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Human Resource Approach: Change Of Job Role & Description The nature of the teller’s job had been significantly revised to add a stronger marketing component, thus widening their job scopes to include selling activities. Customer Service Representatives (CSR’s) were now expected to: 1) Offer polite suggestions that customers use automated teller machines (ATM’s) for simple transactions. 2) Stimulate customer interest in the broadening choice of financial services offered by the bank. • It was no longer just the routine for CSR’s to only provide bank services such as receiving, paying out and keeping accurate records of all monies for customers, but rather providing customers with the highest quality services, with special emphasis on recognizing customer needs