Bring Back Phone Calls!
Written by (now this may be a surprise) a proud Gen Z-er.
Human interaction has been declining for years thanks to tech advances, and then the pandemic came along and really accelerated things. Be it QR code ordering systems in hospitality venues, chatbots for customer service reps, or aggregator apps for healthcare appointment bookings, almost everywhere you look in today’s world, there are more and more examples of people wanting to get things done without having to dial a phone number and speak to a human being.
As someone who sits at the oldest end of the Gen Z scale, I know that this demographic has a huge part to play in this. We’re the first generation of true digital natives and so it feels natural for us to conduct our lives through screens. That being said, I’m bucking the trend and officially campaigning for the return of the phone call! It’s always been, and continues to be, my preferred communication method, especially in the world of event planning, which is a large part of my role at AW.
Event management is exhilarating, fast-paced, and filled with moving parts that can shift in the blink of an eye.
One moment, you’re briefed to plan a simple event: secure an appropriate venue, order a food & beverage package and organise a few floral arrangements. Next, the scope expands, and you’re also responsible for sourcing AV set-ups, intricate lighting, branded food options, attendee gift bags, and even a bespoke mural wall! Amidst all this, there are key talented players behind the scenes who truly make the event happen: your suppliers. They’re the ones who help push the play button and give you the confidence to bring your vision to life.
As an event planner, you quickly learn who your trusted suppliers are. I have a ‘hot list’ of florists, print and production specialists, decal experts, photographers, AV technicians, videographers, couriers… the list goes on. All talented professionals I know I can rely on to handle any event that comes my way. But here’s the thing: there are hundreds of suppliers out there that can deliver these services to an equally high standard, so how do you pick one? For me, it’s often as simple as who is happy to answer my call - and then continue to answer them with the same warmth, willingness, and problem-solving attitude every time. Whether it’s discussing the initial brief, addressing challenges, or managing changes in scope, these suppliers have stood out because they don’t just rely on emails. They’re ready to pick up the phone, work through questions, and collaborate on solutions in real time.
So, here are my three key reasons as to why I’m campaigning to bring back phone calls!
Human connection is powerful
Emails can often feel impersonal, but a phone call reintroduces the human element. It adds warmth, empathy, and personality to the conversation, again, which is often lost in emails. Over time, the more you interact over the phone, the stronger your relationship becomes. It’s not just about business transactions. It’s about building genuine, sometimes slightly more personal, rapport. Strong relationships create loyalty, reliability, and flexibility – qualities that are invaluable when challenges or urgent requests arise. When it comes to supplier management, through experience, I have learnt that suppliers are more likely to prioritise clients with whom they have a personal connection, resulting in better deals, quicker turnaround times, and a higher level of service overall. The first time I called my go-to courier company, the request was super urgent, involving interstate delivery of hundreds of pieces of branded merchandise within 12 hours. They answered the phone the evening I called, had a reassuring, positive, can-do attitude, and got the job done exactly as promised, calling to update me each step of the way. They got me out of a bind, the client was incredibly grateful, and their Director has been saved in my contacts ever since. She’s the first person I call when I need this service as I have such a lovely relationship with her, and she’s always willing to go above and beyond.They build trust, fast.
Trust is the building block of any successful business relationship, and nothing builds trust quite like a phone call. When you take the time to reach out personally, it demonstrates a level of respect and commitment that an email simply cannot convey. Your tone, attentiveness, and genuine appreciation of their hard work creates a deeper bond. This personal touch not only sets you apart from others who rely solely on email but also strengthens the foundation of a reliable ’we’re in it together’ partnership. This kind of partnership is also beneficial when it comes to needing supplier recommendations. I ran a production job last year that required sourcing an interstate crew. Rather than spending time researching and verifying people myself, I reached out to my trusted photographer to see if he knew anyone who could help. True to his nature, he connected me with one of his trusted partners, and the project was really well received.Details are less likely to slip.
Details are everything. You wouldn’t think that the colour, type and placement of sprinkles on a branded doughnut would matter all that much, but believe me when I tell you that it required several phone calls and live mock-up updates before I could give the production go-ahead for a recent event I ran! Sure, I could have solely handled this via email, but given the fast pace of the project, that one-on-one connection was crucial. It allowed for quick adjustments, instant feedback, and ensured the final product was exactly what the client wanted. A phone call provides the platform to discuss specifics and clarify key points in ways emails just can’t, or take far, far longer to. Whether aligning on deliverables, discussing logistics, or negotiating pricing, phone calls offer a level of engagement that ensures everyone stays on the same page, reducing the risk of miscommunication.
There’s no doubt that email serves its purpose in organising, streamlining, and keeping track of communication, but on the flip side, it can lead to long chains, delayed responses and impersonal communication, especially when working with prospective suppliers or clients. Details can also be overlooked, tone can be misinterpreted, and you risk being just another thing to deal with in someone’s ever-growing inbox. Phone calls, on the other hand, are powerful. They break through the noise and separate you from the crowd. They move you up on someone’s to-do list and help you create genuine connections that emails simply can’t.
So, the next time you’re about to send an email, pause and consider picking up the phone instead. You may be surprised by the positive impact it has both short and long term.
Karina D’Ambrosio
Senior Account Manager
