A Publication of Lighthouse Consulting Services
3130 Wilshire Blvd., Suite 550, Santa Monica, CA 90403 (310) 453-6556

D

ue to the fast paced and ever changing global business environment, over 75% of people today rely heavily on electronic communication to conduct business. More than ever, customers have high expectations for speed and accuracy of requests and rely on effective email communications. This uncovers a new opportunity for businesses to standardize communication protocols on “e-mail perception and etiquette” as a way to build and cultivate long-term customer loyalty and increase customer satisfaction.

Response Ready:

The importance of follow-up on email whether to customer request or an internal employee is very important. Lack of follow-up can be frustrating to the sender as it may give the impression that they are not important or you are disorganized. In the following example, a company-wide email protocol would have been helpful.

A customer sent an email to a sales support representative to check the status of an order, waited two days, got no response, followed up with another e-mail and still received

  

no response. This company ended up losing this major customer who out of frustration took their business to a competitor.

In this example the company unfortunately learned a hard financial lesson and immediately put in place email protocols.  Here are some examples:

  • Prompt email communications within 24 hours of receipt.

  • Follow-up reminders on a corporate calendar so everyone has access.

  • Creation of two e-mail accounts e.g.: a personal and sales support group so emails are shared with the entire support team.

  • Automatic e-mail responses that provide alternate contacts when you are not available to respond. 

E-mail Etiquette:

The importance of email etiquette training has proven to be valuable within organizations because when sending or replying to an email the recipient gets a perception of you and your company.


Lighthouse Consulting Services 
3130 Wilshire Blvd., Suite 550, Santa Monica, CA 90403 (310) 453-6556