Review customer relationship management strategy at Vietinbank by Balanced Scorecard

Abstract

In the trend of international economic integration, the degree of competition between Commercial Banks (CBs) has been
increasingly strong and stiff. A number of entities with a competitive “market shares” lead to the fact that attracting and
maintaining their own loyal and potential customers is not an easy problem.
The customer relationship establishment and development is crucial for CBs to become more successful. Currently,
Balance Scorecard is used as a common method to assess the effectiveness of customer relationship management strategy
for CBs’ business operation result. The article will research how to use this method for the purpose of evaluating the
effectiveness of customer relationship management strategy applications at CBs and Joint-stock Commercial Bank for
Industry and Trade of Vietnam (Vietinbank)