ATM innovations

United Coconut Planters Bank has harnessed the potential of automated tellering machines in the last three years.

Knowing that an unkempt, poorly lit and frequently off-line ATM would reflect badly on the institution’s reputation, UCPB overhauled the appearance of its ATMs and improved its availability rate.

Today, UCPB’s ATMs are probably the "best dressed" in the industry. Sporting the bank’s bright blue and green corporate colors, customers can easily spot them at night, even from afar. They also feel safe transacting at these machines because these are clean and well lit.

UCPB ATMs have gained a reputation for reality. Based on the latest monitoring figures, network online availability rate has reached 98%, which is higher than Megalink’s standard of 97%.

A key element in this improvement is the creation of an ATM service delivery committee. This committee is made up of representatives from all units involved in ATM operation as well as representatives from ATM vendors and suppliers. The committee meets regularly to discuss and address issues that affect ATM operation. In addition, the bank has set up an ATM Center with a 24-hour hotline that customers can call for any ATM-related concern. The center also has a standby crew that it dispatches anytime of the day to service a malfunctioning ATM.

All these contribute to building the UCPB brand.

"The distinct look of our ATMs creates stronger awareness for the UCPB name, on one hand, and delivers a strong positive message to the banking public, on the other. It says that UCPB is a professional organization, dynamic in its outlook, reliable and focused on delivering quality service," says vice president for marketing Rosario Tan. The changes have also increased customer usage. From an average of 600,000 transactions a month, ATMs now process more than 1.2 million transactions a month.

Perception

Three ATM innovations are reinforcing the public’s perception of UCPB as the leader in ATM innovation.

The first is the ATM Mobile, which is the first-ever wheeled ATM facility in the country. Mounted on a reconfigured Ford Club Wagon, the mobile operates fully on wireless technology. It has its own power source and state-of-the-art communication equipment so it can operate practically anywhere, even in areas where there are no power lines or telephone lines. For this reason, organizers of tiangges, bazaars, school fairs, and concerts as well as large corporate clients with payroll accounts have requested the bank to sent the ATM Mobile to provide instant cash banking services.

The second is the ATM Plus, the only ATM with an on-line deposit function. This ATM can count cash deposits and immediately credit the amount to the depositor’s account. The machine is particularly useful to merchants, who have huge amounts of cash at closing time that they do not want to keep on their person or leave in their shops for safety reason. The ATM Plus was recently installed at the bank’s Self-Service Banking Center at the Shangri-La Plaza Mall in Mandaluyong.

Third is the Drive-Up ATM along busy San Miguel Ave. in the Ortigas Business Center. Equipped with lifters, the Drive-Up ATM can adjust to the height of the vehicle of transacting customers. Thus, motorists need not go through the hassle of looking for a parking space and can perform their transactions in the safety and comfort of their vehicles.

Cross-selling

Early this year, the bank started adopting an all-graphic design for the ATM’s idle and transaction screens. Created by the bank’s in-house designers, the all-graphic screen is user-friendly and allows the bank to cross-sell its other products.

Marketers are starting to recognize the potential of the ATM as an effective advertising medium. In fact, a consumer firm has signed on to advertise its products on UCPB ATMs. Once the idea gains wider ground, this could lead to the ATM becoming a new source of revenue for the bank.