OCBC Bank links CRM system to cash machine network

OCBC Bank links CRM system to cash machine network

Singapore's OCBC Bank has linked its ATM network to its customer relationship management system in an effort to send personalised messages to cash machine users.

The bank is using NCR Corporation's Aptra Relate software to integrate its self-service network with its CRM system.

Following a successful pilot project, OCBC is initially providing the CRM capability on its NCR Personas 77 ATMs at all its branches, with plans to extend the functionality to its entire self-service network.

The bank will use the link to offer personalised product and service offerings to ATM users, and to record potential customer needs based on individual transactions.

Currently, 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?"

Customer responses are then channeled to the bank's personal financial consultants, branches or call centre for follow-up.

OCBC Bank customers also have the option to customise and pre-set their usual ATM transaction choices such as the dollar amount and receipt option. During the pilot, more than 60% of OCBC Bank's customers took up this 'usual transaction' feature.

Patrick Chew, head of delivery, Consumer Financial Services for OCBC Bank Singapore, says: "OCBC Bank 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 relationship with our customers. At the same time, we have made simple banking transactions like an ATM cash withdrawal more personalised for our customers."

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