Customer Service Quality Can Falter If Just Anyone Answers Your E-mail

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Websites, e-mail and digital voice mail are changing the game in business. Some companies are taking the lead with great digital service like and Others are falling far behind and are letting their customer service quality falter as a result.

A friend of mine had a complaint about the service, or lack thereof, at a local hotel. He visited the hotel’s website and wrote to the “feedback” e-mail address provided.

One week later he got this reply:

‘Dear Mr ____,

Sorry, but I’m not the PR manager. For an effective complaint letter, I suggest you write directly to our General Manager. He’ll take immediate action.  (Personally, I agree that the service here isn’t fantastic.)  Please do not mention my name in the letter. Thank you.’


Obviously the General Manager had no idea who was answering the hotel e-mail, or how it was being answered!  (He does now. I forwarded him the message, without the writer’s name.)

E-mail is just as important as a handwritten letter or a fax … only faster. Align your speed of response to the technology your customers are using. Handle responses efficiently and effectively and your customer service quality will rise.

Key Learning Point For Customer Service Quality

Customers will communicate in whatever manner is most convenient for them. Provide high quality responses at every point of contact and make sure to reply in a timely fashion. No matter what form of communication is used, customer service quality depends on how you conduct yourself.

Action Steps For Customer Service Quality

Ensure someone qualified answers all incoming e-mails. Have a standby in case that person is away. If necessary, create “standard responses” for routine questions that ensure a courteous response. Impose a maximum response time of 24 hours, or sooner. E-mail doesn’t wait! Your customers won’t either!


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Copyright, Ron Kaufman. Used with permission. Ron Kaufman is the world’s leading educator and motivator for upgrading customer service and uplifting service culture. He is author of the bestselling “Uplifting Service” book and founder of Uplifting Service. To enjoy more customer service training and service culture articles, visit

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