The promise was contactability For years, the promise was simple: AI would make companies easier to contact. It would answer instantly, reduce queues, stop customer emails from disappearing into the void, and make every...
Latest articles
Peter Friedman
What’s up with all this sudden obsession with the word ‘Intent’ in the CX world?
Intent Versus Buyer Readiness When an inbound buyer reaches out via an unsolicited email inquiry, the contrast between traditional readiness and modern intent becomes stark. Historically, an inbound email inquiry was...
Why Users Despise Your Contact Form
If you want to understand why users despise contact forms, you have to look at them through the lens of effort and control. From an organizational standpoint, the contact form is a defence mechanism. It exists to...
And if an AI might be reading my reply? What do I do differently?
For decades, the inbound corporate inbox has been functionally broken. Organizations treat unsolicited emails as a nuisance to be filtered, deflected, or ignored, rather than a potential source of value, feedback, or...
No Email Address on That Profile Page: Why Reachability Still Matters
When a Visitor Is Ready to Talk, Don’t Slow Them Down Many organisations invest heavily in staff profile pages, service pages, search visibility, thought leadership, and digital marketing. Yet one small design choice...
The Silence of the Slams
When a public service slams its door shut to our emails, nobody can hear us scream Digital contact is now central to public services Public bodies increasingly rely on digital contact channels to manage enquiries...
