In the process, we send and receive plenty of e-mail. Whether it is during the quiet of the night, or in the bustle of the day's activities, sending e-mail messages to companies makes sense to us as a great way to communicate. We can send short or long messages, we don't wait in queue and our concentration is unbroken. Companies that send e-mail to customers have a wonderful opportunity to strengthen their brands and increase our loyalty, but they often fall short. If you are a call center manager, it may be a part of your job to improve the way agents use this unique form of communication.
Experts say that the job of replying to e-mail is falling more and more to call centers.
And through our studies, we have seen the same trend in other industries. An e-mail message is an integral part of an ongoing relationship with customers. It commu- nicates information and builds on the intimate relationships companies aim to develop with customers. In recent years, managers began to put effort into categorizing messages and routing them into queues. The differences among these various categories of messages may be clear to company managers and agents, but they should not be clear to valued customers.