Email is the worst channel for customer service in the UK, according to new research by e-service provider Transversal.

The firm’s third annual multi-channel customer service study found that a “growing crisis” in email response, with brand owners taking an average of two days to respond.

Just under a third of firms did not reply at all and emailing customer service staff was found to be less effective than using an automated online system or phoning a contact centre.

The report revealed that less than half of the customer service questions emailed to 100 organisations were answered adequately.

Websites averaged five out of ten correct responses, while 55 per cent of phone calls were answered within two minutes.

Dee Roche, director of marketing at Transversal, said: “With consumers increasingly demanding personalised service, email should be at the forefront of delivering tailored responses that help convert browsers into customers.

“Some organisations are doing this extremely well but the general picture is of lazy, generic replies.”
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Related Topics: Email Marketing