DMA: Phone Still #1 For Some CRM Functions

Share this content:
The Web is a useful tool in customer-service fulfillment, but the industry has yet to adopt the Web as the standard for providing inventory updates and product returns, according to a Direct Marketing Association study unveiled yesterday.

According to the DMA's State of E-Commerce Industry Report 2001-2002, 62 percent of those surveyed use the Web to provide product information and 55 percent use online order processing. However, only 21 percent use the Web to process product returns and 18 percent provide real-time inventory status updates online.

Many consumers still prefer dealing with a live operator when they return products, the DMA said. As a result most companies have not developed systems to handle product exchanges online, the DMA said.

Some 89 percent of those surveyed said they responded to customer requests within 24 hours. Thirty-four percent of consumer marketers said they responded within one hour, compared to 46 percent of business-to-business marketers.

In another portion of the survey, 71 percent said they had the capacity to communicate through voice and 79 percent had the capacity to communicate through e-mail. Fewer have adopted other Web communications channels, such as chat rooms.

The study is available for $495 for DMA members, $995 for non-members. Go to for more information.

The DMA surveyed approximately 700 companies involved in direct and interactive marketing for the study.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

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

Relive the 2017 Marketing Hall of Femme

Click the image above