 |
|
| |
Advertising and Revenue Generation
In nature, flowers use bright colours and strong perfume to attract insects to their bounties of nectar. An arrangement that benefits both parties.
And so it is with touchpoint advertising. ATM owners can now offer third parties access to consumers in an arrangement where everyone benefits. The deployer generates revenue from the advertiser; the consumer has a more positive, engaging transaction; and the third party enjoys a uniquely attentive consumer in the ultimate one-on-one marketing opportunity.
Last year, FleetBoston Financial in the US ran a pilot using full motion video to advertise a Broadway ticket agency on its ATM network. Subsequent research uncovered consumer sentiment about the whole experience: product recall, transaction time, impact on bank branding, transaction volumes and propensity to use the ticket agency's services after the pilot.
Significantly, 94% of users rated the experience positively and a third could recall the advertised brand a full two months after the pilot ended. Hear the full results of the pilot survey from FleetBoston's Director of Self-Service Banking, Nandita Bakhshi.
Touchpoints across Asia
The Asian Banker Journal (ABJ) has just published the Asian ATM Market Study for 2001, a detailed and comprehensive survey about the state of the touchpoint market in ten countries across Asia. It studies many factors including market maturity, interconnectivity, fees and surcharges, regulatory and consumer pressures. Emmanuel Daniel, Editor-in-Chief of the ABJ and the report's author will present its illuminating findings.
Touchpoint Mobility
The explosion in tiny, handheld devices (like mobile phones, PDAs and MP3 players) may make the one-tonne ATM appear a little –shall we say – cumbersome. But the sheer ubiquity of self-service touchpoints – and their web-based functionality – make them perfect partners for the truly mobile.
The NCR Touchpoint Mobility Programme is now applying Bluetooth and other wireless technology to greatly enhance the self-service experience. Mel Walters, the programme's director will explain how transactions could be performed in advance on, say, your mobile phone and then fulfilled rapidly in a contactless exchange on the street corner.
Technology Trends and the Future
Would you ever deploy an ATM with no safe? Or one that doesn't accept cards or PINs? Perhaps you will if research scientists from NCR's Room 504 get their way.
Room 504 is home to a team of developers and "touchpoint anthropologists" who constantly challenge present-day thinking in order to create a more exciting future for self-service. Rarely seen outside the UK, evolving concept products from the lab will be showcased in confidential, hands-on briefings.
Self-Service Management
Today, the head of a self-service network is also responsible for a portfolio of gold-plated prime real estate – a physical presence in every high street, shopping centre and central business district. The real-time management of that enviable property portfolio is key to keeping your customers (and probably your job!)
The Gasper Corporation actively manages more than 170,000 self-service terminals, themselves deployed in 32 countries by over 170 customers. As such, Gasper is by far the world's largest self-service management provider.
Doug Turner, Director of Marketing at Gasper, explains how his team helps ATM deployers improve their network availability, lower operating costs, and improve service vendor management. Understand how to maintain the balance, particularly as third parties such as off-premise deployers and on-screen advertisers enter the fray and as touchpoints increase in functionality.
US Trends
The US touchpoint market, like most things there, is the world’s biggest. If it happens, it happens in the US. So from where better, then, to hear about placement trends, surcharging, kiosks, revenue generation and what the future holds. Ann All is editor of ATMmarketplace.com and provides a refreshing and detailed look at what's happening Stateside. (At the Self-Service Summit in 2000, Ann's slot received the highest ratings).
Migrating the Customer Base
The huge majority of touchpoint transactions are simple cash withdrawals. Some ATM deployers, however, like Spain's Caja Madrid and FleetBoston in the United States have succeeded in transferring up to 70% of over-the-counter transactions to self-service channels.
FleetBoston's Director of Self-Service will explain how they encouraged customers to move over 20 million transactions a year away from the bank's branches.
A case study of Caja Madrid demonstrates how the Iberian bank drew consumers to well-branded "super touchpoints", offering cheque and bunched note acceptance, real-time account crediting and bill payment facilities to persuade customers to make the move.
Better by Design
As Mother Nature will tell you, design is not just about how something looks but how it feels. If a consumer has a bad touchpoint experience with a new transaction, he or she is unlikely to try again another time – leaving your transaction migration programme stalled before take-off.
As leader of the NCR Design Centre, Charlie Rohan will discuss user interface design, product customisation, communication and branding as well as users and transaction types that have special design requirements.
Advanced Touchpoint Personalisation
Today, you can express your individuality almost everywhere – from Beethoven's Fifth on your mobile phone to the window seat in your airline’s reward programme profile. However, offering personal service to customers who rarely, if ever, set foot in a branch leaves banks caught between a rock and a hard place.
But now, thanks to personalisation software from BroadVision, the ATM is becoming a web-based consumer touchpoint that can deliver services tailored to individual consumers' needs and interests.
NCR and BroadVision are developing software tools that allow companies to identify their best customers and dynamically serve them highly-personalised web-based information and marketing messages at the ATM.
Outsourcing
In nature, the cuckoo is famous – make that infamous – for laying its eggs in another bird's nest and getting another bird to be the surrogate mother.
While we might be quick to brand the cuckoo lazy, the cuckoo probably has a logical explanation – building nests is simply not what it's best at, so why not outsource the task to a skilled contractor?
In the business world, companies have been concentrating on their core business – what they do best – for some years, offloading non-core tasks to third parties who are better placed and better skilled to do the job.
India's UTI Bank is a firm believer in outsourcing all non-banking activity to the experts. Last year, they handed over the set-up and management of their ATM centres to a third party, the success of which has transformed UTI's ATM network from an "also ran" to the second largest on the sub-continent. Their ATM population has grown seven-fold in just twelve months and is expected to double again this year.
Understand how and why UTI chose the outsourcing route and, more importantly, its increasing relevance in the Asia Pacific region.
NOTE: The Outsourcing topic has replaced Touchpoints in Retail Locations from Moneybox. We regret that Moneybox is not able to present at the Summit.
|
|
|
