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Both the time taken to answer and the use of any automatic acknowledgements were measured. Shortcomings in the quality, as well as the speed, of e-mail communication with customers were revealed.

Key Report Findings

• Only 48% of companies tested responded to an e-mail within 24 hours


• 8% - responded to e-mails within 1 hour


• Less than 20% of companies sent any form of acknowledgement, a very simple tool used to set customer expectations and maintain interest


• Retailers take an average of 10 hours longer to respond than the other sectors tested


• Travel and financial services are the most likely to reply within 24 hours, with retail most likely to respond overall (only 26% failing to respond)


• Travel companies were least likely to offer any form of e-mail contact (11% provided no e-mail address or web form)


• Automotive companies have the worst record for dealing with e-mails

"The best performers are able to send automatic acknowledgements within seconds and answer fully within minutes. Unfortunately for consumers with growing expectations of online businesses, less than one in ten major companies fall into this category. Across all sectors, there is a major gulf developing between the best and worst performers," comments Marketing Director at eGain, Brian Couper.

One airline, asked which airport was closest to Genoa, Nice or Milan, replied, "We regret that we cannot be sure of which the best option of airport would be, but can suggest the possibility of Barcelona." A retailer, asked whether gift vouchers were available online, replied, "Gift hampers are only available from our stores."

According to the National Statistics website, almost half of all British adults have recently used the Internet to find information about goods or services. eGain's research demonstrates the potential for all UK companies to improve their responsiveness to these consumers, and so increase their online profitability.