It costs so much money for companies to receive and place customer support telephone calls, why aren’t more using email customer support, more effectively?
The Hornstein Associates’ annual e-mail responsiveness survey shows a decline in customer service response rates for the fourth year in a row.
The annual survey is conducted through marketing expert Scott Hornstein’s consultancy, Hornstein Associates. 38 respected companies, including such notables as IBM, Dell, Apple, Amazon.com, Barnes&Noble.com, American Airlines, L.L. Bean and the Direct Marketing Association, have been sent the following one sentence email for the past four years:
What is your corporate policy regarding the turnaround time for e-mails addressed to customer service?
Hornstein’s survey found that in 2005 only 42% of companies responded within 24 hours, down a full third from a high of 63% in 2002.
I’ve sent email to Palm One on several occasions and their email response has been VERY good – often the same day.
Why don’t other companies realize that customer support via email is low cost and can be a competitive differentiator in their businesses?
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