Article

Why ATM-user education isn't just about education (video)

Sure it helps the user, but educating the public can also benefit the ATM deployer in important ways.

April 29, 2013 by Suzanne Cluckey — Owner, Suzanne Cluckey Communications

"Do one thing every day that scares you," Eleanor Roosevelt famously said.

That's all well and good, but Mrs. Roosevelt never had to figure out the four-digit code for malted milk balls at the self-service POS with three impatient people queued up behind her.

People do not like to feel clueless and inept in front of other people. And using a new technology for the first time is prime territory for exhibitions of clueless ineptitude.

As EMV migration moves forward in the U.S., consumers will have to be educated about the technology. Simply consider that one of its key characteristics — having the ATM hold onto the card — has always meant bad things to the cardholder.

An ATM deployer has the built-in benefit of being able to instruct the user right on the screen. A simple, clear and concise animated demo can acquaint the user with the (literal) ins and outs of the EMV transaction in a matter of seconds. 

Deployers with a consumer-facing website can do even more with EMV education, explaining in lay terms how the technology works, how it protects cardholders' accounts, how it simplifies their transactions in other EMV countries and more. It's even a good opportunity to remind accountholders to protect their card and choose a strong PIN (a shocking number of people don't).

The following video from Suncoast Schools Federal Credit Union provides a good example of an educational program used to introduce a new technology. When the FCU launched its remote deposit capture service, it also rolled out a video walk-through to familiarize members with details of the service.

"Expanding our mobile services helps us achieve our goal of improving the lives of our members. Through technology, time and money is saved, and we believe our members can appreciate that," Suncoast Schools Federal Credit Union senior vice president of payment services at Wanda Chambers told ATM Marketplace in emailed remarks. 

A strong educational component ensures that the greatest possible number of Suncoast members will use and benefit from the service.

Of course, RDC is an accountholder option. EMV is not, so deployers don't have to "sell" the technology. Which is all the more reason why consumers will appreciate a provider who bothers to make them just a little more comfortable with it.

Read more about EMV.

About Suzanne Cluckey

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Suzanne’s editorial career has spanned three decades and encompassed all B2B and B2C communications formats. Her award-winning work has appeared in trade and consumer media in the United States and internationally.