SINGAPORE — OCBC Bank has become the first bank in Asia to provide targeted marketing and a personalized experience at its ATMs by using NCR Corporation's (NYSE: NCR) APTRA Relate software to integrate its self-service network with its customer relationship management (CRM) system.
Following a successful pilot project, OCBC Bank 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.
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 center for follow-up.
OCBC Bank customers also have the option to customize and pre-set their usual ATM transaction choices such as withdrawal amounts and receipt options. During the pilot, more than 60 percent of OCBC Bank's customers took up this "usual transaction" feature.
The program has been made possible by NCR's APTRA Relate software, an application specifically designed to provide full integration between ATMs and CRM systems and deliver customized services.
