eKassir ATM Terminal

Main article:

• CRM (Customer Relationship Management System)
• ATMs in Russia

2021: Analytics Module eKassir ATM Customer journey analytics

On October 19, 2021 the eKassir company, the resident of Skolkovo Foundation, reported that she developed the module of analytics eKassir ATM Customer journey analytics (is a part of the multivendor managing director ON eKassir ATM Terminal), which allows to monitor actions when using ATMs (ATM). This solution allows not only to turn the ATM into a full-fledged digital communication channel, but also to measure its effectiveness. 

With the help of ATM Terminal eKassir, an ATM can become a full-fledged bank mini-office, offering the client the same functions as in mobile and: Internet bank applying for a product, operations with already connected services, viewing cost analysis, making payments and transfers. The solution helps to save time users on visits to the bank (most operations can be performed at an ATM without wasting time in the queue at the cash desk) and increase the availability of current banking products.

Using the ATM Customer journey analytics eKassir, banks will have access to reports on ATM usage scenarios, conversion funnels, and visualization of the client path. The module will also help to conduct A/B testing, track problem areas with which difficulties arise. Bank staff will receive information about failures in client scenarios and will be able to quickly correct them. All information will be provided in a web interface with visual dashboards and schedules. Previously, similar data of user actions were not available for collection from ATMs.

"Any tools for research on behavior and analysis of customer preferences are the basis for creating an up-to-date market offering. The eKassir product provides banks with the opportunity to increase the profitability of the ATM network and form NBO (Next Best Offer) for each segment with minimal costs, " says Pavel Novikov, director of the Center for Innovation in the Financial Industry of the Skolkovo Foundation.

The feature of the ATM Customer journey analytics eKassir module is that unlike other web analytics services, the module is deployed in the bank's own infrastructure, which means that customer data is not transferred to a third party and remains under the control of the system owner. The information that the module collects is not personal and does not require special protection. Personal information (names, contacts, bank card numbers) is not collected by the program. 

"ATM Customer journey analytics is a development for the Russian market that allows you to analyze interaction with customers on ATM in the way that is done in mobile and Internet banks. This is an opportunity to apply topical approaches to the old channel, " notes Ivan Karmanov, CEO of eKassir.