Almost half of top-tier companies fail to response and it shows a steady decline in customer service response rates, since 2002.

The annual e-mail responsiveness survey is conducted through marketing expert Scott Hornstein's consultancy, Hornstein Associates.

The 2007 survey is sent to 49 companies, including the Financial Times' World's Most Respected Companies and Fortune's Most Admired Companies.  The companies include : Microsoft, GE, Toyota, Coca-Cola, IBM, Wal-Mart, P&G, Apple, J&J, Costco, FedEx, Starbucks, Southwest Airlines, Berkshire Hathaway and more.   Each has been sent the following one sentence email for the past seven years:

What is your corporate policy regarding the turnaround time for e-mails addressed to customer service?

Hornstein's research (and common sense) says that almost everyone sends an e-mail to a company at some point and that all of us expect a response within 24 hours.  In 2007 only 33% of companies responded within 24 hours, down almost half from a high of 63% in 2002. 

2001:  46%
2002:  63%
2003:  59%
2004:  37%
2005:  42%
2006:  42%
2007:  33%

Remarkably, only 51% of the companies responded in any time period – down from 86% in 2002.

"We are not trying to trick anyone.  We are simply looking at companies as a humble customer.  Every customer sends an email to a company at some point and the proof of the company's dedication to Customer Relationship Management (CRM) is what happens to that one individual's email.

"So what's going on?  Did we find the one loophole in the intricate CRM architecture? Did half the companies accidentally delete our message?

"The problem is not technology.  What is lacking is a comprehensive strategy that starts at the top and says that the individual customer is the building block of our success and we must treat him or her as a guest in our house.  Customer service is the next killer app.

"Based on the dismal results of this year's survey, I think that the operable phrase is – it would be a great business if it weren't for all those annoying customers.  And it begs an important question – how responsive is your company?"

About Hornstein

Scott Hornstein has over 30 years experience working with Fortune 100 clients and mid-sized businesses in all phases of marketing strategy, research and implementation. Hornstein's proprietary methodology achieves stronger relationships between marketers and their customers by restoring trust and respect, leading to maximized customer satisfaction, retention and lifetime value.  Microsoft, IBM, Franklin Covey, Hewlett-Packard, AT&T, Starwood Hotels and Resorts, Orient-Express Hotels and Golden Rule Insurance have touted The Hornstein Method™. www.hornsteinassociates.com