By Myra Salzer
Call me old fashioned! I’m okay with that. If my resistance to modernity can be construed as my desire for dependency, so be it. Nonetheless, in this do-it-yourself age of self-checkouts, FAQs that never answer my actual question, phone calls to reverse a credit card charge made in error (only to spend 10 minutes in recorded phone run-around abyss before giving up), and automated software updates on my car that require a 20-year-old to now teach me how to drive it again, PLEASE sign me up as an old schoolmarm who is stuck in the past.
You may be thinking me to be harsh, impatient, and – well, intolerant. I plead guilty to all! My time is worth something. In fact, I feel it is my most valuable resource. I’m willing to pay a little extra to speak with an actual human who can effectively interpret my question or problem instead of reading from a script. Think of all the time I could save if I wasn’t living in a do-it-yourself economy!
I am as pro-business as the next guy. I’m not of the mindset that profits are evil. I believe employees deserve to be paid well AND shareholders should be able to invest in a manner that allows for both profits and losses. I believe there is room for the ubiquitous Amazons, Alibabas, and Walmarts of the planet as well as the cute boutique around the corner and the marvelous tamale food truck that parks at 5th and Elm on Tuesdays. And I believe consumers should be able to choose where they shop and how much they spend.
I remember a time when all gas stations exclusively offered full-service gas (which included checking the oil and fluids and washing the windows). Then, in most states, they evolved to provide drivers with the option of self-serve or full-service (at different bays, with different prices). That’s what I miss. Having a choice. Having the freedom to pay more to get more. Alas, now the full-service option is practically non-existent except in New Jersey where self-serve is illegal. Go figure! Fortunately, most grocery stores in my area still give consumers a choice of full service or self-checkout. Why can’t other businesses like big banks and credit card companies offer similar options?
My heart goes out to consumers who are having medical challenges. So often, it seems, they must deal with the minutia of reimbursements, co-pays, and mischarges while they should be free to focus on healing. The medical insurance industry is, of course, a for-profit industry in the United States. Medicine is the most personal service I can think of, and it is also one of the more institutionalized.
I believe human connection is part of the healing process. Beyond convenience, face-to-face and real human interaction foster something deeper: a sense of community and relationship-building. A warm greeting from a familiar face can transform a simple transaction into a meaningful experience. But as businesses shift towards automated processes, these moments are becoming rarer, and interactions are increasingly transactional rather than relational.
True wealth isn’t just financial—it includes social wealth, community wealth, and the freedom to spend our time in meaningful ways. While technology will continue to evolve, there’s still a place—and a real need—for businesses that prioritize human connection.
Many of our TWC clients don’t just need a transactional service; they need a trusted partner who can provide guidance, offer insights, and be a sounding board for their ideas. Having direct access to a professional who understands their financial goals can make all the difference. It’s not just about executing a request—it’s about having meaningful discussions that lead to informed decisions. They want to bounce around ideas or simply have a trusted expert who can offer reassurance during uncertain times. In a world where automation is taking over, I believe there’s still immense value in real, thoughtful conversations. That’s why at TWC, we prioritize face-to-face service. So, for those who, like me, value real conversations and thoughtful service, the choice is clear: human connection isn’t outdated—it’s timeless.