Satisfaction Increases With Self-Service Coin Counters

Survey data demonstrates a lasting impact on member attitudes and preferences.

 

By Cummins Allison

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Credit unions large and small must continually look for new ways to generate revenue, particularly in a difficult economy. At the same time, credit union members are looking for ways to stretch their earnings. Expanded options for cashing in may be prompting coin-saving members to redeem rainy day caches of loose change more frequently than in the past.

Through a careful analysis of member behaviors, attitudes, experiences, and preferences with regard to coin redemption, a recent study clearly establishes the value of self-service coin counters. Eighty percent of users surveyed by BranMark Strategy Group say they would switch from a teller to a self-service coin machine if the option was available, and that their satisfaction would measurably increase as a result.

Customer Satisfaction Averages 10-20% Increase

Customer satisfaction has, in fact, increased for individuals whose financial institution employs a self-service coin machine, according to the survey. Respondents who switched from a fee-for-service machine or from wrapped and loose coins brought to a teller rated their overall satisfaction an average of one to two full points higher on a scale of 1 to 10 – an increase of 10 to 20%. In addition, 67% of consumers who currently redeem coins at a retail location said if their financial institution installed a no-fee, self-service coin redemption option, they would change their rating to “10” for “extremely satisfied.” This reinforces the message that self-service solutions are in fact relevant to customers.

The secure feeling members associate with their credit union contributes to their desire to process their coins using a self-service option in that environment. Other reasons cited for this preference include:

  • Friendly, responsive staff
  • Feelings of greater accountability imparted by business ownership of the coin counting machine
  • Improved experience with higher quality counting machines
  • Enjoy watching coins being counted
  • Self-service machines are faster
  • Avoid counting and wrapping coins
  • No lines while holding heavy coin containers
  • No holding up other customers who are waiting in line

Empowerment Provides Opportunity For Engagement

Self-service machines empower members to process coins themselves, while creating opportunities for face-to-face engagement, cross-selling, and prospecting new accounts. BranMark found that 40% of savers redeemed their coins two to three times per year and 60% of those that used a self-service coin counter made a special trip to the financial institution for that purpose. That uptick in foot traffic allows credit unions to apply a more effective marketing strategy as well as improve overall customer satisfaction ratings.

For the full report, including the potential for converting members to a self-service coin option, download the white paper from Cummins Allison. As the number one provider of high-speed coin processing equipment, Cummins Allison gives customers tremendous value and unmatched performance, including coin counters which are preferred over a leading competitor by 100% of focus group participants in hands-on comparisons.

This sponsored content article is provided to the credit union community for shared insights and knowledge from a recognized solutions provider in the industry. Please note that the views and opinions offered here do not reflect those of Callahan & Associates, and Callahan does not endorse vendors or the solutions they offer.

If you are interested in contributing an article on CreditUnions.com, please contact our Callahan Media team at ads@creditunions.com or 1-800-446-7453.

 

March 19, 2012


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