This article first appeared in The Edge Financial Daily on May 14, 2019

KUALA LUMPUR: OCBC Bank (M) Bhd has launched its Simply Spot On brand promise campaign, under which it pledges to make the effort to listen to customers, truly understand them, and come up with the most appropriate solutions to meet their financial needs.

The launch in Malaysia follows the roll-out of the same brand promise campaign by in Singapore last October. The tag line is now being rolled out in OCBC Group’s various markets.

In a statement yesterday, OCBC Bank chief executive officer (CEO) Datuk Ong Eng Bin said the brand promise has actually been the focal point of the bank long before the launch of the tag line.

“The pledge to be Simply Spot On cuts across everything the bank does — our products and processes, channels and capabilities, client service and interaction, and in our suite of digital offerings which aim to give customers the fastest, most convenient and seamless experience digitally,” he said.

“The tag line simply defines what the bank stands for and how we strive to continue to be relevant to our customers. We hope to continue to serve our customers and to be Simply Spot On in all our endeavours,” Ong added.

For example, in embracing the Simply Spot On tag line in its digital offerings, OCBC Bank has been at the forefront of several pioneering local and regional launches that are useful and meaningful to its customers.

This includes the introduction of innovative features for both retail and business customers, one of which is making it easier for users to login to their mobile banking apps using facial identification or fingerprint recognition on the Apple iPhone X.

The bank has also established its financial technology and innovation unit, The Open Vault, to deepen its digitalisation efforts significantly.