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OCBC Bank steps up social media surveillance in move to ‘better understand customers’

OCBC Bank is to step up its surveillance of social media channels after appointing the digital and analytics hub of StarHub, Curiosity, to monitor consumer activity.

 

The agency will scour the web and social channels in a bid to better understand what the bank’s customers are talking about.

It will, Curiosity said, enable OCBC to “easily tune in to the customer voice, identify topics that customers care about, and drive more meaningful conversations”.

“Social media has grown to be the preferred platform for two-way conversations between brands and customers to take place freely,” OCBC head of digital marketing Cedric Dias said.

“For OCBC Bank, listening to our customers’ comments on social media platforms has thus grown in importance to render help directly and to better understand them.”

The appointment of Curiosity is an extension of an existing agreement where the agency worked with OCBC on specific campaigns

“This spells an exciting time for StarHub Curiosity, clinching our first bank customer,” vice president of digital experience Rod Strother said. “We are honoured that OCBC Bank, having seen results from past ad-hoc projects, has selected StarHub Curiosity as its social listening agency.”

He said companies are increasingly seeing the value of social listening.

“Apart from servicing our biggest client – which is ourselves – we hope to help many others adopt data-driven strategies to serve their customers better,” Strother said.

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