1. ACCOUNT MANAGEMENT
Distilled handbook
v 0.1

2. Who is Account Manager?

3. Content
- Trusting Social business overview
- Teams
- Products
- Credit scoring
- Lead generation

4. Trusting Social business overview
Data + Model
Product
$

5. Trusting Social business overview
Start
Partner
finding
- Pilot
- Negotiation
- Contract
- Servers setup
TS team
Product
building
Revenue
making
Data + Model

6. TS team
BOD Head of TS Exploring markets, searching for opportunities,
approaching potential partners and customers
Data science team Brain of TS Building products
Engineering team Body of TS Building systems
Operation teams:
- Accounting team
- Analyst team
- Project teams
- Admin & HR
Blood of TS Keeping everything alive

7. Partner
- Partner provides data sources for TS
- After contract signed by TS and Partner, servers will be set up for product
building process
- Data source can be
● Telco mobile data: CDR, SMS
● Mobile application data

8. Products
1. Credit score is a number represent the credit level of an individual, used to
support decision making on personal loan products.
Credit scoring is a service that gives each individual a credit score.
1. Lead generation (leadgen) is a service that finds the most potential
individuals currently in need of a particular financial product.

9. CREDIT SCORING

10. Credit scoring service overview
Request
initiating Scoring
User input
phone number
to score
Score
returning Payment
Data + Model

11. Credit scoring detail flow with OTP

12. Credit scoring detail flow without OTP

13. Credit scoring - Revenue making process
When What to do Corporate with
Sale stage - Customer approach BOD team
- Confidentiality agreement (NDA - non
disclosure agreement)
Customer, BOD team
Backtesting stage - Collect backtest data set Customer, Data science team
- Validate TS credit score discriminatory
power on backtest data set
Data science team, Customer
- Contract BOD team, Customer, Partner,
Accounting team
Production stage - Score API integration Engineering team, Customer
- Contract management Accounting team
- Reconciliation & payment Customer, Accounting team

14. Credit scoring - Backtesting
- FI usually require TS to sign an NDA before backtesting stage due to their
confidentiality policies on sharing data
- Data request document for backtesting
- English version
- Vietnamese version
- Validating TS credit score’s discriminative power on backtest data set
- Idea can be read here
- Use GINI index, GINI index is a number between [-1,1], the higher is the better
- Data science team/Data analyst team can calculate GINI, see a simple excel sheet here
Confidentiality
agreement
(NDA)
Backtesting data
provided by FI
TS score
backtesting data
and send result to
FI
FI add Good/Bad
label and send
back to TS
FI and TS validate
backtesting result
in parallel

15. Credit scoring - Contract
Key points:
1. Pricing scheme
Example:
+ From 1st - 20,000th request: $2/successful request
+ From 20,001th request: $1.5/successful request
2. Reconciliation and payment schedule
3. Must be reviewed by Accounting team and Partner

16. Credit scoring - API integration
Contract
signed
API document and
test account
provided by TS
System
integration by
FI’s IT team
System
testing Go live
- API: application program interface, a protocol provided for customers to
send score request to TS and receive scoring result
- API integration document
- Scoring with OTP
- Scoring without OTP

17. Credit scoring - Dashboard

18. Credit scoring - Contract management
- Hard and soft copies storage
- Keep key terms updated and know
where to find them
- Be aware of valid date/expire date
of contract/appendix/annex
- Keep things clean and tidy

19. Credit scoring - Reconciliation & Payment
1st day of
month
Payment
deadline
- Receive auto generated billing reports
for last month
- Send summary report to Partner
- Send billing reports to Customer
min(Tax declaration,
Reconciliation deadline)
- Receive feedback, fix issues (if any)
- Agree final number with Partner and
Customer - Receive payment from customers
- Pay sharing revenue for Partners

20. Credit scoring - reconciliation important notes
- Reconciliation processes with Partner and Customer on credit scoring service
are independent
- Partner and Customer can track the score request on their own systems
- Cases that final number agreed with Partner is different from final total
number from all customers are possible

21. LEAD GENERATION
(Leadgen)

22. Leadgen service overview
Lead qualified
checking and
forwarding to
customer Payment
Lead
converting
Called
Interested
Eligible
App
Loan
Lead pool
creating
Marketing SMS
& responses
processing
SMS channel
Web/App
marketing
User actively
submits loan
request
AVAY.VN channel
Lead pool
creating
Marketing
phonecall
COLD CALL channel

23. Lead pool
creating
SMS
processing
Lead
forwarding
SMS Channel

24. AVAY.VN channel https://avay.vn/

25. When What to do Corporate with
Sale stage - Customer approach BOD team
- Demand analysis Customer
- Resource analysis BOD, Data science team, Engineering team, Analyst
team
- Product design Data science team, Partner, Customer, Engineer team
- Contract BOD, Partner, Customer, Accounting team
Pilot stage - Volume monitoring Data science team, Engineering team, Customer
- Performance analysis Analyst team, Customer
- Performance enhancement Customer, Analyst team, Data science team, Engineering
team
- Contract management BOD, Partner, Customer, Accounting team
- Reconciliation & payment Analyst team, Accounting team
Production stage Similar to Pilot stage but on larger scale

26. Leadgen - Product design
Qualified lead criteria - Score range
- Location
- CIC pre-screening
- Blacklist excluded
- ...
Applied financial product - Product type: Credit card/UPL,...
- Product code
- Product settings: loan amount, interest rate, tenor
and loan insurance fee (for UPL), credit limit and
interest rate(for Credit Card)
Marketing content marketing content and follow up question (if any)
Volume and schedule - Number of qualified lead sent per day/week/month
- Lead sending schedule
Pricing scheme for leadgen service payment

27. Key points:
- Product design
- Pricing scheme
- Reconciliation and payment schedule
- Must be reviewed by Partner and Accounting team
Leadgen - Contract

28. Leadgen - Volume monitoring
1. Dashboard

29. Leadgen - Volume monitoring (cont)
2. Some of the factors that affect lead sent volume
SMS channel
- Quality of Leadpool
- Marketing SMS content
- Number of SMS sent
- Response rate (%lead replied SMS)
- Response time distribution and SMS sending schedule
- System error
COLD CALL channel
- Quality of Leadpool
- Telesale scripts and working-hour
- System error
AVAY.VN channel
- Web/App marketing campaign
- Service supporting
- System error

30. Leadgen - Performance analysis
- Report from Customer see sample template here
- Lead by lead report: detail performance on all lead sent
- Daily funnel by batch: funnel performance by batch of lead (group of lead sent in the same
day)
- Accumulated funnel report: funnel performance for all lead sent
- Calllog Report: for tracking telesale performance
- Loan performance report (Good/Bad review after disbursement)
- Report from TS system
- Daily lead sent report: detail information on lead sent (phone number, sent time, score,
location, etc.)
- Dashboard for monitoring
- Some helpful analysis
- 60-day/30-day/15-day/7-day funnel
- Funnel performance time series
- Conversion rate by score-range, by product, by telesale team,...

31. Leadgen - Performance analysis (cont)

32. Leadgen - Performance analysis (cont)

33. Leadgen - Performance analysis (cont)

34. Leadgen - Performance enhancement
- Analysis -> Observation -> Hypothesis -> More detail analysis/Hypothesis testing -> Discuss with
Team and Customer for solutions -> Solution implemented
- Keep looping the process
- Some examples:
Observation Hypothesis
%Contacted/Called is low Telesale working-hour is not optimal
%Not interested/Contacted is high Time from reply SMS to called is long
%Application/Processing & Meeting is low Application collecting process problems
%FPD is growing up Fraud/Model problems
... ....

35. Leadgen - Contract management
- Hard and soft copies storage
- Keep key terms updated and
know where to find them
- Be aware of valid date/expire
date of contract/appendix/annex
- Keep things clean and tidy

36. - Receive last commission report from
customers
- Validate data, compare with daily
reports (if any), check pricing scheme
and calculation
- Feedback and finalize
Leadgen - Reconciliation and Payment
1st day of
month
Payment
deadline
min(Tax declaration,
Reconciliation deadline)
- Receive payment from customers
- Pay sharing revenue for Partners
min(Month end, Partner’s
Reconciliation deadline)
- Get reconciliation reports signed by TS and customers
- Send all signed reconciliation reports soft copies to Partners
- Sign reconciliation report with Partners

37. Leadgen - Reconciliation important note
- Reconciliation process with Partners for leadgen service depends on
reconciliation process with Customers, because lead converted data come
from Customer side.
>>> Must finish reconciliation with Customers first, then Partners.