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To increase positive brand image, eliminate negative impressions at the ATM

March 28, 2014 by Rebecca Hellmann — Marketing and Sales Coordinator, Welch ATM

In the Internet age, negative comments and reviews can go viral in the worst possible sense. Companies scramble to "clean up" customer service issues and draft plans to help their employees turn bad situations into, if not positive, at least neutral experiences.

For financial institutions and many retailers, the ATM is a key service point that can cause contention. Consumers might not pay attention to these machines on a daily basis, but when they need cash, problems with their chosen dispenser can really stick in their memories.

Fortunately, there are ways to minimize the chances of cardholder issues at the ATM.

Keep surrounds — and surroundings — clean

You might have heard that ATM users are more likely to trust bank and credit union branded ATMs than plain generic boxes. Similarly, they are also more likely to trust a machine that has a clean façade and a crisp appearance.

Cracked screens, graffiti and other types of damage are an obvious turn-off for potential ATM users, and they can cast doubt on financial institutions that display their logos at those ATMs. Technicians on regularly scheduled maintenance visits can report issues with the ATM and fix simple issues while on site to keep the ATM looking as clean as possible.

For a customer to use your conveniently located ATM, they first have to be able to find it. Keeping the area around a machine clear not only aids visibility, but also helps avoid American's with Disabilities Act complaints. Technicians can report instances where merchandise or other items are crowding the ATM space, allowing you the ability to correct the situation before it becomes an issue for users of the machine.

Maximize uptime

To an ATM user There is almost nothing more aggravating than driving up to a machine only to discover that it's out of service— except, maybe, for the user's cash to get stuck in the machine.

Regular maintenance, remote monitoring systems, and proper cash handling can help prevent these issues. Using only "fit" currency and changing out the dispenser unit after a certain number of cycles can greatly reduce the risk of a cash dispense failure. Monitoring cash levels based on transactions and currency amounts is another basic service that helps keep an ATM running smoothly.

Explain new procedures

With EMV technology on the horizon, deployers should be making plans to educate customers about the new payment system. To ensure a smooth transaction, it will be essential to teach ATM users how an EMV transaction is executed, and how it differs from the current mag-stripe transaction. Providing this customer assistance will place your brand in a positive light — while helping to prevent negative experiences at new EMV terminals.

Keeping a cardholder happy is an ongoing process, especially when the Internet makes it so easy for ill will to spread like wildfire.

Routine maintenance and regular attention to one of your essential service channels, the ATM, can help ensure a positive experience — and keep customers just that much happier with your brand.

About Rebecca Hellmann

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