Tuscaloosa, AL – Communications technologies, such as email, are playing an expanded role in not only how we communicate with our clients, but also, according to a new study, customer satisfaction.
Aware of this, Gretchen Friedrich, marketing manager at AFFLINK, a leading sales and marketing organization for distributors in the jansan, packaging, and healthcare industries, adds that “our email correspondence not only can impact customer satisfaction but customer loyalty as well.”
Friedrich attributes this to a study first published in 2017 and again in April 2019.1 According to Friedrich, some of the key findings of the study that apply to distributors and all cleaning professionals and can help them improve their email communications include the following:
• Customers are more satisfied with emails that are clear and get right to the point. “What the study reveals is that clear and timely communication contributes to the perception of service quality.”
• The email subject line should be clear, short, and written in a straightforward format.
• When customers contact a vendor/service provider due to a problem, they prefer to work with someone empowered to take immediate action. “If an assistant or intermediary handles emails for someone higher up the corporate chain, customers become concerned about response time and if the reason for the email will be addressed.”
• Customers prefer to work with the same contact person all the time, especially by email. A single, consistent point of contact, according to the study, made most customers feel comfortable, especially if they are contacting a vendor/service provider as a result of a problem.
“This last point is most critical when it comes to post-sales assistance,” says Friedrich. “The study found that when customers are having a problem, they invariably want answers from the person that sold them the product.”
1. Peter Gloor, et.al., “The Impact of Virtual Mirroring on Customer Satisfaction,” Journal of Business Research, 2017, republished in April 2019 by the Harvard Business Review.
Editors please note: The word “AFFLINK” is always capitalized.
Connecting more than 200 manufacturers of Facility Maintenance, Packaging, Safety, Office and Industrial Supply solutions with over 300 independent distribution experts, AFFLINK is, just as its name suggests – that critical link offering clients innovative products, market expertise, and improved profitability, all of which is fueled by our leading-edge information technology. For more info, visit: http://www.afflink.com/
Wilson, vice president of marketing
1400 AFFLINK Place
Tuscaloosa, AL 35406
Media Contact: Robert Kravitz