RSS feed Get our RSS feed

News by Topic

BizReport : Email Marketing : November 02, 2010

1 in 5 U.K. firms fail to respond to online brochure requests

E-commerce is now a $160 billion per year business in the U.K., as more consumers head online to research suppliers and make purchases. But some businesses are missing out thanks to sloppy customer service.

by Helen Leggatt

dma logo 3.jpgThe DMA in the U.K. recently conducted a trial in which researchers, posing as prospective customers, requested brochures and catalogs via the websites of around 200 U.K.-based companies across a variety of sectors.

Incredibly, almost 20% of those requests were ignored. In a digital age consumers expect a prompt response, but to get no response at all is a serious and costly mistake.

It gets worse.

Some 39% of companies didn't bother to send an email response to acknowledge receipt of a consumer's request, and only 53% were personalized. This is a prime touch-point via which a first impression will be formed. To fail at this hurdle does not bode well for future sales.

"While the U.K. online economy may be booming, the findings should be a warning to business as more and more shoppers are using both the web and catalogs to purchase goods - with this increasing by about 60% in the run up to Christmas," said Sally Hollis, chair of the DMA Response Management Council.

"It's a proven fact that a fast personalized reply will result in more sales - businesses need to buck up their ideas by going back to basics and focus on offering good customer service," she added.

Tags: customer service, email, lead generation, response

Subscribe to BizReport

  • stephen breakey

    I just want to see whose viewing my profile

  • Stephen breakey

    How many more surveys



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.