Adding new technology to your ATM network is a great opportunity to communicate with customers. It’s a positive message to let them know that their FI continues to invest and innovate to give them the best experiences, while the latest functionalities save them time standing in a queue for a teller. Use all the communications channels at your disposal – flyers through the post, emails, ATM marketing, digital signage in branch, and social media. Get creative with your messaging to inform customers about the new offer so that they can familiarize themselves at their own pace and come to the ATM or branch already familiar with the technology and ready to embrace it.
Offer a helping hand
Consider having a concierge on the floor to support customers as they engage with the new technology. You don’t want your customers to get frustrated and put off by their first experience. With someone there to help guide, support, and educate customers during the first few weeks, adoption and engagement rates will undoubtedly increase.
Make it clear to customers where to go with clear signage to direct them. For example, ‘Convenience Banking’ will attract customers to the self-service area, where clear signage can be used to indicate the different transactions that can be fulfilled at the ATMs – as you may be running a combination of dispense, recycling, and account service technologies. It can be as simple as ‘Cash Deposit, Check Deposit, and Cash Withdrawals’ to show customers they can do all these transactions at the same ATM. This mitigates confusion and allows for them to use technology to the fullest.
On ATM guidance
As ATMs offer newer technologies – such as contactless authentication, pre-staged transactions, and biometrics – they become more complex – but they’re also more intuitive, with user interfaces that are increasingly similar to those of smartphones.
To help guide customers, some FIs use stickers on the ATM to show where to authenticate, withdraw, or deposit their cash. Visual guidance is helpful in cases where we want to aid usability – e.g., showing the direction in which notes should be deposited. Also, dynamic lighting on the ATM can guide users to the correct slot, depending on which transaction they are fulfilling. On-screen video and animated instructions have also proven useful, especially when customers are guided by a series of video cues to further assist with transactions. This enables customers to get it right the first time, reducing potential frustration and increasing positive customer experience and adoption.
Related: All the powerful ways ATMs have evolved to lead a digital world