Vietnam's SHB bank records 'fastest growth in customer satisfaction' for 2 straight years

In the Bank Satisfaction Rankings 2025, Saigon-Hanoi Bank (SHB) not only makes it to the top 10 but also stands out as the bank with fastest growth in customer satisfaction for two consecutive years.

The ranking was newly released by Decision Lab, the exclusive partner of U.K.-based marker research firm YouGov in Vietnam.

This achievement marks a solid confirmation of their "customer- and market-centered" strategy.

At SHB, every transaction and every conversation with customers is a "touchpoint from the heart." Service is not just a mechanical process but a deep connection journey, where bank employees become silent companions who always listen, understand, and ready to support customers in any situation.

"Touchpoints from the Heart" – A journey of understanding and bonding

For Nguyen Ngoc Thao, head of the treasury department at SHB's Khanh Hoa branch, who has worked at SHB for 16 years, one of the most valuable things is the sincere trust from customers.

“I am truly lucky to have many loyal customers. They feel like friends and family members, ready to share both joys and sorrows with me,” she said.

Thao recalled that when a customer brought in a large sum of money, yet only said simply: “Thao, count it and help me make a savings book.” At that moment, she deeply felt that trust is an invaluable reward - something that cannot be bought with money but can only be built through time, professionalism, dedication, and sincerity.

“I always remind myself that to gain the trust of customers, I must do everything from the heart, putting my heart into even the smallest tasks,” she added.

For Thao and many other employees at SHB, going to work every day is not just a job, but a journey of building trust, spreading love, and cultivating lasting relationships with customers.

Behind the impressive growth figures in customer satisfaction are thousands of small acts of kindness every day: flexibility in handling situations, empathetic glances when customers face difficulties, and a proactive approach in finding solutions instead of saying "can't be done."

Customer satisfaction doesn’t always come from big things but sometimes from small, simple gestures like a friendly greeting, a warm smile, or patiently explaining to an elderly customer how to use the bank's app.

These small things have the power to spread trust, so that every customer who comes to SHB feels warmth, closeness, and professionalism, the bank said in a release.

"Starting from the Heart" has become the guiding principle for every SHB employee, who quietly sows seeds of kindness so that each moment of accompanying customers becomes a beautiful memory and an unforgettable mark.

Placing customers at the center, creating unique experiences

At SHB, the difference lies not only in financial products but also in how the bank creates unique experiences and accompanies customers in building sustainable values.

SHB’s premium customers enjoy a range of exclusive privileges, from the SHB First Club airport lounge to the powerful SHB Mastercard World with high limits. They also enjoy the finest dining, travel, and luxury resort privileges from SHB’s strategic partners.

High-end customers are invited to attend exclusive “Private” events tailored to each individual's tastes and preferences. In these elegant, aesthetic, and private spaces, customers engage with SHB’s leadership, where art, life philosophies, and business inspirations merge, offering deep and sophisticated lifestyle experiences.

In particular, SHB fosters strong bonds with customers through the “Tri Tam” (Knowledge and Heart) cultural and artistic journey, exploring countries around the world.

Each trip is a meticulously crafted experience, leaving unforgettable impressions. Over the past 15 years, SHB has accompanied customers to 24 countries and nearly 80 cities across continents, opening up elite connections and creating unique memories on the path to expansion.

As a long-time customer of SHB, T.M, a senior executive at a large corporation, shared that “Tri Tam” has become a journey she looks forward to every year.

"Like its name, the program is organized with all sincerity and respect for customers. There are countries I’ve visited multiple times, but SHB’s journey offers very different experiences.

"What impresses me most is the companionship of the bank’s leaders on these trips. They are always ready to share, listen, and talk to customers like true friends. That sincerity and closeness have created unforgettable memories and strong relationships, making me feel even more connected to SHB,” T.M said.

And this relationship isn’t just one-sided. When customers and employees become close friends, they are present at each other's special milestones.

Bui Thi Thanh Hien, deputy head of customer service at SHB’s Business Center, could not hide her emotion when sharing the story of being invited by a long-time customer to attend their 40th wedding anniversary party, where they watched footage of the emotional journey they had shared.

“At that moment, I was deeply moved. After many years of accompanying them, the customer saw me as a close friend, and I truly felt lucky to be part of such important, sacred moments of their lives,” Hien shared.

With the motto "Placing customers and the market at the center," SHB continuously serves with a spirit of dedication, pioneering in innovation and creativity, and constantly improving its ecosystem of financial products and services to be more convenient, secure, and personalized, meeting the needs of each customer group.

The bank accelerates digital transformation, integrating modern technologies into every operational and interaction process to enhance customer experience at every touchpoint.

Many solutions and services have been created through the journey of listening, understanding, and synthesizing SHB's collective intelligence, creativity, and innovation. For example, the SLINK collection service, which won a double award at the Digital CX Awards 2024, is one such product.

It is no coincidence that every SHB employee works with a heart full of passion and rare dedication because behind them is an organization that truly listens, understands, and values every individual who contributes day and night.

When employees feel recognized and loved, they will not hesitate to give their all for the work and the customers. Beyond words, the “Steady Steps into a New Era” cultural festival, organized with unprecedented professionalism and scale, is the clearest proof of SHB’s human-centered culture.

It is not just an event but a powerful affirmation that at SHB, every individual is loved, inspired, and empowered to spread positive values to the community.

In the journey to solidify its position as a leading financial institution and expand internationally, SHB has become a trusted companion for millions of individual and corporate customers.

Customer satisfaction is a metric that reflects service quality, brand reputation, and the ability to retain customers. It not only improves its scores but also demonstrates a stable, steady growth trend, a clear testament to its sustainable development strategy: putting customers at the center of all activities.