Direct marketing and cross selling

Loyalty among bank customers is dwindling. Self-service is increasingly replacing the personal contact between banks and their customers. To ensure that customers again receive personal address that is tailored to their specific needs and respond to it, self-service machines will advance to become an interactive marketing channel in the future. This will make the self-service system an integral part of the (multichannel) marketing process. The probability of banks reaching their customers via ATMs is far greater than by conventional media, which are not tailored to their clientele, do not offer a feedback option and are not generally accepted. In the future, self-service and customer service will work hand in hand – the service contact will arrange consulting meetings, resulting in higher customer traffic in the branch.