The Spirit of "Customer Obsession" in Daily Work
Mr. Doan Dao (Brand Marketing Manager):
"As a Brand Manager, I always ask myself: Who are our real customers, and what do they need that the market has not yet provided? Home Credit serves customers who face challenges in proving their income or cannot access bank loans. Therefore, our communication must be thoughtful and help them feel respected. Customer satisfaction is the driving force behind Home Credit's growth and sustainable development."
Ms. Linh Le (Internal Communication Specialist):
"At Home Credit, putting customers at the center is the guiding principle that drives innovation and growth, creating real value for customers. This applies not only to external customers but also to internal customers - our colleagues who need support to complete their work."
Internal Customers: Building a Positive Work Environment
Doan:
"For the Brand Marketing Department, my internal customers include colleagues within the department as well as those from other teams. My responsibility is to provide communication ideas tailored to the specific needs of each department. Home Credit offers a diverse range of products with various promotional programs, each targeting different customer groups. Therefore, we conduct thorough research on our target audience to identify the most effective messaging and communication methods.
For instance, when creating campaigns for factory workers or farmers, we use approachable and relatable language to maximize effectiveness. This approach ensures that the message resonates with the audience, helping us meet our goals while maintaining alignment with our core values."
Linh:
"In Internal Communication, I serve as a bridge between the company and employees. I prioritize colleagues' needs when developing internal communication materials. For every project, I carefully consider the content and provide recommendations to ensure it aligns with the intended audience's expectations.
For example, when introducing a new system aimed at enhancing employee productivity, I work closely with the project team to understand the context, the updated features, and what employees need to do. Then, I adjust the email content to ensure the information is easy to understand, helping employees adapt seamlessly to changes while supporting the project team in achieving its objectives."
Connecting Internal and External Customers
Doan:
"The satisfaction of internal customers - departments supported by my team - is crucial to improving service quality for external customers. For example, a successful marketing campaign not only leaves a positive impression on external customers but also boosts colleagues' confidence in the value we deliver.
In the Brand Team, our product is ideas and concepts, and our internal customers are Product Marketing colleagues. By delivering high-quality concepts that meet their needs, we enable them to execute campaigns effectively, ultimately benefiting external customers.
This dynamic isn’t limited to Marketing; it applies to other departments such as Legal, Finance, and Security. Effective collaboration between departments is key to delivering the best possible experience for external customers."
Linh:
"My work primarily involves supporting colleagues and departments - my internal customers. These customers often need to convey information, projects, or campaigns to all employees. My role is to collaborate closely with them to craft clear, effective messaging.
Internal customer satisfaction is crucial. When colleagues feel supported in communicating their messages, it not only helps them achieve their goals but also fosters a more engaged workforce. Clear communication helps employees understand company directions, strengthening their connection to the organization and energizing them to serve external customers with excellence.
Satisfied internal customers are a vital link in building a sustainable organization where everyone works toward common goals."
Applying the Spirit of "Customer Obsession" in Work
Doan:
"The spirit of 'Customer Obsession' applies not only to external customers but also to how we work with internal customers. A great example is the 'Back to School' campaign we launched in September.
To kick off the campaign, we collaborated closely with colleagues from the Product and Customer teams to understand the mindset of our target customers - parents of university-bound children who face financial challenges. Recognizing their desire to support their children's education, we created a campaign offering financial solutions that addressed these concerns, allowing families to feel secure.
The campaign was successful thanks to the support between departments, delivering tangible benefits to both internal and external customers. Similarly, our 'Tết nhà là vô giá' campaign was based on understanding Vietnamese traditions and emotions during the Lunar New Year. Through seamless collaboration, we developed relatable messaging and practical financial offers to help customers realize their dreams of a warm, well-prepared home for Tet."
Linh:
"Some may think 'Customer Obsession' requires something grand or a special secret to implement in daily work. In reality, it's very simple.
In my daily role, for instance, when a department requests an email blast, the content isn’t always appropriate for the entire company or the chosen channel. Instead of rejecting the request outright, I engage in discussions to understand the department's objectives, suggest content adjustments, or recommend a more suitable communication channel.
This proactive approach ensures colleagues feel supported, while the messages remain effective and on target. By listening, understanding, and finding appropriate solutions, I bring the spirit of 'Customer Obsession' into my work, creating value not just for my colleagues but for the entire organization."
Balancing Internal Customer Needs and Practical Realities
Doan:
"In external customer surveys, we often receive feedback requesting more promotions. However, these promotions must align with the product’s P&L, so we can’t always meet every request. Instead, we identify emotional touchpoints that resonate with customers beyond discounts.
For example, instead of offering a 1 million VND promotion, we might offer a 600,000 VND promotion alongside educational content on financial management. Community activities like ESG projects, Home Love programs, or building schools for children also build goodwill and trust, encouraging customers to continue choosing Home Credit."
Linh:
"Balancing personal customer requests and organizational realities can be challenging. When colleagues approach me with specific needs, I focus on understanding their requirements while considering practical constraints like available resources and feasibility.
Prioritizing internal customers doesn’t mean rigidly following all requests. I aim to support colleagues while guiding them toward long-term success. Although perspectives may differ, the key is maintaining a shared vision for the company’s benefit. From there, I propose solutions that satisfy both individual needs and broader objectives, fostering smoother, more effective collaboration."
Thank you, Anh Doan and Linh, for sharing your candid stories about the spirit of "Customer Obsession" and how you apply it in daily work. Congratulations on becoming DNA Stars of Home Credit and embodying the 8 outstanding leadership qualities. May 2025 bring you even greater success and opportunities to create exceptional value for both customers and colleagues! ⭐✨
