Delivery Channels: The ATM
When developing an ATM strategy, financial institutions must decide whether to compete on convenience or capabilities, whether to use the ATM as a
complement to the branch network or not to compete at all. With so many choices and directions, coupled with increasing cost and demand,
Delivery Channels: The ATM helps illuminate the path by detailing both the challenges and the possibilities of the new generation of ATMs.
Topics covered:
- History
- Operating Systems
- Security
- Advanced-Function Technology
- Alternatives
- Usage and Satisfaction Benchmarks
- Delivery Strategies
Excerpt:
Bancography manages various service, satisfaction and loyalty tracking studies that contain questions about ATM, Telephone, and Internet banking usage
frequency and satisfaction. Retail customers were asked if they used their institution's ATM in the past three months. ATM usage increased slightly
yet significantly from 41.1% of those interviewed in 2005 to 42.7% in 2006. All institutions studied posted ATM usage averages between 34% and 51%.
This amount of usage deviation was also experienced by the other two channels, Telephone and Internet banking.
Consumers who used their institution's ATM in the past 3 months were then asked to rate their overall satisfaction; 70.9% conveyed they were
"extremely satisfied." This level of satisfaction was unchanged from 2005 data. Variation in ATM satisfaction was greater than other delivery
channels studied, indicating disparity in institutional ATM offerings.
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For more information, contact us at 205.251.6227 or research@bancography.com.
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