As communication technology has transformed in the past several decades, consumers too have changed in the way they interact with businesses. While face-to-face communication is still one of the most prevalent forms of consumer-to-business interaction, newer forms of communication such as telephone, email, and website are quickly growing in popularity. Although making the effort to open new communication channels may seem like the obvious choice, many companies in recent times have been slow to adapt. As a result, customer experience has worsened, company reputations have declined, and more.