To enhance the marketing capabilities of its automated teller machine network, Chevy Chase Federal Savings Bank in Chevy Chase, Md., has installed upgraded electronic banking software.
The $5.1 billion-asset thrift has 279 ATMs in Maryland, Virginia, and the District of Columbia.
One hundred and seventy-eight of the machines are at branches and remote sites, and 101 are in Safeway supermarkets and interface with the Internet switch.
Uses NCR Machines
Chevy Chase Federal uses NCR Model 5675 ATM machines. These machines in turn, have been running SDM International's OCM24/Transaction Control System Release 3.2.
Based near Raleigh, N.C., SDM International develops electronic funds transfer and electronic data interchange products.
Chevy Chase Federal upgraded its system from Release 3.2 to Release 4.1, a version of SDM's Transaction Control software that supports computer-generated graphics.
Customer Navigation
The graphics function as advertising or instructional billboards and help the customer navigate- through ATM transactions.
Chevy Chase Federal, for example, has three screens that rotate on a time delay until a customer's card activates the ATM.
The first graphic display illustrates the seven networks supported by the bank.
Logo Is Displayed
The second display illustrates a customer's hand inserting an ATM card into the machine.
Chevy Chase's logo is illustrated in the third display. Depending on the type of transaction selected, graphics are displayed depicting a range of customer accounts, including mortgages and credit cards.
Marketing messages and graphics can be customized per ATM or customized for the entire system.
Advertisements Prepared
Staff members from Chevy Chase Federal, NCR, and SDM all contributed to the development of the graphics.
Kathryn P. Lopez, assistant vice president, reports that the bank has already created screens to advertise Visa and MasterCard, auto loans, and home equity loans.
Chevy Chase Federal's chief information officer, Robert C. Spicer, said that the enhanced graphics provide a number of marketing opportunities.
In the coming months, he said, Chevy Chase will announce some initiatives involving the ATM network.
Ms. Sullivan is a freelance writer based in New York.
