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Digital Interactions Are Fine, to a Point: Consumer Survey Finds

The quality of those interactions — human or otherwise — has a lot of influence over whether members switch credit unions.

Call centers still playing an important role in digital marketing plans.

Technology has automated and digitized many aspects of the credit union experience, but findings from new consumer surveys find that in certain situations, people would just rather talk to a human.

Two surveys, done by New York-based financial services research and advisory firm Celent in February and released this month, asked over 2,300 U.S. adults when, how and why they want face-to-face interactions with their financial institutions. The surveys found that the majority (55%) wanted in-person interactions when they felt a conversation was necessary, and 77% wanted face-to-face engagement for “substantive conversations,” including for things such as getting advice, setting goals or applying for a new loan or account. Notably, even 93% of millennials in the surveys said they preferred some things to be handled in person.

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Tina Orem

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