Customer communication · Zvanis editorial team · 18.10.2026
How quickly does your customer get an answer?
Response time can be measured. Start with what happens after a customer’s first question.
What others studied
Oldroyd, McElheran and Elkington’s article “The Short Life of Online Sales Leads” was published in Harvard Business Review in 2011. It examines how businesses respond to online enquiries and highlights the importance of a timely reply. It is not a study of Zvanis results or Latvian businesses.
Check your customer journey
Send a test enquiry to your company’s public email address. Note when you sent it, when an automatic acknowledgement arrived and when you received the first substantive reply. “We received your message” and an answer to the question are two different measurements.
Agree who will respond
A shared inbox does not assign responsibility on its own. Choose a staff member to review new enquiries and track those still awaiting a reply. Set a response time the team can meet even on a busy day.
When an assistant can help
A voice assistant can listen to a caller and capture a request when a staff member is unavailable. The next step matters just as much: where the request goes and who contacts the customer. Agree on this process before connecting the assistant.
What this does not prove
A quick reply does not guarantee a sale. Findings from an external study should not be used as a promise about your company’s revenue. Also measure the quality of the answer and whether the customer’s question was resolved.