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Zahl des Monats: 41,5 Prozent

Zahl des Monats
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| 11. Mai 2023
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© United Internet Media
Die Zahl des Monats stammt aus der Kommunikationsstudie 2023 von iBusiness: Für 41,5 Prozent ist die E-Mail der Lieblingskanal bei einfachen Anfragen.
© United Internet Media

Es gibt zig Gründe und Wege, mit einem Unternehmen zu kommunizieren: Doch wenn Verbraucherinnen und Verbraucher Standardinformationen wie Öffnungszeiten einer Filiale oder auch aktuelle Preise bei Firmen und Marken anfragen wollen, liegt ein Medium laut der aktuellen "Kommunikationsstudie 2023" klar vorn: die E-Mail. Für 41,5 Prozent der Deutschen ist sie der Lieblingskanal bei derartigen Anfragen. Erst mit deutlichem Abstand folgt das Telefon (32,5 Prozent).

Darum ist diese Zahl wichtig
Zwei von fünf Personen in Deutschland wollen die Antwort auf einfache Unternehmensanfragen am liebsten in ihrem elektronischen Postfach. Das unterstreicht die immense Bedeutung der E-Mail in der Kundenkommunikation. Gegenüber dem Vorjahr konnte die E-Mail ihre Position sogar ausbauen.

Vor allem für Unternehmen ist das Ergebnis zentral. Wollen sie ihren Kundinnen und Kunden eine exzellente Customer Experience bieten, ist die perfekte E-Mail-Kommunikation der wesentliche Erfolgsfaktor. Eben weil Standardanfragen besonders häufig gestellt werden, doch zugleich eine schnelle und exakte Reaktion benötigen. Und weil der Touchpoint zugleich die Chance bietet, im weiteren Verlauf der Customer Journey weitere Informationen bereitzustellen.    

In dieser Erhebung steht diese Zahl
Schon seit 2018 ermittelt das Fachmedium ibusiness gemeinsam mit dem Hamburger Marktforschungsinstitut Splendid Research in der bevölkerungsrepräsentativen „Kommunikationsstudie 2023“ über welche Kanäle, Kunden und Kundinnen am liebsten mit Unternehmen kommunizieren wollen. Dabei geht es nicht nur um den Lieblingskanal, sondern auch um Alternativen. Also die Wege, die für Kunden und Kundinnen auch noch vollkommen akzeptabel sind, sollte der bevorzugte Kanal eventuell nicht zur Verfügung stehen.
Die Kategorisierung erfolgt dabei in vier Bereichen: die beschriebenen einfachen Fragen, persönliche Anliegen wie zum Beispiel die Frage nach der Rechnung, komplexe Fragen (etwa nach Produktalternativen) und kommunikative Anliegen. Dazu zählt zum Beispiel die Meinung zu einem Produkt.

Weitere Ergebnisse
Die E-Mail ist nicht nur der Lieblingskanal bei Standardanfragen an Unternehmen, er ist auch die bevorzugte Alternative bei persönlichen Anliegen, komplexen Fragen und kommunikativen Anliegen. Gemeinsam mit dem Telefon ist er über alle vier Kriterien hinweg der insgesamt beliebteste Kanal für eine solche Kommunikation. "Wer diese beiden Kanäle zum Kundendialog anbietet, hat eine fast hundertprozentige kommunikative Abdeckung", folgert ibusiness-Herausgeber Joachim Graf. Im Gegensatz dazu gelten SMS, Social Media und Chatbots als die am wenigsten beliebten Kanälen. Weitere Studien, etwa von Convios Consulting im Auftrag von WEB.DE und GMX, belegen die herausragende Bedeutung der E-Mail in der Kundenkommunikation. Kein Wunder also, dass Joachim Graf seinem Kommentar die Überschrift gibt: "Die E-Mail lebt, lebt, lebt".

#E-Mail Marketing
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 Kontakt
Jörg Fries-Lammers

Jörg Fries-Lammers

Leiter Portal PR

 +49 (0) 721 91374-4550

 presse@united-internet-media.de

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Kay Städele

Kay Städele

Senior PR Manager

 +49 (0) 721/91374-1848

 presse@united-internet-media.de

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