There is a tremendous need for agents to handle all communication with customers no matter what the channel. Agents have to become experts at oral and written communication. And the written communication may need to be synchronous (i.e., real time such as in chat) or asynchronous (i.e., delayed such as in postal mail or e-mail).

Companies are falling short by not utilizing their call center or Internet channels effectively when interacting with customers. Few companies follow up after the initial contact with highly qualified prospects that inquire about products and services. Many customers would say that call center agents struggle to deliver responses that the customer would define as informative and helpful.