Digital communication tools like text and emails have made our lives infinitely more convenient and simple, be it on-demand and hectic. But it's also created a culture in which we tend to avoid speaking to each other over the phone.

Unsurprisingly, a number of e-commerce sites are quickly removing their phone numbers from their webpages, instead replacing their phone lines with online customer service forms or live chat as one of the first touch points in a relationship. For the bootstrapping entrepreneur and businesses on the small size, keeping a phone number is expensive and marketers can't accurately track low-value phone calls. Or for larger companies that have the manpower, sometimes phone calls don't end up with the right service representative. Multiple hurdles have led companies to the conclusion that phone calls were not worth the high price tag.

Digital is convenient, yes, but it's not always the best solution. If your focus is on customer relationships through various touch points, digital communication falls short of the mark.

Suppose you want to negotiate the price of a new car. Chances are you'll be looking to speak with someone face-to-face. If you have a customer service question, you want to speak to a human being over the phone to get answers immediately. "When you do something today via email exchange," says Irv Shapiro, CEO of DialogTech, "it's very difficult to pivot the conversation in real time. You miss the texture of a conversation that occurs when two human beings are having a dialogue." DialogTech provides end-to-end call attribution and conversion for data-driven marketers, giving marketers the insight to properly invest in campaigns that drive calls that convert to revenue.

It's time for businesses to embrace phone calls again.

There's really two big barriers causing newer e-commerce companies to shy away from phone numbers. The first is their marketing department believes a customer must follow a particular path in order to get the appropriate attribution for the marketing spend. This specific pathway includes online customer contact forms that usually become lost or ignored. When a customer calls a company, the marketers lose attribution and can't measure which keywords worked for the company and which did not.

The second big barrier for companies is many phone calls are routed to the wrong service representative. Organizations had no way to properly route phone calls and many customers were left with a poor customer service experience. A traditional PBX system could remedy the situation, but it's an expensive cost that small businesses aren't willing to make.

You could try using Google to solve all of your questions - we rely on our smartphones to provide quick and easy solutions and Google's AI can even solve a variety of complex queries. But there are some things Google can't provide. "When you Google for information, you ask a question and get back an answer about that particular query," says Shapiro. "You get back just facts. When you're having a conversation with a human being, you're having a nuanced conversation where the facts are blended together and the process of having the conversation helps you through to the point of conversion."

And conversations with real human beings are paying off. Imagine a company that provides student loans. Their target market is, clearly, students finishing up high school and just about to begin their college career. We would assume that millennial students are incredibly tech-savvy - they know how to navigate social media platforms and can adapt to changing technology better than baby boomers. Naturally, the conclusion here is any student loan company should move their business online and communicate with this tech-savvy market through the Internet.

The result? Even digitally wired millennials appreciate the option of picking up a phone and actually talking to a customer service representative. In the case of high school students searching for loans, the ability to have a conversation about something as complex as loans is important to the consumer. So a loan company that adds a phone number to their website is likely to see a 10% to 50% conversion rate in the number of loans they completed. A student going through the loan process for the first time may have questions that need answering immediately and an actual conversation can help steer students to a purchasing decision.

Modes of conversation are additive, not subtractive. Emails and text messages haven't replaced handwritten letters and streaming services have not replaced television or radio. With various modes of communication available, it's now up to the individual to identify which method is appropriate given the context of a situation. And for businesses looking to cut the phone cord, it might be time to reconsider the value of a conversation with your customers.