As Channel 4's recent "Phone Rage" documentary highlighted, UK consumers are becoming increasingly frustrated with firms which are seemingly unable to provide a satisfactory service over the phone, and many people would like to see telephone communication of this sort abolished altogether, and replaced by email.
However I must stress that it is possible, and indeed vital, to use a number of methods to provide good customer service.
There is no doubt that unsolicited, irrelevant phone calls when we are in a restaurant or in the bath are extremely frustrating, especially if the call is regarding a service or matter that has no relevance or interest to us whatsoever.
However, there are times when we all do need to speak to a customer service department, and there is nothing worse than a not being able to find an email, or a phone number when you really need one.
Why should it be up to the company to pre-determine which method suits the customer best? There should always be an option, and the decision maker should always be the customer.
We shouldn't forget that contact centres perform a genuinely needed function to customers, to answer questions and provide a service. And when customers do contact a firm, by whatever means, it's essential that they receive a timely, polite and informative response, either on email, by phone, or, if necessary, both.
The online revolution has certainly made it more of a minefield for marketers to establish which channel is best for each consumer, but we mustn't forget that because of the vast array of options available, nothing is set in stone.
Just because I use my mobile all day at work does not necessarily mean I even look at it when I'm at home, and the same can be said for many people with email.
Time of day, circumstance and surroundings all play a part in choosing the right media through which to communicate with consumers.
The surge in online has also meant that consumers are more discerning and fickle than ever. They now hold all the cards -- how fantastic that we can now walk into a high street store to sample the latest LCD TV, digital camera or i-phone before returning home and searching for the best price online.
However, the online channel is more cluttered and confusing than ever. There is an opportunity for retailers to be more savvy in terms of maximising the relationship they create with consumers in the store, right through to on-line purchase on the same retailer's website, either in the store itself or back in the comfort of the home.
If this relationship is nurtured and maintained then there is every likelihood that the consumer will make a purchase.
If customers trust and feel comfortable with the retailer, and enjoy the journey they are taking, then they will not necessarily just go with the cheapest option.
It's key for retailers to ensure their customers experience a smooth, joined up process in which they are reassured, communicated with and kept updated at all times.
It is this kind of interaction which will lead to conversion, instead of just browsing. Data often holds the key in establishing this relationship, and along with other traditional sales promotion techniques, it can be used to ensure that the connection continues outside of the physical contact in store.
Chris Cullen is head of client services at Broadsystem.