SINGAPORE--OCBC Bank has found another use for its automated teller machines (ATMs).
In a statement released Wednesday, the Singapore bank claimed to be the first bank in Asia to launch an interactive ATM service that recognizes and prompts customers to update their contact details, such as mailing and e-mail addresses, and contact numbers, via the machines.
Because the system is linked to the Siebel Systems CRM (customer relationship management) software, OCBC is able to recognize customers who have not updated their contact details or who have been uncontactable for the past three months.
According to Patrick Chew, OCBC Bank's head of delivery of its Group Consumer Financial Services, the new machines, which sport touch-screen keypads, offer banking customers greater convenience as well as enhances its employees' level of productivity.
The new service cuts down on the "middlemen" involved in the process of updating customers' personal information. For example, if a customer chooses to update his particulars by calling up the contact center, the call center agent would have to write down the information and pass it on to personnel in another department, who then enters the information into the database.
In contrast, the information updated via the interactive ATM is directly updated to OCBC Bank's database--no additional data entry is required.
The tight level of integration with the CRM software also means that OCBC can better target its financial products to customers, as the database has specific profiling information on the customer.
All 102 ATMs at OCBC Bank's 62 branches across the island-state have been outfitted with this new service since the end of October 2006.
According to the Chew, customers can continue to update their information via the Internet and the bank's call center, but not via its mobile phone banking service.
In 2003, OCBC Bank outlined a strategy to adopt one common core banking system for its Singapore and Malaysia operations. The multi-year effort is part of the bank's strive "to get smarter" in the way it executes its customer-centric strategy.
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