Phoenix Synergistics ATMs to Video Kiosk: Consumer Viewpoint
Since they were first introduced fifty years ago, ATMs have undergone a number of transformations – evolving from serving primarily as cash dispensers to being machines that can take deposits, sell stamps, and cross-sell mortgages. Some ATMs have become video kiosks that offer users the ability to interact with tellers or specialists in remote locations.
The latest twist underway is to link ATMs with mobile devices and wallets which may ultimately result in ATMs without card readers, screens or PIN pads. Cardless ATM access is seen as a way to circumvent ATM skimming. The extent of ATM enhancements may vary based on the location and markets served. For many consumers, the ATM is the bank and it functions as a branch surrogate. Previous research by Phoenix Synergistics has shown that many ATM users visit the branch solely to use the ATM. Video kiosks are often located at the branch, and branch staff are available to explain how to use these machines. ATMs can also be located in a variety of off-premise locations.
Recently, a great deal has been written from the industry viewpoint about the ATM being 50 years old. Now ATM providers need to carefully evaluate these ATM developments from the consumer’s perspective. Do consumers want and need enhanced functionality? What are consumers’ concerns when using ATMs and video kiosks? What locations are appropriate for enhanced ATMs and video kiosks? This survey will address these issues and more.
- Profile consumer ATM usage including monthly frequency, types of activities, and types of locations used. Identify the important benefits of using ATMs. Assess the role of the ATM as a banking channel for various activities.
- Measure the current usage of and potential for expanded ATM functionality. Assess whether consumers prefer to have advanced functions on the ATM they use most often or if they should be done at special kiosks. Identify the preferred locations for advanced ATMs – either at the branch or off-premise locations.
- Examine the extent to which advanced ATMs or kiosks can serve as a replacement for branch teller activities. Identify motivations to adopt advanced ATM functionality and barriers to adoption.
- Assess current and potential usage of videoconferencing services at the ATM. Measure the potential of videoconferencing ATMs as a sales channel for various financial accounts and services. Identify consumer concerns that may hinder adoption.
- Examine consumer reaction to personalized services at ATMs – such as pre-selected withdrawal amounts, automatic balance information, or alerts about upcoming payments. Measure customer experience with marketing messages at the ATM, including account acquisition.
- Assess consumer usage of and potential for using mobile phones in conjunction with ATM activities either as a means of cardless access or for pre-ordering ATM withdrawals.
- Identify consumer segments – defined by demographics, financial behavior, or attitudes – that should be the focus of strategies to expand ATM usage or introduce advanced functions.
- Current Environment
- ATM Usage
- Advanced ATM Functions and Activities
National Internet Survey – The survey includes 985 online interviews with consumers age 18 or older.