Companies take longer to respond to user emails

A new study sheds disturbing light on email practices within some companies. According to research from Hornstein Associates, companies take longer to respond to consumer email now than they did five years ago.

by Kristina Knight

The study included contacts with huge brands like Apple, GE, Microsoft and WalMart, and asked only one question: "What is your corporate policy regarding the turnaround time for e-mails addressed to customer service?"

Only one-third of companies contacted for this survey said they responded to customer emails within 24 hours; more than 63% said they had a 24 hour turnaround in 2002. Even more surprising is that more than half of those surveyed never responded to the survey this year. In 2002, more than 85% responded to the survey.

"Feedback from customers, good or bad, is a real opportunity to learn what you're doing well and what you're doing badly," said Robin Ritchie, business professor at the University of Western Ontario (via CBC News). "Good companies will encourage and solicit that feedback."

So why are so many emails being mis-handled?

According to Ritchie, companies are putting more money into advertising instead of customer support. This could backfire on companies because the long term health of the brand will suffer if customer complaints and questions are ignored.