Even when people are using digital tools, the second most important driver of trust (after ease of use, at 81 percent) is being able to get hold of human customer service easily (79 percent).
Just because they use robos, that doesn't mean they don't want human interaction at all.
So find the results of a Charles Schwab study, “Consumer Digital Demands,” which reports that although Americans are “more likely to automate their day-to-day finances than other activities,” they still 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.
