In 2018, Captivate appointed Gartner to conduct research into the future of the telephone (voice) channel in importance to business and sales. Our goal was to obtain some guidance as to whether the message on hold or music on hold would have relevance in the digital age.
Gartner researchers informed Captivate Connect that at that time 72% of sales involved a human voice. We know that in Australia the market penetration of message on hold in businesses was close to 50%, in the USA it was a lot less and in the UK music on hold was more popular though several dynamic message on hold providers were growing that market. The Gartner research indicated that the percentage of transactions on the phones would drop to 70% in a few years and settle at an estimated 68%. They concluded that while the percentage was going to be lower, the importance of telephone calls were on the increase.
With businesses focussing budgets on digital, bots and such like, the voice channel remains the single most used channel for business and sales. The introduction of IP telephony has reduced costs of running your voice systems, the adoption of IVRs for press 1 for sales etc has reduced telephonists switching calls. These cost savings have been reallocated. Use just $5000 to improve the customer journey inside your business.
Why is the title the ‘Return’ of the Telephone?
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