Customer Interaction

ATM as Branch: The Potential of ATM-Based Self-Service as a Substitute for Branches

Electronic channels compete to serve customers as banks rationalize their branches.

As banks continue to consolidate their branch networks and close redundant branches, growth in their ATM deployments begs the question: How much are customers are willing to substitute ATMs for branches? A complex mix of ATM functionality, customer experience, surcharge-free networks, and channel preferences will mediate customers’ choices.

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