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How to pro-actively attract customers through ATM?

Summary:
1) Approach ATM
2) Look at touchscreen advertisement on bank product
3) Select option on touchscreen button "I am interested. Contact me."
4) ATM prompt user to insert ATM card to continue.
5) ATM logs user information, route to contact centre to call customer.

Now that is Pro-active. vs asking customer to spend on SMS, time, effort and memory to remember the number to contact regarding the product on the advertisement or queuing at the bank.

Observation: As i approach a OCBC ATM,

A. The advertisement switches from one to the other too quickly for me to absorb the information

B. Some of the advertisement is overfilled and cluttered with information

C. There is no direct way for the Bank to contact me if i have an interest in a product from the advertisement on the ATM touchscreen; it is too troublesome for me to remember or search for the Bank hotline to call in or queue or even go to the Bank to ask to buy a product. Not everyone has the initiative or the free time to do so.

Suggestion:

A. De-clutter each advertisement and lengthen the advertisement switch times

B. A button to click next to cycle through each advertisement

C. Most importantly, most people who approach an OCBC Bank ATM are existing account holders, very few people who are not account holders will go the ATM to play with it... thus offer a way/ button e.g. 'I am interested, contact me' button on the advertisement shown on the touchscreen of the ATM. After the user pressed the button ‘interested’ on the touchscreen, next the user could slot the ATM card in, the machine would be able to retrieve the user information and send a sales person to contact the user.


Benefits:

A. Pro-active approach compared to 'tell and wait' approach to solicit customers

B. Low cost and low effort implementation

C. Technology exist thus it can be done, it depends if you want to

What do you think?

Topics: atm banks ideas
Share:
  • Apr 29 2012: i understand where you are coming from, but i dont see ATM disappearing in my life time. Its like revamping the entire eco system. Its like paper money are not necessary anymore. If you tell a bank to take out the ads on their machines or walls, they would just ignore you.
  • Apr 28 2012: I think that when people are using ATM's especially in busy locations they try to just get the money out and go. They don't want another place where they could potentially get advertisement from. Plus with people moving further away from ATM's and more about digital money it would become less frequent. With people using online banking to pay people, with their credit card / debit card or through their mobiles via Barclays Pingit for example. I believe that ATM's will become more of the past than the future.
    It might be more of an idea for advertisement to come from online banking as people tend to be increasingly using this more. For example the bank can see to a certain extend what sort of products you are buying and what transactions you use therefore could promote a product to them via their online banking account saying that this could benefit them in 'x' , 'y' 'z'
  • Apr 28 2012: when you are waiting for the money to churn out, you could pressed a button to acknowledge your interest at the ad and someone will contact you. There would not be delay in overall processing time. most often you would not see a long queue at the atms 100% of the time.
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    Apr 27 2012: Is an ATM even a good place to advertise? Surely most customers just want to get cash and leave, and those queued behind them don't want to be held up by someone reading ads?