By Ray Birch
HOUSTON—As use of Interactive Teller Machines (ITMs) grows among credit unions, the requirements for training—and even hiring—are changing, according to one company that is recommending credit unions make at least one change in their hiring practices when it comes to finding people to interact with members via ITMs.
As CUToday.info has consistently reported, the ongoing increase in the use of digital service delivery is having an effect upon numerous aspects of operations, and that includes the hiring of talent.
“If a credit union is really emphasizing digital service, including interacting with tellers via video kiosks, it's critical for them to make sure that they're hiring the right people capable of that interaction,” said Joe Woods, SVP of marketing and partnerships at Dolphin Debit. “And I am not just talking about people who are savvy with technology.”
Get Set for Mindsets & Headsets
Woods said the credit union needs to carefully look for new hires who are capable of working well with members over a video screen, both in their ability to read a member’s mood via a digital connection and their ability to communicate well with the account holder in that channel.
“I am not sure how many current tellers could easily switch their mindset from that of talking to a member in person with speaking with them via an ITM kiosk,” he said. “Some people just don't do as well on TV. A lot of tellers do a good job face to face, but the interaction is much different on video than when you're in person.”
All the member sees, mainly, is the employee’s face, he noted.
“That means the employee has to be much more attentive and much more engaging,” Woods explained. “And on video you speak more because you're not there in person to show things to members, to point things out…”
More Effort Needed
Joe Woods
Woods said he would not describe video interactions as being more “intense,” but added the interactions do tend to require more effort to satisfy the member vs. what is required at a live teller counter.
“Therefore, the credit union is looking for a person with high energy,” explained Woods. “One of the things that we recommend is when you're interviewing for these positions you actually interview candidates over Zoom or Microsoft Teams. It's a perfect view into how the individual will actually perform on camera. This may seem a bit odd, because everybody's begging to get back to in person, face to face. But the best way to see if these people are capable is to interview them on video.”
While the technology has been embraced by many, Woods conceded there remain credit unions that remain unwilling to make the “ITM leap.” He believes the reasons include boards that are older and less willing to adjust their credit union’s traditional approach to service.
Investments Being Made (Not by All)
Woods acknowledged the decision to upgrade from ATMs to ITMs is not always easy, as the move requires integrating the ITMs with the core system and it’s more expensive.
“But credit unions are leaning more now towards ITMs,” said Woods. “We have had a lot more conversations about ITMs over the last 15 months than we had in the previous five years, and that is significant.”
Most of the ITM conversations, Woods said, are with existing clients looking to upgrade their ATM technology or make a high-tech addition to a new branch, particularly within offices in which branch staff have been reduced in favor of greater self-service.
“A lot of credit union branches are replacing the drive-through pneumatic tubes with ITMs,” he said.
Woods told CUToday.info that while ITMs are not being used by many CUs to replace staff, they are taking the place of employees once dedicated to support a select employee group.
“Instead of sending an employee out to the SEG, they are now installing ITMs,” he said.
Unlikely to Happen
As for the long traditional ATMs, Woods said he does not see the industry adopting technology that would integrate with cryptocurrency.
“I don’t see credit unions allowing crypto at the ATM, especially after this recent crypto winter,” he said. “There really isn't a strong purpose, or use case, for crypto at the ATM other than fraud. There’s just not many reasons to go down that path.”