vietnam
• Business code: 0106869738
• Website: https://vinaphone.com.vn/
VNPT VinaPhone has a business network of over 7,000 sales employees
and more than 103,000 business locations across 63 cities and provinces
(Vnpt.com.vn, 2020).
Development history
Established on June 26, 1996, Telecommunications Services Company is a
subsidiary of Vietnam Posts and Telecommunications Group (VNPT) operating
in the field of mobile communications, providing GSM services. , 3G,
messaging, ... and many other fields, with the trade name is Vinaphone.
Vinaphone is a State-owned enterprise. The international name is
Telecommunication Service Corporation (VNPT - Vinaphone), with the original
brand name is GPC, until 2006 it was branded as Vinaphone (Vnpt.com.vn,
2020).
August 11, 2015, VNPT Telecommunications Service Corporation-
Vinaphone officially launched with the development goal of bringing VNPT to
the No. 1 position in the telecommunications and IT market in Vietnam
(Vnpt.com.vn, 2020).
Vision
- Become the leading digital service provider in Vietnam by 2025.
- Become Asia's Digital Hub in 2030.
- Becoming the first choice of customers using IT - Telecommunication
products and services in the market.

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 1.2. Main services of Telecommunication Service Corporation (VNPT -
Vinaphone)
Products and Core Services of Telecommunication Service Corporation
(VNPT - Vinaphone) include
● Mobility Services: mobile network VinaPhone with 3G / 4G with over 34
million subscribers in the territory of Vietnam (2019)
● Fixed services: occupies 90% market share of fixed subscribers and 45%
market share of broadband subscribers (Internet) in Vietnam (2019).
● Television service (MyTV): paid television with more than 1 million
customers
● Digital services: IT products in many fields such as e-government, Health,
Education, smart cities, smart tourism... serves a wide range of customers from
Government, Organizations / Enterprises to individual customers.
1.3 Results assessment
About financial results
Regarding business activities, Vinaphone's revenue has steadily increased
over the years. In 2017, Vinaphone's revenue increased by 4,189,207 million
VND equivalent to 28.93% compared to 2016. Year 2018 witnessed the strongest
growth in Vinaphone recently. By the end of 2018, Vinaphone's revenue reached
37,312,424 million VND up 22,833,915 million VND or 61.2%. Profit after tax
increased from 325,612 million VND to 881,687 million VND equivalent to an
increase of 63.1%. In 2019, Vinaphone's revenue continues to increase, but the
growth rate has slowed down compared to the record increase of 2018. By 2019,
Vinaphone's revenue reached 39,852,606 million Vietnam dong, increasing
6.37%.

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 Table 1: Financial results from 2016 to 2019 of Telecommunication Service
Corporation (VNPT - Vinaphone)
Unit: Million Vietnam Dong

2016 2017 2018 2019

Net revenue 10,289,302 14,478,509 37,312,424 39,852,606
Gross profit 1,005,963 1,332,098 4,618,046 6,789,174
Operating profit 389,263 403,190 1,087,916 1,305,533
Profit after tax 299,360 325,612 881,687 1,047,464
Net profit 299,360 325,612 881,687 1,047,464

Source: Financial Department

Figure 1: Net profit of Vinaphone from 2016 to 2019

Source: Financial department
About number of stores
Currently, Vinaphone has 243 stores and transaction points across 63
provinces and cities in Vietnam, specifically as follows:
Table 2: Number of stores of Vinaphone in 2019
Unit: stores

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 Region Number of stores
North Region 99
Middle Region 58
South Region 86
Source: Marketing department
About market share
Regarding market share, up to now, VinaPhone is the third largest mobile
operator in Vietnam. According to the Vietnam ICT White Book 2017,
Vinaphone accounted for 22.2% of the mobile market (after Viettel with 46.7%,
and Mobifone with 26.1%). According to VnExpress, Vinaphone is the mobile
network of government officials with a majority of customers in this group.
(Vnexpress, 2008). Moreover, the actual number of Vinaphone subscribers is up
to 27 million, accounting for a very high percentage of the total number of
network subscribers. Meanwhile, Mobifone and Viettel, while having a higher
market share, have a smaller number of virtual subscribers in percentage
compare to Vinaphone (Vnpt.com.vn, 2020).

Figure 1: Vietnam Telecommunication service market share in 2018

Source: Marketing department
1.4 Analysis of Telecommunication Service Corporation (VNPT -
Vinaphone)
- Business strategy

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 Strategy "Blue ocean "of Vinaphone with the creative strategy of creating
more added values to attract and retain customers when the promotions,
discounts are saturated (Vnpt.com.vn, 2020). In a situation where the market is
witnessed a lot of promotions, encouraging sales promotion campaigns from
competitors, Vinaphone chooses brand advertising strategies by creating more
value added for their customer. The strategy of Vinaphone focus on how to
provide their customers with the best service and add- on value that satisfy them.
Vinaphone do not choose to launch several discount or promotion program to
attract user. Do not take advantage of promotions and discounts, but focus on the
accompanying values to increase market share.
- Human resources
Vinaphone currently has the high-quality human resources. According to
data from the human resources department of the company, by the end of 2019,
Vinaphone had more than 15,000 employees, of which female employees
accounted for 56% and male employees accounted for 44%, the proportion of
female employees accounted for a higher proportion due to the nature of the
work. When the network is stable, the demand for customer relation management
staffs is higher, which position is more suitable for female. In the company, the
number of employees with college, university and master degrees is 98%, over
30% of employees have graduated their second degree, and 40% of employees
are studying second degree.
Besides, Vinaphone is pay much attention in other human resources
management practices such as recruitment, selection of employee or training and
developing. The recruitment process is always associated with the needs of the
company, ensuring the development of the company. Training, retraining and
improving qualifications for all employees are also being focused.

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 - Technology and R&D
With the advantage of being a member enterprise of VNPT, Vinaphone has
great resources for technology development, research and product development.
Following the strategic direction and development direction of VNPT, Vinaphone
spent a huge amount of capital to focus on developing modern mobile
telecommunications services. With the great advantage of financial resources
from VNPT, as well as the financial results growth steadily over the years.
Thereby helping the company have resources to invest in improving the quality
of products and services provided. In addition to financial resources, Vinaphone
also has quality human resources. Human resources give Vinaphone an
advantage in applying new technology as well as research and product
development. As of March 2012, the cumulative total of 2G and 3G stations of
Vinaphone is 24,500 stations. In 2012, Vinaphone focused on developing 3G,
especially Data, selecting potential provinces / cities to invest in installing 3G -
NodeB relay station (Vnpt.com.vn, 2020).
- Products and services
+Basic services
After Mobifone and Viettel launched a package for students and staff,
Vinaphone also launched two TalkEZ packages and the Union packages with the
following advantages: TalkEZ package is divided into 2 small packages: Talk-S
student package (Talk-Student) and Talk-T student package (Talk-Teen) with
incentives Different, suitable for each object (Vnpt.com.vn, 2020).
+ Value-added services
In order to compete with other carriers and to survive in the current
competitive environment, Vinaphone has constantly researched and developed its
services. In the past year, Vinaphone has launched new services to meet the needs
of customers and to respond to new services of competitors. Vinaphone has
always been a leader in the number of value-added services with the slogan
"Mobile network has the best non-voice service", based on strong infrastructure,
high speed transmission technology. high on broadband. The value-added
services of Vinaphone are also increasingly developed and reach good quality.
Vinaphone's packages and services have a very long usage cycle, creating a sense

7
of trust for customers. The revenue of value-added services of Vinaphone
accounts for 52% of total revenue due to the value-added services of Vinaphone
attracting customers mainly due to the rich content, there are key services that
bring high value to Vinaphone. customer.
- Pricing
In the first phase when entering the market, it was the first mobile
communication network in Vietnam, so Vinaphone had the advantages of a guide.
But up to now, those 14 positions are no more when there are 7 more mobile
network providers and the market is almost saturated, so the pricing strategy
must now be the saturated pricing strategy. . Therefore, in recent times
Vinaphone has started to sharply reduce mobile communications charges across
the network with a reduction of up to 30% depending on the category of charges.
Internal calling at free time (from 23:00 to 6:00 in the next morning) will be
reduced by 50%. For postpaid subscribers, Vinaphone has reduced the monthly
subscription fee from 55,000 VND / month to 49,000 VND / month. Compared
with Viettel, the packages using GPRS and 3G / 4G services of Vinaphone are
still more expensive than those of Viettel (Vnpt.com.vn, 2020). Vinaphone is also
considered to be a slower response to price reductions and subscription
promotions compared to the two main rivals, Viettel and Mobifone. Vinaphone's
pricing policy has not really attracted customers. The form of packages is not
attractive, especially for students, thus limiting the use of value-added services of
this customer group. However, Vinaphone's strategy is to focus on product
quality and customer service (Vnpt.com.vn, 2020).
- Distribution system
As a member of VNPT, in each province and city, Vinaphone has a central
Vinaphone post office in that province / city. In addition, in each district and
commune, there are also Vinaphone post offices operating with legal status as a
state agency. Vinaphone's distribution channel covers all over the country, 63/63
provinces and cities in Vietnam (Vnpt.com.vn, 2020). However, procedures
registration cumbersome dealer, salesman at the distribution points are still weak
in professional products for value-added.
- Promotions

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 Vinaphone regularly advertises on television stations, especially VTV, HTV
channels and audiences’ favorite programs. In addition, Vinaphone also
advertises in newspapers, on outdoor billboards, and on bus shelters. In addition,
the promotion policy of Vinaphone is also very competitive such as the policy of
discounting on off-peak hours, discounting the calling fee of Talk24 group,
promoting 50% of the value of the card loaded twice per month (Vnpt.com.vn,
2020). The promotion policies of VinaPhone are also very competitive and
diverse, such as the lucky draw programs for cars, iPhones, and free offers when
launching new services. However, Vinaphone is still not the operator with the
strongest promotions, at the same time, many of Vinaphone's promotions are not
considered to be attractive and effective for customers.
- Customer relation management
Vinaphone's customer care policy is also being improved. The quality of
answers through the 18001091 switchboards has improved markedly; The rate of
successful answering calls is always maintained at over 90%. In order to enhance
and improve the efficiency of customer care, Vinaphone has put into use 3 call
centers: 9191 is the domestic telephone service consulting number, 9192 is the
phone number of foreign consulting services and call center. automatic answering
18001091 (Vnpt.com.vn, 2020). In addition, to care for customers who use added
value, Vinaphone also opens websites to support chacha.vn, vlive.vn, m360.vn,
and works on Social networking platforms such as Facebook allow users to
easily access and interact with Vinaphone's value-added services. However,
Vinaphone's customer relation management system still faces many limitations
such as poorly evaluated personnel, uneven distribution of personnel, response
time, and customer complaint settlement are still slow
External Analysis
2.1Analysis of the environment
- Political Environment
The State policies are influential and have a great impact on the business
activities of enterprises. Therefore, the company needs to attach importance to
the evaluation of the impacts and impacts of the State policy, which is considered

9
an important basis in developing its market strategy. Currently, following the
direction of the Prime Minister on adjusting rates of domestic and international
Posts and Telecommunications services (charged per second, not per 6-second
block + 1 for all services) (171, mobile phones and landline telephones), so far
the prices of many Post and Telecommunications services have been equal to and
lower than those of regional countries (Cổng TTĐT Bộ Tài Chính, 2019).
Secondly, Vietnamese politics is highly appreciated for the stability to
ensure the operation of Vinaphone, creating a safe mentality when investing. In
addition, the price of joining WTO, being a member of the UN Security Council,
the issue of globalization is increasingly expanding, giving Vinaphone more
favorable opportunities to participate in the global market. At the same time, the
regulations on administrative procedures are getting better, the license to operate
when the business is increasingly shortened. The Government is also very
interested, investing in increasing public administrative efficiency, removing
barriers in business activities.
Besides, to improve service quality for telecom service users, the
Government have issued regulations on:
• Connection to public telecommunications networks: Decision No.
547/1998 / QD-TCBD by the General Director of the General Department of
Post and Telecommunications.
• Freight management: according to Decision No. 217/2003 / QD of the
Prime Minister.
• Postpaid GSM information services of VNPT: according to the decision
28/2004 / QD-BBCVT of the Minister of Post and Telecommunications.
The current political and legal environment gives Vinaphone many
opportunities to expand the market globally as well as attract foreign investment.
However, this is also a challenge for Vinaphone when facing more new
competitors entering the industry, especially those that have price advantage.
- Economics Environment Vietnam's
GDP per capita is increasing steadily over the years, so that the quality of
life is also being improved (Tổng cục thống kê, 2019). Therefore, the demand for
telecommunication products and services will also continue to increase. People

10
have more money to pay for mobile network services. This is an opportunity for
Vinaphone to increase sales and expand customers if they know how to seize the
opportunity.
- Social Environment
With the advantage of young and abundant human resources. The quality of
life of the people is increasingly improved, their preference is to use products and
services that contain modern technology, convenience, quickness and bring many
values and utilities. Therefore, operators and providers of telecommunications
services are also affected and affected by this new trend and need to be very
sensitive and flexible in business, and must constantly develop, complete. Good
and make changes accordingly, catch up and satisfy the needs of the whole
society.
In terms of population, each year, Vietnam increases by 1 million, the
number of households also increases steadily over the years. Therefore, the
number of fixed and mobile subscribers and the demand for internet use are also
increasing. This is a great opportunity to help Vinaphone increase the number of
potential customers. In addition, with the continuous development of society, the
demand for communication and services has also increased dramatically,
stimulating the development of post and telecommunications services. These
include the need for communication between remote areas, mountainous areas
and islands.
- Technology Environment
The telecommunications industry is one of the industries that has to bring
the earliest IT applications to improve the quality of its work (Marr, 2020). The
introduction of new technologies such as the Internet, global positioning and
modern machines in the business helps to increase the value of services, reduce
costs, and create competitiveness with businesses in the same industry (Marr,
2020). Now developing at a high speed, the life cycle of technologies is very fast,
the quality is enhanced, so it is convenient for Vinaphone to apply in the
telecommunications field (the area where technological factors hold a key

11
position).. The application of new technology can help to save costs, improve
service quality and stability, expand network coverage, etc.
2.2 Demand analysis
The rapidly growing service market reflects the diversity of types of
services provided and consumption (Opengovasia.com, 2019). The competition
in the service market is currently happening strongly in each type of service such
as transport, entertainment, information ... This competition is taking place on a
global scale and with increasing speed and high growth. In Vietnam, the service
market is getting more and more attention reflected in the increasing number of
service providers, the number of services increases, and the quality improves
(Opengovasia.com, 2019). Vietnam's service market is preparing for the process
of global integration and competition
Market size
According to the market research report of the marketing department of the
company, combined with data from the Telecommunications Department
(Ministry of Information and Communications). It can be seen that the market
capacity of Vietnam's telecommunications industry is still increasing steadily
over the years. Industry revenue in 2017 reached VND 347,000 billion, an
increase of VND 61,000 billion compared to 2016. The total revenue of
Vietnam's telecommunications industry in 2019 reached VND 470,000 billion, an
increase of 19% compared to 2018.

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 Figure 2: Market size from 2016 to 2019
Unit: Billion VND
Source: Marketing department
According to the Department of Telecommunications, these figures show
the strong growth of the whole industry during the past year. This is also an
indication of a strong shift in the context that traditional telecommunications
services are in a saturated state.
2.3 Analysis of the customer
- Middle to high income segmentation
The positioning of the Vinaphone brand in the minds of customers is a high-
class brand, leading the market with a long history. Therefore, Vinaphone is very
popular with business people, civil servants, and adults. These are also those of
the target group of customers that Vinaphone aims at when selecting a marketing
strategy to target the market "Quality" rather than "Quantity". This customer
group is characterized by busy commuters, so they often care about the
convenience and speed of service provided. These groups often belong to loyal
customers, usually (at least) 1 fixed subscription due to the nature of the work. At
the same time, there is little price sensitivity as well as promotions.
- Affordable customer segment

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 Customers in this segment are mainly young people, students, low-income
people. Customers tend to save, the average rate of using services such as fixed
phones, mobile phones ... tends to decrease, low elasticity of demand mainly uses
some basic services and a part of the customer who installs the phone to use for
listening. Customers in this segment have a low level of loyalty, most of them are
willing to switch to suppliers with better promotion policies, especially young
people: students, students ...
2.4 Analysis of the competitors
Market are currently having many telecommunication providers; the
competition is very strong and fierce. In the current Vietnam market, there are
about 7 active telecommunication brands, such as Viettel, VinaPhone
Vietnamobile (ex-HT Mobile), GMobile (under G-Tel), Itelecom, Reddi.
However, three brands Viettel, Vinaphone, and Vietnamobile are the three
companies currently holding the majority of market share. It can be clearly seen
that the strongest competitors of Vinaphone are Viettel and Mobifone.
- Mobile information company (Mobifone)
Mobile information company (VMS) is a State-owned enterprise under
Vietnam Posts and Telecommunications Group (VNPT). MobiFone was
established on April 16, 1993 with the original name of Mobile Information
Company (Mobifone.vn, 2020). On December 1, 2014, the Company was
transformed into MobiFone Telecommunications Corporation, under the Ministry
of Information and Communications, doing business in the fields of designing,
building, developing networks and deploying. providing new services of mobile
communications, traditional telecommunications services, VAS, Data, Internet &
IPTV / cable TV, corporate customer products, IT services, retail and distribution
and foreign investment (Mobifone.vn, 2020). In Vietnam, MobiFone is one of the
three largest mobile networks with more than 30% market share. Mobifone is the
second largest market share company in Vietnam with many different packages
for different types of customers (Mobifone.vn, 2020). Mobifone is the first and
only mobile information network provider in Vietnam to be voted as the favorite
brand by customers for 6 consecutive years (Mobifone.vn, 2020). Currently,

14
MobiFone has nearly 50 million subscribers with nearly 30,000 2G and 20,000
3G stations. MobiFone's total revenue in 2017 was approximately US $ 2 billion.
(Mobifone.vn, 2020)
Strengths
● Staff and employees have a professional, experienced working style,
and are highly appreciated in the field of telecommunications services.
● Leading in the application of new technology
● Good service quality, continuously in 3 years, is at the top of the best
service quality.
Weaknesses
● Poor competitiveness in price
● The network is not as wide as its competitors Viettel
- Viettel
Viettel is one of the telecom businesses with the largest number of
customers in the world. With the experience of universalizing
telecommunications in many developing countries, we understand that being
connected is a very basic human need (Vietteltelecom.vn, 2020). Viettel is
currently a major telecommunications service provider in Vietnam, investing,
operating and doing business in 13 countries stretching from Asia, America, and
Africa with a market size of 270 million people, about 3 times the population of
Vietnam (Vietteltelecom.vn, 2020). Besides telecommunications, Viettel also
participated in the field of high-tech production research and a number of other
fields such as postage, construction, trade and import-export, IDC. Along with
Vinaphone and Mobifone, Viettel joined. The market was later but due to the
great financial potential and the right strategies, Viettel has gradually affirmed its
position as the market leader, becoming the largest network operator and
provider of telecommunications services in Vietnam. Currently, Viettel is the
leading company in the number of 3G broadcast stations with over 17,000
stations (Vietteltelecom.vn, 2020). Viettel's large and large number of stations has
especially opened up opportunities to access the information world for people in
rural areas, remote areas, where ADSL internet deployment is still facing many

15
difficulties. So far, Viettel has provided up to 16 basic services of 3G such as
MobiTV, Mobile internet, Mcclip, Vmail, ... (Vietteltelecom.vn, 2020)
Strengths
● The largest number of mobile subscribers
● Wide coverage most
● Very competitive price
● Many attractive packages Plenty
● of 3G services
Weaknesses
● Poor network quality, congestion still occurs
● Customer service is still weak
● Qualifications and attitude of staff are not professional
III. Swot analysis of Telecommunication Service Corporation
(VNPT - Vinaphone)

Strengths Weaknesses
Having brand positioning is a high- Customer relation management system
class brand with a long history of of the company still faces many
creating trust for customers limitations, inadequate human
resources and personnel division.
Unequal disclosure results in relatively
slow response time, responses to
inquiries and complaints.

Advantage in receiving modern The price of some services is high, the

technology, providing new, diversified, method of charging is not attractive to
high quality services and leading the customers
way in 3G technology.
There is great financial and Cumbersome sales procedures
technological potential from the parent
company VNPT

Nationwide infrastructure network, Limiting investment in advertising and

16
 Strengths Weaknesses
including backbone networks and local promotion. The form of advertising is
access network. Wide service not attractive
distribution network

Often pioneering in providing new The quality of some services is not

services, so attracting and creating high. There are not many diversified
customers' attention Customer services aimed at many different types
of customers, especially young
customers.
Diversified services, advantages in
providing package services to meet the
needs of large customers who require
setting up a private network

There is a large market share of loyal

business customers

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 Opportunities Threats

- The income per capita increases - Technology and services flourish, the
rapidly, stability, raised intellectual cycle of change puts pressure on
levels, a large population increases the potential risks of technological lag
demand for telecommunications - Income and knowledge of the people
services are limited compared to the current
- The economic integration policy of demand for telecommunications
the state facilitates economic, cultural services
and political exchanges. As trade has - Can Tho demand for value-added
grown, the demand for information and services and information content
information exchange has increased services The
rapidly. - risk of market share reduction due to
- Internet technology has developed the government's open-door policy.
strongly, creating opportunities to Competition comes from corporations
provide high quality new services. with capital advantages, technology and
- The trend of terminal price reduction management experience Geographical
creates many opportunities to attract - characteristics, climate, culture,
the users economic uneven development among
- Perfecting the legal system and regions create a big gap in the demand
policies in line with market for translation. service.
mechanisms and international - State policies tighten management
practices, creating a legal framework for enterprises with a controlling
for businesses to operate. stable market share, which is detrimental to
operation. large enterprises when competing
through rates

IV. Proposal and implementation of corrective actions

Customer relationship management is the activities, programs implemented
to aim to bring customers the best service, satisfaction and most satisfaction
thereby creating a strong bond between customers and with Vinaphone.

18
Therefore, the customer service department needs to develop customer service
management programs that are different from other carriers in order to attract and
attract customers so that all customers know and care about the programs.
Currently, one of Vinaphone's weaknesses is in customer service
management. With 19.4 million customers using Vinaphone network, and being
the network with the third largest number of subscribers. Customer care of
Vinaphone has not yet been fully invested, has not fully met customer
requirements. Staff do not meet the needs of customers, at some points of time,
often poor in the attitude of the service staff and sometimes keep customers
waiting too long. The center's customer database management software has not
been professionally invested to develop relationships through adding value to
customers, maintaining and developing loyalty. Therefore, Vinaphone needs to
improve its personnel training system, especially in customer service
management, to improve service quality. In addition, the customer service
management programs are not abundant, not creating motivation for customers to
return to use the service is also a weakness of Vinaphone. Therefore, Vinaphone
needs to focus on two main goals to improve the quality of its customer service,
including (1) improving the efficiency of customer service management
programs and (2) optimizing the customer service management activities.
4.1 Recommendations to improve the content customer service
programs at Vinaphone
* Happy birthday program:
- Expand the beneficiaries of this customer care program for all prepaid
subscribers and postpaid. For prepaid subscribers who do not have date of birth
data, replace it with the data of customers entering the network
- Diversify more gifts to increase the attractiveness of gifts for each
customer object each year.
- Constantly changing, improving card templates, envelopes with
Vinaphone's own style and characteristics

19
 - Greeting cards signed by the company's leaders. This makes customers
feel they are interested and appreciated and show the strategy towards customers
from all levels of Vinaphone
* Customer care program in the province
- Introduction of Vinaphone's development strategy at conferences
customers organized by the center
- Introducing Vinaphone's preferential policies for customers to strengthen
customer conference organization: customer conference is an environment for
exchanging and exchanging information between the company and customers, is
an opportunity for the unit to capture customers 'feelings and attitudes towards
Vinaphone's services as well as their customers' desires and needs. At the same
time, it is an opportunity for Vinaphone to introduce the latest Vinaphone
services to customers. With such benefits, in the coming time Vinaphone needs to
strengthen the organization of customer conferences.
- For big customers: Should hold large customer conferences regularly,
especially when launching new services to be organized to launch, promote
Vinaphone's products and services to customers. And then collect customer
feedback on that new product and service. Especially in today's fierce
competitive environment, flexible planning of customer conferences is extremely
necessary.
- For small and medium-sized customers: regularly organizing activities and
programs such as: "Vinaphone grateful customers, festivals exchanging with
customers ..." Is the appropriate solution. Offering gifts to Vinaphone long-term
customers, customers using a large number of Vinaphone's services ... in
addition, can organize some additional and auxiliary programs such as picnic,
meeting at the weekend, at the end of the year ... these are programs to
supplement and perfect the regular customer care programs, increase the surprise
and attractiveness in customer maintenance. Implementation of customer
maintenance programs should promote diverse and diverse capabilities to attract
more and more attractiveness, and it is necessary to combine customer
maintenance with the exploration of feedback from the customer. customers

20
about the center's customer care programs. These results are an important basis to
guide and implement the next program in accordance with the needs and
aspirations of customers.
4.2 Some recommendations to improve the efficiency of customer
service programs at Vinaphone
- Reduce the load of unnecessary procedures and documents. Thereby,
simplifying customer relationship management process. For example, the
company can reduce administrative documents when customers provide services
at the store, this will help the customer registration process done more easily and
quickly, which increasing satisfaction of customers when making registration at
the store. At the same time, it is necessary to specify more specifically the
responsibilities and powers for each complaint support department to avoid
overburdening responsibility, causing a backlog of complaints as well as the
status of overlapping work performance. In order for all departments in the
organization to organize complaints uniformly and uniformly, reduce the load of
complaint procedures, reduce the time for searching responsibilities and look up
information about customers
- Improve progress on complaint settlement
+ The advocacy processes of the information flow in resolving complaints
should be ensured of consistency, and stability. In case of any incidents or
obstacles, delay in a certain stage, it is necessary to notify immediately and take
timely measures so that the complaint handling process is not interrupted.
+ The issue that needs to be focused in resolving complaints is the attitude
of interest to consumers. Once the cause of the complaint is clearly identified, the
complaint resolution staff should openly acknowledge the problem, respond to
customer requests and requests, and provide adequate incentives to build trust.
KH, build the Company's image in the hearts of customers. For issues beyond the
authority, the complaint handling staff should immediately report to the superior
to be handled on time and ensure the interests of customers

21
 + The optimal complaint process and method will improve the efficiency of
customer complaints handling and will have a good impression of the company
when their problems are satisfactorily resolved and their rights are guaranteed.
V. Measure of the corrective action
5.1 Qualitative study
In order to better understand customers' assessment of Vinaphone's service,
during the internship, the author conducted in-depth interviews through direct
interviews with 6 customers who are using the service of Vinaphone at the store.
The collected information helps the author better understand the current situation
of the company, as well as help serve the qualitative analysis process.
Objective of In-depth interview
The purpose of the interview is to better understand the customer reviews
about Vinaphone's customer care, and to find out the reasons why they are
satisfied or dissatisfied with the customer service at Vinaphone. company.
Content of in-depth interview questions
First of all, the in-depth interviewees will be introduced to the purpose of
the interview. After that, these customers will be asked questions about
Vinaphone's customer service, and they are also asked to answer the survey for
quantitative analysis to give comment about the questionnaire.
The content of interview questions are as follows:
1. How do you rate the quality of Vinaphone customer service?
2. How would you rate the content of Vinaphone's customer care
programs?
3. What are your suggestions about Vinaphone customer service?
Interview results: Customer's assessment of Vinaphone's service
The results showed that most interviewees (⅚) said that customer service
currently faces a number of limitations such as: time to answer questions,
responses are not fast (3 / 6 respondents) ("... answered on page for quite a long
time, I have to wait quite a long time to get feedback ..."; "... sometimes calling
to customer service call center is blocked. network, ... making calls that can't be
solved ... "); 50% (3/6 people interviewed) also said that Vinaphone does not
have many attractive customer care programs such as guest carriers, care and

22
hospitality programs are still lacking. Certain effects help increase viewers'
satisfaction. 4/6 of the interviewees proposed that Vinaphone should take
measures to minimize waiting time for customers both in direct stores and online
channels via call center, email, or via social networks. In addition, when asked
about after-sales programs, customer care, 100% of the interviewees agreed that
Vinaphone should develop more and more diversified programs of customer
relationship management and incentives to increase experience, increase
satisfaction and increase the rate of returning to Vinaphone's services.
Interview results: Customer's opinion about the survey questionnaire
In general, the interviewees all assessed the questionnaire quite fully, the
content was reasonable. However, in some sentences, the author has reinterpreted
the question based on the opinion of the interviewee to ensure the questionnaire
is easy to understand.
5.2 Quantitative study
The objective of the survey by questionnaire is to assess in a more general
way the customer reviews, and to collect ideas to improve the quality of
Vinaphone's customer service.
❖ Sample description
The survey was conducted with a sample size of 114 people in the form of
online coupon distribution via social networking platforms such as Facebook,
Instagram ...
Specifically, the number of responses the author collected after 11 days of
online survey was 178. However, after the survey collection process, only 114
valid responses were retained (equivalent to 64%). 64 invalid responses are filled
out, or randomly filled by respondents which not ensure the reliability for the
data.
114 people surveyed are all customers who have been or are using products
and services of Vinaphone. Descriptive statistics of the sample observed by
gender and age characteristics are summarized in the table below.

Table 5.1 Sample description observed by gender and age

23
 Factors Item Percentage
Gender 114
Male 56 49.12%
Female 58 50.88%
Age 114
Under 20 years old 19 16.67%
20 to 29 years old 15 13.16%
30 to 39 years 45 39.47%
40 to 49 years old 22 19.30%
50 to 59 years old 6 5.26%
59 years old and older 7 6.14%
Source: Survey 2020
❖ Survey result
The statistical results describing customer reviews on the content of
Vinaphone's customer service program are shown in the following table

24
 Table 5.2: Customer's assessment of the customer care program
content of Vinaphone

Frequency (%)
Strongl
y Disagre Strongl
Item Normal Agree Mean
Disagr e y agree
(3) (4)
ee (2) (5)
(1)

Vinaphone has many customer

relationship management
7.02 29.82 54.39
programs (Care plus program, 5.26% 3.51% 2,684
% % %
customer appreciation
program, best wishes, ...)
Content the letters Vinaphone's
customer relationship 1.75 40.35 33.33 14.91
9.65% 2,904
management program is quite % % % %
diverse
Vinaphone's programs are very
8.77 11.40 68.42
convenient and easy to use 8.77% 2.63% 2,851
% % %
(interface, registration time, ...)
Overall, I am satisfied with
5.26 25.44 35.09 19.30 14.91
Vinaphone's customer 3,132
% % % % %
relationship management
Source: Survey 2020
From the survey results in the table above, the level of customer satisfaction
with Vinaphone's customer relationship management programs is only at low
level (Mean 3,123), indicating that customers are still not really satisfied with the
customer relationship management of the company, or the content of these
program has not met the expectations of the majority of customers who have or
are currently using Vinaphone's services. Observational variable “Vinaphone has
many customer relationship management (Care plus program, customer

25
 appreciation program, best wishes, ...)” received the lowest average rating in the
table (mean = 2,684) shows that, the current number of gratitude, customer
relationship and marketing programs of Vinaphone has not been much, or much
but has not created efficiency and impression for customers, has not been
remembered by customers. For example, a program that sends customers happy
birthday messages is not often noticed by customers. In addition, the content of
these programs has not been assessed as diverse and rich (mean = 2,904). At the
same time, some other customer programs are considered difficult to operate, not
user-friendly when observing variables “Vinaphone's programs are very
convenient and easy to use (interface, registration time, …) Received only the
average value is 2,851.
Table 5.2: Customer's assessment of Vinaphone's customer relationship
management performance
Frequency (%)
Strongl
y Disagre Strong
Item Normal Agree Mean
Disagr e Agree
(3) (4)
ee (2) (5)
(1)
Vinaphone's registration
4.39 24.56 47.37 18.42
procedures and services are easy 5.26% 2,956
% % % %
to use
The procedures for registering
5.26 21.05 48.25 19.30
and using services of Vinaphone 6.14% 3,000
% % % %
are very quick
Quick response time on customer 6.14 22.81 35.09 22.81 13.16
3,140
service system % % % % %
4.39 26.32 45.61 16.67
Quick response time 7.02% 2,956
% % % %
In general, I am satisfied with 6.14 21.05 33.33 23.68 15.79
3,219
Vinaphone's customer service % % % % %
Source: Survey 2020

26
 According to the survey results, the overall satisfaction with Vinaphone's
customer relationship management service received a medium value (mean
3,219) shows an average level of satisfaction with customer relationship
management, feedback, and complaint resolution at the company. The two
observed variables that received the lowest mean values in the table were “Quick
complaint settlement time” and “Service registration procedures, service” with
mean for both observed variables being 2,956. This shows that customers are not
really satisfied with these two aspects of Vinaphone customer relationship
management. Specifically, the low average value indicates that customers have
higher expectations for the service registration. Vinaphone can eliminate
cumbersome forms and administrative documents to save time for customers and
help users more easily access to company's products and services. In addition,
improving the optimization of customer complaints, especially reducing the
waiting time for resolving complaints, supporting quick response to problems
that can help improve customer satisfaction. goods for brands.

27
 CONCLUSION

The analysis of the research on the external environment as well as the

internal environment of the business helps identify the strengths and weaknesses
of the company, thereby finding opportunities and anticipating new challenges.
Regarding business activities, it can be affirmed that Vinaphone has a high-class
brand advantage, a long history of creating trust for customers. The company
often pioneers in providing new, diversified and high-quality services to meet the
diverse needs of its customers. Along with that is the widespread infrastructure
network and good financial potential. However, it cannot be denied that the
quality of some services provided by Vinaphone is not really high, there are not
many services to meet the target of young customers, the prices of some high
services and the method of fee calculation is not attractive to customers,
cumbersome sales procedures as well as customer management system still face
many limitations. Therefore, some solutions given for Vinaphone are, Vinaphone
needs to invest in developing its products - basic services and value-added
services. On the one hand, Vinaphone needs to increase investment for the Center
in terms of facilities and resources. On the other hand, improving the quality of
products - services, particularly network quality, transmission lines, integrating
technology into its value-added services, the list of products and services should
also be diversified. to expand the market of activities, serving a variety of
customers. In addition, Vinaphone needs to focus on investing in facilities,
improving the quality of coverage in remote areas, meeting all the requirements
of customers to enhance the brand of Vinaphone in the country and the whole
country. foreign. In addition, one of Vinaphone's weaknesses lies in customer
care. Survey results show that customers are not really satisfied with the content
of customer care and gratitude programs as well as customer care, feedback and
complaint resolution. by Vinaphone. Therefore, the report proposes specific
solutions focusing on improving the efficiency of customer care of the company.

28
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