{
  "id": 12211752,
  "title": "The next wave of customer engagement",
  "url": "https://urgent.news/2026/10/05/the-next-wave-of-customer-engagement",
  "topic": "finance",
  "section": "Finance & Markets",
  "published": "2026-10-05T19:06:00.000Z",
  "source": {
    "name": "Straits Times Business",
    "slug": "straits-times-business",
    "url": "https://www.straitstimes.com/business/the-next-wave-of-customer-engagement"
  },
  "original_language": "en",
  "account": "The banking landscape is undergoing a transformation, shifting from mere transactional services to predictive, proactive engagement. Singapore's OCBC Bank is at the forefront of this change, leveraging AI, digital innovations and data analytics to create seamless, personalized experiences for customers. Sunny Quek, OCBC's head of global consumer financial services, emphasizes the importance of integration and redesigning customer engagement processes to meet the evolving expectations of today's consumers.\n\nOCBC's groundbreaking approach is embodied in its AI-native wealth app, OCBC WoW (Whole-of-Wealth), which features digital financial assistants, Wendy and Wayne, providing real-time, hyper-personalized insights and investment advice. This shift from scheduled meetings with relationship managers to natural voice or text conversations marks a significant change in how customers interact with the bank for wealth management.\n\nThe bank's commitment to investing over S$1 billion annually in technology over the next three years underscores its dedication to this transformative journey. OCBC aims to move beyond digitalizing processes to building contextual relationships that evolve with customers throughout their financial journeys. By moving from reactive resolution to proactive prevention, OCBC is redefining how customer experience is measured and improved, focusing not only on satisfaction but also on the ease of the journey.\n\nThrough the application of Gen AI, OCBC is identifying opportunities for continual improvement across millions of customer interactions, analyzing recurring issues and emerging pain points to prevent problems before they escalate. This proactive approach ensures that process redesign takes precedence over surface-level service recovery, ultimately leading to higher customer loyalty and advocacy.",
  "summary": "Through AI, Digital and Data, OCBC is transforming banking from transactions to predictive, proactive engagement, with seamless digital experiences reinforced by trust, security and customer centricity.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}