[Editor’s note: This is a guest post from Mark Lusky of Mark Lusky Communications, a writing and marketing communications firm, operating since 1982. He specializes in ghostwriting expert advice articles, blogposts and other bylined content for clients, along with writing e-books, whitepapers, case studies, websites, opinion pieces and other communiques—incorporating marketing skills and perspectives acquired as a regional marketing director for Ringling Bros. and Barnum & Bailey Circus. He will be attending LendIt in San Francisco this April.]
Amid up-and-coming fintech company trends toward cost-saving models that depend heavily on automated digital systems, the human touch is getting lost in the shuffle. In some cases, this doesn’t pose a problem. Many millennials and other younger groups prefer transacting business without any human intervention. Make it online, quick and done—and they’re happy.
If they have a problem, communicating via email, checking out forums, or consulting a canned knowledgebase are acceptable because they lack the need or desire for personal contact.
However, there’s a substantial segment of the consumers that not only wants, but demands, human service—particularly when it comes to customer support. Many people want to consult a live human being for help versus being relegated to digital resources.
If you feel that your borrowers are okay with the digital-only ways, so be it. But, how do you know? If you’re surveying existing customers, it’s likely that most of them are somewhat satisfied, or they wouldn’t be customers. How about prospects? What are their expectations? You may be leaving a huge amount of money on the table—without any easy way to discover or remedy it.