Citizens Bank of Clovis, New Mexico, started out looking for an ATM provider to install and take care of machines in a local events center. It ended up moving its whole fleet over to Dolphin Debit.
The bank, on the high plains of eastern New Mexico, bought the naming rights to what is now the Citizens Bank of Clovis Event Center at the Curry County Fairgrounds. The plan was to place three ATMs there for use by visitors to the various events at the center. That would be in addition to the four ATMs the bank already had at its branches.
“Initially, our thought was to focus our ATM strategy on the Events Center because we saw a clear opportunity to provide convenient access in a high-traffic location,” explained Jamie Esch, President of Citizens Bank of Clovis. “As we evaluated the overall needs of our customers and the communities we serve, we recognized the value of converting our existing branch ATMs as well.”
Esch noted that before the bank began working with Dolphin Debit, its staff managed the ATMs themselves, including monitoring cash levels and coordinating replenishment.
“The biggest challenge was making sure our ATMs had sufficient cash, particularly during weekends, holidays, and periods of increased activity,” Esch said. “This required our employees to spend time monitoring the machines and coordinating cash needs rather than focusing entirely on serving our customers. It also created some logistical challenges in anticipating demand, especially at locations where ATM usage could fluctuate significantly.”
Citizens Bank of Clovis had met Dolphin Debit personnel at a banking conference, and reached out about the event center ATMs. Among the companies the bank considered as partners, Dolphin Debit stood out, Esch said.
“It was the overall value they offered, including their experience with ATM management and servicing, the ability to take the day-to-day cash management responsibilities off our staff, and the level of service and responsiveness we experienced during the process,” Esch said. “We believed they would be a good partner for the bank.”
As a result, Citizens Bank of Clovis moved its entire fleet under Dolphin Debit’s management. Recognizing the importance of ATMs to the customer service strategy of a smaller local bank, Esch said the bank wants to ensure convenient and reliable access for customers.
“Moving to Dolphin has allowed us to transfer all the responsibilities of ATMs to a specialized provider, improve the overall efficiency of our ATM management, and free up our employees to focus more on customers and other banking responsibilities,” Esch said.
“Dolphin has also provided consistency and reliability in maintaining the ATMs and ensuring they are properly funded and operational. Looking ahead, we expect to continue benefiting from that efficiency while also having the flexibility to expand or adjust our ATM strategy as our needs change.”
“Citizens Bank of Clovis is a great example of a financial institution that thinks beyond immediate needs to focus on a broader strategy,” said Joe Woods, Senior Vice President of Marketing and Partnerships for Dolphin Debit. “Rather than just limit themselves to additional ATMs at the events center, they saw the value of bringing their entire fleet of machines under Dolphin Debit management.