There are usually many ways to get in touch with a company – some of them are more difficult than others. Look at the following list
- Writing a letter (yes, with pen and paper)
- Sending an email
- Writing a comment on a social network
- Making a phone call
- Using a smartphone app
- Sending a tweet
Out of all of those, sending a tweet probably takes the least effort for a customer, and writing a letter takes the most effort. So why does it feel like companies reward a high level of customer effort with a low level of response, and vice versa? Shouldn’t my decision to take a lot of effort to get in touch with them be rewarded?