The Importance of the Phone in Omnichannel Retailing

Imagine this scenario: A consumer has been researching a holiday in Greece and wants some advice from a staff member on which hotel to choose. With a call tracking system employed, the travel company is already aware of the customer's needs and their call can be routed immediately to the agent who deals with Greece. This agent is in turn already clued in about the caller's needs, making them much more likely to convert a sale.