2.
Delayed responses. When you want answers from a company or
organization that you support, how quickly do you expect a response to your
inquiry or request? As a marketer, how
quickly do you give one? On October 2,
customer-service solutions provider KANA reported that 59% of companies take
more than eight hours to respond to emailed customer inquiries. Nearly half that many--26.5% of those
surveyed--take 24 hours or more to reply (“Email Response Found to be
Delivering Second-Class Customer Service”).
Should you really worry about monitoring emailed correspondence? Absolutely.
According to the report, email is the most common channel customers use
to complain to a company (42%, followed by phone at 36%). When complaints go unanswered, you risk not
only losing the dissatisfied customer, but you also risk alienating the
customer’s friends and associates: frustrations bounce around social networking
sites like Facebook and Twitter faster than a tennis ball on a court.
But with so many other tasks already on hand and so many people already
multi-tasking more than they can handle, how can you give client communication
more attention? Not surprisingly, that’s
the biggest reason for the delay, according to the survey. Out of all the organizations questions, the
majority--64%--don’t have a system for classifying and assigning email. Among those who do, only 40% say the system
speeds up response times to common customer questions.
So what’s a marketer to do? Just
realizing the problem exists and recognizing it is a good start. Identifying your available resources and researching
possible automated solutions is a good goal for 2014.
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