Jan. 8, 2012
The following is an excerpt from a guide, "Deposit Automation: Remaking the Consumer Experience," available for free download on ATMmarketplace.com after registration.
To effectively communicate to consumers the many benefits of envelope free deposit automation and to ensure their comfort level with envelope-free deposit automation technology, it is important to deliver clear, consistent information through several channels.
To successfully adopt deposit automation, it is important to educate both the consumer and the employee.
For branch staff to effectively communicate deposit automation technology to consumers, they should first be trained on how to use cash and check deposit modules.
Employees can be successfully trained through a hands-on technology program held at the branch, during which staff members can conduct live transactions on their own accounts. Once they are comfortable with deposit automation technology, they can effectively assist consumers.
Most successful programs at the branch include a staff member acting as a concierge, who is dedicated to working with consumers. The employee not only answers consumer questions, but also shows them how to interact with the ATM.
Additionally, the staff member should be prepared to present the ATM technology from the perspective of the consumer, and to explain the benefits of deposit automation, including:
- How does deposit automation provide greater convenience?
- How does it offer more choices?
- Does it provide better funds availability?
- Does it offer an enhanced audit trail?
- Is there an enhanced level of service?
The consumer needs to receive basic information about the change in technology, specifically that with deposit automation an envelope is no longer needed and that folded or banded notes can't be deposited.
Signage or brochures placed at the branch counter are effective ways to communicate the change to those customers who typically don't make deposits at the ATM. Tellers can initiate a conversation with consumers making a deposit and follow by referring consumers to the branch concierge for further assistance.
In addition to an employee concierge to provide hands-on support to consumers, digital images and video clips also are useful tools in educating consumers about what steps must be performed during the transaction. Visual aids are best used to illustrate the primary functions requiring consumer interaction, such as inserting cash or a check, removing unrecognizable notes or canceling a transaction.
Including a voiceover with the images further enhances the consumer's understanding of the transaction.
Educating consumers will be enough for some to begin using deposit automation, but others might require greater incentives. One example might be sending out a $5 check to be deposited in the FI's DA terminals.
Other suggestions include:
Host a grand opening. A "grand opening" promotional campaign at the branch can help both consumers and staff become engaged while providing a higher level of awareness. Such an event can also attract new customers and solidify relationships with existing ones. Giveaways, contests, coupons and drawings are all ways to further increase awareness.
Offer promotions. Other successful techniques for promoting awareness of deposit automation include offering additional credits to consumers for every deposit made at the ATM during the month. Another method is to enter all ATM deposits into a drawing for a deposit match by the FI, which includes a specified maximum payout. Some FIs have sent consumers small checks in the mail that can only be deposited at the ATM as an incentive to get them to try the new technology.
Defined goals and tracking
Set goals and incorporate performance metrics into branch performance reports. Leveraging existing performance reports can help ensure the goal is taken seriously and is visible to branch staff.
Additionally, some FIs are tying the goals of the self-service channel to the branch channel, since the technology to migrate routine transactions from the branch is in place. This is not to encourage branch staff to force consumers to make ATM deposits, but to raise awareness of the program and to ensure the staff is communicating with consumers about the program.
When results are shared between participating branches, tracking and reporting performance helps spur friendly competition. This can encourage the branches to identify local activities that support the adoption marketing program. A motivated staff is more likely to fulfill adoption marketing responsibilities.
To download the full guide, click here.