Greater New York Savings Bank has made a name for itself by speaking its customers' languages.
The $2.6 billion-asset thrift, with 14 branches in New York City and on Long Island, has installed automated teller machines with instructions in Russian, Yiddish, Portuguese, Creole, Spanish, and English.
"We have a very diverse customer base," said Jeanne Lutfy, a senior vice president.
Creole serves the immigrant population from the Caribbean, she said, while Yiddish caters to Orthodox Jewish customers in Borough Park, Brooklyn.
Brooklyn is also home to many Russian Jews, who may not have a firm grasp of English, Ms. Lutfy said. With nine of its 14 branches in Brooklyn, the Greater New York Savings Bank uses its ATM language choices to distinguish itself from the competition.
"Our market is different than that of Citibank or Chase," said Ms. Lutfy. "We're reaching a different kind of customer base."
The 29 ATMs, made by Diebold Inc., Canton, Ohio, were equipped with customized software. These advanced-function ATMs cost $20,000 to $40,000, said a Diebold spokeswoman.
"We get many requests for different languages, especially in New York," she said. But six languages is unique, she added.
"I think it was difficult for Diebold to find the right person to do Yiddish," Ms. Lutfy said. But the extra effort is paying off. "People love it," she said.
In addition, the bank hires customer service representatives who speak the more popular neighborhood languages and prints brochures in multiple languages.
Ms. Lutfy said the bank is planning to open new branches. "At a time when banks are merging, automating, and offering less personal service," she said, "we're doing something different."
