digital service channels

Immediacy and Its Importance to Digital Sales and Service Channels


Scott Heron, writing for ClickZ, discusses the gap between consumer expectations of digital sales and service channels and the ability of companies to meet these expectations.

Customer inquiries or complaints need to be handled quickly, but how quickly?

More than 50% of Twitter users expect a response in less than two hours, according to Heron.  He points out that the response time depends on the complexity of the customer’s request, and the degree of input required from legal or product specialists.

In terms of purchasing, Amazon, Google, and Facebook are all involved in launching or piloting one-click ordering systems.  The goal is to remove the friction in the sales channel for the consumer.

Both corporate revenue and reputation will be positively impacting by satisfying the consumer’s demand for immediacy.


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