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It's not an ATM. It's another branch.

It might be time to start considering your individual ATMs as mini-branches and to begin thinking about how to deliver an experience befitting of their importance as such.

July 15, 2014 by Rebecca Hellmann — Marketing and Sales Coordinator, Welch ATM

ATMs certainly don’t look like a bank or credit union branch, do they? There are no tellers, no deposit or withdrawal slips to fill out, and usually, no line to wait in.

But here’s the kicker: Your customers and members perceive your ATMs as remote branches. And they are more likely to use your ATMs than your existing brick and mortar facilities when it comes to simple transactions such as balance inquiries, withdrawals, deposits and transfers.

With this in mind, it might be time to start considering your individual ATMs as mini-branches — and to begin thinking about how you can deliver an experience more fitting to this image.

Brand, brand, brand
What is the first thing consumers encounter when approaching your branches? Your sign! Signage is one of the most important elements in creating a branch experience. How else will a consumer know that it is your branch?

ATMs provide plenty of surface area to make your bank or credit union brand stand out. A typical indoor ATM has two full sides and a front panel on where you can prominently display your brand imagery. Outdoor ATMs give you an extra side — the back! 

Toppers, window signs and ATM surrounds can provide even more robust and innovative opportunities to draw the consumer eye. Make sure your marketing team is taking full advantage of available space to put your institution’s brand on display.

Experience
While brand imagery is certainly a consumer’s first impression of a branch, the real experience is on the inside. Naturally, you make sure that your branches are tidy and your staff trained, friendly and professional. You should manage your ATM network in the same way.

• Clean and professional — With ATMs, a clean façade is crucial. Consumers are far less likely to use a dirty machine that one that looks as if it’s been recently cleaned. As a representation of your brand, the ATM should be free of graffiti, dents and grime.
• Fast and friendly — An attractive exterior is pointless if the ATM is not fully operational. Your financial institution's ATMs need to be running at top speed, which might require regular maintenance to make certain the systems aren’t gummy, the card reader and cash dispenser are clear, the screen graphics are displaying properly, the buttons are functional, and the receipt paper and cash are well stocked.

ATMs are an important touch point for your bank or credit union, especially as new generations migrate toward handling their finances almost exclusively through digital channels. Understanding the ATM network as a system of mini branches will help keep your brand sharp and relevant — even when your customers aren’t seeing you in person.

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