Why "Voice" matters in an omnichannel world

Almost ten years ago, at a goodbye party for some friends who were moving from Chicago to Washington, D.C., I met the owner of a business that handled millions of daily phone calls routed to customer service centers for all kinds of businesses. Over a couple of cocktails, I confidently predicted the imminent demise of his business – asserting that voice was being replaced by other communications channels, especially text and email, and that the contact center agent would soon be obsolete. I envisioned smart software systems handling the vast majority of customer requests through interactive chat or conversational AI. I even pitched this scenario to his senior leadership team a few weeks later.

I couldn't have been more wrong.

Over the past decade, the volume of voice calls going to customer service centers has continued to rise (although more slowly than the total of omnichannel communications). While technology has indeed made its way into customer service interactions, the ability to talk to someone still matters. In fact, Americans made roughly 18 trillion phone calls in 2024¹. Most of these calls were made using cell phones (only about 12 billion from wireline phones), and while the majority of calls were person-to-person, this ongoing preference for voice communication suggests that people still want to talk – whether to each other or to a business. And, of course, mobile phones are the device we generally have on hand.

In today's omnichannel landscape, where customers interact with companies across multiple touchpoints and devices, “voice” – once the only real-time option available just a generation ago, whether in person or via a phone call – has taken on a new level of importance. Voice is not just about speaking or listening; it's about creating meaningful connections between humans, and between humans and machines.

So, why does voice still matter in an omnichannel world? And how can businesses harness the power of conversations to deliver exceptional customer experiences?

The rise of conversational interfaces

Conversational interfaces have become increasingly popular as customers seek more natural and flexible ways to interact with brands. Voice assistants like Amazon Alexa, Google Assistant, and Apple Siri are now ubiquitous in homes, cars, and on mobile devices. These AI-powered agents can understand a range of voice commands, respond accordingly, and even learn from user behavior to accurately predict intent.

This growing familiarity with conversational interfaces has significant implications for businesses. With the ability to engage customers through interactive voice, brands have a unique opportunity to create personalized experiences that build trust, deepen loyalty, and ultimately drive revenue – if they master the user experience.

Why voice matters

So, why does voice matter in an omnichannel world, especially when we are often encouraged to self-serve? Here are just a few reasons:

• Emotional connection: When people interact using natural language —whether with another person or a machine — an emotional connection is formed. Voice taps into our inherent desire for social interaction, expression of sentiment, and empathy.
• Convenience: Well-designed voice interfaces offer unparalleled convenience. Customers can access information, place requests, ask questions, perform tasks, or control devices without unnatural actions, making it easier to multitask or complete actions efficiently.
• Personalization: Conversational interfaces enable businesses to collect valuable data on customer preferences, behaviors, and interests. This insight-driven approach allows for more targeted marketing, improved customer service, and an overall enhanced experience – all of which contribute to high levels of retention and lowering churn.
• Accessibility: Voice can be especially beneficial for individuals with disabilities, seniors, or those who struggle with text-based communication. By providing an alternative means of interaction, businesses can increase accessibility and inclusivity.

The omnichannel imperative

Despite its importance in today's omnichannel landscape, voice should not be seen as a standalone channel. Instead, it must be part of a larger ecosystem that includes social media, email, SMS text, messaging apps, chat (both human and AI), websites, and in-person interactions. To truly engage customers, brands must integrate voice with their various channels to create seamless experiences across all touchpoints, at any time of their customers’ choosing.

Key takeaways for businesses

To harness the power of "voice" in an omnichannel world, businesses should:

• Integrate voice into your omnichannel strategy: Incorporate voice interfaces into existing customer experience frameworks, ensuring a consistent brand message and cohesive user journey.
• Develop conversational AI capabilities: Invest in conversational AI technologies that understand natural language, identify intent, respond empathetically, and learn from user behavior to improve over time. It’s not easy to get this right, so proceed carefully and don’t assume that conversational AI can handle everything².
• Collect and analyze voice data: Leverage voice data to gain insights into customer preferences, behaviors, and interests, using this information to inform marketing strategies, personalize experiences, and optimize operations. Understanding why customers call, what they say and how they say it can help improve (self) services and, over time, reduce the need for customers to speak with a service agent.
• Prioritize maintaining emotional connection and empathy: Whether human or AI, all voice interactions should be designed to preserve the emotional connection created through voice interactions. Brand tone, language, and overall approach and positioning play a critical role in how customers perceive and respond to these interactions.

Conclusion

In an omnichannel world where customers interactions span multiple touchpoints and devices, voice communication is not being marginalized – it matters more than ever before. By integrating conversational interfaces into their strategies, businesses can create meaningful connections with customers, drive loyalty, and ultimately achieve long-term success.

As the importance of voice continues to grow, organizations must prioritize emotional connection, convenience, personalization, and accessibility in their omnichannel approaches. By doing so, they'll be well-positioned to thrive in an increasingly conversational landscape where humans and machines come together to create unforgettable experiences.

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^{1 These numbers are extrapolations from NCHS date from 2022, the last year I could find accurate data.}

^{2 For example, the buy now pay later company Klarna is hiring customer service agents after an attempt to move to 100% AI raised the level of customer complaints and failed to meet goals to improve containment.}

About the author: John Parkinson is the Senior Director of Emerging Technologies at FreeClimb Research, where he leads efforts in AI-driven language systems to advance and enrich voice communication technologies.