Managing responses

Managing responses

Managing responses

There are a number of ways of measuring response time. You could make judgements on the average elapsed time, then there is the norm or perhaps you feel that reducing the difference between the longest and shortest times is the way to go. The best one, or more, for you is for you to decide. The only restriction is not to restrict yourself to the easiest to solve. You should ask yourself what is most likely to upset your customers.

If you deal with each email in one go you will normally reduce costs. And here an objective decision has to be made. If a customer frequently requires you to invest considerable time in dealing with their problems you must consider whether you should remove them from your email list. If they do not give sufficient return on investment then it might well be time to call it a day.

Linked with the previous target, customer dissatisfaction costs, both in terms of lost sales and here, in email marketing, dealing with their responses.

The costs of dealing with each individual email is normally fairly stable. Reduce it for one and all of a sudden across the board savings are made.

And the most basic step for efficiency: if you reduce the number of incoming emails then it follows that the costs of managing them will fall as well.

Once you have worked out what your specific targets are then the way of hitting them is often self determining. For us in email marketing the decision is between level of service or costs of delivering it. And for everyone, there is the age old problem of how to be competitive whilst doing so.

The other variable is the cost of your product. Whilst this is often defined by your market competitors, you have to work out if raising the price and raising quality of service is better than reducing both.

There is no easy answer. But feel reassured that your competitors will also have to find a solution. If your answer is better, then so is your product.

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