Grab More Market Share: How to Wrangle Business Away from Lazy Competitors

I'll Get Back to You within 24 Hours . . . or Maybe Never

We know a certain real estate agent who is quite exceptional and whose clients all love him. However, if you call his cell phones, you will probably hear this message: “Hey, I'm glad you called. I'm either on the other line or I'm showing a house. Please leave a detailed message, and I will try to get back to you within 24 hours.”

Huh, 24 hours? A few years ago, a message like that might have been acceptable, but not today. A 24-hour response time sounds like years to a customer with a problem. The customer saw your website or got a recommendation from a friend—and he or she needs attention right now, not 24 hours from now.

As Vancouver, British Columbia–based consultant Mark Smiciklas says, “I am constantly amazed by the fact that some companies don't bother to respond to website information requests . . . acknowledge voice mails . . . reply to e-mails, and so on. It's safe to say that being totally ignored represents the extreme end of the (bad) service spectrum. Few will argue that indifference is not a good customer service strategy. But what constitutes reasonable or excellent service in today's marketplace? When I research a product or service online, I find myself getting agitated if I don't get a reply acknowledging my interest within the same business day.”