One of the things that VoIP brings is immediacy and because both parties are likely human – a ability to handle complexity – from establishing trust through dialogue, to narrowing complex information gathering processes (I’m reluctant to use search here because dialogue is critical and that’s more than sequential search), to building or enhancing relationships (between people and people & businesses).

I’ve personally long thought that eCommerce needs VoIP to mimic the social aspects of shopping that motivate many peoples shopping experiences – buying is an opportunity for social engagement.

The bridges between groups are needed of course to manage the implimentation – which is vital to success.