Marketing Channels 8th Edition by Bert Rosenbloom

Exercise 1

Firms of all sizes have developed many kinds of social-networking tools, instant messaging programs, and text messaging systems to deal with customer service inquiries. But a recent survey by American Express Co. found that almost 90 percent of the respondents said they still want their inquiries handled by real customer service representatives in real time over the "old-fashioned" telephone.
In light of all the new technology available to customers, why do you think they still prefer the old-fashioned telephone-based service channel? Discuss.