Sincere emotions are the thread that connects people. Actions that come from the heart can touch hearts, creating relationships in life. Service from the Heart will be what brings customers the most satisfying experience and makes the Bank and organizations become companions with customers because the best things cannot be seen or touched but are felt with the heart. At 10:00 a.m. on the first day of June, Ms. TNM, 52 years old, was present at a transaction office of Saigon - Hanoi Commercial Joint Stock Bank (SHB) in Hai Ba Trung District, Hanoi to deposit savings. The retired teacher is no stranger to the transaction officers here because she has been a loyal customer of SHB for nearly 10 years. Ms. TNM shared that in the past, whenever she had idle money, she often kept cash at home or invested in other assets. Many people advised her to deposit savings to have more "money in, money out" but she was worried about the complicated procedures. However, "after the first time I came to SHB to make a transaction at the introduction and persuasion of a friend, I 'fell in love' with this bank", she said. The customer, who is in her fifties, recalled that her first impression of SHB was that the staff were very dedicated, enthusiastic and professional. "They enthusiastically advised, guided and did not hesitate to answer all my questions," she said. The customer rated SHB's savings interest rate as "very good", which was a big plus for her to choose to deposit her money. Even during the period when interest rates were low, she always maintained an amount at SHB as a reserve. The interest on the deposit was enough for her to have an extra "income" each month to cover family expenses and some work. "Currently, my children and many friends close to my age have been SHB customers for many years," she shared, "many long-time bank employees have also become our friends." Ms. TNM is one of many elderly customers using SHB's services and is attached to the bank because of the dedication of its staff. SHB regularly has market programs to support customers in opening accounts and accessing financial services. Last May, SHB branches in Hanoi and Quang Tri "went into action" to help many elderly people and retired customers open accounts to receive pensions and social security payments. For elderly customers who have difficulty operating on the application, the staff provided detailed and enthusiastic instructions so that customers could get acquainted and use the services through the digital banking application. In addition, the SHB team also went to the place to introduce financial products to people and businesses to support capital for consumption and expand business activities. Mr. NKH, 40 years old, is one of the business owners who came to SHB through such activities. Smiling after completing the procedures and receiving the disbursement, Mr. NKH said that he had just borrowed capital from SHB to expand his rice shop. "The loan procedure was very convenient, the staff gave very detailed instructions. I am also using many other services of SHB and feel satisfied", Mr. H said, "Previously, I also borrowed unsecured loans through the digital banking application which only took 5 minutes, very convenient, partly because my credit history is good". Millions of customers have trusted and chosen SHB's products and services over the years, because of the things that come from the hearts of the staff with the desire to accompany and support customers. At SHB Lang Son, the story of a bank officer helping to prevent a fraud worth hundreds of millions of dong has been talked about by everyone for many weeks. In early May, a customer came to SHB Lang Son branch to request to close 2 savings books worth hundreds of millions of dong, one of which was close to the maturity date. Ms. Cu Thi Lan Huong, an employee of SHB Lang Son, provided information to maximize the customer's benefits. During the discussion, noticing unusual signs, Ms. Lan Huong contacted the customer's relatives to coordinate and investigate the matter. The customer said that she received a call asking to transfer money and not to disclose the information. Suspecting signs of fraud, Ms. Lan Huong and the customer's relatives reported the incident to the ward police and handed over the customer's assets to relatives for management. Sharing her thoughts after helping customers, Ms. Lan Huong said that all her actions stem from the desire to support and protect customers, from the heart of an SHB employee. Ms. Lan Huong believes that when customers leave the transaction area satisfied, bank employees like her feel happy and secure that they have completed their work completely. "Every profession requires a heart. If you are not dedicated to your choices and decisions, you are living irresponsibly towards yourself. And with the heart of the profession, I believe that what comes from the heart will reach the heart. When you touch the hearts of customers, that is when you choose the right industry, the right profession, and from there you will realize the difference that comes from things that seem simple but have great meaning," Ms. Lan Huong confided. Sharing the same heartbeat and thoughts of SHB people, for Ms. Nguyen Thu Huong, an employee of the 24/7 Customer Support Center, more than 10 years of working here is also more than 10 years of "working with dedication and effort every day". She shared that the nature of the department's name is 24/7 customer service, so at any time, her criteria is 24 hours a day, 7 days a week, 365 days a year, always aiming to support customers in the best way to bring efficiency so that customers trust the bank's services. "I don't know how to fully express the meaning of "from the Heart" but whatever we do will come from our hearts. I want that when customers call, I can solve their problems. I try to support customers in the best way. That is the Heart that we trust", said Ms. Nguyen Thu Huong. The philosophy of "from the Heart" - originated and inspired by Chairman of the Board of Directors Do Quang Hien - has permeated every SHB employee, becoming the guiding principle for all activities of the bank, this is the responsibility and pride of every SHB employee. The desire to bring the best and most convenient things to customers is also the motivation for SHB staff to innovate and bring modern and convenient digital products/solutions. The collection service via SLINK identification account is such a product, coming from the creative idea of ​​a bank staff and the combination of resources of the entire system to bring to customers in the fastest way. Over more than three decades, SHB has always actively implemented and well implemented the policies of the Government and the State Bank in supporting and accompanying businesses, customers and people in difficult times. The bank has provided many preferential credit programs with a scale of tens of thousands of billions of VND for new customers and interest rate reductions for existing customers. Non-financial support policies are also continuously implemented by the bank to help businesses overcome difficulties, gradually stabilize and recover. SHB also allocates a budget of tens of billions of VND for community and social activities. The philosophy of "from the heart" has permeated every SHB employee, flowing with the bank's enthusiasm. The stories are the pieces that create a picture drawn "from the heart", about a bank with the desire to serve customers, contribute to society, create good values ​​and spread to everyone. Not only providing services, SHB has become a close companion and confidant of customers. Since 2012, the bank has organized annual customer conferences, together with special customers to experience the culture and living values ​​in many places around the world. Over more than a decade, the journey has become a strong connection between SHB and customers. With the message "Tri Tam", SHB would like to thank all customers for accompanying the bank on every development journey. SHB wishes to continue to be associated with and bring the best, most modern and convenient financial services and solutions. As one of the four largest private banks in Vietnam, SHB is continuing the journey of Innovation - Responsibility - Efficiency, affirming its position as a leading financial institution, reaching regional and international levels. SHB sets a strategic goal of becoming the TOP 1 Bank in terms of efficiency; the most favorite Digital Bank; the best Retail Bank and the TOP Bank in providing capital, financial products and services to strategic private and public enterprise customers, with a supply chain, value chain, ecosystem, and green development. The Bank is focusing its resources to implement a strong and comprehensive Transformation Strategy based on 4 pillars: Reforming mechanisms, policies, regulations, and processes; People are the subject; Taking customers and the market as the center; Modernizing information technology and digital transformation and steadfastly following 6 core cultural values ​​"Heart - Trust - Prestige - Knowledge - Intelligence - Vision". Throughout more than 30 years of development, SHB has always associated the Bank's operations with social responsibility, accompanying, creating and spreading good values ​​to customers, shareholders, investors and people. Originating from the heart, taking the heart as the root, that is the philosophy that has brought millions of customers to SHB, that is also what will keep customers staying and continuing to accompany the Bank on the journey to the future.