After years of trying to solve ITM privacy concerns with music, acoustic materials and privacy panels, Campus Federal Credit Union found a solution that actually changed how members use its machines.
When Campus Federal Credit Union installed Louisiana's first Interactive Teller Machines (ITMs) in 2014, it was ahead of the curve. But as the technology became a regular part of the member experience, one concern surfaced repeatedly: privacy.
The problem was inherent to the technology. Unlike a traditional teller, a remote ITM teller has no way to gauge how loudly they're speaking inside the branch.
“Some tellers have a very soft voice, some have a very loud voice,... With an ITM, the remote teller has no idea what they sound like in the branch.”
Campus Federal tried several ways to address the issue, including background music, acoustic materials around the ITMs and privacy panels behind members. None provided the level of privacy the credit union was looking for.
Then Campus Federal tested directional audio from Holosonics.
A PILOT THAT MADE THE DIFFERENCE
Campus Federal began with a pilot at a single ITM, comparing the experience with and without directional audio.
The difference was immediately noticeable.
"With directional audio, that's cut out," Nading says, referring to the sound that previously carried throughout the branch.
But Campus Federal didn't want to make a network-wide decision based solely on what employees could hear. The team left the system in place to gather member feedback and make sure the technology integrated reliably with its ITMs.
After roughly 30 days to three months, the results were clear: no negative member feedback, no issues with the speakers, and plenty of positive feedback.
That gave Campus Federal the confidence to move forward with a broader rollout.
Today, the credit union has installed 10 speakers across five locations in Baton Rouge, with plans for 18 total installations across its network, including upcoming installations in New Orleans and Shreveport.
Watch the interview with Robert Nading to hear how Campus Federal is using directional audio to improve privacy and the member experience across its ITM network.
PRODUCT USED:
AUDIO SPOTLIGHT AS-16iX
AUDIO SPOTLIGHT AS-168iX
PRIVACY THAT CHANGED MEMBER BEHAVIOR
The strongest evidence of the technology's impact came at one of Campus Federal's busiest and most challenging environments: its branch inside the LSU Student Union. The branch is relatively small and has two ITMs. Before directional audio was installed, Campus Federal noticed an unusual pattern. If one member was using an ITM, other members would wait in the hallway for that transaction to finish, even when the second ITM was available.
"The other person would wait out in the hallway to give them privacy, even when the other ITM was available," Nading explains.
Once directional audio was installed, that changed. Members began using both ITMs simultaneously. For Campus Federal, it was a tangible demonstration that improving acoustic privacy wasn't simply making the branch quieter. It was giving members greater confidence in using the technology.
“Since we installed the speakers and enhanced privacy at the ITM, we now see both ITMs being used at the same time. It’s truly changed member behavior at that location.”
A SIMPLE SOLUTION FOR EXISTING ITMs
The technology also fit easily into Campus Federal's existing NCR ITM infrastructure. NCR provides a harness that connects to the ITM's audio system and provides an auxiliary connection for the directional speaker. Campus Federal makes a small modification to the ITM housing to route the speaker cable, while the factory-installed speakers remain available for handset use and other applications.
The Audio Spotlight speakers can then be mounted directly above the ITM on a wall or ceiling.
Campus Federal does not use an outside integrator. Its facilities team handles the installation, coordinating with its ITM specialist to gain access to the machines.
DIRECTIONAL AUDIO IS NOW PART OF THE BRANCH DESIGN
The success of the pilot has changed more than Campus Federal's ITMs. It has begun changing how the credit union designs its branches. Campus Federal is now incorporating directional audio into new branch projects and remodels, even modifying elements of its physical design to support better acoustics. That includes replacing hard flooring in front of ITMs with carpet or other softer flooring to reduce sound reflection, as well as incorporating power in strategic locations to accommodate the speakers.
"We're now putting it in every branch and every remodel we do," Nading says. "We definitely see it going into all of our branches going forward."
For a credit union that pioneered ITMs in Louisiana more than a decade ago, the goal remains the same: use technology to make the member experience better. In this case, that means making one of the most important aspects of an ITM transaction — a private conversation — feel a lot more private.
With installations already underway and directional audio now incorporated into its branch planning, Campus Federal isn't simply adding another piece of technology to its ITMs. It's building privacy into the experience from the ground up.