You’re right to point out that relying solely on phone calls for customer communication seems outdated in 2025. While many companies are indeed adopting newer methods, there are still reasons why phone calls persist:

• Complex Issues: For intricate problems that require detailed explanations or troubleshooting, a phone call can be more efficient than back-and-forth messages.¹ It allows for real-time clarification and problem-solving.²
• Emotional Connection: Speaking to a live person can provide a sense of empathy and understanding, especially in sensitive situations.³ This human touch can be crucial for building customer trust and loyalty.
• Urgency: When a customer needs immediate assistance, a phone call can offer the quickest resolution.⁴ Other channels might involve delays in response times.
• Accessibility: Not all customers are equally comfortable with digital channels. Some may lack access to reliable internet or prefer the familiarity of a phone call.
• Feedback and Personalization: Phone calls allow companies to gather direct feedback and tailor their responses to individual customer needs, leading to a more personalized experience.⁵

However, it’s also true that many companies are moving towards a more omnichannel approach, integrating various communication channels like:

• Chatbots: AI-powered chatbots can handle simple inquiries and provide instant support 24/7.⁶
• Messaging Apps: Platforms like WhatsApp or Facebook Messenger offer convenient and asynchronous communication.⁷
• Social Media: Companies use social media to engage with customers, address concerns, and provide support.⁸
• Email: Email remains a reliable channel for non-urgent matters and documentation.

Ultimately, the best approach is to offer customers a variety of communication options and let them choose the method that suits them best. Companies that cling solely to phone calls risk alienating customers who prefer more modern and efficient ways of communicating.

That scenario presents a significant level of hypocrisy and creates a frustrating customer experience. Here’s why:

• False Promise of Efficiency: The initial automated email suggests a modern, efficient, and potentially digital-first approach to customer service. It sets an expectation of streamlined communication. Forcing subsequent phone calls undermines this completely.
• Accessibility Issues: Requiring phone calls immediately creates accessibility barriers for several groups:
  • People with hearing impairments: Phone calls are inherently inaccessible to them.
  • Non-native English speakers: As you pointed out, forcing communication with agents who have limited English proficiency creates significant communication difficulties and adds to customer frustration.
  • People with speech impediments: Phone calls can be challenging or impossible for them.
• Inconsistency and Lack of Respect: The company is essentially saying, “We can automate the first interaction, but we don’t value your time or communication preferences enough to provide consistent and accessible service beyond that.” This demonstrates a lack of respect for the customer’s needs.
• Potential for Miscommunication: The combination of non-native English speaking agents and the inherent limitations of phone communication (lack of visual cues, potential for background noise) significantly increases the risk of miscommunication and errors.
• Damage to Brand Reputation: This kind of inconsistent and inaccessible customer service can severely damage a company’s reputation. Word-of-mouth and online reviews can quickly spread negative experiences, leading to lost customers and decreased revenue.

In essence, the company is using automation as a superficial marketing tool without actually committing to providing a truly modern and customer-centric service experience. It’s a deceptive practice that prioritizes the appearance of efficiency over actual customer satisfaction and accessibility. This is indeed hypocritical.

A better approach would be to offer multiple channels of communication (email, chat, online forms) and ensure that all customer service representatives, regardless of the channel they work in, are adequately trained and proficient in the languages necessary to serve their customer base.