The personal touch gives way to digital

A survey by TalkTalk Business found that 58 per cent of small firms rely on email, instant messenger and Twitter to communicate with customers and stakeholders.

More than a third (38 per cent) of SMEs in this region rely on using email to develop leads, despite other studies showing decision-makers respond to fewer than 10 emails a day.

Paul Lawton, managing director of TalkTalk Business, a business grade telecoms provider, said: “Although more impersonal modes of communication, such as email, direct mail and instant messenger, still have an important role within business, it’s vital that SMEs maintain a balanced approach and explore the wide range of communication channels available to them.”

The TalkTalk survey also found that productivity has suffered because of the over-reliance on email correspondence, with the majority of Yorkshire staff spending more than 20 hours a week composing emails to customers and suppliers.

Angela Holland, an occupational psychologist at the University of Hertfordshire, said: “Maintaining high levels of human interaction within business correspondence is critical.

“Whether it’s an SME or major blue chip organisation, the power of personality in any business is priceless – not only to maintain positive relationships but helping generate successful new business leads.”