Trends on Adopting Email as a Channel of Communication
Email was the first of the non-voice digitalchannels to be used, and is still by far the most well-used, having been mainstream for well over 10 years. Email should stand as a salutary lesson that it is not businesses that make new channels a success, but customers. Put bluntly, email in its first incarnation failed almost entirely.
Too many businesses rushed to push customers to this new channel commonly supposed to be cheaper than voice -without having the processes, solutions or staff to manage this properly. What happened next can be understood as a ‘herd inoculation’: enough customers had enough bad experiences from enough organizations that the entire channel was discredited, even for those businesses which were providing a reasonable service through email or just keeping a watching brief.
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