OCBC Bank rolls out customised ATM marketing in Asia
OCBC Bank of Singapore is providing targeted marketing and a highly personalised consumer experience through its automated teller machines (ATMs) using NCR Corporation's 'APTRA Relate' software, which integrates the bank's self-service network with its CRM system.
Following a successful pilot project, OCBC is initially providing CRM-based features through its NCR Personas 77 ATMs at all of its branches, and the bank has plans to extend the features to its entire self-service network at a later date.
Automated service agents The use of APTRA Relate broadened the role of OCBC Bank's ATMs, effectively turning them into automated customer service agents. The bank can now target personalised product and service offerings, record potential customer needs based on individual transactions, and provide frontline customer service staff with the information they need to better respond to customer needs and (perhaps more importantly) identify cross-selling opportunities.
Currently the on-screen messages range from "Your fixed deposit is maturing soon. Would you like to find out how to earn more interest?" to "Thanks for taking up the OCBC Home Loan package. Would you like to find out more about the OCBC Reno Loan too?"
More personal service Customers' responses to these queries are then channelled back to the bank's personal financial consultants, branches, and call centre for more personal evaluation and follow-up.
OCBC Bank's customers also have the option to customise and preset their usual ATM transaction choices (such as amount and receipt options for withdrawals). During the pilot, more than 60% of the bank's customers started using the 'my usual transaction' feature.
"OCBC recognises that ATMs are a vital customer touchpoint and, with the enabling of our CRM solution, our ATMs allow us to increase customer banking efficiency and enhance our relationships," said Patrick Chew, head of delivery for consumer financial services at OCBC Bank Singapore.