The Importance of the Phone in Omnichannel Retailing

These findings support the notion that the human voice offers a vital element in constructing brand identity, as well as developing a bond of loyalty between a business and its customers.

Even in this hyperconnected online world, having a solid customer service team on hand to guide website users through a purchase is a business imperative. But how can an online retailer ensure that its brand promise doesn't fall down as soon as a customer goes to pick up the phone?