ATM Non-Customer Lead Capture via Targeted Offers
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Automated teller machines (ATMs) lack an effective mechanism to capture information from non-customer users for potential account acquisition and engagement, limiting the financial institution's ability to offer personalized services and attract new customers.
Innovation Solution
The method involves authenticating non-customer users at ATMs, presenting targeted offers, and collecting lead information through user responses, which is then transferred to the financial institution's computing system to facilitate account opening and personalized marketing efforts.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of operation
If ATMs provide services to non-customers, then service accessibility is improved, but the ability to capture lead information for account acquisition deteriorates
Solution Approach 1:
The system performs preliminary actions by presenting targeted offers to non-customers during their ATM transactions before they leave. The offer presentation occurs at the optimal moment when the user is already engaged with the ATM, capturing their attention and providing an opportunity to convert them into customers without disrupting their primary transaction.
Solution Approach 2:
The system implements feedback mechanisms by tracking user responses to offers and using this information to refine future offer presentations. The ATM monitors whether non-customers accept or decline offers, and this feedback is used to improve the targeting and content of future lead generation efforts, creating a continuous improvement loop.
2Productivity
If ATMs collect lead information from non-customers, then customer acquisition capability is improved, but system complexity deteriorates
Solution Approach 1:
The ATM system is enhanced with multi-functionality by integrating lead capture capabilities into the existing transaction processing infrastructure. The same hardware and software platform that handles transactions now also presents offers, collects responses, and transfers lead information, eliminating the need for separate dedicated lead generation devices.
Solution Approach 2:
The patent introduces an intermediary component that acts as a bridge between the ATM transaction system and the financial institution's marketing system. This intermediary handles the complex tasks of offer presentation, response collection, and data transfer, isolating the complexity from both the core transaction system and the marketing system while enabling customer acquisition functionality.
3Productivity
If ATMs present offers to non-customers, then marketing effectiveness is improved, but transaction time deteriorates
Solution Approach 1:
The system applies partial action by presenting offers selectively rather than to all users. Offers are targeted specifically at non-customers based on authentication results, and users can choose to accept or decline offers without being forced to complete additional steps. This partial engagement approach minimizes time impact while maintaining marketing effectiveness.
Solution Approach 2:
The offer presentation is implemented as a periodic action that occurs at specific intervals during the transaction flow, such as after authentication but before the main transaction begins. This timing allows the offer to be presented without significantly extending the overall transaction time, as users can quickly accept or decline and proceed with their primary purpose.
Data Source
AI summary
Systems and methods for obtaining non-customer lead information include authenticating a user at an ATM for a transaction via biometric information, determining that the user is a non-customer of a financial institution operating the ATM, determining that the user was a customer of the financial institution prior to becoming a non-customer, presenting an offer to the non-customer on the ATM based in part on the non-customer lead information collected from an at least one previous transaction with the user, where, responsive to the determination that the user was a customer of the financial institution operating the ATM prior to becoming a non-customer, the offer further comprises a message to the user indicative of the user being a former customer, receiving a response from the non-customer relating to the offer presented, transferring the response to the financial institution computing system.