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More Than Deposits And Withdrawals
Star Bank Corp, based in Cincinnati, markets its check card, home equity line of credit and bill payment services in a new and unique way. Using Precision Delivery, the data mart capability is stored on a Pentium chip, built into and served up on its ATMs.
Star used the profiles it created of heavy ATM users, and so can aim personalized customer offerings of specific products. It identifies which customers would be most likely to use bill payments, for instance, and while the customer is next using the ATM, he or she will see the ad for that service on-screen. If interested, the person then can press a prompt and will be contacted later by a sales representative.
By gathering the data on customers, the ATM can also track trends, and when the card is inserted may ask a customer if they want their "usual $200." If so, the ATM user simply enters the PIN.
Now that's personalized service!
Copyright © 1998 Bankers' Hotline. Originally appeared in Bankers' Hotline, Vol. 8, No. 5, 5/98
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