Even when people are usingdigital tools, the second most important driver of trust (afterease of use, at 81 percent) is being able to get hold of humancustomer service easily (79 percent).
Just because they use robos, that doesn't mean they don't want humaninteraction at all.
So find the results of a Charles Schwab study, “Consumer DigitalDemands,” which reports that although Americans are “more likely toautomate their day-to-day finances than other activities,” theystill feel better with human assistance rather than robo help.
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Marlene Satter
Marlene Y. Satter has worked in and written about the financial industry for decades.
