For the business, in most cases, answering phone call is the highest cost per transaction method to do business. Yet, many still think it is ok to respond to an email within 24 to 48 hours is good customer service. Most customers find the timeframe unacceptable. After waiting, the customer loses patience and makes a live call, plus the customer is upset because they are chasing the business to buy a product. The business seems not to realize or care that the customer is only one mouse click away from another business selling the same product at a similar price. So the business ends up training customers to call (driving up their cost of doing business) or they drive business to their competitors.