Cimm A2 2M&L

A report on HSBC
Title page
In case study of HSBC
Prepared for: Ms Doti Chee

Contemporary issues in marketing management
Course no: MKT F05
International Training Program, Banking Academy
Prepared by 2M&L group F05B
Introduction
1870 HSBC first opened an office in Saigon (now Ho Chi Minh City. Ho Chi Minh City).
August 1995, a branch in Ho Chi Minh City is licensed and offers a full range of banking and
financial services. HSBC opens second branch in Hanoi and established representative office in
Can Tho in 2005. 01 On 01 December 2009, HSBC opened bank with 100% foreign capital and
became the first foreign bank to the bank in operation in Vietnam. The new bank called Bank
Limited HSBC (Vietnam) of 100% owned by Bank of Hong Kong and Shanghai. Bank Limited
HSBC (Vietnam) is a bank with 100% foreign capital and first put branches and transaction
offices in operation in Vietnam. Currently, the network consists of a bank's headquarters, a
branch and five transaction offices in Ho Chi Minh City. Ho Chi Minh City, one branch, three
transaction offices and savings banks in Hanoi, four branches in Binh Duong, Can Tho, Da
Nang, Dong Nai and two representative offices in Haiphong and Vung Tau.
Currently, HSBC is one of the largest foreign bank in Vietnam in terms of investment capital,
network, product categories, the number of employees and customers.
Executive summary
HSBC Holdings plc, the parent company of the HSBC Group, is headquartered in London.
Group to serve approximately 60 million customers through four global business: Personal
Finance Services and Asset Management, Corporate Finance Services, Global Financial
Services, and Foreign Exchange Market capital markets, and Personal Banking Services
worldwide. HSBC's international network includes 6,600 offices in 81 countries and territories in
Europe, Asia - Pacific, North America and Latin America, the Middle East and North Africa.
With assets of U.S. $ 2,692 billion as of December 31, 2012, the HSBC Group is one of the
service organization's largest banking and financial world.
With over 140 years of experience operating in Vietnam market, HSBC provides a full range of
banking and financial services including: Personal Financial Services and Asset Management,
Corporate Finance Services, Services Global Finance, Foreign Exchange Services and capital
markets, payment services and cash management, payment services and international trade
finance and securities services. With a long history of activity as well as an understanding of the
market in Vietnam, HSBC's commitment to bring the best service to customers.
The products and services:
- Personal Financial Services and Wealth Management
- Enterprise Financial Services
- Global Financial Services
- Payment Services and Cash Management
- Foreign Exchange Services and Capital Markets
- International Payment Services and Trade Finance
- Securities Services
- Business Insurance Services
1.3. CRM benefits

1.3.1. Definition of CRM
CRM is a concerned with the creation, development and enhancement of individualized
customer relationships with carefully targeted customers and customer groups resulting in
maximizing their total customer life-time value (CRM, Payne).
1.3.2. Benefits of CRM in HSBC Bank
New sales opportunities

Can classifypotential customers. HSBC uses data mining to save customers
information HSBC will able to analysis and know what they can do to improve
the server better meet customers needs and wants. This CRM tool also helps
HSBC bank saving the money because they no need to spend additional cost to do
survey on customers.
Can automate sales activities saving time having more time to build
relationship to customers.
Improved customer service

Can pro-active approach to customer service. HSBC has customer services
department, which includes hotline system and email address, to answer
customers questions and issues having better customer service.
Can solve customer problemsquickly having customers trust having more
customers loyal.
Plan, execute and audit targeted marketing campaigns

Sage CRM makes it easy for you to track each phase of a marketing campaign
and provides all the tools you need for meaningful analysis and powerful
campaign measurement (entergraty, n.d)
HSBC has customer management department to classify each customer group to
easily track. For different group, HSBC has different ways to marketing; they can
introduce their new products by phone, mail and so on having long-term
relationship with customers having customers loyal.
Better decision making
CRM applications provide a single view of the customer across all touch points
and channels, as well as delivering comprehensive reports of customer
behaviours, marketing campaign results and sales activity (entergraty, n.d)
HSBC has own mail box to receive customers issues can synthesize the major
issues that customers faced, then they answer these questions on their website to
everyone know.
Greater efficiency
With an integrated CRM system, you can gain immediate access to your
organisations critical customer information. Good CRM software also increases
internal efficiencies by automating workflow processes, reducing human error,
decreasing process time and providing consistency throughout the entire
organization (entergraty, n.d)
HSBC is using e-banking, which can help customers make transactions through
internet and save their time. Through the system, HSBC can collect information
of customers and work automatically => reduce errors and saving time.
1.4. Make justified recommendations for the improvement in customer relationship

management for a selected organization.
Problem
Cause
Solution
HSBC has a new program to
The reason HSBC create
They should make it more
increase usability for
modern program is they
simple to elderly customer
customers, but the new
focus on young customer
can use it.
program which is difficult
more than elderly customer.
with elderly clients, because
HSBCs staff should help

customer know how to use
they do not use the internet
this new program.
and do not sensitive with

modern equipment. so the
online program is still too
difficult to use with older
clients
HSBC has not many
Nowadays, HSBC just
HSBC should open more
customer
popular in some cities in Viet
branches to get more
Nam such as Ha Noi capital,
customer
Ho Chi Minh city, Da Nang

city Beside that HSBC
still not develop in some
town
HSBC should have more

advertise in mass media to
attract customer in around
Viet Nam
Some customers have
HSBC system in Viet Nam is
Bank should upgrade
encountering disagreement
developing and completing
complaint solving system.
while using the services of
so they still some mistakes.
HSBC.
They have to email or to the
bank to report, then wait 24
hours to review the bank's
HSBCs staff should

regularly check mail to solve
customers problem faster.
HSBCs manager should
mail client. Then solve the
send letter to apologize for
following day.
customer after receive
This causes discomfort and

take less time customer
complain to make customer

fell more comfortable.
Conclusion: each bank also has different issue in system, HSBC is not an exception. So HSBCs
mistake could be sympathized by the customer. Although, they must improve their system to
make the service become more convenient.
2.1. Carry out a stakeholder analysis for Save the children and EVN
2.1.1. Voluntary sector - Save the children
2.1.1a. Project World Prematurity Day 2012
Born too soon, but not born to die.
More than 1 in 10 babies is born prematurely, however 75% of those babies
can be saved without the need for Neonatal Intensive Care. Greater
investment in training and equipping frontline health workers is needed to
deliver the care required to save babies lives. Steroid injections for women in
preterm labour, antibiotics for newborn infections and Kangaroo Mother Care
(wrapping preterm babies in skin-to-skin contact with their mother for warmth
and easier breastfeeding) could save hundreds of thousands of lives. (Save the
children, 2012)
2.1.1b. identify stakeholders
Stakeholders
Interest
Needs
Expectations
Donors
Interest on the change of
To be shown the ability of
Gain reputation
company profit in the
helping both victims and
Increase long-term
future
company of the project, the
profit
ability to donate for the
Having support from
project
Save the children
Volunteers
Victims
Interest on what they can
Fulfill the feeling of having Help as much as
do for the community
responsibilities with the
children as they can
and make the world
community
Become more mature
become better
Experience a different life
through the process of
when contributing for the
live far from home and
project
take care of victims
Interest on how can they
Health care
Be protected and
survive and live through
Better treatment and
survive
the different times and
equipment
Having money to
how much they can
continue living
receive from the project

2.1.1c. assessment
High
Manage closely
Keep satisfied
Donors
Power
Keep informed
Monitor
Volunteers
Victims
Low
Low
Interest
2.1.1d. stakeholder report
Donor (management closely)
Donor is management closely because they have high power and high interest.
High power means that they have the control over the project. Without their
donation, the project will face many difficulties. Besides, they are also very
interested in donating for charitable project. This donate activity will be highly
appreciate by the customer and community; therefore, their reputation will be
good expansion.
Volunteers & victims (keep informed)
High
Volunteers & victims are keep informed because they have low power and high
interest. Volunteers have no power in controlling the activities of the project.
However, they have very high interest which motivate them to contributing take
care of victims without any payment. Victims have high interest as well because
they need to be survive and protected by the project.
2.1.2. Public sector - EVN
2.1.2a. Project Construction of thermal power plant Uong Bi
On 19/05/1961, Uong Bi Thermal Power Plant with a capacity of 48 MW
was constructed. In 1963 it was inaugurated and put into operation. This
thermal power plant had the largest capacity of the North during that time.
Soviet Union helped build, supply of equipment and training of staff and
workers, is one of the main power suppliers for the construction of
socialism in the north. Then the plant increased the capacity to 153 MW.
In 5/2002, the project Uong Bi Thermal Power Plant 300 MW capacity
expansion (1 unit) was started by EVN as an investor, with an investment
of 300 million USD. To date, the plant has commercial power generation.
Currently, EVN continues to invest in Uong Bi thermal power project to
expand the capacity. (EVN, 2011)
2.1.2b. identify stakeholders
Stakeholders Interest
Needs
Expectations
Investor
Interest in how much
To be shown the
Get the money back
profit the project can
profitability of the project
Get priority and
bring back
and how big the profit will advantage of using
Government
be
electricity
Interest on can project is
To be convicted that the
Can afford the cost of
worth to invest, how the
project is very essential
construction
project affect on people,
and have important role in
Gain reliance from the
do they get more support
providing electricity in
people inside Vietnam
when constructing the
Vietnam
plant
Customer
Interest on can the plant
Better electricity system
Have enough electricity
finish construct on time,
and electricity supplement
for using and producing
can it provide enough
Reasonable price for
Dont have to pay too
electricity
good quality of electricity
high to use electricity
2.1.2c. Assessment
High
Manage closely
Keep satisfied
Investors
Government
Power
Keep informed
Monitor
Customer
Low
Low
Interest
2.1.2d. stakeholder report
Investors & government (management closely)
High
Both investors and government are very powerful because both of them give
money for the project, control it and benefit from it. However, their interests are
different from each other. Investors interest in the profit while government
interests in reliance from people.
Customer (keep informed)
Customers are keep informed. They have very low power and high interest. Low
power means that they cant control any of the production activity but they still
interest in the project because the electricity is provided for them and directly
affect them.
2.2. Describe the nature of the relationships with customer within two selected not-forprofit organizations
2.2.1. Characteristics of Save the children and Red cross
Characteristic
Save the children
Red cross
Goals
Save the Children has a broad
Goal 1: Reduce the number of deaths,
domestic and global footprint,
injuries and impact from disasters.
helping improve the lives of millions

of children in the United States and
around the world.(Save the child,
n.d)
Goal 2: Reduce the number of deaths,

illnesses and impact from diseases and
public health emergencies.
Goal 3: Increase local community, civil
society and Red Cross Red Crescent
capacity to address the most urgent
situations of vulnerability.
Goal 4: Promote respect for diversity
and human dignity, and reduce
intolerance, discrimination and social
exclusion. (Red cross, n.d)
Nature of
message
Mission Save the Childrens mission are to
The International Committee of the Red
inspire breakthroughs in the way the
Cross (ICRC) is an impartial, neutral and
world treats children and to achieve
independent organization whose
immediate and lasting change in
exclusively humanitarian mission is to
their lives. . (Save the child, n.d)
protect the lives and dignity of victims of

armed conflict and other situations of
violence and to provide them with
assistance.
The ICRC also endeavors to prevent
suffering by promoting and strengthening

humanitarian law and universal
humanitarian principles. (Red cross, n.d)
Slogan
Change the life of a child today.
It's a matter of Life & Death- 2012
Benefit
of cost
Have the opportunity to help

disadvantaged children.
Improve understanding of
Increase income through blood

donation
medicine, life.
Increase understanding of the life

skills
Understand and know how to perform

first aid skills
Can communicate and talk with other

members
Adverti
Personal appeal: Using the message to call empathy, mercy of people through
se
photos, videos about the lives of people.
appeal
Social appeal: send gift, keepsake, certificate for participating organizations to

recommend and help them feel the work is to be meaningful, motivating the
organization to continue to participate.
2.2.2 Communication tools and channels

Donors
Telemarketing
Save The Children and Red Cross proactively reach
Customer
Direct mail
customer and donors through telemarketing and direct

mail to help customer can update new feed quickly.
Website, social blog
Internet is the shortest and cheapest way to contact with

customer. Save The Children and Red Cross having
website, Facebook, tweet, Google+, Flick and YouTube
to communicate with their customer easily.
Volunteer
Text message
Regularly send media messages about their activities to
broadcast
volunteer
2.2.3Prioritizing customers needs

Save the child and Red Cross are the non-profit organization, the identification of
the client organization and the financial capacity and ability to participate is
extremely important. This decision can organize activities and long-term
effectiveness or not. Therefore they should use power and interest grid analysis.
Power and interest grid analysis (Sharma, 2010)

Members and volunteers
Donors
Main human resource high
Donors are the main source of financing
influence, high power
for the program, so they hold the decide
Empathy is the main reason for the
power in the program medium power
involvement of individuals so they are
Because they contribute so they are the
not too important benefit but they care
ones most interested after results
about results program.
program high interest
Manage closely
Keep informed
2.3. Compare methods used in marketing within the public, private and voluntary sector
HSBC
Save the Children
Vietnam Electricity
(EVN)
Marketing
Marketing: HSBC is
Societal marketing: Save
Production: EVN
concept
always interested in the
the Children has program
production ensure
needs of customers in
called child protection.
enough for production
order to meet the best.
They protect children from
and lives of people,
HSBC has created
exploitation, abuse,
corporation increasingly
programs transfer
violence and help children
invested hydropower
online; this is a new
around the world have a
construction to respond
security program with
better life.
demand. Thac Ba
high security systems in
Hydropower as 4 months
order to increase
production of 113
customer utility for use.
million kWh. However

EVN always balance
production so as not to
affect other economic
activities. as the Ba Ha
River Hydropower in
Phu Yen province was to
regulate water for
agriculture, only to
release a unit with
minimum capacity of 66
MW
Marketing
_Provide solutions that
Save the Children is the
Provide electricity for
goal
exceed or meet the
leading independent
economic - social
needs and aspirations of
organization creating
development of the
our clients.
lasting change in the lives
country
_Set the industry
of children in need in the
standard for service
United States and around
delivery and value
the world. Recognized for
creation.
our commitment to
_Influence and enhance

the development of our
industry.
accountability, innovation
and collaboration, our
work takes us into the
heart of communities,
_Be valued by our
where we help children
clients, shareholders and
and families help
staff.
themselves.
Marketing
Relationship marketing:
Relationship marketing:
Transactional
perspective
HSBC always bring
because the charity so
marketing: EVN
convenient banking
Save the Children has a
investment construction
services through service
clear financial reporting.
of hydropower and
channels to support the
they explained how much
through the media to
diverse needs of
has been donated, used
attract customers about
customers in the best
what, where ...
product upgrades, so
way.
customers are always

assured to use products
Marketing
Network marketing:
Interaction marketing: to
Transaction marketing:
approaches
Through the official
improve the interaction
EVN try to overcome
website of the company
between the charity and
difficulties and to ensure
more customer
who are willing to donate,
the production of
convenience in using the
save the children convince
consumer, this helped
services of HSBC
people by showing who
EVN keep the trust of
they are, what they will do, people

where to do, how to do it
... to get the trust and
support
Marketing
Interaction marketing, network marketing
methods
1, Website:
1, Email:
www.hsbc.com.vn
twebster@savechildren.org
Viral marketing:
1, Words of mouth. This
is the transaction way
advertise in Viet Nam.
To customers
Save the Children is the
convenient for track
charity should have regular like EVN, this is the
activity and interest of
updates to the opinions of
shortest to come with
the bank, HSBC has its
people more complete.
people. People could talk
own website. HSBC
email is the best and
to you about problem
branch website of the
fastest way to keep
and benefit EVN bring
country is different, but
confidential all
to you. Because electric
With a public company
are based on information information sent to
very important in life, so
of the HSBC Group.
EVN became a
Customers can find out

information to select
appropriate services
2, The main office in
Viet Nam: 235, Dong
Khoi, P.Ben Nghe, Q.1.
Ho Chi Minh City.
2, Address: 2000 L Street

NW, Suite 500
Washington, DC 20036
(84-4) 2.2201371
Address clearly helps
people find easy to
contribute and find out.
moreover where the
headquarters are located in
In 1870, Hsbc opened
the center of the world,
first branch in Viet
confirmed the
Nam. Nowaday, HSBC
professionalism,
widely availiable in Viet
transparency
Nam. In somewhere like

Ha Noi, Da Nang
2, Telephone number:
EVN give their phone to

recive customers
feedback in the fastest.
EVN always has staff
recive phone 24/24 to
take your problem and
give solution right now.
3, Fax:
(84-4) 2.2201369
HSBC opened more
This is the way help
branch and ATM
EVN receive reports and
machine for customer
information from all
trasaction.
over the country. in

order to shorten the time
and improve efficiency
Criticisms of public sector:
Electric system irrationality: The blackout in 22 southern provinces on 05/22/2013 has

caused a stir. Reason is a truck crane crashed into the north-south electricity lines.
Millions of people are affected, the offices and factories in the South was forced to close
and traffic lights signal loss, caused chaos
Electricity prices: from 22/12, the average electricity price will increase by 5%, from
1,369 VND / kWh to 1,437 VND / kWh. This is the 2nd time electricity prices in 2012,
after rising on 1/7/2012.
Despite trying very hard but still having difficulties EVN electricity shortages in the dry
season, where so many suffer frequent power cuts. special area Ho Chi Minh city always
facing the 220kV line overload and liberation from 500kV capacity.
Conclusion: through this HSBC can know that marketing with each bank very important, so
HSBC should care and develop marketing.
2.4 Explain the key issues in marketing in a selected virtual organization (HSBC Bank)
2.4.1 What is virtual organization?
One that does not have a physical (bricks and mortar) presence but exists electronically
(virtually) on the internet, is not constrained by the legal definition of a company, or is
formed in an informal manner as an alliance of independent legal entities.
(businessdictionary, n.d)
2.4.2 Key issues
Internet: HSBC Bank has some products and services which used by internet. For
example:Internet banking, Mobile banking, Email Internet is a useful tool to connect
the company to customers with many benefits such as: for customers: save time, more
convenience, they can check their account or send their feedback from everywhere have
internet; for HSBC Bank: they can close to the customers, get more customers.
Software: HSBC banks website has software to customers can find the services/
information easily.
Distribution: HSBC Bank has wide network in big cities in Vietnam as Hanoi, Ho Chi
Minh, Da Nang, so customers can use any utilities of HSBCs internet banking
anywhere with an internet connection device.
2.4.3 E-marketing mix
Product:There are some e-products: automated telephone banking, mobile banking

especially Internet banking and ATM network are become popular. People tend to too
busy at work and many things in life, they do not have enough time so internet banking
is exactly what they need and want. By the internet, customers do not have to go to
HSBC bank but they still can manage their account bank.
Place:Customers can use internet banking everywhere in Vietnam with a computer or

mobile has internet. Additionally, there is many HSBCs ATM network in big cities in
Vietnam such as: Hanoi, HaiPhong, Can Tho, Da Nang, Ho Chi Minh ATM machine
are usually placed in front of a large building/ company as Parkson, Vincom center,
BigC Long Bien make more convenience for customers.
Price:HSBC bank has been discount up to 50% on fees when transferring online with
Internet banking. It means that the transaction online fee inside Vietnam is 0.033%
(33,000~330,000VND) and outside is 0.11% (220,000~1,100,000VND).
For HSBC debit card in Vietnam, the fee for HSBC ATMs and Techcombank ATMs is
free and for VISA/PLUS network is 20,000VND/transaction. (HSBC, 2004)
Promotion:HSBC bank usually advertise theirwebsite on reputable and famoussites,

such as Facebook, Kenh14.vn, dantri.com this way attract a lots customers.
Additionally, they have discount as Save 50% on fees when transferring online; they
also have new security device for internet banking, which will help customers feel
more safety and comfortable. (HSBC, 2004)
2.4.4 Buying and selling online
Transaction system: customers can create an account to use HSBC internet banking.
Processing: After complete the transaction, customers will receive an email to notice that
successful transaction and see again what they did.
Allowing customers to check the account and all transactions online
2.4.5 Enhance online shopping experiences
Put the logo or link of website on where customers go, such as: Facebook, Youtube
Having software to customers find the products/ services/ information easily
Having profile of company to get trust from customers
HSBC bank has been awarded Best Consumer Internet Bank in Vietnam 2009, 2010 by
Global Finance and Best Corporate Internet Bank in Vietnam 2011 by the Global
Finance (HSBC, n.d.)
2.4.6 Benefits, cost, risk for production and online purchasing

2.4.6a. Benefits
For customer:
Saving time: Customers do not take time to go to the bank but still can
check their accounts and transaction history anytime, anywhere
Saving money: when register for Internet banking service, customers will
be free for transfers between HSBC accounts in Vietnam and have higher
interested rates.
Financial transactions are more convenience.
Quality safety and exactly:.For site security (128 bit SSL security code)
and Security Device Quality International, Business Banking HSBC
ensure customers finances & transaction information are protected by a
sophisticated online security system.
For HSBC bank:

Efficiency in financial management with updated information immediately
Having more customers
Saving cost: HSBC bank can saves a lots money to create branches in new
and far location, cost for hiring people and leaflets to marketing for bank.
HSBC bank has been awarded HSBC Service Provider in ATM and
Savings category in High Quality Vietnam Product Awards 2011 by the
SaiGonTiepThi Magazine (2009 & 2011) (HSBC, n.d.)
2.4.6b. Cost
Help HSBC saves cost: HSBC bank can saves a lots money to create branches in new and far
location, cost for hiring people and leaflets to marketing for bank.
2.4.6c. Risk
Hacker: this is unavoidable when transferring online. If the company does not have good
network security, hackers can enter the customer's account, buy virtual goods, change
password and even get money from customers. In fact, in 2010, HSBC bank in
Switzerland confessed that 15,000 customersaccounts were stolen (Baomoi, 2010). It is a
big problem and strongly affect to customers trust.
Credit card: If the information in customers credit card is published, it will have big
security problems. Customers can be impersonated and implement virtual transactions
2.4.7 Email marketing
Permission marketing: When customerregistrant account/ email, the site will ask them to
receive mail notification of new products, promotional information or not. It helps
customers feel respected and happy. It without the permission of the client, the site still
send mail automatically, it will make customers feel inconvenience, discomfort get
loss customers.
E-personalization: Make the customers feel more closely when log in account in HSBC
website with a greeting sentence: Dear [name] or Hello [name]
4.1. Explain some of the current issues of ethical and social concern to marketers in HSBC
4.1.1. Definition of ethical issues
Ethical issues is pertaining to or dealing with morals or the principles of morality;
ethical is pertaining to right and wrong in conduct, involving or expressing moral
approval, in accordance with principles of conduct that are considered correct,
especially those of a given profession or group. (Ask, 1970)
4.1.2. Some current issues ethical and social of HSBC
4.1.2a. Bribery
BBC quoted a report from the U.S. Senate, which said that HSBC branch in
this country (HSBC America) has received $ 7 billion by the HSBC branch in
Mexico (HSMX) switch in fiscal year 2007-2008. This figure more than any
branch moved to HSBC America. Accordingly, a large amount of money on
the profits derived from illicit drug trafficking by that. (Thanhnien, 2013)
4.1.2b. Money laundering
HSBC Financial Times said the punishment could be $ 1 billion when the U.S.
government embarked on investigation of the flaw in anti-money laundering
operations here. HSBC is accused of violating banking confidentiality laws and
a number of other anti-money laundering laws on a large scale since 2005.
According to allegations, HSBC was not tightly controlled trading hundreds of
billions of dollars could be related to drug trafficking, terrorism and other
criminal activities. (Vnexpress, 2012)
4.1.2c. Support weapon industry
HSBC America is said to be in relationship with Iran and secretly conducted
more than 28,000 suspicious transactions in 2001-2007. Total transactions with
a value of up to U.S. $ 19.7 billion and largely related to Iran. In addition, two
of the HSBC branches in Europe and the Middle East are constantly changing
information to conceal transactions involving Iran. More seriously, this is the
group financial allegedly abetting Al Rajhi Bank in Saudi Arabia. Despite

repeatedly denying Al Rajhi, but still allegedly involved in the financial
support for Al-Qaeda forces. (Thanhnien, 2013)
4.2. Explain the concept of CSR with reference to a particular organization

4.2.1Definition of CSR
Corporate initiative to assess and take responsibility for the company's effects on the
environment and impact on social welfare. The term generally applies to company efforts that go
beyond what may be required by regulators or environmental protection groups.
Corporate social responsibility may also be referred to as "corporate citizenship" and can involve
incurring short-term costs that do not provide an immediate financial benefit to the company, but
instead promote positive social and environmental change.
(Investopedia, n.d.)
4.2.2Role of CSR
Enhance the competitive advantage of the business
Increasing market share
Increasing attractiveness for customers
Strengthening brand position in society
4.2.3 CSR levels

There are 3 levels of CSR:
Social Obligation Meet minimum regulations, do what is required by law, no more
Social Responsibility Go beyond what is required by law, mitigate negative effects
Social Responsiveness Proactive approach, promote positive change
CSR concept
Social
Obligation
Ideas
Application
No.38/2005/QH11:
HSBC Bank creates skill training courses for
The Education Law
employees to increase their knowledge and skill
(Moet, 2006)
No. 52/2005/QH11:
In company, there are always have recycle bins
Environmental
where easy to see to protect environment
protection (Moj,
2005)
Do not have number:
All employees in HSBC bank are over 18 years old
Labor law(Moj,
Periodic health check for employees
1994)
Social
Education
HSBC supported the "Exchange day for excellent

students in District 1", which has been held
Responsibility
successfully at Luong The Vinh high school on 16

April 2011 (HSBC, 2011)
Environment
World Environment Day: HSBC bank not only

followed Group directives by switching off
computer monitors not in use, particularly at
lunchtime, but also asked staff to consume less
plastic, print on both sides, exploring green
transportation like walking, bicycling, busing, and
sharing transportation to work. Almost all of staff,
92%, supported the initiative (HSBC, 2010)
Charity activities
HSBC has been a gold sponsor for the "Fun Run",

organised by the British Business Group Vietnam
(BBGV), for 11 years in a row since its inception in
1999. Proceeds from the Fun Run are donated to
underprivileged children and children's charity
organisations in and around Ho Chi Minh City. 400
HSBC staff participated alongside customers,
relatives and friends in the 2010 Run. (HSBC,
2010)
Social
Responsiveness
Education
Future First is HSBC Global Education Trust's

five-year programme (2007-2012) to help provide
education, livelihood training and rehabilitation for
street children, orphans and children in care around
the world. HSBC Vietnam coordinates with in-
country non-governmental organisations (NGOs) to

look for projects that will most benefit these children
in Vietnam. (HSBC, n.d.)
Social environment
Tree Planting Project: HSBC Vietnam has

entered the partnership with Cat Tien National
Park to begin a long-term reforestation project.
Over three years since 2010, the Bank will
contribute nearly VND 900 million towards the
planting of a total of 10,000 trees in an area of
land covering 22.5 hectares. 300 HSBC staff
members will participate in three field trips every
year to implement the project (HSBC, 2010)
HSBC bank also awarded The Best
Environmental Excellence Award, AusCham for
three consecutive years: 2008-2010
(HSBC, n.d.)
4.3. Evaluate the role played by a selected pressure group in influencing ethical and social
marketing policies for a selected organisation
4.3.1: Pressure group: Confederation of British Industry (CBI)
The organization was formed in 1965 out of a merger of the Federation of British
Industries (known as FBI), the British Employers' Confederation and the National
Association of British Manufacturers. The CBI opened an office in Brussels in 1971, to
open up opportunities in Europe
They deliver results for business by lobbying and campaigning. Their lobbying and campaigning
helps keep business interests at the heart of policy in Westminster, the devolved
administrations, across the UK regions and internationally. Their senior team ensures
your voice is heard around the world by regularly engaging with policymakers,
legislators and regulators - supported by an advisory team of 90 economic and policy
specialists.
They are to provide a voice for businesspeople and their businesses on a national and
international level. They speak for more than 240,000 companies of every size, including
many in the FTSE 100 and FTSE 350, mid-caps, SMEs, micro businesses, private and
family owned businesses, start ups, and trade associations.
Their mission is to promote the conditions in which businesses of all sizes and sectors in
the UK can compete and prosper for the benefit of all. To achieve this, we campaign in
the UK, the EU and internationally for a competitive policy landscape.
CBI Centre Point: 103 New Oxford Streets. London. WC1A 1DU
Telephone: 020 7379 7400
Fax: 020 7379 7200
Email: enquiries@cbi.org.uk
4.3.2: the role played by a selected pressure group in influencing ethical and social
marketing policies for HSBC
Policies of HSBC
Role/ responsibilities of
Effective HSBC
CBI
Social
Compensation Policy: HSBC
CBI based on the reports To obtain compensation
provides superior service to
of unintended errors and
for customer
customers, but to meet some
compensation of HSBC.
satisfaction and make
unintended error, the
From this CBIs opinion
profits, HSBC must
customer will receive
that HSBC's
troubleshoot to keep
compensation. The policy is
compensation policy
prestige, sent a letter of
based on principles of
was satisfied or not.
apology to customers,
transparency and fairness in
Because HSBC's global
consulting clients on
the treatment of Customers.
banking should receive
compensation. besides,
The objective of this policy is
good reviews from the
HSBC should refer to
to compensate the customer
CBI is important
the compensation of
for direct financial loss
other banks to provide

appropriate
compensation
Policy for Lending to Micro
Because CBI can look
HSBC should recruit
and Small Enterprise (MSE)
strategy very good, so
staff with the capacity
Customers: This policy is
HSBC to classify and
to judge and settle the
aimed at explaining the tenets
select customers for
loan. before each object
of lending to the Micro or
small and medium
small and medium
Small Enterprise (MSE)
businesses. Moreover,
enterprises need to
customers. In this Policy, the
based on their real
consider carefully, to
borrower, as a Micro or Small
ability to make loans
actually go to review
Enterprise, would understand
unaffordable. If HSBC
their economic
the Bank's approach towards
do this well will be
understanding the needs of its
evaluated with the
business. This policy shall
vision and
also outline the Bank's
professionalism. In
commitment to promote a fair
addition to that get
and transparent dealing in all
customer loyalty
matters relating to loans and

advances and related services.
HSBC Model Policy on Bank
Based CBI market
To customer know
Deposits: The document
survey to know the form
about preferences with
recognizes the rights of
of deposits with HSBC.
the amount sent,
depositors and aims at
CBI will provide
remittance form HSBC
dissemination of information
assessment, if CBI
should be clear. To
with regard to various aspects
underestimates the
customer track
of acceptance of deposits
amount of money in
amenities funds
from the members of the
HSBC customers will
invested in banks,
public, conduct and
decrease. However,
HSBC should be
operations of various deposits
facing the CBI will learn notified monthly,
accounts, payment of interest
assessment techniques
quarterly. To customers
on various deposit accounts,
to get the most fair
feel satisfied HSBC
closure of deposit accounts,
assessment
should work quickly,
method of disposal of deposits
effectively reduces
of deceased depositors, etc.

Ethical Policy for Settlement of
CBI will see the report
HSBC to implement
Claims for deceased
on the case of deceased
this policy, customers
depositors: a detailed
depositors. HSBC view
are suffering at HSBC
deceased depositors & safe
approach, which
sadness to make them
deposit locker policy
recognized the
feel rest assured.
guidelines have been
importance of ethics
Deposit of the deceased
formulated and will replace
HSBC. HSBC can do a
must be secured and
the existing policy guidelines
good job if this will gain
brought back to the
on settlement in case of
the trust of the CBI and
house. through the
deceased depositors. This
customers.
implementation of this
policy aims at removing
policy will HSBC be
hardships faced in settlement
great reputation with
of claims of deceased
customers
depositors & safe deposit

locker hirers. It also aims at
creating awareness amongst
account holders about the
advantages of availing
nomination facility.
Grievance redressal Policy:
Banks also have the
Based on customer
Customer complaints
unintended error; CBI
complaints, HSBC will
constitute an important voice
will look into how to
more complete
of customer, and this policy
handle complaints
apparatus bank.
details complaint handling
HSBC to HSBC
However, the
through a structured grievance assessment services.
complaints process to
redressal framework.
Besides CBI track error
quickly, effectively
Complaint redressal is
which was thoroughly
making customers
supported by a review
overcome or not
happy and do not take
mechanism, to minimize the
time
recurrence of similar issues in

future
HSBCs Model Policy on
CBI survey approach
For the term of the loan,
Collection of Dues and
HSBC debt, assess
HSBC withdraw money
Repossession of Security: The professional of HSBC
based on respect for our
debt collection policy of the
customers, persuade
bank is built around dignity
customers to repay.
and respect to customers.
Limited use coercive
Bank will not follow policies
measures. This helps
that are unduly coercive in
collection of dues. The policy
get HSBC ethical image
is built on courtesy, fair

treatment and persuasion. The
bank believes in following
fair practices with regard to
collection of dues and
repossession of security and
thereby fostering customer
confidence and long-term
relationship.
4.3.3: Methods CBI use

Keeping members at the cutting edge of business and political intelligence. Their political access and breadth
of membership leaves us uniquely placed to provide members with timely business and political
intelligence including:
Market leading economic surveys and forecasts
Influential thought leadership research reports
Strategic insight to help guide business decision-making through our Intelligence First
offering
Personalised email updates from our senior team
Methods use
Advantages
Internet
Email
(enquiries@cbi.org.uk) This is the official email CBI, CBI public their

email to receive everyone's comments. through the email CBI can
investigate more about the current economic situation. Besides
discovered a some problems to overcome
Website
(http://www.cbi.org.uk ) this is the official website of the CBI, over here
people can better understand the organization. Who they are and what
they do. All the necessary information are sorted easy to find, easy to
understand. website is beautifully decorated, professional, friendly
Mass media
Television
Through TV they can quickly grasp the situation of the world

economy. not only that but also TV can take pictures with everyone
CBI to closer
Newspaper
Petitions
Economic inquiries through the newspaper to better assess

Through the feedback of others, CBI knows the limitations. Thereby
investigating the cause and provide a solution. because of complained
that the CBI may be more complete
Conclusion
HSBC Group is globally known program for sustainable development activities. Internally,
HSBC Carbon and waste management is one of the first banks to commit to reducing carbon
emissions into the environment in all business activities. For the foreign activities of banks, we
closely manage the risks of social and environmental loans and investment banks. HSBC is the
motto of the business opportunities associated with benefits to the environment and social
cohesion and HSBC is committed to the benefits of the activities of our business. Sustainable
development is one of the core business strategy of the Bank Limited HSBC (Vietnam) from the
highest levels of leadership and participation of all employees in the bank. The sustainable
development with HSBC implies responsibility, sensitivity of the methods of business
management in long-term strategy in which the interests of the people, society and the
environment are top priority.
References
Ask.com. 1970. Definition of Ethical Issues?. [online] Available at:
http://www.ask.com/question/definition-of-ethical-issues [Accessed: 10 Jun 2013].
Baomoi.vn. 2010.15.000 khchhng HSBC bnhcpthng tin. [online] Available at:
http://www.baomoi.com/15000-khach-hang-HSBC-bi-danh-cap-thong-tin/126/3968698.epi
[Accessed: 9 Jun 2013].
Brighthubpm.com. n.d.. Untitled. [online] Available at: http://www.brighthubpm.com/resourcemanagement/80523-what-is-the-powerinterest-grid/ [Accessed: 10 Jun 2013].
BusinessDictionary.com. n.d.. What is virtual organization? definition and meaning. [online]
Available at: http://www.businessdictionary.com/definition/virtual-organization.html
[Accessed: 30 May 2013].
Everyone.savethechildren.net (2012) Born too soon, but not born to die. | EveryOne. [online]
Available at: http://everyone.savethechildren.net/content/%E2%80%9Cborn-too-soon-notborn-die%E2%80%9D [Accessed: 29 May 2013].
Evn.com.vn (2011) Tp on in lc Vit Nam - Nhng bc ngot lch s. [online] Available
at:
http://www.evn.com.vn/Home/Detail/tabid/84/ItemId/1140/View/2/CateId/141/language/viVN/Default.aspx [Accessed: 29 May 2013].
Evn.com.vn. 1900. Tp on in lc Vit Nam - Tng quan v Tp on in lc Vit Nam.
[online] Available at:
http://www.evn.com.vn/Home/Detail/tabid/84/ItemId/877/View/2/CateId/119/language/viVN/Default.aspx [Accessed: 10 Jun 2013].
Evn.com.vn. 1900. Tp on in lc Vit Nam - Tng quan v Tp on in lc Vit Nam.
[online] Available at:
Evn.com.vn. n.d.. Tp on in lc Vit Nam - Thy in Sng Ba H iu tit nc phc v

sn xut nng nghip. [online] Available at:
Evn.com.vn. 1900. Tp on in lc Vit Nam - Cng ty Thy in Thc B: 4 thng sn xut
113 triu kWh. [online] Available at:
Hsbc.com.vn. 2004. Internet Banking Promotion | HSBC(Vietnam). [online] Available at:
https://www.hsbc.com.vn/1/2/!ut/p/c5/04_SB8K8xLLM9MSSzPy8xBz9CP0os3gDdNQv1BDg2AXA1-PEE9zF2MLAwgAykdiyjt6mcDkydBtFGJMim4DY0jEEN3S6Cwl4mrmylMMyHdwal58aHB-gW5oaER5Y6KAPFzdVI!/ [Accessed: 9 Jun
2013].
Hsbc.com.vn. 2004. About HSBC | HSBC(Vietnam). [online] Available at:
https://www.hsbc.com.vn/1/2/about-hsbc_en/about_HSBC [Accessed: 9 Jun 2013].
Hsbc.com.vn. n.d..Giodc - Ngnhng HSBC | HSBC(Vit Nam). [online] Available at:
https://www.hsbc.com.vn/1/2/about-hsbc/sustainability/giao_duc [Accessed: 10 Jun 2013].
Hsbc.com.vn. 2010. Corporate Sustainability 2010 | HSBC(Vietnam). [online] Available at:
https://www.hsbc.com.vn/1/2/abouthsbc_en/sustainability/activities/2010?changelanguage.language=en&changelanguage.count
ry=US&chglang.x=en [Accessed: 10 Jun 2013].
Hsbc.co.in. 2006. Grievance Redressal Policy | HSBC India. [online] Available at:
http://www.hsbc.co.in/1/2/miscellaneous/about-hsbc/banking-policies/grievance-redressalpolicy [Accessed: 10 Jun 2013].
Hsbc.com.vn. 2004. V HSBC | HSBC(Vit Nam). [online] Available at:
http://www.hsbc.com.vn/1/2/about-hsbc/about_HSBC [Accessed: 10 Jun 2013].
Hsbc.com.vn. 2004. Ngn hng HSBC - Li sut, Ngoi T, Ti chnh, Vay mua | HSBC(Vit
Nam). [online] Available at: http://www.hsbc.com.vn/1/2/home [Accessed: 10 Jun 2013].
Hsbc.com.vn. n.d.. Thit B Bo Mt Mi - Ngn Hng Trc Tuyn HSBC | HSBC Vietnam.
[online] Available at: http://www.hsbc.com.vn/1/2/personal/services/internet-banking/thietbi-bao-mat [Accessed: 10 Jun 2013].
Icrc.org. 2012. "It's a matter of Life & Death" large size stickers (sign of solidarity). [online]
Available at: http://www.icrc.org/eng/resources/documents/publication/aprmhcidstk208.htm
Icon.com.vn. 1900. Gi in s tng thm 5% t ngy 22/12 - Trang tin ngnh in. [online]
Available at: http://icon.com.vn/vn-s83-111317-587/Gia-dien-se-tang-them-5-tu-ngay2212.aspx [Accessed: 10 Jun 2013].
Icon.com.vn. 1900. Gi in s tng thm 5% t ngy 22/12 - Trang tin ngnh in. [online]
Available at: http://icon.com.vn/vn-s83-111317-587/Gia-dien-se-tang-them-5-tu-ngay2212.aspx [Accessed: 10 Jun 2013].
Insurance.hsbc.com.sg. 2004. Vision, Mission, Goals | HSBC Insurance Singapore | HSBC
Singapore. [online] Available at: http://www.insurance.hsbc.com.sg/1/2/sghi/aboutus/vision-mission-goals [Accessed: 10 Jun 2013].
Investopedia.com. n.d..Corporate Social Responsibility Definition | Investopedia. [online]
Available at: http://www.investopedia.com/terms/c/corp-social-responsibility.asp
Kinhdoanh.vnexpress.net. 2012. HSBC i mt n pht 1 t USD do scandal ra tin VnExpress Kinh Doanh. [online] Available at: http://kinhdoanh.vnexpress.net/tintuc/ebank/ngan-hang/hsbc-doi-mat-an-phat-1-ty-usd-do-scandal-rua-tien-2721144.html
Moet.gov.vn. 2006.Lutgiodc 2005. [online] Available at:
http://www.moet.gov.vn/?page=6.3&view=2741 [Accessed: 10 Jun 2013].
Moj.gov.vn. 2005. LUT BO V MI TRNG. [online] Available at:
http://www.moj.gov.vn/vbpq/Lists/Vn%20bn%20php%20lut/View_Detail.aspx?ItemID=16
747 [Accessed: 10 Jun 2013].
Moj.gov.vn. 1994. B LUT LAO NG. [online] Available at:

http://www.moj.gov.vn/vbpq/Lists/Vn%20bn%20php%20lut/View_Detail.aspx?ItemID=10
435 [Accessed: 10 Jun 2013].
Ph n today. 2013. Mt in ton min Nam ln bo nc ngoi, EVN xu mt. [online]
Available at: http://phunutoday.vn/xa-hoi/doi-song/201305/Mat-dien-toan-mien-Nam-lenbao-nuoc-ngoai-eVN-xau-mat-2215119/ [Accessed: 10 Jun 2013].Save the Children Official Site. 2013. Save the Children - Official Site. [online] Available at:
http://www.savethechildren.org/site/c.8rKLIXMGIpI4E/b.6115947/k.8D6E/Official_Site.ht
m [Accessed: 10 Jun 2013].
Savethechildren.org. 2003. Contact Us-Save the Children. [online] Available at:
http://www.savethechildren.org/site/c.8rKLIXMGIpI4E/b.6146421/k.292A/Contact_Us.htm
Savethechildren.org. 2012. About Us-Save the Children. [online] Available at:
http://www.savethechildren.org/site/c.8rKLIXMGIpI4E/b.6146405/k.C7E9/About_Us.htm
Savethechildren.org. 2012. Protecting Children-Save the Children. [online] Available at:
http://www.savethechildren.org/site/c.8rKLIXMGIpI4E/b.6191697/k.F89E/Protecting_Chil
dren.htm [Accessed: 10 Jun 2013].
Thanhnien.com.vn. 2013. Nhng phi v en HSBC | Thanh Nin Online. [online] Available at:
http://www.thanhnien.com.vn/pages/20130217/nhung-phi-vu-den-o-hsbc.aspx [Accessed:
10 Jun 2013].
Unknown. n.d.. Untitled. [online] Available at:
http://www.hsbc.co.in/1/PA_1_083Q9FFKG80E20RA9Q00000000/content/website/pdf/hsb
c_collection_policy.pdf [Accessed: 10 Jun 2013].
http://www.hsbc.co.in/1/PA_1_083Q9FFKG80E20RA9Q00000000/content/website/pdf/abo
ut/policy_on_bank_deposits.pdf [Accessed: 10 Jun 2013].

ut/deceased_depositors_policy.pdf [Accessed: 10 Jun 2013].
ut/mse_lending_policy.pdf [Accessed: 10 Jun 2013].
ut/compensation_policy.pdf [Accessed: 10 Jun 2013].
http://www.ifrc.org/Global/Publications/disasters/reducing_risks/DRR-Quality-CBAPhilippines.pdf [Accessed: 10 Jun 2013].

Cimm A2 2M&L

Hochgeladen von

Dokumentinformationen

Originaltitel

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Cimm A2 2M&L

Hochgeladen von

Copyright:

Verfügbare Formate

A report on HSBC

Prepared for: Ms Doti Chee

Prepared by 2M&L group F05B

1.3. CRM benefits

New sales opportunities

Improved customer service

Plan, execute and audit targeted marketing campaigns

Better decision making

1.4. Make justified recommendations for the improvement in customer relationship

HSBC has a new program to

The reason HSBC create

They should make it more

increase usability for

modern program is they

simple to elderly customer

customers, but the new

focus on young customer

can use it.

program which is difficult

more than elderly customer.

with elderly clients, because

HSBCs staff should help

they do not use the internet

this new program.

and do not sensitive with

Nowadays, HSBC just

HSBC should open more

popular in some cities in Viet

branches to get more

Nam such as Ha Noi capital,

Ho Chi Minh city, Da Nang

HSBC should have more

Some customers have

HSBC system in Viet Nam is

Bank should upgrade

developing and completing

complaint solving system.

while using the services of

so they still some mistakes.

HSBCs staff should

mail client. Then solve the

send letter to apologize for

customer after receive

This causes discomfort and

complain to make customer

Interest on the change of

To be shown the ability of

company profit in the

helping both victims and

company of the project, the

ability to donate for the

Having support from

Save the children

Interest on what they can

Fulfill the feeling of having Help as much as

do for the community

responsibilities with the

children as they can

and make the world

Become more mature

Experience a different life

through the process of

when contributing for the