Firms ignoring emails

Companies that do not have as much focus on responding to emails as they do for postal mail risk losing business, a study has found.

Some 70% of customers expect just as much attention to be given to an email as physical letter, according to research by Fasthosts Internet.

A third of companies have admitted to losing email orders at least once during the last quarter despite over half of consumers saying they spend more with firms that are ‘email-efficient’.

Nearly half of Brits now expect companies to be able to email quotes and brochures but some 61% of firms do not currently offer this option.

“Whilst most business owners do value the convenience of email, many are failing to heed consumer expectations for how efficiently all email needs to be handled,” said Steve Holford, of Fasthosts.

“Consumers today actively seek the use of email as a channel, and firms that neglect or lose email dialogue will lose precious revenue and reputation.”

The biggest email complaint customers have is not receiving a reply. More than 60% also complained of slow replies or automated responses that do not answer their questions.

Holford added: “Firms should regard their use of email in terms of customer marketing as well as administration.  By investing in a professional-quality email system and the right training, any business can use the popularity of email to competitive advantage.” 

© Crimson Business Ltd. 2010