Brockmann and Company | Customer Insights

Customer Insight

Brockmann and Company researches the business user experience. We write about what IT decision makers are planning and doing. We write about the business impact of communications technologies.

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First Contact Report

Written by Peter Brockmann

Tuesday, 16 October 2007

firstcontact This report reviews how inbound email security policies affect customer perceptions in the all important "First Contact" by buyers. Most companeis have it wrong. They hide the email addresses of key customer-facing employees. They force employees to scan folders thick with spam to discover the false-positives of a customers' initial inquiry.

Email is the first contact service of choice because of its time shifting convenience for users. I send an email at my convenience. You reply at yours. Except that with some technologies there is no reply. And, with others, there is an invitation to reply to assure delivery.

The issue of brand perceptions are reviewed in this report with recommendations for marketers.