9.7 POINTS TO REMEMBER

• Phone and e-mail conversations are every bit as important as face-to-face interaction. The goal should always be to bolster relationships with customers and never to provide a bad customer experience. Every conversation will mould the public's perception of your company and build (or destroy) your brand.
• While e-mail and mail communication may be efficient, the telephone is still an ideal way to contact customers. Phone calls create stronger relationships, foster clear communication, and allow you and your customers to save time by getting the answers you need in real-time.
• The invention of the telephone provided an important device for facilitating human communication. No longer did people need to be co-located beside each other to be able to converse. Through the use of the telephone, people could have equally meaningful conversations at a distance, all the while preserving reciprocity.
• One of the most important contributions the telephone has brought to the lives of people is the ability to call during emergencies. Telephones are very helpful during emergency situations because they are able to connect to the department you are calling than going to the place with yourself.
• How has the telephone changed and improved our lives? The telephone changed society for the better by making it easier for people to communicate. The telephone made it possible for two people to communicate directly, making it easier to interpret messages based on the speaker's tone of voice and overall demeanour.
• There are pros and cons for both e-mail and telephone communication. The most important thing is context - why you need to communicate, and what you are communicating. Some things are best discussed through e-mail, and some are best left for the phone.

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