GROUP CUSTOMER EXPERIENCE

The Research team helps the OCBC Group make better business decisions by understanding customer behaviours and motivations by regularly engaging them. This allows us to uncover customers’ unmet needs and pain-points as well as their aspirations and ambitions through a variety of qualitative and quantitative methods.

The Customer Journeys team designs holistic end-to-end customer journeys across multiple touch points, from our digital channels to our branch environments. The team also defines and refines experiences aligned to the OCBC brand promise.

The Design team is responsible for the user interface and experience of the Bank’s channels and platforms. These channels include the OCBC website, all banking apps, our ATM platform and our branches for both customer and premier segments. UI and UX designers championing simplicity and ease of use work hand-in-hand with industrial designers and architects who specialise in planning the layouts and design of our branches (including FRANK stores and the Premier Banking lounges).

The CX Metrics team measures the business performance and outcomes of our customer journeys. Our success is defined by our customer satisfaction scores, ease of use, usability and emotional impact of each touchpoint, as well as the willingness of customers to increase their engagement with the Bank.