The most expensive failure.
HOW ENQUIRIES GET LOST
A message read and not answered A missed call not returned An email in spam A form submission that never arrived A message on a channel nobody checks
WHAT THAT COSTS
Work that was already won, lost through inattention.
WHAT TO SET UP
One place where all enquiries are recorded A routine of checking every channel A way to see what is unanswered
THE RECORD
Even a simple list: date, name, channel, what they wanted, what happened.
WHY
Without it, you cannot tell what you missed.
WHAT TO CHECK DAILY
Every channel you offer Missed calls Unanswered messages
WHAT TO CHECK WEEKLY
Enquiries with no outcome recorded Your spam folder Whether your forms are working
THE FORM CHECK
Submit your own form monthly and confirm it arrives.
Forms break silently.
WHAT TO MEASURE
Enquiries received against enquiries answered.
The gap is your loss.
