Basically everything we do is online. The Internet is where we communicate, shop, watch videos, read the news, listen to music, and many other things. What you may not know under a business perspective, companies use the Internet to generate leads. They do this by setting up online queries for potential customers to get information. For successful interaction with these potential customers, some contacting needs to be done. Firms are not acting fast enough to follow up on leads.
In a study reported in the Harvard Business Review showed that 37% responded to a lead with in an hour, but 23% never responded at all. The issue here is that online leads go colder faster than any other type of lead. Since the Internet is a giant marketplace for anything imaginable, it is easy for a potential customer to go looking somewhere else. It was also found in the same study that U.S. firms who tried to contact potential customers within an hour of their online query were nearly 7 times as likely to have a meaningful conversation and create communication. This then can turn into a business relationship that could potentially turn into a sale.
The moral of this story is that companies need to focus on following up on online queries faster, otherwise the chance to communicate with a potential customer will vanish quickly. All it takes is one phone call with in an hour of the query to increase chances of qualifying a lead.