Add poor e-mail response times to the list of common traits in the online global village.
A recent survey conducted by Giga for British Telecommunications Plc (formerly British Telecom) shows that the United States isn’t alone when it comes to substandard e-customer service.
Twenty-nine percent of European e-tailers surveyed responded to customer e-mail within one day, compared to 39% of U.S. firms surveyed. As for the rest of the E.U. firms represented, 6% responded to e-mails within two days; 3%, three days; 6%, four days; and 14%, five days. Thirty percent did not respond at all, while another 12% don’t communicate with customers by e-mail.
This should improve as more European call centers become Web-enabled. John Campbell, vice president, international business development for BT, noted that in 1998 only 1% of Europe’s 10,790 call centers were Web enabled. By 2003, that number is expected to swell to 19%, representing close to 3,450 of the over 17,850 centers that will then exist.
“There are huge opportunities, but there are significant issues that need to be addressed,” said Campbell.
One of those issues is how to create incentives for customer service reps. Speaking to a delegation of U.S. direct marketers visiting London for the International Direct Marketing Fair, Campbell noted that cultural differences need to be taken into account.
For example, a Scottish call center staff may be driven by the promise of financial bonuses. A German staff, on the other hand, could be keener on additional advanced training opportunities.
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