In "Impatience Is A Virtue," we reported on a survey conducted recently in Europe that shows the vast majority of people that submit requests to a company online expect an answer in 24 hours or less.
Your customers are no different. As a matter of fact, it's not unreasonable to surmise that they are even more impatient than that - likely a LOT more.
Think about it - the referenced survey was conducted across a collection that included a lot of consumers. While they are likely very anxious to get information on a book, corkscrew or gift, their sense of urgency can't possibly approach the significance of a manufacturer approaching a deadline. Or a crisis.
Assign someone in your company to frequently check your Web site's e-mail account for incoming requests.
When a request is found, make a call right away to let the prospect or customer know you got the message. Get them the answers they need for their questions or concerns. Be diligent.
When an event - a job, an award, a project - from a fresh prospect doesn't go your way, contact the prospect and keep the conversation going. Many times a selected supplier doesn't work out for a buyer, and they have to fall back to other sources. Maintaining that dialogue that originated online can lead to other work outside of the original contact. Use that contact to your advantage, and don't give up if the first response you get is a negative. As clichéd as it sounds, it's an opportunity.
And here's another tip: Don't be afraid to communicate with your customers when you have nothing to say. Sometimes an unsolicited call (just to ask if there's something they need) can forestall an issue before it gets out of hand. Or, at the worst, keep the lines of communications open.
Bottom Line: Manufacturers are often not good communicators. Work at improving and continuing the dialogue with prospects and customers you engage online (or that engage you).
