Hibernia implements CRM at the ATM

Hibernia implements CRM at the ATM

New Orleans-based Hibernia National Bank is to implement Diebold's 'smart start' technology for one-to-one customer marketing via the cash machine.

The bank is the first trialist for the Diebold technology, which is designed to deliver sophisticated customer relationship management at the cashpoint. The solution is being deployed by the bank to deliver select product information to specific customer segments through the ATM. A positive response to the on-screen campaign will be followed up within 24 hours of a customer's transaction, claims the company.

James Pettitt, business practice manager, ATM marketing solutions at Diebold says the goal of any targeted marketing programme is to present the right marketing message to the right customer at the right time, and to be able to collect valuable results. He comments: "The ATM is one of the most interactive, customer-centric channels available to a financial institution. It can be accessed at any time, and essentially provides the bank with a trusted, electronic-marketing channel directly to its most valuable customers."

William Arnold, vice president, ATM delivery channel management at Hibernia, says the bank will use the smart start approach in a home equity loan campaign and a customer survey on six pre-selected ATMs. If the results meet expectations, the technology will be rolled out across the bank's entire ATM network, numbering nearly 400 terminals.

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