The flaw of this authentication mechanism was detailed in popular culture many decades ago.
The secret word thing over time sounds even stranger. A single rep would need to take (length of secret word) calls with that customer to get their password. Where are they storing it, and what are they doing with it (that they can't already do using their customer rep-level system access)?
Can someone bookmark this post where I say the first billion dollar external bank fraud success will happen within the next 18 months please.
If a bitcoin exchange can do it, I don't see why a bank couldn't (banking is easier - you can cancel transactions).
TLDR - purpose can be to detect lying