Many customers can manage their accounts without human intervention, and although many older people find this scary, younger generations feel empowered by the ability to manage their accounts 24 hours on a 24/7 basis. While direct involvement may only occur when there is a problem, that doesn't mean company staff don't communicate with customers. Email, text messaging, marketing incentives, and two-way communications are powered by an automated platform. People still communicate in B2B sales; it's just done differently and more efficiently instead of playing phone calls or leaving messages for harried staff