Close icon Two crossed lines that form an 'X'. It indicates a way to close an interaction, or dismiss a notification. Getty Images In an increasingly digital world, many customers find phone calls surprisingly effective and comforting. Phone calls are often missing from omnichannel support strategies, but they can improve the overall customer experience. With the right technology, companies can increase the return on investment of the phone channel by ensuring customers know it's them calling, not a spammer. With much of the country suddenly forced to work remotely, the massive rise in video calls became a big story in 2020. At the same time, there has also been an upsurge in phone calls.