Many customers can manage their accounts without human intervention, and although many older people consider this dreadful, younger generations feel empowered by the ability to manage their accounts 24/7. Even though direct engagement may only occur when there is an issue, this does not mean that company staff do not communicate with customers. Email, SMS, marketing incentives and two-way communications are enhanced by an automated platform. People still communicate in B2B sales; it's just done differently and more efficiently instead of playing telephone or leaving messages for busy staff.