I recently found myself in a bank in Brooklyn, the former Brooklyn Savings Bank (I think). It is actually now a Chase branch. And the disconnect between the setting and the so-called need-for-more-speed in our ATMs is, in this particular locale, extraordinary.
Promoting even less human connection than people get already is plainly a missed opportunity in engaging consumers for better financial behavior and in helping them to truly build a relationship with a bank. Perhaps the WaMus and Wells Fargos of the world were playing the relationship angle and Chase needed to find a different approach. But a better mousetrap – especially one that dispenses cash a mere few seconds fstr than the next guy – is hardly the promise for a $100 billion company to build a brand on.
Chase deserves some props for preserving the architectural and cultural history on display at the former Brooklyn Savings Bank. But they could have truly done their brand a service with an initiative to probe more deeply into the banking relationships of a century ago, perhaps even building a story that echoed the esteem and wonder upon which the banking industry was founded – because, I guarantee this was not an industry built upon fstr ATMs.
Chase Bank’s latest campaign is built around their faster ATMs – which, as per the ads, help you “gt $ fstr.” With a looming credit crisis spurred by sub-prime mortgages and variable rate credit cards amidst a culture of over-spending and exceedingly poor savings discipline, is a faster ATM the best promise one of the country’s largest banks can come up with? Slow ATMs? Really?