I have just sent a suggestion to Sinchew-i using their contact us form. After the form submission, I was directed to a success page. Well, it was not surprised to find out that they have this statement that says ‘try your luck, we may or may not reply you’ :)
Sinchew-i's contact us form
Perhaps, it is easier to look at Sinchew’s problem this way,
Bad service triggers complaints
Good products triggers good review letters
Unclear navigation in the website triggers questions
Commitment triggers potential collaboration request
…
Solving a problem and you will not have to answer the same request forever. Including an updated FAQ before the enquiry form and many will be happy to find an answers than using the form.
What is left? Suggestion, improvement, sales enquiries, etc
You will be more than happy to listen to it. You want more, than finding a way to reduce them. Each of them could potentially become a successful conversion.
I have talked to a friend yesterday. She is doing her PHD on an interesting topic about if SME is doing their business planning or not? SME owner has too much noise and they usually find themselves no time to plan. Same to the enquiry form, too busy answering the questions makes the person-in-charge less time to think how to solve it. They choose to bear with it, the quick way.
Change!