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Customer Engagement and the Call Experience in an Age of Robocalling

Q&A with Forrester's Kate Leggett

"According to research at Forrester, the voice channel is the second most widely used communication channel after web self-service for customer engagement. Phone interactions become increasingly important in not only answering a customer's question, but also nurturing the customer by emotionally connecting with them. This engagement strengthens the customer's relationship with the brand, ultimately increasing their retention and lifetime value."

Kate Leggett, VP and Principal Analyst at Forrester and leading expert on customer relationship management and customer service strategies, shares her thoughts on why the phone is still a vital customer communication channel and what businesses can do to combat the negative impacts of robocalling and call fraud to deliver a better customer call experience while reducing costs per call.

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