Most ATM managers judge their effectiveness by measuring ATM availability, which is commonly defined as the percentage of time ATMs can dispense cash. It is strictly based upon the number of minutes an ATM was down and does not take into account the value of specific time periods of high usage versus low usage windows. Given increasing emphasis by financial institutions on the consumer experience, should we really be using a metric that that provides little insight into how the consumer is affected? Instead, it may be time we measure ourselves against the impact of lost opportunities.
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