BELLEVUE, Wash.-Based on a new survey of the online customer care offerings of 500 companies, including 22 telecom service and equipment providers, The Customer Respect Group found one-third don’t respond to inquiries sent to their Web sites, while half respond within 48 hours.
The research and consulting firm developed a “Customer Respect Index” based on 25 attributes that work together to create customers’ online experiences, including respect for privacy, transparency, simplicity and responsiveness.
Within telecommunications, Nextel Communications Inc. ranked highest, 9.5 out of a possible 10, while Verizon Communications Inc. placed second at 9.1, and Motorola Inc. and AT&T Corp. tied for third place at 8.8. Sprint Corp. received an 8.5, Qwest Communications International Inc. and Lucent Technologies Inc. tied at 8.1. Avaya Inc. received an 8.0; Alltel Corp., a 7.5; WorldCom Inc., a 6.0; SBC Communications Inc., a 5.6; and BellSouth Corp., a 5.3.
JDS Uniphase Corp. placed last among telecommunications companies, receiving a 4.1. The industry average was 7.3.
“While the 22 telecom firms researched for this report performed better than the food, beverage and tobacco firms surveyed earlier this year, it is surprising that companies in this sector don’t take better advantage of technologies, such as autoresponders. Many still have a long way to go when it comes to communicating with their customers,” said Donal Daly, chief executive officer of The Customer Respect Group.
Autoresponders automatically reply to a received e-mail with an e-mail message acknowledging receipt and estimating the time it will take for them to receive an answer to their inquiry.
“Given the competitiveness of this industry, it is crucial that telecom firms retain existing customers and acquire new ones, while increasing average customer spending. The majority of online users utilize the Web to research products and services. Those firms that don’t treat customers well online risk losing customers, revenue and market share,” Daly said.
“The good news is that most are beginning to realize that putting the customer at the center of their thought processes brings dollars directly to the bottom line. Nextel and Verizon are great examples of companies effectively using the Web as a tool for creating customer intimacy.”
