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Canadians value in-person communications for complex banking

first_img Keywords Banking industry TD getting new head of private wealth, financial planning Share this article and your comments with peers on social media Though it is thought that millennials prefer digital resources over human interaction, new research shows that they are more likely to want their complex banking questions answered by a human banking representative. Approximately four-fifths (81%) of Canadian millennials prefer having their banking questions answered through a conversation in person or by phone, according to a survey released by Toronto-based Canadian Imperial Bank of Commerce (CIBC) on Monday, while 19% state they would prefer to chat online with a bank representative. Tessie Sanci Related news Facebook LinkedIn Twitter The survey of the preferences of millennials and baby boomers in using banking technology found that an even greater number of boomers prefer a personalized conversation with 94% saying they would rather speak to a banking representative in person or by phone and only 6% preferring to chat online with someone. “Clients will choose the method they prefer to address their needs, and it’s up to banks to deliver both in digital innovation and hands on advice,” says David Williamson, senior executive vice president and group head of retail and business banking for CIBC, through a statement. “Even the most digitally-savvy client will look for an in-person conversation when they have a bigger financial question on their mind.” The research also indicates diverging preferences between these two generations in adopting new technology. More than four-fifths (85%) of people between the ages of 18 and 34 are willing to try new banking or payment technology compared to 51% of those who are 55 years old and older and say the same thing. “While the majority of Canadians are open to using innovative ways to bank and make payments, the adoption curve is different across age groups, underlining the importance of finding the right balance for each client,” says Williamson. The CIBC research also suggests that banks should be prepared to have educational tools ready to help both millennials and boomers learn to use new technology as 39% of millennials and 27% of boomers will look for these resources. Millennials are just as likely to learn by trial and error, as they are through tutorials, with 39% saying they prefer learning on their own while only 11% of boomers will experiment with the technology. The least popular option for both groups is “ask a tech-savvy friend or family member for help” with 7% of millennials and 10% of boomers stating this is what they would do. More than half (51%) of baby boomers and 13% of millennials say they would just avoid having to learn about new technology by not using it. Angus Reid Forum conducted the survey for CIBC using the responses of 3,012 randomly selected Canadians, who are forum panelists between Sept. 23 and Sept. 25. Canadian banks to focus on growth, spending and buybacks after strong second quarter Fed plays limited role in assessing climate risks for bankslast_img read more