AI Case Study
OCBC Bank improves customer service by using facial recognition to automatically identify premier customers and their banking preferences
OCBC Bank has implemented facial recognition which identifies preferred customers automatically as they enter one of its bank branches. This then brings up a customer profile, allowing customer service managers to view their related personal preference and service history data to improve the client-bank relationship.
"OCBC Bank is one of the first in Singapore's banking sector to adopt such a system as part of its digital efforts to improve service excellence. Using NeoFace, NEC’s AI engine for face recognition, the system instantly identifies OCBC Premier Banking customers in real-time as they approach the lounge in the branch without needing to stop to look at the camera, enabling staff to give the client a more personalized and pleasant customer experience.
Based on the VIP identification, the system allows the Premier Service Manager (PSM) to promptly identify and greet customers by their preferred name, offer them their preferred drinks and magazines, and, understanding their visit records, to promptly deliver services, giving the client a more personalized and pleasant customer journey. The Bank can record the purpose of a customer's visit, gather feedback to help improve services, and understand customer behavior patterns, such as the frequency of their visits."
"Since introducing it, we received positive feedback from customers who were impressed by the personalized hospitality enabled by fast and accurate identification. Going forward, we will evaluate and consider the extension of the capability beyond customer service."
The vendor claims: "NeoFace is recognized as the fastest and most accurate facial recognition algorithm in the world by the National Institute of Standards and Technology in the United States, greatly exceeding all other vendors in both accuracy and speed".
"Facial recognition is a growing form of biometrics used to identify and authenticate persons in a wide range of industries. With the widespread usage and acceptance in immigration systems, and secured identity card systems, biometrics is now expanding into commercial applications (e.g. banking, retail etc.). Implemented since 4 December 2017, the system instantly identifies OCBC Premier Banking customers in real-time as they approach the lounge in the branch without needing to stop to look at the camera. This is a very unintrusive approach for the bank to identify them."