Lucas and Luna explore why customer journey maps almost always skip voice calls, focusing on a mid-sized e-commerce brand that discovered 23 percent of its revenue came from customers who called within 24 hours of their first visit. They discuss how voice touchpoints reveal trust gaps and conversion intent that digital channels miss, and walk through a simple audit technique to identify where calls happen in the journey. No abstract theories — a concrete case with a specific number you can use tomorrow.

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