What has been your experience with instant-issue debit cards?

PositionMARKETERS' FORUM

Below are excerpts from a recent online question-and-answer session conducted by marketers who participate in the ABA Marketing Network's Online Community.

QUESTION:

We are just beginning our research on instant-issue debit cards. If you are doing this, we would love to hear of your experiences, good and bad. What are you seeing or hearing from customers and employees?

Deb Berner

The Commercial & Savings Bank

Millersburg, Ohio

The only issue I would tell you to be aware of as you move forward is to strategically decide how soon you want to be able to offer an EMV chip card solution. I bring that up because we are going to start looking for new machines and from my research, instant-issue machines need to be able to flat print cards (versus the raised numbers), if you are going to use chip technology, because the creation of cards with raised numbers will crush the EMV chip.

David Kreiman, CFMP

Glenview State Bank | Glenview, Ill.

RESPONSE:

Instant-Issue Has Obvious Benefits

We have been doing instant issue (at two of our seven branches) for a number of years.

I can't imagine any negatives. It has been great for us.

Aside from the obvious benefits of getting the cards into the hands of new account openings on the spot, it also is a customer service bonus when [people are] in distress because they lost their card and they are traveling the next day, etc.

In addition, it becomes an even bigger bonus for our customers when there is a [data] breach. When the Target breach happened, we instant-issued...

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