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Research has shown that using email as a means to provide customer service to customers in the UK is the most ineffective way to communicate.

Eservice provider Transversal looked at how well 100 leading UK companies across various sectors could answer simple questions through email, website and by phone and found that less than half (46 per cent) of questions answered through email were answered effectively.

This figure is down compared to email response satisfaction since 2006, when email responses were satisfactory for 60 per cent of customers.

Dee Roche, director of marketing at Transversal, said that companies are playing “ping pong” with emails, sending them back and forth and confusing customers, with the general picture one of laziness.

While insurance companies were found to be the worst in responding effectively, 80 per cent of CD/DVD retailers had the quickest response time (one hour) and answered with the most correct emails.

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Lord Digby Jones, minister for trade and investment, has launched a new strategy to market the UK’s IT capability across the globe.

The strategy includes dividing the sector into eight sub-sectors to allow for greater focus on its strengths and to create a board that includes representatives from both business and government to help “drive the strategy forward”.

Speaking at the Institution for Engineering and Technology, Lord Jones said ICT generates around six per cent of the UK’s gross domestic product and added that “its importance to our economy is unquestionable”.

The new strategy - being run by UK Trade and Investment - wants businesses based in the UK to offer input to ensure UK ICT “is given the loudest possible voice on the world stage”.

Lord Jones continued the initiative is the “first step” in deciding on how the UK sells ICT across the world.

Last month, the managing director of the sector group at UK Trade and Investment, Dominic Jeremy, said the marketing strategy would be “designed to come up with compelling messages that the industry can buy into“.

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Creative Graphics and Communications, a website design and web development agency in Manchester, North West of England working across sectors developing attractive and user friendly websites.

CG&C provides web design and development consultancy services to businesses and organisations. Focusing on accessibility, design and usability whilst putting you in control of your website through innovative and intelligent content management systems. CG&C also offers business solution using open source solutions. Small and medium-sized web applications that we build often use Open Source software: Linux, Apache, PHP and MySQL or LAMP infrastructure.

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