The majority of the UK’s leading brands are pushing customers into an email black hole, with some taking up to five days to answer simple service questions online or via email and over a quarter not responding at all, according to a new report.
The 2011 UK Multichannel Customer Service Study revealed less than half of companies (48%) correctly answering questions posed over email, 47% not acknowledging receipt of the email and over one in four (27%) failing to respond at all.
The report by Eptica, the multi-channel customer interaction management software firm, looked at how customer service performance was faring at 100 leading UK organisations and their ability to answer simple routine questions via email and their website. It also identified whether they had integrated their customer service with social media.
The report found that as websites were only able to provide the answer to 50% of enquiries on average, consumers were being forced to contact companies via email, but this by no means guaranteed a better service.
The time it took to respond to emails varied hugely, with the longest answer taking five days (120 hours), and the average time taking 20 hours and 41 minutes. Only 28% of companies were able to provide responses within their own specified timeframes. However, one company responded with within three minutes.
Eptica European marketing director Dee Roche commented: “This report signals a wake-up call for the industry. Customers don’t want to feel as if they’ve disappeared into a black hole where their voice is not being heard.
Some of the findings, particularly in relation to the lack of responsiveness via email are unforgiveable. Damage to a brand, high customer churn and lost sales opportunities can all be avoided if the company develops an integrated and consistent approach to its online customer service.”
