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Don't underestimate the value of a quick response.
January 1, 2000
URL: http://www.entrepreneur.com/article/18866

If you think it's OK to wait a few days before returning e-mail inquiries, you could be committing customer service suicide. John Tschohl, president and founder of Service Quality Institute, a customer service training firm in Minneapolis, says responding to e-mail inquiries should receive the same priority as returning phone calls.

But this rarely happens, says Tschohl, noting that employees often wait as long as four or five days to respond to e-mail messages. This, he says, either diminishes the possibility that prospects will remember their initial inquiry or encourages them to move on to another provider who responds more quickly.

"If new prospects are inquiring, you want to make it easy for them to communicate with you. And if you think you're the only one they're talking to, you're nuts," says Tschohl.

Tschohl suggests these tips to increase your e-mail effectiveness:

Tschohl says, companies must remember that customers using the Internet do so because they want information immediately. E-customers can quickly surf to a competitor's site, so don't miss the chance to meet their needs--fast.


Gwen Moran is president of Moran Marketing Associates, a public relations and marketing communications agency in Ocean, New Jersey. She is currently completing a marketing workbook titled Promote Your Business. E-mail her at moranmarketing@erols.com

Contact SourceService Quality Institute, (800) 548-0538, http://www.customer-service.com