ATM - Customer Satisfaction
A module for bank to improve customer experience and increase product sales
*Note: Work is confidential, redacted to prevent visual publication.
Overview
The Bank's business division has approached us with a request to improve the customer experience of their current ATM system, as they have noticed a decline in user engagement with their ATM machines.
Challenge
To understand and address the pain points and challenges faced by ATM users, continuously gathering user feedback in an efficient and timely manner and integrate cross-selling options into the system seamlessly.
Role
My role was to carry out user research to discover if there’s a need of module, identify user behavior, check compitertors, identify key tasks, develop a prototype
Tools
Balsamiq
Figma
Adobe CC Suite
Miro
Notion
MS Excel
Research
To understand more about the usage and problems of ATMs we conducted preliminary research to gather relevant insights.
About SBI
SBI is one of India's largest public sector banks, with over 34,000,000* active ATMs, and has the most extensive customer base compared to other banks. It manages more than 120,000,000* credit and debit cards every month and processes around 44,000,000*ATM transactions monthly.
Services provided by SBI ATMs
Yono Cash
Cash Withdrawal
Balance Inquiry
Pin Change
Mini Statement
Pin Generation
Cash Deposit
Fast Cash
Link Aadhar
Credit Card Payment
Credit Card Payment (Visa)
Bill Payment
Mobile Top-up
Check Book Request
Update/Register Mobile Number
Mobile Banking Registration
Inter-mobile Mobile Payment System
Sbilife Premium Payment
Trust DonationCars To Card Transfer
The Process
User inserts credit/debit card
ATM connects to bank servers
Bank servers verify information
ATM processes
transaction
Types of ATM
The capacitive touchscreen is not entirely interactive, but it has pre-defined areas where the user can interact with the device. The grid's foundation was derived from the interface's active regions. Because the control area varies depending on the screens or activities, creating an interface that works in all types of ATMs is critical.
User Survey
To get a better understanding of the demographics and the issues faced by the users, we conducted an online survey for which we got 77 responses.
User Base Demographics
Gender
Occupation
Age
Education
How often do you use an ATM?
Out of the 77 participants, 94.7% of the users had used an SBI ATM. We asked some follow-up questions to them.
How familiar were they with the SBI ATM?
Gathering Insights
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Based on the analysis, there is a large and diverse user group.
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Despite the availability of numerous features and services, most users primarily use ATMs for only 4-5 services, with cash withdrawal being the most frequently utilized
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Users are not utilizing additional features due to a lack of awareness about their availability
Strategy
Based on the insights gathered from the heuristic evaluation and survey, a visual change in the interface was needed and in order to better serve the diverse and extensive user base, it is important to continuously gather feedback, both now and in the future.
So we adopted a two-module approach.
Redesigning Module
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The objective is to redesign the existing interface, taking into consideration the insights gathered from participant interviews and informed assumptions.
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This module will be executed by the IBM team
Feedback Module
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Creating a feedback mechanism and integrating it into the current system to gather user feedback, which will then be shared with the Design team for appropriate action. This ongoing process will aid the bank in continuously improving the user experience in the future.
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This module will be executed by the KPMG team
Competitive Analysis
We analyzed the flow of ATM usage in both public and private sector banks. To better understand our competition we identified their strengths, weaknesses, and any innovative ideas.
Gathering Insights & Recommendations
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During our analysis of the feedback mechanism in public and private sector banks, we discovered that they were also practicing cross-selling of products. Thus, we decided to include cross-selling in our feedback module to stay competitive.
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The IndusInd bank stands out as the only bank that collects customer feedback, utilizing a simple system of three emojis to capture their reactions.
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Banks like Axis, IndusInd, Bank of India, IDFC first, and ICICI use post-transaction screens as an opportunity to promote and cross-sell other products, such as savings accounts, credit cards, and fixed deposits. So recommend utilizing post-transaction screens to cross-sell other products.
How might we design a framework that can help the bank to gather feedback as well as cross-sell products?
User Flow
Our objective was to design a smooth process that allows for both feedback gathering and product cross-selling to occur within the same flow.
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If the customer rates their experience as highly unsatisfied, unsatisfied, or average, they will be directed to provide their contact information to resolve their issue. As an unhappy customer is unlikely to be receptive to cross-selling, the flow ends here rather than presenting additional products.
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If the customer rates their experience as highly satisfied or satisfied, they will be redirected to a cross-selling opportunity where the bank can increase its leads by offering products such as savings accounts or credit cards with fixed deposits.
Prototype
n response to the bank's request to view multiple options of the flow, we created several options and eventually developed a fully functioning ATM prototype after finalizing the design.
Conclusion
Impact
Feedback mechanism implementation before releasing the redesigned module, enabled the design team to take customer feedback-based actions.Bank received 6 unsatisfactory feedback within a month,and some of the issues were resolved.Furthermore, the bank obtained 4 home loan product leads, illustrating the strategy's favorable impact on enhancing business results.
Takeaways
The goal was to improve the customer experience for a broad user base by gathering and utilizing current data. However, to ensure customer satisfaction in both the present and future, I developed a feedback collection strategy for continuous improvement. Collaborating within a team helped me acquire collaboration skills. Being a part of the team and sharing my feedback mechanism strategy during brainstorming sessions improved my strategic planning skills
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Let's chat.
Email me at: adityatmulik@gmail.com or Call me at: +971 522366418