Recent studies indicate that when customers or potential customers contact an online organization, 80 percent prefer communicating by email over phone and over 50 percent will not do business with a company if they do not receive an adequate response to their email within 24 hours. The average response time to a customer email inquiry is 72 hours.

Most Online organizations communicate regularly with customers and clients by email, but few provide a level of email customer service that satisfies their clientele. While email service standards are low, the benefits of communicating via email are palpable:

Cost – an email conversation generally costs 75 percent less than a phone conversation.

Time – the time it takes to respond to an email is significantly less than a phone call. Email also allows both the customer and your company representative to multitask, responding to email messages while attending to other matters.

History – email allows for the easy tracking and retrieval of email conversations, which ensures accountability and allows for organizational benefits derived from the sharing of customer history and knowledge.

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