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Chapter 12. Creating Customer Assistance... > E-mail Responses to Customers

E-mail Responses to Customers

E-mail lets you answer a lot more questions than you could handle on the phone or by regular mail. You have a few moments to think, and you can write a reasonably personal response without having to dial, wait, go through an extension, interrupt the consumer at work, exchange pleasantries about the weather, and listen to a long historical narrative leading slowly up to the problem itself. So invite e-mail questions from your guests.

Provide detailed contacts with names and pictures, not faceless forms

Invite people to call, e-mail, or write you a letter. Putting up real names and pictures with e-mail addresses, snail mail addresses, and (most daring of all) phone numbers will make people feel as if they actually have a chance of reaching a human being, not some robotic autoresponder.


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