Noticeable causes of email mismanagement include:

• Over-reliance on auto responders
• Over-reliance on ad hoc, agent-created messages to customers
• Poorly defined handling processes
• Poorly defined management of handling processes
• Poor or lack of process for knowledge-sharing among agents

Email mismanagement can be subtle and inconspicuous. Common cases include:

• Using a "one size fits all" technology model across business units and functional areas – such as, sales, marketing, public relations, fulfillment and customer care. Some examples:
  • Customer relationship management (CRM) applications
  • Content management systems with integrated email capability
  • Email response management systems (ERMS)
  • "Home-grown" applications
• An architecturally complex email management technology, which may “work” though not optimally

Whether noticeable or subtle, the results are the same, which include:

• Delays in responding to customer inquiries
• Lack of administrative oversight and accountability
• Ongoing failures in meeting service level agreements

Managing customer email is technically and culturally different from managing customer inquiries through other media types, such as chat and voice. The customer care center must understand those differences -- from the customer’s perspective.

Next Managing Email from the Customer’s Perspective