News

ATM professionals say maximizing machine revenue is top priority

June 27, 2010

Thirty-nine percent of ATM industry professionals say their top priority is maximizing machine revenue, according to a survey released by Level Four Software, a Dunfermline, Scotland, technology firm that develops and test products for ATM deployers. This year's most-important concern  is a major change from 2009, said Ian Kerr, CEO of Level Four. Last year, the ATM professionals' major concern was reducing ATM downtime.

"Although there is still a lot of work to do, banks have made significant inroads to ensure downtime has a decreasing impact on the ATM network, which is why this year's results show reliability is no longer deemed as a major concern," Kerr said in a statement. 

Thirty-one percent of survey respondents said tighter budget controls since the onset of the recession have placed more pressure on ATMs to maximize profits and to do more with less. And 21 percent of ATM professionals said cuts elsewhere in the bank have resulted in more funds for the ATM channel because it is the most-utilized customer touch point.

The survey also found that 25 percent of survey respondents believe the opportunity to enhance customer service at the ATM lies in integrating the machine with other banking channels. 

Forty-eight ATM professionals answered survey questions during the recent ATM Industry Association conference in London. Retail Banking Research, a London-based strategic marketing firm, and ATMIA Europe sponsored the gathering.