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  "Our Take"

(Past Editions by: Date, Title, Topic)

 
About "Our Take" 
"Our Take" is a collection of daily vignettes covering a wide range of CRM topics. It's an attempt to add our own spin to the world of CRM. We will use the column to share our perspectives, opinions, epiphanies, web nuggets, or quite frankly anything that moves us. Get ready to expect the unexpected. And, don't be shy about sharing your thoughts.
 
 
8/11/06 - Don't Give the ATM Too Much Credit
Ah, the Automatic Teller Machine (ATM). Every self service presentation I have ever seen extols the success of the ATM. Well maybe not everyone but just about every one over the last 10+ years. But not everyone thinks we should.
 
Consider the following: 1) ATM functions remain limited to low value transactions; 2) Banks originally thought they could reduce the bricks/mortar side of the business only to open new branches; 3) Tellers are now expected to cross-sell and up-sell every customer.
 
As one reader suggested, "While operations might want to automate everything to reduce the cost per transaction, marketing will not want to give up the very valuable personal interaction with the customer. A positive personal interaction is going to leave a much stronger impression than a web site or IVR."
 
Gary Lemke, Publisher
(Share your thoughts)
 

 
 

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