The point made by Peter Hughes in his letter (MW November 18) that consumers have yet to acquire complete faith in e-commerce to deliver purchases on time could not be more relevant at a time when expectations of service levels on the Net are about to rise in line with latest technology.
The universal use of “call me” buttons on Websites is just around the corner, yet few companies are geared up for this. Consumers using the new call to action mechanic will require immediate response from call centre operators that are fully trained and have a comprehensive knowledge of relevant products. Any other response will not be acceptable and will damage brands.
Marketers must ensure that in-house resources and the telemarketing agencies they use are trained and motivated to deliver brand promise. They must also be equipped with the latest telephony and software to ensure that response is swift, both on the telephone and in the mailing house.
At a time when some sellers through e-commerce are still struggling to find systems that can deliver on time, marketers should be addressing the need to support brands in a completely new way.
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