Todays sophisticated Web surfers dont complain when they get a lack of response from an insurers Web sitethey just take their business someplace else.
Insurance companies dont let their telephones ring without someone answering them, so why do many carriers fail to respond to simple online inquiries from potential customers? The Customer Respect Group discovered this gaffe in its Summer 2004 Online Customer Respect Study. Twenty-seven percent of carriers surveyed do not reply at all to online inquiries, and another 25 percent answer only about half of their inquiries, according to Roger Fairchild, president of the Customer Respect Group.
What does this lack of responsiveness mean? Twenty percent of online users will abandon a visit to a site and go to a competitors site to make a purchase if they have a less-than-satisfying experience, says Fairchild. One of several reasons they cite for this is if they have a slow response or no response to an inquiry.
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