LA JOLLA, Calif. -- Downey Savings and Loan Association F.A. has become the first financial institution to utilize Fujitsu-ICL Systems Inc.'s PrecisionDelivery technology for personalizing ATM services in its network of close to 400 Fujitsu Series 7000 ATMs.
PrecisionDelivery uses data mart technology and proprietary query tools to help the ATM deployer analyze customer-related account, demographic, teller and ATM transaction information and utilize it to develop and implement customer-focused programs and service improvements.
PrecisionDelivery personalizes cash withdrawals for frequent ATM users by offering one-button selection of preferred account type and withdrawal amount. According to the two companies, Downey Savings customers experienced an improvement in service and transaction times were shortened, as customers were greeted by name and the ATM automatically provided service in the customer's preferred language.
Downey Savings is considering using PrecisionDelivery to cross-sell appropriate products to customers on a one-to-one basis. In a pilot focus-group research study conducted earlier this year using the ATM as the customer contact point, Downey Savings asked 20,000 ATM customers if they would be interested in purchasing a potential new product through its Fujitsu ATMs if Downey Savings were to offer such services.
More than 80 percent of targeted customers responded within four weeks of starting the focus group and over half expressed interest in the product.
"Downey Savings was pleased to learn so quickly that so many of its frequent ATM customers were interested in the potential product offering," said Craig Deutsch, Fujitsu-ICL's manager for PrecisionDelivery. "The one-to-one marketing capability of PrecisionDelivery is a significant step forward in Downey Savings' implementation of a CRM strategy."
"PrecisionDelivery enables us to better understand our customers' preferences and to personalize service to our high-value customers," said Penny Hawkins, vice president, Downey Savings.
