How disjointed communications technologies are letting customers down — and how to solve it Regarding technology expectations, customers want to reach out using the channels of their choice. The days of relying primarily on phone calls and email are over. In the digital age, social media, live chat, in-app messaging, communities, and video conferencing—to name a few—must all function seamlessly as customer support channels. Brands that want to remain competitive need to provide the access that customers prefer via the channel of their choice. If they don’t, companies are in for a rude awakening.