Jack: We are working with Vietnam Airlines. What are the challenges it might face online? I go to an airline with a very specific demand, fly from point A to point B and then I have a price point that I can afford to buy. Vietnam Airlines technically knows that because when you visit the Vietnam airlines website and the mobile app for many many times, but when you come back for the third time, even the 10^th time, you see it’s a very generic example like the layout of the homepage is the same, the banner is the same, the price is the same, so that will lower the chance that the user will make a decision to buy a ticket. They can go to Bamboo, they can go to Vietjet Air, and compare the price. So what we help them is that what if you go back to the website, you will see a very dedicated banner for you, saying “Hey Jack, welcome back, we know that you are a businessman. You have been always flying from Hanoi to HCM on Monday’s morning, so here is a very special fare for you because you have been with us for so long”. So they achieve a couple of things. One, they create a very premium feeling, “oh, this website knows me really well”, and second, “oh, it has a very dedicated promotion for me as a VIP customer”. So that’s very simple thing that transform the experience, generate better sales for Vietnam Airlines.

(Photo: vietnamtourism.gov.vn)

Reporter: What about education? Online learning is getting more popular these days, particularly since the COVID-19 pandemic. Does Insider have any projects related to digital transformation in education?

Jack: Let’s talk about education. The sector is really competitive, right? Because everyone offers the same English courses so how can they compete? The users are really young. The younger the audience, the more tech-savvy they are. Youngsters go online, search for the courses, but review the courses on Youtube and make their decision. For educational businesses, we help them collect information of the users, for example, their emails, their SMS, what courses do they like. Based on that information, we start nurturing the demands of each person. “Hey, we have top ten courses in English” or “Hey this is the 10 reasons why you should apply to ILA than other businesses.” And after users got to understand more about ILA as a brand, we will pass the information to sale people, who will pick up the phone and say, “Hey Jack, I know you have been caring about ILA, I know you have browsing our website multiple times. Maybe this is a special offer for you”. Technology helps educational businesses automatically from marketing and sale to generate more course bookings for them. So we see it as a huge sector. The educational sector. Very big courses and demands, thus, they are in need for changing.

(Photo: ILA)

Reporter: Digital transformation is taking place in various fields. Any other field that you see a huge potential for digital transformation?

Jack: The other one that is changing by the end of the year, I think, is property. Think about any real estate provider. They have buildings. They have real estate. They want to sell them out to the end users. How it is being conducted right now is that they have a sale team and the sale team go and approach individual customer and try to sell it. What if you launch your own website and have your property listed there. We do the same thing. We understand the demands. We collect the lead information, email, SMS, and we understand how much they care about a property, the spaces, the meters square, high floor of low floor, what kind of rooms do they like, right? All of these info, they share openly on a data point so after you get that, you keep nurturing them. When the time comes, sale person can call, saying “Hey Jack, I know you care about this property, this kind of room, stuff like that, and this is a special offer for you. Can I take you for a tour to visit this?" The marketing and sales now become really close and they understand each other. Before in Vietnam, the marketing says, "Hey, my role is to bringing you a lot of lead information for you to call", but sales say, “Your phone number just doesn’t work for me, I call but the customers say oh this is so annoying”. That exists for a reason. When the customer pick up the phone or get the email, they are not ready. So you need marketing to reach automation of communications to take care of and nurture in a cost-efficient way until things are sold. Customers are happy because they don’t have to pick up random phone calls.

Jack Nguyen, Regional Managing Director of the US’s Insider (Photo: Facebook Jack Nguyen)

Reporter: How do you evaluate the results of Insider’s projects in digitization in Vietnam?

Jack: I think mission is still very long for us to achieve. What we have been achieving in the past 3 to 5 years in Vietnam is a couple of things.

Number 1, we are proud that the top companies in each of the vertical has been adopting Insider. It’s not all about Insider. The fact is that if you adopt a technology, you are ready to change. The top leading businesses like Cellphone S, Kids Plaza, FPT Shop, they are ready to change, all of the other following players will adopt these technology without questioning. We have changed many things: the mindset of the leaders. We understand the customers, make sure they prioritize customers’ loyalty, be customers’ obsession and centric.

Second is that we have not less than 15 or 20 case studies with Vietnam Airlines, Bee, Viettel Pay, or Vin ID to show that these projects are not only transforming but also show real impacts for the businesses. For example, a very significant trunk of venues online of Vietnam Airlines right now is fully coming from Insider’s automation communication and messaging. When I say “automation”, it means no human is required to make money. We also have a case study with a bank when almost 40% of the app downloads, customers don’t log in, don’t scan their faces, we prove that we reduce it to 20%. It brings a huge amount of money back for the bank.

And very important third thing, as one of the mission of the company is talent pool. What I mean by that is technology at the end of the day is only 60% of the success, the other 40% is the people. What we produce is a new generation of talent pool who have the right mindset and skills in order to deliver those big mission of transformation.

Reporter: Thank you for the interview. That was Jack Nguyen, Regional Managing Director of the US’s Insider.