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Is your ATM experience seamless?

Customers' expectations have changed dramatically these past few years. They now expect seamless experiences across all channels. Can your ATM keep up with this demand?

Is your ATM experience seamless?Image via iStock.com


| by Bradley Cooper — Editor, ATM Marketplace

Customer expectations have changed radically in recent years, especially following COVID-19. On the banking side, for example, customers used to just expect that they would need to go into a branch for most of their banking needs. Now, customers avoid going into branches if possible, even before COVID-19 made in-person banking more of a challenge.

Many customers have turned to websites or apps to do their banking, but that doesn't mean they have completely abandoned tools such as ATMs. However, their expectations have changed for these devices. They now want these ATMs to be able to perform the same tasks a customer can perform online. In other words, they want the experience to be seamless from online to the ATM.

For example, let's say a customer approaches an ATM with multiple goals. First off, they have a check they want to deposit. Then secondly, they want to check their balance. And finally, they want to be able to make a credit card payment.

However, when the customers approaches the ATM, they find out they can only withdraw cash. On top of that they learn the ATM won't show their balance on the display, though it does spit out a receipt with sensitive information.

The customer will likely be frustrated at the experience and will have to go to the branch to deposit their check. In other words, they have to do something they were trying to avoid.

Of course, branches and their office personnel still have their place. Customers will need to go to branches for more complex financial services or to get help opening an account. But, for simple tasks such as depositing a check or checking balances, there is no reason an ATM can't step up to the plate.

The ATM needs to be able to deliver a seamless experience, so that customers can perform the same tasks they could do online with an equal degree of effectiveness. In other words, your ATM shouldn't just be a machine for withdrawing cash, it should provide an omnichannel banking experience.


Bradley Cooper

Bradley Cooper is the editor of ATM Marketplace and was previously the editor of Digital Signage Today. His background is in information technology, advertising, and writing.

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