"E-mail" center

Ask a simple question, get a simple answer-but from whom?

That's what credit unions have to determine when their Web sites invite members to click on "e-mail us" or to fill out a loan application on line. After all, the e-mail isn't likely to be a note reading, "Hi, how are you?" It's going to ask for information, and someone at the credit union has to provide it. Plus members who want a loan want to know whether they're getting it-and they want to know soon.

Many have decided the solution is to direct e-mail to what started out as telephone call centers. Now these might more accurately be dubbed e-call centers.

Credit unions aren't alone in this approach. The American Bankers Association reported 61 percent of leading-edge call centers, and 52 percent of banking call centers in general, support Web sites. Of those, 80 percent answer e-mail inquiries.

Creating e-call centers makes a lot of sense. Agents will be performing the same basic tasks they have been doing over the telephone: answering questions, taking applications and the like. Members get quick response from a designated person. And the credit union saves on operating and transaction costs.