How the most innovative companies do itThis UX research by Built for Mars
on how different banks do customer support is a good illustration of this point. They call out the experience built by Monzo bank as magical - why? When a customer selects a particular option on the IVR, they receive a push notification that directs them to the right part of the app, where they can download their bank statement in 2 clicks.
Similarly, if you call Apple support, you never need to wait on the line. Instead, they give you a callback and send you helpful updates while you are getting on with your life. On top of that, they authenticate customers within seconds using biometrics instead of quizzing them about their details.
The most customer-centric companies strive for this kind of experience, and voice is at the centre of that. But this is hard! Not every company can afford an engineering team focused on customer support.