Today’s tech-savvy consumers expect banks to enable myriad ways to manage money digitally. But for those who still shy away from technology, especially older consumers, these increasingly sophisticated offerings fall on deaf ears. In the U.K., Barclays has been attempting to ease the anxieties of the tech-unsavvy with 7,000 employees dubbed Digital Eagles. These tech tutors can help consumers not only with online and mobile banking but any of the tasks that have become routine for many, like making a call via Skype. Consumers meet the Digital Eagles at Tea and Teach sessions held at bank branches.
In a press release, a Barclays exec explains: “We want to take customers and non-customers on a journey to improve their technology capabilities and feel confident to embrace the new digital revolution, so they can reap the benefits of being online. Whether they’re 10 or 110, we don’t want to leave anyone behind.” Barclays positions the service in part as a way to avoid family stress, noting that more than 11 million Britons are “experiencing family arguments because of a lack of digital know-how.” With Barclays pushing its payment app Pingit and a contactless-payment wristband, the company is targeting both early adopters and the other end of the spectrum, showing people how to dip a toe or two into the digital world and why they might want to.