ST. LOUIS - The Remote Teller System (RTS) has been around for years, and with it has been the debate over whether RTS pushes members away or lures them in. It’s a debate that is far from being settled, as some credit unions are successfully using them while others are ripping them out them out.
“[RTS] has come under fire recently,” said Kevin Blair of NewGround here. “There are some common mistakes that are made when people get a little carried away by the technology. NewGround hasn’t had any clients that taken taken RTS out of their branches, but we do know that there are some credit unions that have. We know there are a number of financial institutions that are considering whether they need to retrofit their branches back, but it’s very difficult for management to go to the board and suggest that when they were the ones who pushed for the expenditure to put RTS in in the first place.”
The problem, Blair suggested, is that there appears to be something of a disconnect between the basic goal of RTS–to more quickly and efficiently push transactions through–and the experience economy in which credit unions find themselves.
“Our philosophy is to be very careful, as you have the technology and opportunities to create self service that replaces or diminishes the member experience,” Blair explained. “You should only automate in order to personalize the experience. Be very careful that you are not pushing the member away. As relates to the experience economy, RTS is anti-customer experience.”
Jim Caliendo of PWCampbell, Pittsburgh, agrees. “If your brand is service, if that is your differentiator, RTS can detract from that,” he said. “You have to understand your brand, your position in the market.”
That doesn’t mean there’s never a good time to use RTS, however. “RTS is an excellent after-hours option, or a great way to handle overflow. RTS is an outstanding way to add capacity when you can’t add more traditional tellers,” Blair noted.
“It’s a good option where security is concerned, such as a high crime area,” added Caliendo, “or where space is at a premium.”
The diminished human interaction with RTS, in which the member is served by a video screen and pneumatic tube, does not mean cross-sales opportunities are diminished, according to Tom Lombardo of Clayco Financial Facilities, St. Louis. “If you use video messaging during the time the transaction is being processed, it provides an opportunity to cross sell,” he explained. “And it shortens the perceived wait time because it gives members something to do during the transaction instead of looking at the teller’s head.”
But beyond that, if RTS is used properly, it can transform the member relationship, Lombardo said. “Jeff York at Coasthills FCU is using RTS, and what Coasthills likes about it is that they are using it to emphasize the member relationship and deemphasize the transaction.”
The key, he said, is getting the right people in place and providing the appropriate training for both the tellers and the members. Caliendo agreed.
“Employee training is so important. You have to have someone who can handle being on camera and have only the face being shown,” he explained. “Facial expression is key, smiling is key. No hand gestures. You have to show your tellers what they look like on the screen so they understand.”
Training for the people who aren’t behind the camera is important, too–credit unions that have successfully put RTS in place typically have “greeters” who not only provide real human contact but can help a member use RTS. (c) 2008 The Credit Union Journal and SourceMedia, Inc. All Rights Reserved. http://www.cujournal.com http://www.sourcemedia.com
