In a world where everyone has become tech savvy it would seem obvious then to rely on contacting your customers via social media and email, or would it?
The world has changed significantly, not more so, than in the last decade. Gone are the days of bracing the cold British weather and shivering in your car for 15 minutes whilst the fans blast out cold air, revving the engine in the hope that some hot air will filter through quickly to warm your blue knuckles; We now have automated cars which heat up to the correct temperature 10 minutes before you even get in the vehicle. We have an “app for that” for almost everything, from opening our electric gates to setting our boiler temperature and of course emails on the go.
So shouldn’t it follow suit that our customers would respond better to email contact? Looking at the click to open ratios over the last 10 years, there has been a significant decline in email open rates. In 2004 the UK stats for open rates were at 36.2% but dropped to 0a low of 22.8% in 2014. Despite the improvements in mobile technology over the last 10 years this is a reduction of nearly 40%; But is this surprising?
Surely this demonstrates a shift in the consumer’s consciousness with the customer demanding more; more of your time, more of your resources and more value for money. In our bid to become super sleek and technologically advanced in our offering, have we forgotten the art of communicating verbally? Does just hitting the send button also send a message of “I haven’t got time” to our customers? Is there still a place for good old fashioned contact by picking up the phone? Yes, I think there is, we can couple it with our slick new e-marketing campaign and we can make the call on the latest handset or wristwatch, but nothing should ever replace the simple act of talking personally with your customers.