Two of the largest online sales houses are commissioning client
satisfaction surveys amid accusations by buyers that web sales
operations are providing a poor service.
DoubleClick and 24/7 are poised to hire third-party specialists to quiz
clients and determine how customer service could be improved.
Online buyers last week banded together to launch an attack on sales
houses, accusing them of chasing volume rather than concentrating on
service (Media Business, last week).
DoubleClick’s new managing director Eric Stein said the company had come
top of an independent survey in the US assessing service levels.
’We now want to carry out a survey among our clients here in the UK,’
He expressed surprise that agencies had problems with DoubleClick’s
service, stating: ’We set ourselves very high standards and work hard to
24/7 will also appoint an objective third party to conduct its survey,
which will begin ’in the next few months’. Sales director Mark Nall said
the company was aware that service was an important issue, but said the
sector’s rapid growth was partly to blame.
’The last quarter of 1999 - when the demand for space reached an
unprecedented high - was an important test period for anyone selling
online,’ he said.
Charlie Dobres, chief executive of i-Level, welcomed the moves but said:
’The question is whether the UK arms of US companies will be given the
power to resolve the problems they identify, particularly staffing
Dobres said the US market was more commodity driven, so there was a
smaller ratio of staff to billings. ’Here more time is spent setting up
and servicing deals. By following US models, sales houses may have built
poor service into their structures.’