Use autoresponders to provide instant response to information inquires and help you capture email addresses.
Ford had a big problem with the Firestone tire recall. The news let lots of folks know they might have bad tires before Ford could even develop a list of Explorer owners who might be affected. They had to make good information available, fast.
The solution was to set up a special 800 number website for the tire recall and train additional staff in particular issues customers would want to know about. The site used autoresponder technology to get answers to people right away.
An autoresponder is a simple system that automatically sends a specific email reply in response to a properly formatted request. Forms on the website can help make sure the request is done properly. Then, when someone asks for information it's sent automatically and almost instantly.
Ford found that almost 85% of the requests they got for information through the website were handled effectively by the autoresponder system. The other fifteen percent needed personal attention.
Customers who got an automated response had two options. They could call a specific 800 number that directed them to a rep who'd been trained in the issue the email addressed. Or they could send an email reply that would reach one of those same reps.
Customers got the information they wanted quickly. 85% got it through an automated system that cost far less than personal replies and let Ford capture email addresses that could be used for later recall communication. That also freed up the service reps to respond to questions that needed human attention. It was a win for everyone.
Making It Work
Use website forms to let folks request information via an autoresponder. It will assure proper formatting and cut down on the spam you receive from web-roving spiders.
Your autoresponder message should have three components. Tell folks that it's an automated reply. Give them the information they want. Anything less is experienced as fakery and makes them angry. Finally, give them an alternative if the automated reply doesn't do the trick. I suggest both a call and email option, just like Ford.
Created/Revised/Reviewed: 30 July 2002
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