SINGAPORE - Overseas Union Bank Limited (OUB) has
implemented a triumvirate solution based on a technology partnership among
POINT Information Systems, Affinity Communications (a Keppel T&T company),
and Finesse Alliance, to provide a technology-centric, customer-driven
Its OUB 2000 strategy exploits this leading-edge technology to empower the
bank with an efficient time-to-market capability for its current and future
consumer banking products, directed at the technology-savvy, well-traveled,
educated professionals, which are its target customers.
The Modern Day Bank Customer
Customers today are more sophisticated and demand financial products and
services that are catered to their needs and lifestyle. These consumers are
also technologically-empowered and expect to be able to bank anytime,
anywhere, whether it is at the branch, at his/her office, at home or on the
move. Consumers today want to bank across different channels, such as by
phone, mobile phone and the Internet. OUB is committed to meeting and
fulfilling the needs of these individuals.
OUB's President and CEO, Mr. Peter Seah, said: "The OUB2000 service and
product initiatives all come together to provide consumers with seamless
delivery of a full spectrum of our banking services. This means that our
banking and financial services are personalized to meet the needs of, and
provide financial solutions to each individual who comes to us. He receives
consistent, quality service no matter where or how he comes into contact
with OUB - be it through his mobile phone, computer, or any of our sales
and service channels. OUB2000 offers one-stop banking, giving consumers
total freedom and flexibility to do what they want, when they want, and
wherever they choose."
Staying A Step Ahead Of Competitors
As one of the OUB2000 initiatives to redefine banking, OUB has forged ahead
of its competitors to become the first of the local banks to roll out its
Customized Financial Solutions (CFS) Platform.
The CFS platform provides staff with focused product and sales knowledge,
more accurate customer information and equips them with intelligent sales
tools thereby ensuring an immediate response to enquiries, a faster
turnaround for facility applications and instant value-added service for
Making The Technology Work
Teaming with POINT, Affinity and Finesse, OUB was able to harness the
leading-edge technology to implement the CFS both on the back-end as well
as its front-end systems. OUB chose these partners after an extensive
search and evaluation process.
The CFS implementation comprises of several front-end interactive
components the Call Centre System, the Interactive Voice Response (IVR)
System, the Internet Banking System, the Enterprise Branch System and the
Sales Force Automation System. The front-end interactive components are
integrated with the Cross Channel Management Platform in the back-end, to
provide an integrated multi-channel Customer Relationship Management (CRM)
The CFS deploys POINT's proven and highly CRM solution, TeamPOINT. OUB has
successfully implemented CenterPOINT, CarePOINT, MarketPOINT, SalesPOINT
and MobilePOINT modules of TeamPOINT for its expanding team of Bank
Officers in PhoneBanking Centers and Branches, providing retail banking,
credit/debit card and insurance services to their customers.
Said Ben Foo of POINT Information Systems, "We are pleased to be part of
the bank's strategic IT infrastructure by helping OUB build more effective
and integrated e-banking and CRM solutions, with a shared and common
platform for customer information, access points, customer interaction and
The Interactive Voice Response (IVR) system, and the Computer Telephony
Integration (CTI) server, CallMaster, are provided by Affinity.
CallMaster is a pro-active call center solution that allows OUB
PhoneBanking officers to have interactive telephony, seamless integration
to CRM system from POINT and the back-end servers, and even VIP queue
CallMaster has the ability to route each call to the right customer service
officer with the relevant customer profile. This reduces the need of
repeatedly having to ask the same customers for information. As such, OUB
PhoneBanking officers can provide personalized service to the callers.
In the back-end, the Cross Channel Management Platform is provided by
Finesse Alliance's CL@RITY, a scalable enterprise software which allows the
creation of innovative e-commerce services via electronic and wireless
devices. CL@RITY was used to effectively integrate the bank's delivery
channel applications with its middle and back office applications.
About Overseas Union Bank Limited (OUB)
OUB began operations in 1949. Today, it is widely recognized as a top-notch
financial institutions with many accolades to its name. It is one of the
largest banks in Singapore and Asean, and is well-established in Asia
Pacific and further abroad, with a network of 74 offices in 16 countries.
It offers the full range of consumer banking, corporate banking, treasury,
international banking and investment banking services. OUB is especially
known for its innovative and forward-looking consumer banking initiatives.
About POINT Information Systems
Founded in 1989, POINT Information Systems is a worldwide provider of
advanced customer interaction centre solutions that enable organizations to
link their sales, marketing, customer care, and back-office functions to
form an integrated, enterprise-wide customer interaction platform.
Currently deployed in 18 languages in 35 countries, POINT's TeamPOINT
product suite is installed in leading multinational organizations such as
Hewlett Packard, Allianz Group AG, Singapore Telecom, Mobile One,
Commonwealth Bank of Australia, Newton Investments, New T&T Hong Kong,
Pacific Internet, Mobilink Pakistan, Liberty Mutual Insurance Company, DiGi
Telecommunications Malaysia, Dah Sing Bank and Overseas Union Bank. POINT
has offices in Atlanta, Boston, Chicago, Dallas, Dublin, London Munich,
Paris, San Francisco, Singapore and Sydney complemented by distributor
locations around the world.
About Affinity Communications Pte Ltd
Affinity Communications is formed through a recent merger of DATA DPS and
the Multimedia Solutions Group and SoftLabs, wholly owned subsidiaries of
Keppel T&T. The Company is a leading provider of convergence solutions
including full service call center integration and management. Affinity
Communications provides consulting services and support based on clients'
business strategies and existing infrastructures to build the most
cost-effective call centres. Affinity Communications' large network of
clients include Fortune 500 companies from the telecommunications,
financial, banking and insurance sectors in the region.
About Finesse Alliance
Finesse Alliance is an innovative and high-growth enterprise software
solutions provider that specializes in helping Financial Services
organizations create e-commerce style services. Through the company's
flagship product, CL@RITY, Finesse Alliance helps organizations scale their
technology investments to meet the growing demands and requirements for the
new digital economy. Setting world standards for combinations of new
electronic distribution, including the Internet and wireless devices,
CL@RITY's modular e-services platform enables financial services companies
to rapidly develop secure electronic business solutions for managing
Internet banking, brokerage and payments. Founded in 1995, Finesse Alliance
has its Asia Pacific headquarters in Singapore, with offices in the United
States, Hong Kong, and London.