The increasing sophistication of communication technology means that consumers now expect firms to respond to queries immediately, an expert has asserted.

Matthew Beaumont, the author behind e. The Novel of Liars, Lunch and Lost Knickers, a humorous collection of emails, remarked that in some ways the web has "spoiled" people and given them high expectations.

Because so much is available online, people want information immediately, he continued.

Bryony Clow, mobile email expert for Vodafone UK, agreed, stating: "It is a combination of this instant gratification society, coupled with the fact that people know mobile email is out there."

Firms should respond within an hour, even if they simply email an acknowledgement, she added.

Recently, research published by Bellwether revealed that one in seven British firms require a response to enquiries within 30 minutes or consider taking their business elsewhere.

Furthermore, almost 60 per cent of Britain's workforce told the organisation that access to mobile email could help combat the risk of losing clients due to a delay in response.


Vodafone and author Matthew Beaumont: Modern telecommunications means businesses must provide an "instant response to absolutely anything"