News

Knowing what to expect

April 24, 2005

Today, ATM companies don't need to do much selling to convince c-store owners and operators that they should place an ATM inside their units.

In fact, finding a c-store without a cash-dispensing machine is almost impossible, and customers have come to expect that their neighborhood gas-gulp-and-go will have an ATM plugged in and stocked full of twenties, just waiting for the slide of a card and a few pokes on the PIN pad.

"ATMs are definitely a customer request," said Angie Lafontaine, owner of Lafontaine Retail Consulting. "They're a tool of doing business."

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But do c-store operators see the machine as anything more than a means to help keep customers happy? And before assigning valuable floor space to one, do they count the other costs? Do they know where to place one? Who is going to handle transaction processing? Cash management? Supplies?

When customers use an ATM, they expect it to work properly, be easy to use, and have enough cash and supplies to make their transaction complete. But what exactly do c-store owners think the ATM is going to do for them? Do they believe it will radically increase their sales, or do they see it as a necessary business tool, every bit as essential as lighting and plumbing?

"It depends on how the store owner is sold," said Joe Harris, general manager of ANS Marketing, a full-service ATM systems, service and transaction-processing provider. "If the ATM company makes all kinds of ridiculous claims in regard to the ATM activity and impact - which is the case, many times - the store owner will have unrealistic expectations. If the ATM is sold with realistic market information, the store owner will know what to expect."

All too often, owners don't consider their goals and expectations ahead of time. They just set up a machine and wait for it to have an impact one way or another. But with a little thought, most c-store owners would realize that they want a few simple things from their ATM: for it to work consistently, require little maintenance and upkeep, put cash in the hands of customers, and generate income through transactions fees or advertising.

But for those expectations to be realized, Harris said, there must be a professional behind the scenes helping make them happen.

"The single most important desire of an ATM owner - even though most new ATM owners don't realize it at first - is to have prompt, reliable service on their ATM when there is a problem," Harris said.

"Whether the service consists of a prompt visit from a qualified service technician or someone on the other end of the phone to answer a question, an ATM company's ability to provide quality service will separate them from the pack and allow them to retain their customer base."