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As technology – particularly advances in the capabilities of, and access to, the internet – improves so many of our lives in countless ways, we should not forget that ‘traditional’ means of seeking information and making purchases may still very much have a place.

According to recent research findings from UK-based telecommunications company Invomo, companies which fail to provide telephone interaction risk alienating their customers.

The study of 3,000 adult consumers suggested that nearly 40% of customers insist on making purchases by telephone rather than online, stating that more than a quarter felt more confident when ordering through a call centre and one in five found it more convenient to call than use the internet.

Nick Wiley, CEO of Invomo, said: “Companies that only have a web strategy for servicing orders could be missing out on a significant proportion of business. Making sure customers don’t have to hunt the length and breadth of a web site for a contact number and offering a ‘call me back’ option could be a good start to reduce lost orders. Looking beyond short-term fixes, how many companies’ web and call centre operations are gearing up to customers who want their suppliers to really earn their loyalty and have faith in their own ability to deal with these street wise callers?”

Find out what your customers really think of your company. Do they find it easy to reach you? Can they easily access all the information they need to enable them to make a purchase decision? What makes them choose you over your competitors?

Our customer satisfaction research can help you to ensure you continue to meet their changing needs and increase the likelihood of them buying more from you in the future.

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