Response Time Matters

If your website is just selling candy bars, CRM isn’t that important. People plunk in their credit card number and the candy ships.

But if your sales cycle is longer, follow-through could be your weakest link if you don’t contact your clients as soon as possible. All of the internet marketing in the world won’t make up for this fact.

It is one of the greatest paradoxes of internet lead management: web visitors don’t like giving away their personal information but, when they do, they expect an immediate response. If you don’t provide this, they go to the next website and try again.

Source: MIT Lead Response Management Study. October 16th, 2007. James Oldroyd, PhD, Professor Sloan School of Management.