GreenBank Offers Unembossed Debit Cards

Following a three-branch pilot in 2008, Greeneville, Tenn.-based GreenBank has rolled out an unembossed debit card instant issuance capability to 38 of its 66 branches across Tennessee. In a participating branch, customers can quickly receive an unembossed, personalized MasterCard debit card that can be used immediately when they leave the branch, according to a press release.

To support the new initiative, GreenBank has implemented Dynamic Card Solutions' (DCS; Englewood, Colo.) CardWizard software and FCP 20/20 flat card printers, according to a press release. The DCS CardWizard solution transfers customers' personalization data to the FCP 20/20, which securely prints the two-side debit cards on white card stock. The unembossed cards are presented to the cardholder at the time of their visit.

GreenBank began working with DCS when piloting the program in its Greeneville, Maryville and Athens, Tenn. branches in 2008. The pilot helped GreenBank realize a 20 percent increase in its debit card activation/usage rates. After expanding the rollout to 38 branches, the bank is seeing an activation/usage rate (customers that have received an instantly issued debit card and have used it at least once) of roughly 80 percent, according to the release.

"Since GreenBank implemented unembossed instant issuance, the customer, merchant and branch personnel acceptance has been great," Bill Adams, chief information officer for GreenBank, said in the release. "Our activation/usage rates and customer service levels have never been better. And, we feel that the ability to instantly issue unembossed, personalized debit cards is a great differentiator that provides a service to consumers that is both innovative and convenient. Instant issuance is a great value-add and we plan on expanding the program in the future to include more branches."