It is very easy to look at the bottom line when it comes to your Allpoint monthly bill, but is it telling you the whole picture?

Here are some things to consider when factoring in the overall value of Allpoint:

• How many new cardholders do you have that joined based on the convenience of your surcharge-free network?
• How many people bank with you because they know this service is available whenever they travel for work or pleasure?
• How many accounts have you retained because the cardholder appreciates knowing that you are looking out for their best interests with this service, even if they aren't using the machines every day
• How many cardholders leave because they don't know about this service?

If you don't know the answers to these questions, think about conducting interviews with new cardholders or with cardholders that have left your institution. Find out what brought them to your institution and why they bank with you or why they went somewhere else.

Make sure all your cardholders know what you are doing for them. This service should be included in any account opening discussion, on your website as a benefit of banking with you, and in any sales call your employees make. The Allpoint Advantage is your advantage. If you bought and owned 32,000 ATMs, would you keep that quiet?