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'New services' and 'integration' are top priorities for the ATM channel

What these results show is that there is more emphasis on developing the technological capability of the channel, not just to offer customers a greater number of services but also a higher standard of service.

April 13, 2011 by Ian Kerr — CEO, Level Four

‘New services’ and ‘integration’ are top priorities for the ATM channel
We launched the results of our global ATM survey recently, which discovered what banks and ATM providers view as the key areas of focus for the ATM channel.

Whereas last year’s results showed that the main focus was on solving downtime issues, priorities this year have shifted to introducing new services and integrating the ATM with other channels.

•    40 percent of respondents agreed that in the next 12 months, their top priority for the ATM network was to integrate the network with other banking channels
•    When asked how their ATM priorities have increased in the last two years, ahead of answers relating to tighter budgets and maximising revenue, the most popular answer (given by over 63 percent of respondents) was that there has been an increased focus on offering new services at the ATM.

What these results show is that there is more emphasis on developing the technological capability of the channel, not just to offer customers a greater number of services but also a higher standard of service.

While issues such as minimising downtime must not be ignored, these results reflect the advances that banks and ATM providers have made in this area. Having resolved some of the technical glitches through solutions such as automated testing, forward thinking institutions are now focused on the growing revenue opportunity of the channel.

We were also pleased to see that the majority of respondents believe that investment in the ATM channel has increased over the last two years. Dispelling the myth that the ATM is somehow competing with new methods of banking such as online and mobile, forward thinking banks and ATM providers are seeing these channels as complementary and are working to bring them together.

The ATM remains one of the most used banking services. The key to maintaining customer reliance on the channel, however, will lie in banks and ATM providers being able to successfully manage this increased level of functionality without negatively impacting reliability or availability.

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