Logo
BodyBGTop
Can I Call You Back Later?
A new study shows that even top Web companies slack when it comes to the phone -- But the delayed response time could be drastic sales matter.
Posted Apr 10, 2008
Page 1




Has telephone CRM lost its value? One might think so from the results of a recent study conducted by InsideSales.com. The research team sought to investigate lead response management out of the top 500 web companies. After filling out web-based inquiry forms, researchers awaited responses. Surprisingly only eight percent of companies responded to by phone. Forty-seven percent responded by email, but forty-five percent never responded to any inquiry at all.

Where has the phone contact gone? "I think it's [the lack of phone contact] mostly because web-based organizations haven't made the leap back to using the phone as a media," says Ken Krogue, founder of InsideSales.com "When they first rolled out the web marketing, they intentionally tried not to put phone information on the web." Yet, research shows that telephone call response has as much value as ever, Krogue speaks of one particular company that found so many people wanting to call with questions about its website that it finally put up a number on the page. On an immediate basis, sales increased 20 percent.

The study was conducted by Incoho, an Ottawa-based data research firm and was presented at the Omniture Summit 2008 in Salt Lake City. As for the web companies put to test, Krogue said the research team started with the top sites on Alexa and worked its way down. They looked for web forms that were to supposed to lead to follow-up responses. The team inputted phone numbers that would be automatically recorded, much akin to secret shopping. From there, the team could gauge results based on response times. He says they were shocked that some of the companies did not call back at all.

This is InsideSales.com's first study on web inquiry response. Last year paired with Dr. James Oldroyd of MIT, the company conducted research on lead response management, ultimately finding that quicker response times lead to quicker sales.

"We found there was an interesting effect if you called back really quickly. If called back after five minutes, sales increased tremendously. If you wait 30 minutes, it's different," says Krogue. "Things are moving so fast on the web that even awhile later people have moved on to something different." Data shows a 90 percent increase in contact rate when responding within five minutes to a web-based inquiry. In what InsideSales.com refers to as the "Wow Factor," responding on immediate basis increases the likelihood of contact because shoppers are more often near there phones. The customer also has the intended purchase close to the top of the mind.

So what does the lack of response say about web-based companies CRM? Krogue attributes the delay in response and lack thereof to the gap between sales and marketing. "We are finding that marketing is taking more control but they don't realize how important lead response is."

Krogue suggests implementing power tools that automatically insert query data from the web-based forms into CRM systems. He also says that building a process with a timestamp is key. And if companies hurry, there's a good chance picking up the phone is worth it.

Related articles:

Business Problem: Poor email response times lead to increased numbers of phone calls to the contact center.
Tech Solution: email management tools.

The 2008 CRM Service Awards: Web Interaction Management
A new category covers multiple channels of customer support: email, instant messaging, click-to-call, click-to-chat, online forums, etc.; RightNow Technologies is the inaugural winner.

The Longitude of Experience
Reconsidering the life cycle of customer interaction.

Want Customer Loyalty? Improve Customer Experience First.
Recent reports from Forrester find an increasing emphasis on customer experience -- and a payoff in terms of customer retention.

Customer Satisfaction Is Just the Beginning
According to statistics from a newly published study, organizations are realizing that "customer satisfaction" means far more than just "happy customers."

Page 1
To contact the editors, please email editor@destinationCRM.com
Every month, CRM magazine covers the customer relationship management industry and beyond. To subscribe, please visit http://www.destinationCRM.com/subscribe/.
Learn more about the companies mentioned in this article in the destinationCRM Buyer's Guide:
{0}
Search
Popular Articles
 

BodyBGRight
Home | Get CRM Magazine | CRM eWeekly | CRM Topic Centers | CRM Industry Solutions | CRM News | Viewpoints | Web Events | Events Calendar
DestinationCRM.com RSS Feeds RSS Feeds | About destinationCRM | Advertise | Getting Covered | Report Problems | Contact Us