Don't forget the customers!

You know the feeling: you visit a company's Web site, you want more information, you fill in a response form - and hear nothing back for an eternity, if at all.

Companies have been quick enough to get themselves onto the Web, but haven't given any serious thought to the customers on the receiving end. Amid the glamour of new media experimentation, customer service, perhaps the most vital element of these ventures, is forgotten.

It seems obvious that customer service departments should be able to deal with any form of communication, be it a letter, a fax, an email or a phone call. But clearly they can't.

Last month, Jupiter Communications exposed some of the worst offenders in the US. Over 40 per cent of the top names from the travel, publishing and retail sectors failed to answer emails from customers within seven days - or failed to do so altogether.

Many 'angry from Tunbridge Wells' responses were generated by Silicon.com's original report on Jupiter's research. It seems that this phenomenon is not restricted to the US.

Too many companies blame technology for poor customer service because it's new and unfamiliar to them. They should either use it properly - or not use it at all.

Over the next few weeks, Silicon.com will investigate the situation in Europe in more detail. Have you had short shrift from online contact with a company? If so, email us (in confidence if you wish), and we'll name and shame the worst offenders early next year - and suggest ways they could improve.