Will Customer and Business Interactions Disappear?

Many people think customer and business interactions have taken something off a backseat in some sectors due to the rise of online shopping and digital communications. Now numerous people click and swipe for their goods and services, and very often staff of the business are bypassed completely. But will these interactions disappear in totality?

The short answer is no. Still, it’s worth questioning why these relations will still hang on for a while longer yet.

Consequently, here’s why customer and business interactions won’t be going anywhere anytime soon.


Building trust

Before a customer or business wants to trade, they need to feel a sense of trust and confidence first. Having faith in the business goes a long way in securing a sale or striking a deal, and sometimes interacting with the representatives of these firms is what kickstarts that sensation. Do they think the business is doing right by them? Are they indulging in bad practices? All of this is answerable through interaction. Online shopping is convenient, but it’s not everything. After all, last April saw online shopping growth stall significantly, mostly due to customers worrying about their orders and extra delivery charges. Many online shoppers put things in their digital baskets, only to immediately click away from the page when the costs and estimated delivery times pop up at the end. These things are deal breakers, and it’s often what sends customers back to physical stores and interacting with polite and welcoming staff once again. It means familiarity, not last-minute let downs.

Most businesses worth their salt will require a meeting or two before they start a business to business (B2B) relationship. Few would deal with faceless figures in any kind of professional capacity, so those interactions will always be vital.


Sector specific

While it’s true that some industries can thrive entirely online, others simply cannot. Customer and B2B interactions are often sector specific, and there’re some businesses that depend on how they directly engage with their target market; estate agents, lawyers, masseuses, barbers, certain entertainers, and mechanics just to name a few. Their very professions don’t allow them to go online exclusively.

Of course, this is partly somewhat obvious. Still, it provides a big buffer that stops the online and digital world encroaching over all industries out there. Some businesses operate entirely on the premise that their company is personable, friendly and rooted in the real world – without that they’re completely lost!


Phone calls

Customer and B2B interactions are not all about face-to-face exchanges either. They can take place over the phone also. All that’s really lost are things like facial expressions and body language, and while they’re useful in business, many people are comfortable interacting over the phone with a company of good standing.

There’s also the case that these technologies are developing to further facilitate interaction. Call tracking services from Mediahawk, for example, can tip off businesses as to which ads, pages and keywords are driving customers and clients to them. This allows firms to know what their customers want from them, what topics and tones they best respond to, and more. It all refines the quality and relevancy of conversation and can ultimately go on to strengthen bonds and close additional sales.



In one way or another, most business will thrive on customer and B2B interactions for the long-term future – and possibly forever. Much of business is about relationships, so when they’re adequately nurtured, great opportunities and prospects become possible down the line



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