In Chris Skinner’s blog, The Finanser, he highlights a survey carried out by Deloitte on “Positioning for a new financial landscape”. According to Deloitte, most banks agree that their customers and the bank’s relationship with their customers has suffered the most as a result of the financial crisis. As a result, prioritising this relationship and rebuilding customer trust is now the number one priority for banks.
Level Four found that this sentiment was echoed at the European ATMs show where results from its delegate survey show that a key priority for ATM industry professionals is to improve customer service. Furthermore, 27% of ATM professionals state that investing in new technologies to improve the quality of the customer experience at the ATM is key.
Having pointed to a lack of customer trust, Chris Skinner goes on to ask the question, “how do banks plan to rebuild these relationships?” He used the BBVA ATM network as an example. This is unsurprising considering that the ATM continues to be the bank’s primary customer touch-point and, because of this, any changes at the terminal have an immediate impact on both existing and potential customers.
The BBVA ATM of the future looks like this:
BBVA's ATM of the Future from Chris Skinner on Vimeo.
The BBVA is a great example of how a bank has set out to “humanize” the channel and provide an ATM which is “built from user up, rather than components down”. Similarly, Barclays are rolling out a brand new ATM network, as per the below, in order to drive customer retention and brand reputation.
Customer service is clearly a top priority throughout the industry and, with the ATM at the front line in banking reputation, the time is now for banks to update their ATM infrastructure to ensure that they are able to provide a modern, reliable and value-add service at this channel.
Ian Kerr
