Customer complaints via email

Published on 05 November 2014 by in Latest News

Despite the emergence and popularity of alternative communications, email still remains an essential method of customer engagement with email subscribers receiving on average 416 commercial messages a month. According to the Radicati Group, the number of worldwide email accounts is projected to grow from over 4.1 billion accounts in 2014 to over 5.2 billion accounts by the end of 2018. As email volumes continue to grow, so do consumer expectations, with customers expecting a swift, accurate and personal response to their emails.

iStock 000031463610 Small Customer complaints via emailThe average company takes 2 days to respond to a customer’s email and this is no longer good enough for customers’ heightened expectations. According to research by Forrester, 41 percent of consumers expect an email response within six hours, although at present only 36% of retailers are managing to respond that quickly, with 24 hours or less being deemed as an acceptable response time. Although speed is an important factor when dealing with customers, knowledge of the product and being able to resolve an issue first time is more important; with 94 percent of all online retailers providing email customer service, the quality of the response needs to be high.

Benchmark Portal analysts said, “The handful of companies that respond promptly and accurately to customer emails increase trust in their brand, bolster customer satisfaction, and boost sales both online and offline.”

iStock 000037509328 Small Customer complaints via emailOne of the reasons why consumers choose email as their preferred channels is because it offers a one-to-one response to their issues. Each consumer has a unique question and therefore deserves a uniquely personalised response. Consumers don’t like customer service reps that offer scripted, automatically generated responses, and businesses need to show that they’re dealing with customers’ requests uniquely. As with targeted sales emails, personalised emails improve click through rates by 14 percent and conversion rates by 10 percent.

numero believe that email is a critical medium for online customer service. Email management should be incorporated as part of a business’s CEM platform, to provide customers with a swift, seamless and engaging experience, which will exceed consumer expectations encouraging brand loyalty.

 

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