UOB Vietnam Service Transformation

  • uob transformation strategy: stand humble, stay committeduob transformation strategy: stand humble, stay committed
Driven by UOB Group values built over more than eight decades of customer engagement

In a world of robotics, artificial intelligence (AI) and Internet of things (IoT), there are numerous debates about the relevance of human touch in service and banking. Do you think that the advancement of technology will replace the human layer of customer interaction or will it empower our front liners to have a more meaningful conversation? Can we integrate our service experience acquired over past decades and across geographies into the digitalized future?

“Human touch is still relevant, if not more important, in the increasingly digitalized world.” 

Mr. Jason Yeo
Country Head, Channels & Digitalisation and Hanoi Branch Director

We are living in the age of digital workflows where customer needs such as document trade and cross border payments can potentially be executed by smart contracts or blockchain in a matter of seconds. Robotic Process Automation (RPA) also allows us to reimagine our internal processes with high accuracy and speed to market. The prevalence of internet connectivity and Covid-19 pandemic have pivoted us to design some of our customer journeys online for self service or assisted by UOB Vietnam Relationship Managers – anytime, anywhere.

We are also deploying data analytics to better understand trends and our customer needs. With intense competition offering homogeneous products, we believe in differentiating ourselves with great service experience curated with our customers in mind. Ultimately, digitalization should lead to more intimate conversations with our customers for high touch advisories and be there when it matters during their important life events and to realize their aspirations.

Honourable - Treat you right and fairly

“I value all my engagements with customers. Be it a feedback or to discuss about their important milestones in life, I always treat them fairly and provide them with the right solutions” 

Mr. Huynh Ngoc Hieu
Retail, Privilege Banking



There is no hierarchy in service. When handling a situation, we are committed to do what is right regardless of their background or financial status. By making fact-based (not opinion-based) decisions and being keen on long-term implications, not only do we earn trust from customers but we also contribute to the future growth of their business.

Enterprising - Provide customers with the right solution

“During Covid-19 social distancing, an elderly customer reached out to us on the phone to support his fund transfer using internet banking. The amount had exceeded his default daily limit but I took steps to think out of the box in guiding him patiently.” 

Mr. Tran Hoang Son
Technology & Operations, Contact Centre



During unforeseen events, we act with a sense of urgency and respond with the most appropriate solution to resolve the service situation.

United - Work as one to know client personally

“Corporate customers may have complex needs across markets. It is important to communicate with subject matter experts such as Global Markets and Channels & Digitalization to deliver the right solutions together.” 

Ms. Nguyen Ngoc Giau
Commercial Banking, Corporate Wealth



Putting customers at the center of what we do, it is important for us to be united as a bank, put together an agile team of subject matter experts and in defining the service experience we promise.

Committed - Be there for them when it matters

“Customer was at UOB Vietnam to perform a transaction but left a bundle of cash worth 250 million dong he withdrew from another bank on the table. Our immediate instinct was to investigate and quickly reach out to reassure customer.” 

Mr. Nguyen Thanh Hien
Channels & Digitalisation



We are committed in delivering the highest service standards during both good and challenging times. We are in the business of trust and it is important for us to uphold our values at all times.

Our Guiding Principles

Across 500 offices in 19 countries and territories in Asia Pacific, Europe and North America, UOB Group employees have carried through the entrepreneurial spirit, the focus on long-term value creation and an unwavering commitment to do what is right for our customers and our colleagues. We believe in being a responsible financial services provider and we are committed to making a difference in the lives of our stakeholders through four core service values.


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