UK firms are failing to adapt to consumer demand for email telecommunications, it has been claimed.
Tim Easton, director of Numero, told Internet Retailing that companies are slow to realise the need for comprehensive e-contact centre solutions.
"Consumers are increasingly choosing to contact customer service departments via email, but businesses are slow to recognise the need to deliver the same level of service a customer would get face to face or even on the phone - via email," he said.
Mr Easton cited a recent study from eDigital Research which found that 69 per cent of web users expect to receive an email response on the same day it was sent, with the remaining 31 per cent wanting a reply within the next 48 hours.
Traditional email tools such as Outlook or the employment of extra call centre agents are insufficient to meet this demand, he said.
A recent study by Oracle found that 68 per cent of senior communications executives recognise the value of web 2.0 strategies.
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