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OCBC Bank
An NCR APTRATM Case Study

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The customer
OCBC Bank has been trading since 1932 and is Singapores longest established local bank. With assets of US$79 billion and operations in 14 countries, OCBC is one of Asias leading financial institutions. OCBC offers a wide variety of retail and commercial financial services. The bank has a fleet of more than 360 NCR ATMs that primarily offer consumers cash withdrawal, fund transfer and bill payment transactions. Key Highlights Industry/Market: Financial/banking Challenge: The main challenge of this project was to integrate NCR APTRATM Relate into OCBCs existing CRM system. Solution: NCRs APTRA Relate enabled personalization on OCBC ATMs. OCBC also use APTRA Relate to present targeted marketing offers to their customers at the ATM. Results: 60% customer take-up of favorite transaction option Up to 70% reduction in transaction time 50% cost savings and 50% higher take-up through targeted ATM campaigns versus direct mail ROI achieved in 6 months - expected return on investment in the second year of the project In 2004, top industry recognized awards achieved: ATMIA Global Award for Best Practice ATM Deployment. Best Bank in Singapore (Global Finance). Retail Bank of the Year in Asia Pacific (Lafferty Group).

The challenge
OCBC Bank has been extremely successful in migrating transactions away from the branch teller. 70%80% of all OCBC customer transactions are now carried out on the ATM channel. They recognize that this makes the ATM a vital customer touchpoint with millions of self-service transactions being carried out every month. To take advantage of these high transaction volumes, OCBC made a strategic decision to extend the functionality of their ATMs to use the channel for customer communication and interaction. Patrick Chew, Head of Delivery at OCBC, explained, We believed that CRM was the cornerstone to providing this differentiated service. OCBC aimed to provide an improved level of customer service at the ATM through personalizing the consumer transaction. The bank also wanted to alert OCBC customers to products, services and information that would interest them. Through providing these services, OCBC aimed to increase customer loyalty. The main challenge of this project was to integrate NCR APTRA Relate into OCBCs existing CRM system. The customer information in the CRM system was required to drive personalization and targeted marketing campaigns on the ATM. This integration had to be done in such a way that it would not affect the operation of the transaction, and would appear completely seamless to the consumer. OCBC was concerned about consumer acceptance of personalization and CRM at the ATM channel. Patrick Chew said, The challenge we faced was that we did not want to increase the total transaction time just because we have increased the interaction with the customer.

The solution
NCR APTRA Relate enabled personalization on OCBC ATMs. OCBC customers are met with a personalized named greeting when they insert their card into the ATM, for example, Good morning Kevin Lee. Customers can also set up their favorite transaction at the ATM to withdraw their usual amount, with or without a receipt. This makes the overall experience at the ATM more convenient for the customer, and reduces the time taken for a transaction. During the pilot stages of the project 60% of customers have used this functionality to personalize their ATM experience and since then this percentage has remained stable. Personalization at the ATM not only empowered customers to bank their way, but also reduced the time of their transactions by almost two-thirds. This significant improvement resulted in a dramatic reduction of queues at OCBC ATMs, which increased customer satisfaction. OCBC also uses NCR APTRA Relate to present targeted marketing offers to their customers at the ATM during the please wait screen. The bank uses deep profiling and analytics to ensure that the offers are appropriate and relevant to the customer, and customers can respond there and then at the ATM. By designing the ATM screens to be as simple as possible, with yes/no answer options, the total transaction time is not impacted. Customers who express an interest in any of the targeted offers will then receive follow-up communication through OCBCs other channels, like the branch or the contact center. For example, high-value customers may be offered an appointment with a relationship manager. Marketing at the ATM in this way has the advantage of leveraging a transaction that the customer initiates as opposed to unsolicited offers through mail or outbound telephone sales. The take-up rates for OCBCs targeted ATM campaigns have been 50% higher than their direct mail campaigns, at 50% less cost. This means that targeted marketing campaigns delivered through the ATM are 300% more cost-effective than OCBCs traditional direct mail campaigns. OCBC was impressed at how the project exceeded their original expectations, as Patrick Chew described, We originally expected our payback to be in our second year and beyond, but to our surprise we were able to achieve this within six months from the launch date. The project has changed the way that the ATM channel fits into OCBCs overall strategy. In 2004, the bank won the Best Practice ATM Deployment Award from ATMIA for the implementation of NCR APTRA Relate. As Patrick Chew explained, Im also certain that it is in no small way that this implementation helped the bank secure Retail Bank of the Year in Asia Pacific by Lafferty Group and Best Bank in Singapore by Global Finance for the same year.

We no longer view the ATM as simply a cash dispensing machine, but as a strategic device and central to the way we conduct business with our customers. -Patrick Chew, Head of Delivery, OCBC Bank

Why NCR?
With over 125 years of experience and knowledge, NCR is a leading global provider of payments, assisted- and self-service solutions. NCR has been the global number one manufacturer of ATMs for more than 22 consecutive years. We help our clients around the world improve their customer interactions, implement change quickly and proactively, and transform their businesses to become leaders and change agents. We can help you, too.

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NCR continually improves products as new technologies and components become available. NCR, therefore, reserves the right to change specifications without prior notice. All features, functions and operations described herein may not be marketed by NCR in all parts of the world. Consult your NCR representative or NCR office for the latest information. NCR APTRA are registered trademarks of NCR Corporation in the United States and/or other countries. All brand and product names appearing in this document are trademarks, registered trademarks or service marks of their respective holders. 2009 NCR Corporation Patents Pending EB10167-0709

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