In the rush to automate customer interactions with sophisticated AI agents, an easy trap to fall into is thinking the traditional phone call is a relic of the past. Roadmaps that prioritize digital deflection, assuming customers want to avoid speaking to a live agent at all costs, aren’t too difficult to find.
However, Metrigy’s data tells a starkly different story. According to our Customer Experience Optimization 2025-26 – Consumer Views research study of 503 consumers in North America, voice isn’t dying—it’s thriving. For customer experience (CX) professionals managing customer communications, the mandate is clear: You can’t afford to neglect your voice channels.
The Speed and Certainty of Voice
Despite the proliferation of digital channels, phone calling remains the most common method of interaction, for 70.0% of consumers, and the most preferred, for 46.5%. Why does the telephone retain such dominance in a digital world? The answer is speed.
Contrary to the belief that digital self-service is faster, 41.4% of consumers view calling as the quickest way to get what they need. When a customer has a question or a problem, 37.2% say placing a phone call is their preferred method of outreach. There’s less certainty for 52.1%; these consumers say the choice depends on the issue at hand.
The Friction in the Experience
While many customers prefer voice, they do not necessarily enjoy the current state of the voice experience. The study highlights severe friction points that IT and CX leaders must address immediately.
The “transfer loop” creates massive frustration, whether from one voice agent to another or from a non-voice channel to voice. A staggering 64% of consumers report getting transferred at least half the time they interact with a company, and 68% must repeat their issue to a new person just as frequently. Furthermore, technical fundamentals still matter; nearly 60% of consumers say poor call quality when talking to an agent is at least somewhat of an issue, if not a large one.
This friction has real-world consequences. Consumers are ruthless about bad service, with 38% reporting they will stop doing business with a company after just one bad experience. If your company’s voice strategy relies on long hold times or repetitive transfers, it is actively driving churn.
Bridging the Demographic Divide
It’s true that younger consumers are more open to digital alternatives. While 74.7% of all consumers expect to be able to talk to a human (via voice but also chat), the younger generation (ages 18 to 24) are less stringent—only 63.6% of them expect the same. However, even among digital natives, voice remains a critical escalation path. When assured of a resolution in either channel, the majority of every age group—including 53.7% of consumers between 18 and 24—prefer voice over text.
Those who do prefer text often do so for pragmatic, not technological, reasons. The top reason consumers choose text over voice is to maintain a “paper trail” of the interaction. This suggests an opportunity for CX leaders: If you offer voice, follow it up immediately with a digital transcript or summary to give customers the security they crave.
The Strategic Path Forward
The data from Metrigy’s CX consumer study clearly shows that companies must view phone as a premium resolution channel. Toward this end, consider:
- Optimizing for first-contact resolution – Use your AI investments to route calls intelligently, not just to deflect them.
- Fix the foundation – Ensure your contact center platform delivers pristine audio quality
- Empower agents – Consumers want humans because they crave empathy and understanding. Provide empathy coaching for agents, and ensure they have access to data that allows them to answer questions without forcing customers to repeat themselves
Voice is not just a legacy channel; it is the backbone of trust in customer experience. By investing in the quality and efficiency of voice communications, companies can align technology with what consumers actually want.
