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UK business flunks online test

A new survey has shown that leading UK companies are failing to answer even the simplest queries submitted to them via their website or e-mail.

The survey by Transversal found that nearly two in every three leading consumer websites answered fewer than two out of 10 common customer requests correctly, and almost half failed completely to respond to e-mailed questions.

Transversal looked at 50 leading organisations in the travel, banking, insurance, telecoms and consumer goods sectors, asking 10 sector-specific questions on each website, plus a single question on the organisation’s customer service department.

The strongest question response sector was banking, but even here adequate answers were only given to three out of 10 questions. The weakest sector, telecoms, could answer just one in 10 on average. Overall, 43% of companies queried failed to provide any answer at all.

Davin Yap, CEO of Tranversal, said the survey results were “damning statistics” which highlighted critical flaws in how major organisations approached the online market.

“Given the growth of the online channel over the past five years, these figures demonstrate an astonishing lack of understanding by the average organisation," he said. "Our research shows that there is a growing customer service chasm between those companies that take online seriously and those that don’t.”

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