Sales enquiries on Web "ignored" says Opus

A massive 94 per cent of sales enquiries made online by The Opus Group were ignored when the IT marketing services company carried out a research study.

Opus undertook the research project to establish which Websites have become integrated into the marketing communications process and how well potential customer enquiries are handled.

"The findings show that businesses are still not using new media and Internet technology to its full advantage," concluded the study.

"More seriously (businesses) are offering sales channels which are then not fulfilled."

Adrian Moss, who heads up Opus 1to1, the newly-formed CRM division of the Opus Group, believes that, in their haste to join the 'Web race', companies have let traditional customer relationship management strategies slip.

"The survey also found that 35 per cent of Websites had no mechanism for customers to register, or details for contacting the company," complained Moss.

"Why spend vast amounts of money on building Websites, but then fail to integrate them into the sales and marketing strategy of your company?"