But when it comes to e-business, most companies are failing to embrace this key mode of communication. Not responding perpetuates the consumer notion that using the Web site is not a reliable method of doing business with that company.'' Not everyone performed poorly. Retail shopping sites did the best, with 54 percent responding in less than one day. But most other industries have room for improvement, says Allard. To be sure, responding to potentially thousands of inquiries in no easy task.
Most Web sites are simply unprepared to handle a flood of questions.
For companies that have never had a traditional call center, the effort can be especially daunting, says Allard. But in an environment where the competition in just a few clicks away, it's critical that companies make the effort. The standard for customer support must be higher for the Web than it is in the off- line world, says Allard. It is essential, he adds, that companies doing business on the Web respond to every request for information with accurate answers within a competitive time frame. Jupiter's report also recommends Web sites focus on building ongoing communication with users.