Manufacturers’ web sites need to learn customer relations, survey says
Though the web site has become an important tool for introducing prospective customers to a company and its products, many brand-name manufacturers are tarnishing their reputations by providing poor online customer service, says a new report from the Customer Respect Group, a Boston-based research and consulting firm.
In a recent analysis of more than 2,000 web sites of consumer product manufacturers, the organization found that 37% of companies did not respond consistently or at all to online inquiries.
And when inquiries were addressed, just 51% of responses occurred within one day, the timeframe deemed acceptable by users, the Customer Respect Group notes. Another 34% of companies responded within two days, and the remainder in more than two days. In total, only 36% of inquiries—including those that were ignored—were answered within a day of being sent.
The research also revealed that 35% of firms use automated response technology, which automatically sends e-mails to users to confirm the receipt of their inquiries, and states when they should expect a response.
On a positive note, the survey found that 97% of firms have privacy policies on their sites that explain how customers’ personnel data is being used, and 76% of the companies do not collect data or only access the information for internal purposes.
Among companies, Nike recorded the highest customer-respect score with a 7.9 rating. The overall average was 6.3.
The measurements are based on such factors as a web site’s ease of navigation; quick and helpful responses to inquiries; a company’s respect for the privacy of the customer; and the use of open and honest policies.
Following Nike in the apparel sector was Liz Claiborne with a 7.7 rating, and Polo Ralph Lauren with 7.4.
Steelcase with a 7.0 rating led the furniture sector, followed by Furniture Brands International with 6.4, and KraftMaid (Masco) and La-Z-Boy, each with 6.2.
Gillette at 7.7 measured best among household and personal product companies. Next was Avon Products at 7.3, and Estee Lauder at 7.0.
Leading the toys and sporting goods sector were Fortune Brands (Titleist) at 6.6, Hasbro at 6.0, and Mattel with a 5.5 rating.
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