Web users may be going up, but service quality is not

2000-05-05

The UK Net population may be on the up, but unfortunately the same cannot be said for the quality of the services that said users are getting from Web sites, according to the results of two separate studies. The first, reported on \link{http://www.zdnet.co.uk,ZDNet UK}, was from Internet measurement firm MMXI Europe. MMXI found that, in just six months, the number of Internet users in the UK as risen from 7.8 million to 9.2 million – that’s a rise of nearly a million and a half. Meanwhile, on \link{http://www.theregister.co.uk,The Register}, a study commissioned by Sunrise Software found that, though 55% of companies noted that Web-generated enquiries were on the up, only 40% offered facilities for customers to email or otherwise communicate via the Internet.

It was not so very long since the Financial Times ran a mischievous little test in which it sent information request emails to the address provided on the Web sites of the major corporates. Only a minority of companies responded.

Clearly companies still do not get it. Most (if not all) major businesses now have Web sites, but this seems to be more through luck than judgement as companies are still not entirely clear what it is all for. The well-documented evolution of a Web site, from brochureware, through online catalogue and basic transactional, up to eCommerce site, should not need to be repeated (though we would be happy to provide a full explanation, should anyone request it). The Web is more than “just another Sales channel” – it is an integral part of an organisation’s business processes, branding and reputation. Companies which are leaving such vital information such as email details for information requests of their Web sites, are doing more than just missing out on prospective customers (a number of whom would rather look for another Web site than make a call or write a letter). They are sending the message that they are difficult to deal with, slow to react, unfriendly and backward. Not too good really.

Now for the good news. The Internet really does offer huge rewards for those that exploit it successfully. Provision of email details is one part of the story – the Web site of an organisation should be designed with the same care as the marketing collateral, the sales training and the management of operational services. The Web is the company’s shop front, and it opens onto the world. As the number of Internet users continues to increase, organisations still have the choice of risking lost business through inadequate Internet facilities. However there will come a point at which the risk becomes a reality and companies with shoddy Web sites will not survive. This isn’t a “get online or die” message, rather it is noting that the Web site is a fundamental, integral part of each and every business. Put simply, companies with the best Web sites, coupled with the best products and services, will do better than those without. Your choice.

(First published 5 May 2000)