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EMV education is the key

September 6, 2013 by Mark Smith — VP of Financial Solutions, Kahuna ATM Solutions

Changes are coming and there have been many discussions, conferences and committee meetings to determine the best path to EMV in the U.S. There are several topics to keep a close eye on and it will be vital to keep your business partners and customers educated about these changes. 

One of the problems we’ll face across the board is teaching cardholders about the manner that EMV card readers operate. As we’ve learned, EMV card readers will hold the card in place while the EMV reader makes contact with the chip on the physical card. It is how the ATM will read data from the card and authenticate that it is an original and valid card being presented.  

Many of us were a part of the industry when off-premise ATMs were introduced and the succession of dip-style card readers emerged. As simple as those device were, it took considerable time to get the general public to adapt. They were only familiar with motorized readers till swipe and dip-style readers became commonplace with the deployments of POS terminals, ATMs and Fuel Stations. Now, everyone expects the card reader to NOT capture or hold the card. 

Their first instinct is to swiftly try and remove the card as its being pulled in by the reader.  We’ve done a great job of conveying the need to, “Remove the Card Quickly.”  We can already anticipate that EMV readers will force an improper reaction. Cardholders will suspect something is amiss and that their card is being compromised. This sends fear right up their spine.  Worse yet, it quickly lessens their confidence in the automated device. 

For the ATM deployer, this could mean a short-lived card reader that becomes damaged and unusable.  Imagine what will happen with greater than 50% of the cardholders causing card reader failures. Since the damage was likely caused by user-error…it may not be an issue covered under the card readers’ warranty. Service providers…trust me; you’ll want ample stock of card readers for this very reason. You can predict a fair number of replacements in the first few years of product release.

In a recent EMV webinar, it was pointed out that education was paramount in achieving success and lower failures in the field. ATM deployers need to communicate to merchants and bankers on how to best reach the cardholder. Consider using the tools at your disposal and plan a proactive approach to education.Having a solid plan in place will greatly enhance your success going forward.

On-Screen Messaging 

By now, most ATM operators understand the virtues of on-screen messaging to ATM users. It is the best way to get information to them while they do a transaction.  Use the 15-20 seconds of uninterrupted view of the ATM screen to quickly show the user what is coming with EMV. A static graphic might suffice, but perhaps animation showing the user what to do would be more impactful. The point is…you have access to your ATM screens and can even update them remotely. Use what you have now to prepare for the near future. This is little cost up front to save great cost down the road.

Physical Signage

In conjunction with screen messaging, you also want to educate the public with a highly visible sign that can be seen by many in proximity to the ATM. You could do this with a hi-topper panel on the ATM, or you may wish to make a simple placard that is adjacent to the ATM. Graphic illustrations and easy to understand language (perhaps in a few languages), will give the public a much better comfort level with these new card readers. Pictures speak louder than words…use them!

Most of all, you’re helping the industry across the board. Since POS Terminals and Fuel Pumps are also going to be modified, you may find that your signs are needed in other areas on the premises. You’re not just illustrating how the ATMs will function, your educating them on how ALL readers will soon change to this technology.  A few years of repetition will make this commonplace for card holders. There are some very good graphics companies in our industry that could make appealing signage that engages the general public in a very positive manner. 

There will be much preparation for EMV and many deployers will wish to be proactive. The first step you take must be a process to educate the people you serve. From retailers to bankers to card holders…eliminate the confusion about EMV by offering great education on this technology. It will be key to your success with EMV.

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