More than a third of reception staff at major IFAs do not know their
firm's website address, according to management consultancy The Customer
In a phone survey of 40 national and big regional IFAs, one in 10 did not
know if their company had a website while 25 per cent of those who did know
were unable to provide the address.
The reception staff at one firm transferred the caller three times to
different people who they thought might know the address.
Several reception staff said they thought their company was trying to set
up a website but were not sure while others claimed there was a website but
it did not work.
CCC senior consultant Liz Christie says she expected to find a much higher
level of knowledge among staff as websites are essential to the booming
She says: “I was amazed at the poor response rate. Front-line switchboard
and reception staff play such a key role in providing help and information
to callers. It is particularly important that e-business information is
easily available at point of contact.”