Customers use the communicative media that feels comfortable and efficiently meet their needs.

Email is a preferred means of communication by customers who do not have the time or desire for a live discussion (as is the case with chat and voice). Email messaging provides a written and machine-dated record of each discussion between a customer care agent and the customer. Email messages are sent at the customer’s convenience – that is, without relevance to the customer care center's "open for business" hours.

Email messaging uses "store and forward" routing. Nonetheless, the customer expects near "real-time" responsiveness. The "clock starts ticking" as soon as the customer clicks the send button.

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