'Call centres better than email' survey shock

When it comes to complaining or enquiring about a company consumers still prefer using the telephone to sending an email.

The latest study from Pitney Bowes indicates that customers still prefer the human touch - 82 per cent of respondents would rather phone a company than send an email.

But Ian Charlesworth, senior research analyst at Butler Group, claimed a telephone call is preferred not because of the personal touch but because it results in action being taken.

"A company can ignore an email but it cannot ignore a human voice on a phone," he said.

Meredith Fischer, vice president of Pitney Bowes, said many organisations will have to redefine how they contact their customers if they want to encourage business.

"While organisations are busy trying to build up loyalty schemes to encourage repeat business, customers just want a short, sweet transaction with an end in view. To that end it is important that companies target not only who they contact but how they contact them," she said.

As many as 60 per cent of respondents were happy to receive marketing information providing they choose the time, place and format of the information. Fischer promoted the use of CRM claiming households want to be in control of what they receive.

A spokeswoman for the Direct Marketing Association said: "People prefer direct marketing as it is less intrusive and they can read it whenever they want. Emails often clog up their inboxes."

Other highlights included warning companies against the dangers of ignoring emails from users asking to be taken off mailing lists and sending spam.