The architects of the bank souls

The first ATM in the world was installed in London on June 27, 1967. At the present day there are about 2,5 million of ATMs in the world, and after four years there will be one million more. In Russia this segment started developing recently, in the beginning of 1990s for obvious reasons. But even now we can hardly imagine the banking institution not having ATMs and payment terminals. The answer, why did these devices become the backbone of the banking system architecture, will be given by Oksana Kalashnikova, the business development director of the SAGA Technologies company

NBJ: Oksana, now there is much emphasis on the customer-oriented approach in the banking market. How do you think, how actual is this issue and could the quality and convenience of the ATM arrangement become the part of this approach?

O. Kalashnikova: Every bank has its system of organization, own development strategy and own objectives. It is clear that the pride of place goes to profit. But the attitude to own business also matters. If some people wend the way of quick capital provision, for example, for sale, then the focus on clients is secondary for them. It’s another matter that the directorate of the credit institution considers its business as the long-term project, for decades or even centuries to pass it to sons and grandsons. In this case we see the customer-oriented approach. The way that the bank chooses for achieving its aims characterizes it as a living creature.

Now you can hardly see the financial institution, where the main fixtures are just a couple of untidy tables for managers. But the costy repair works is not all. The main aspect for the client is the attitude towards him from the personnel. There is a number of small nuances which finally determine the customer’s choices. This, for example, may be the convenient placement of furniture. And there is a lot of cases when you can’t really sit down in a bank. It’s obvious that the wish to visit this bank again disappears.

The human factor is also taken into the account. It is well-known that the members of any company adopt the style of behavior of their director. If a bank employee can act rudely with a client or somehow mislead him, this demonstrates the policy of the bank, its directorate, which are allegedly aimed at the accomplishment of immediate aims.

There are also the opposite examples. We have very good partners who are reverent about children and instil in them the respect for the older generation and to work. And this attitude is not ostentatious, but really sincere. So the directors have a concept of the necessity to take a long view – not only their own but the future of all the country.

A current or potential client should feel comfortable in the bank that he has chosen, not only when visiting the office but around-the-clock. One of the significant and somehow framework part of the banking structure development are the ATMs and bank terminals which became the link between the interests of a credit institution and a client.

NBJ: The interest of a person who have a bank account is clear. It is always possible to withdraw cash, pay for credit etc. And why the bank should develop the terminal network?

O. Kalashnikova: First of all, the brand recognition of the financial institution increases by means of a big number of points of presence. Secondly, the more territory the institution controls, the more clients visit it, and so the profit increases. Thirdly, this is directly linked to the bank’s liquidity, its development and chances to occupy high positions in the rating. This depends to a great extent on the development of the network of points of presence, this includes ordinary offices as well as terminals and ATMs.

The automated systems enable to expand the horizons of presence endlessly. For example, it is not always viable to open an office in a small town. This includes the expenses for its organization, salaries, search for qualified staff which is not easy to find in some localities. In this case our system becomes the sheet anchor for the bankers as well as for the people.

NBJ: So a terminal is a small office.

O. Kalashnikova: You may say so. But these systems can offer a more services and options, than a conventional banking office.

NBJ: Really?

O. Kalashnikova: Yes. A terminal can at least replace a teller who receives cash. This means that a person can receive cash or take it to the card. If the barcode scanner is installed, it is easier and quicker to pay for public utilities. For another thing, now it is possible to install terminals with the device for reading and crediting the transport cards. There are devices for issuing of the credit cards which can be subsequently used as a client identifier when receiving a loan, crediting a deposit and cash withdrawal. Also the scanners of passports, fingerprints, A4 printers, photo and video cameras, phone set for communication with a call center online.

So, on the assumption of all that is present in the consumer market of electronics, anything can be installed, the point is to invent a target for the device. And we act as an architect or a sculptor who creates an electronic self-service office. At the present day we have developed and produced more than 75 models. An this is not the limit. We have our own engineering office on the basis of the metalworking production, this gives us the possibility to put into effect any solutions including the most uncommon of them.

NBJ: This is all good but how to deal with a certain distrust to such systems from our citizens? For someone it is more comfortable and more safe to conduct all financial transactions via the teller in an office.

O. Kalashnikova: In fact, there are debates about this. What’s more important – a person or a machine. The practice shows us that time zips along and the electronics will be the thing of the future. Certainly, sometimes it is pleasant to have a talk with someone, especially if you lack communication. But this is an exception and not a rule. You must admit that everyone of us finds more pleasant to communicate with friends and relatives, that with a teller or a neighbor in a queue.

The development of technics is not only the pursuit for perfection, but also an attempt to escape yourself from routine. There is a problem of mistrust to ATMs and terminals, but it can be the consequence of the lack of experience and is feasible.

NBJ: Is it possible to say that in future the machine will replace human completely?

O. Kalashikova: I would not raise this question because it is not correct. While developing electronic and other technologies we don’t set a goal to replace human in general. The aim is to make a terminal a full member of the society, so it could supplement and coexist with humans. And if we speak about the concerns about the rise of the machines and the escape of the mankind into catacombs, this problem, I think, is in the field of science-fiction writers.

Source: The National Banking Journal (NBJ) (Vasily Karpov)