OCBC Bank links CRM system to cash machine network

As the first Bank in Asia, OCBC Bank will provide targeted marketing and a personalized experience at its automated teller machines (ATMs) by using NCR Corporations 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. The use of APTRA Relate has broadened the role of OCBC Banks ATMs into effective customer service agents. The bank can target personalized 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 identify cross-selling opportunities. 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 banks 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 the dollar amount and receipt option. During the pilot, more than 60 percent of OCBC Banks customers took up this "usual transaction" feature. The targeted marketing has been made possible by NCRs APTRA Relate software, an application specifically designed to provide full integration between ATMs and CRM systems and deliver customized services.