News Byte: 59% of Companies Take More Than Eight Hours to Respond to Email Inquiries

Share this content:
59% of Companies Take More than Eight Hours to Respond to Email Inquiries
59% of Companies Take More than Eight Hours to Respond to Email Inquiries

Customers want answers to their questions, and they want them now. But many organizations aren't living up to customers' expectations, particularly when it comes to responding to inquiries via email. In fact, 59% of companies take more than eight hours, or one full working day, to respond to customer email inquiries and 26.5% take 24 hours or more to reply, according to a survey of Call Center Association members released yesterday by customer service software solutions provider KANA Software, Inc.

But that doesn't mean that customers will stop venting via email altogether. In another KANA study, 42% of respondents said email is the most common channel for complaining to a company, followed by 36% who listed the phone. And in 2011, technology market research firm The Radicati Group, Inc. predicted that the number of email accounts would increase from 4.1 billion in 2011 to 5.1 billion by 2015.

"Organizations must remain aware of the continued role email plays within customer service," Steven Thurlow, head of product strategy for KANA Software, said in a press release. "Social customer service is very much the 'now,' yet the vast majority of customers still, and will for the foreseeable future, choose to interact with organizations via email. It need not become a second-class citizen to more modern digital channels but, rather, email can fill a dedicated role within robust and highly responsive customer service strategies."

A lack of email management and marketing automation can be linked to slow response times, KANA reports. According to the company's research, 64% of companies surveyed admit to not having a system to classify and assign email. Likewise, less than half of organizations surveyed (40%) have knowledge management systems that they deem effective in speeding up response times through predefined answers to frequently asked questions, cites the research.

Slow response rates can be detrimental to a brand's reputation, KANA reports, especially when customers take their frustrations to the social sphere. But once there, customers won't find much relief. According to social media analytics company Simply Measured, the average Twitter response time is 4.6 hours.

Loading links....

Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here