Behavioral Targeted ATM transaction

I had a pleasant experience recently at a Wells Fargo ATM. They have begun behaviorally targeting customers who use their ATM’s. It was so nice to insert my card and the first option on the screen was to deposit a check to my checking account. Rather than have to click three of four times to get there, it was one click away. I see this as a big step in the financial industry, making it easier to transact personal business. 

The web has this capability as well, but I have yet to see it happen in the financial services category. I only have a Wells account and one other checking/savings account so it may be available through larger institutions like Bank of America or Chase. Imagine logging in and seeing the results that you look at the most. Wouldn’t that make banking so much easier. Log in and see all transactions, or see all income or whatever you would like to see based off your previous experiences.

I am sure people would raise a hand or two about privacy, but in the end of the day it’s behind a secure login and they aren’t doing anything with the data other than presenting it in a more usable format. At the end of the day, its’ better for the user. I saw the behavioral targeting of the ATM in a similar manner, until I realized it made it much easier for me to transact and leave.

Chalk up a win for behavioral targeting and the financial services industry and let it continue to the web.

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