Many banks profess their commitment to an integrated multi-channel distribution servicing platform but only a small number have achieved any meaningful success. The Overseas-Chinese Banking Corporation (OCBC) in Singapore is spearheading industry efforts in utilising and integrating the various branch, self service and electronic channels to deliver a cohesive and sophisticated multi-channel customer experience. Underpinned by strong CRM and analytic capabilities, OCBC is creating unique ecosystems around its different types of network points while strengthening mutual re-enforcement of channel usage. As the case study highlights, institutional learning in multi-channel integration is achieved through sequential operational improvements as well as a keen sense and understanding of how customers use channels to communicate with the bank.
