The Importance of the Phone in Omnichannel Retailing

The Value of the Voice
Consumers may do most pre-purchase research based on their own initiative, but the contact center is still an essential part of the purchasing journey. As a recent study from ResponseTap has shown, 70 percent of U.K. consumers and 74 percent of U.S. consumers like to speak to an agent in a contact center before making a purchase because it gives them confidence that they're getting exactly what they want.