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i-way newsletter

April 2002

Customer Responsiveness Online

How quickly do you respond to customer e-mails?

How important are these online interactions with your customers?

Customers using the Internet to look for information about your products and services now have very high expectations - much higher than in phone / fax dealings with suppliers.

They want:

Responsive suppliers
Fast responses to online inquiries
Relevant and useful information- not sales pitch

That means that online responsiveness is very important.

How do you compare?

A recent survey of 250 online retailing web sites and their responsiveness to customer e-mails found:

30% responded within 6 hours
18% responded within 6 - 24 hours
18% responded within 1 - 3 days
34% took longer than 3 days or didn’t respond at all

The more responsive you can be, the more customers will want to deal with you.

And if you’re too slow? The customer will go and find someone who can respond to their needs - the web is big enough now to make that easy.

Here are 3 simple steps to be more responsive online:

  1. Set your responsiveness target: 24 hours or less is a good starting point
  2. Tell your customers, so they know what to expect
  3. Set up a process - it’s like answering the mail the same day!
 

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