CU Grow | Digital Marketing for Banks & Credit Unions

Wells Fargo ATMs Can Predict What People Want

Using predictive analytics, Wells Fargo’s new ATMs present customers with an array of touchscreen buttons all based on their previous transactions and preferences.

Wells Fargo is rolling out new ATMs that boast a layout that’s faster and easier for customers to use. The ATM interface has been completely redesigned, featuring a sleek, modern design.

The highlights? An array of “favorites,” five buttons based on the customer’s ATM usage and preferences, and a optional “Balance Dashboard” with at-a-glance balances (if the customer chooses).

When a Wells Fargo customer inserts their card into the ATM and successfully enters their PIN, the customer’s account balances appears automatically on-screen — a helpful feature telling those consumers who frequently flirt with a zero balance how much they can withdraw.

Subscribe TodayOn the main screen, the ATM presents two green buttons, both customized specifically for each customer based on previous transactions. If, for instance, a customer makes frequent deposits into their family checking account and opt for no receipt, that becomes one of the green buttons. If the customer always withdraws $60, that’s a button too.

Immediately below the two big green buttons are three more black buttons, also customized to reflect each customers’ common ATM behaviors.

Putting buttons right on the homepage for what customers do most is smart UX, and it saves consumers time.

Wells Fargo smartly saved some screen space — the lower left portion of the screen (about 30% of it) — for its own advertisements.

Kiosk & Display | Digital Merchandising for Financial Institutions


Wells Fargo – ‘Know You Better’ ATMs
To see how these new ATMs look and work, check out this short demo video.

One nice bonus is that customers have options for how they’d like their receipts. Customers can either have a receipt emailed to them, sent to their Wells Fargo online banking inbox, print one like the old days, or forego a receipt altogether.

ATM Cash Tracker, a proprietary Wells Fargo tool that helps customers manage their finances, will now automatically appear on the main ATM screen. This feature allows customers to visually track their monthly Wells Fargo ATM withdrawals.

Customers can also set a monthly withdrawal target and can view details about how much they withdrew the prior month and their average over the past 12 months.

“We redesigned our ATMs based on what customers tell us they want — quicker, easier, and more convenient,” said Alicia Moore, head of Wells Fargo ATM Banking. “The ATMs really know you better.”

“It’s not just about putting colors together and putting a design together,” she said in an interview with American Banker. “It’s about creating, and continuing to create, an experience.”

The new interface is currently available on more than 500 of Wells Fargo’s 12,000 ATMs, with plans to have a system-wide rollout completed by May 2013.

Wells Fargo says it the first and only U.S. bank to offer this service to its customers.

Wells Fargo has $1.4 trillion in assets and 9,000 branch locations.


EditorJoin hundreds of the brightest minds in banking at The Financial Brand Forum, April 30th and May 1st for two full days jam-packed with the latest ideas, insights and innovations in financial marketing. Highlights include keynote speaker Josh Reich from Simple/BBVA, three makeovers live on stage, and an all-star agenda with speakers from Wells Fargo, US Bank, PNC, Navy Federal, Facebook, Nintendo, BMO, banking futurist Brett King and many more!

Search For More: Branch Experience, Retail Banking Strategies, ,

All content © 2014 by The Financial Brand and may not be reproduced by any means without permission.

SourceLink | Top Opportunities for Bank Marketers in 2015

Comments

  1. What would be even sweeter would be for them to tie the Money Map info to the UX (https://www.wellsfargo.com/wfonline/mymoneymap/index). For example, they could show how far along you are to reaching your savings goal (https://www.wellsfargo.com/wfonline/mymoneymap/mysavingsplan) and even offer a product that complements that goal.

    It is exciting to see what WF is doing in the digital space and how they are using data to their advantage. They even wish you happy birthday during your birthday month.

    The following quote from the article sums it up though and why WF continues to build 1:1 experiences around digital delivery.

    “It’s not just about putting colors together and putting a design together,” she said in an interview with American Banker. “It’s about creating, and continuing to create, an experience.”

    Credit unions often times promote an “amazing experience”, but what is that “amazing experience” made up of? Experiences consists of well thought out and defined processes that have been improved over time by analyzing patterns.

    For credit unions truly create an experience, based upon process refinement, they must move beyond operating off of a “strategic” checklist: http://www.cuinsight.com/are-you-checking-or-wrecking-your-credit-union-strategic-efforts.html

  2. Wells-Fargo has the best ATM’s. They’re superior to Chase’s clunky old things. I always enjoyed how W-F ATM’s would display a special festive screen once a year, acknowledging the anniversary of when I first opened my account.

    I’m not certain if this is such a good idea:

    …the ATM presents two green buttons, both customized specifically for each customer based on previous transactions.

    It could be unnervingly prescient. There’s a term for that, “far valley” or maybe “happy valley”?
    * I’m curious if your website accepts HTML tags, to compensate for my lack of style ;)

  3. Oh yeah, Ellie: HTML tags work and are welcome!

  4. These ATMs from BECU ask people to set their own preferences instead of trying to guess.

    http://news.becu.org/index.php/new-atm-customization

    Less creepy for consumers concerned about “Big Brother” issues.

Speak Your Mind

*

Next article recommended for you
free_wifi