Banks have been investing in alternate channels strategy for a while with focus now on omni-channel to bring stickiness and relevance to the customers. Kiosks which were used initially for queue management at the branches then evolved with touch screen functions and video capabilities but these were not killer applications.
Although queue management streamlined the branch traffic it still was solving problems for customers coming to branch.. how about customers who dont want to go to branch or dont have a branch near where they work/live/play?
I have been advocating banks, that for the Kiosk strategy to be successful, banks will have to bring transactions which are critical to the retail banking customers to the self-service channels like Kiosk (not ATM) as there is a bigger chunk of people across all segments who would use kiosk or any other self-service channel as a matter of fact as compared to stepping into a branch (myself included). These segments will only grow with customers in Gen-Y moving to next stage of their life.
The new kiosk strategy involves transactions and interactions together on the kiosk allowing customers to do transactions on the Kiosks like Opening CASA Account, Getting ATM/Debit card dispensed on-the-spot, Loan applications (with instant approvals for selected loans), Credit card on the spot (including credit checks which can be done online now), KYC (Know your customer) using video conferencing, Personalization of cards, Print Demand Drafts/Cheque etc. Basically all the branch banking services at low cost on the Kiosk.
With my interactions with bankers as well as end consumers (across Asia-Pac and Japan), I have found that putting cash on such a machine would result into long queues for customers who need cash, extra security for cash management needs, bulkier machine etc. For Cash we already have an ATM, why make a super-duper ATM with everything inside it, especially when we all know that if (Q-length @ ATM) > 5, most the people would not use the ATM… also typical cash withdrawal transactions take only few seconds as compared to the transactions like account opening, applying for loan etc which will result into longer wait time even if there is only one person in the Queue.
Citibank just launched such a Kiosk (although not a totally new concept, but of-course Citi being global bank gets its own share of attention) under Citibank Express in Singapore.
Currently Citi Kiosk allows customers to open bank accounts and apply for loans. Very soon customers will be able to instantly print and get ATM, debit and credit cards.
This does create a big opportunity for banks in several ways and customers do have a choice not to step in branch. These kiosks can also be used to offload the branch traffic, especially in scenarios where during peak hour, customers can have option to either wait for personal banking/teller etc or to use the the Kiosk. I do see a lot of benefits in this model as it provides the low cost/transaction for pretty much all the transactions as compared to the branch.
Branch wont be obsolete, but would be more focused on sales and advisory functions especially on big-ticket items like buying mortgage, review portfolio, wealth management. etc.
rgds