Four Reasons You Still Need A Phone to Serve The Customers Of Your Company Via Voice

Zurab Samushia
Oct 2, 2021

Depending on what exactly study you read about customer preferences in channels of contact, you quite possibly might meet numbers spanning from 40% to 80%. That’s how many people in the audience prefer being contacted on a phone and by a live operator. The nature of so wide differences incorporates such factors as a field of economy, product, country, mentality, culture, age, level of informatization in the country, and many others. In a nutshell – people still love to get customer service by phone even though there are so many other options of getting in touch with a support store or call center:

  • Writing in social media (Facebook, Twitter, LinkedIn, Pinterest, Instagram, Tumblr, Flickr…)
  • Messengers (Viber, Telegram, Line, WhatsApp, etc.)
  • Online chat on the webpages (including AI-powered bots here and in the previous bullet point)
  • IVR on the phone
  • Push service notifications
  • Email
  • Fax.

Call customer service on a phone: why is it still so important?

Although the implementation of various modern technologies (even in adjacent areas) actually pushes the development of telephone customer service, technologies are still at the very dawn of their path, not even showing a hint of flamboyance they are believed to bring to humanity in the future. That’s why people using channels other than ones involving a live human being often complain because of:

  • low level of service
  • not having empathy for their issues
  • impossibility to resolve their need without a human expertise
  • lack of knowledge of how to deal with the emerging technologies
  • the reluctance of getting in touch with a machine
  • the impossibility to get in contact with a live operator.

Below, we’re providing four main reasons why it is still important, even in the third decade of the 21st century, to provide your customers the possibility of having a phone conversation with a human being.


Some IVR and website menus are so tangled or long that they intervene with a possibility of a quick search of an answer a person seeks. Even if the information they want is there indeed, they may be incapable of finding it or express reluctance of digging into. When they address a person, it is much simpler and faster for many people to tell in words what they need and get the answer the same, in words. If required, they get further explanations on site.

In addition, we shan't forget about the division of humanity by the type of perception of information: visuals, audials, and tangials. The first better perceive, process, and remember visual information – the one they see with their eyes. The second better perceive what they hear. And quite a minor third part better perceives what they touch with fingers and skin. Even though the first is the biggest, and the presence of a website and chatbots is good, there are two other types of audience, and voice for them is better (although the third is still deprived of the best channel of communication today).


If the required information lies somewhere in par. 3 of Chapter 7/gq-2009 of page XXX of a file put in an archive that’s downloadable from the website’s small-letter-named half-hidden page that becomes available to you only after getting a direct link from the website’s master upon request via e-mail, there is a fat chance people won’t be able to find it at all. For such anecdotic and a zillion of real-life situations that make it nearly impossible to retrieve some information that people require, the simplicity of voice communication and getting the information fast is of utmost importance.


Robots are still dumb when it comes to human emotions. Even though there are already some of them that can copy. One of the important emotions in modern business is empathy for clients’ problems and needs. Even if you might not be having real empathy, you can still show you do. While robots can’t do both. They are strict, efficient, and effective. Even if they are programmed to be funny and show basic emotions, empathy is definitely not a basic one and needs a complex of deeper feelings and actions, which only a person can generate and put in the core of work of a call center specialist or support operator.


By having human operators, you make sure your company gets the growth it deserves. While most client requests can be handled automatically or for no time using scripts, having alive and professional operators is one of the basic and defining factors of the business growth of most modern companies. Other channels of contact may be a follow-up to the voice communication but it is one of the cores of client support and first touchpoints.

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