Put the Customer Back into Customer Service
By Peter L DeHaan
come to the realization that I tend to put off buying things.
It’s not because I procrastinate (at least not too much), or
because I am adverse to making decisions, or even because it is a
money issue. Sadly, the reason that I often avoid
purchasing things I want or need is simply because it is too much of a
hassle. More to the point, going without some items
is less inconvenient than investing the time and enduring the
frustration required to acquire them.
quite some time – okay, its been more than a year – I contemplated
getting a couple more cell phones. I anticipated
signing up for a family plan and adding phones for my wife and kids.
At 10 bucks a month per additional phone, it was a no-brainer.
I could then find my wife when she was out and about, keep in
touch with our daughter in college, and it would be I nice perk for
our son, as well. (When our son garnered his
driver’s license, he tactically implored, “Dad, doesn’t it
concern you I’m off driving by myself without a cell phone?)
However, I put off expanding our cell phone infrastructure
because I dreaded the process of doing so.
the time for action came. I gathered my courage and
boldly made a commitment to resolve my shopping-avoidance issues.
My dubious plan was to call my existing carrier. They
confirmed that my contractual obligation had long been met and would
therefore not hinder making any changes. “What I
want,” I explained, “is to get on your ‘family plan’ and add a
couple of phones.” I was even willing to buy the
additional phones if need be.
not a problem,” the rep assured. “Each
additional phone is only 10 dollars a month and some phones are free
if you sign a one-year contract…and,” she added, “we can replace
your current phone too!”
was too good to be true, but before I could tell her to proceed, my
short-lived euphoria was interrupted. “Oh,
there’s a problem…” The problem was that they
required me to be on a plan with more minutes – many more.
I tried every angle I could think of: more phones, fewer
phones, longer contract, and not replacing my current phone.
She was intractable, “No, you still need to move to a bigger
so, and adding just one more phone, would more than double my rate. I’m
not adverse to spending money – just to wasting it. Her
proposal didn’t seem very “family” oriented. I
told her so and then tried an emotional gambit. “I
guess I’ll just need to cancel my service and to go another
rep’s response was one of shocking gall and arrogance, “If you
need to, go ahead, but you won’t find a better deal,” she stated
matter-of-factly and lacking concern. “We’ve
all got basically the same rates.”
let’s leave everything as is for now,” I said, not wanting to burn
it was time for plan B. Perhaps I needed to talk to
someone face to face, to do business with a local person who would
take a personal interest helping me complete my quest. So,
on my next outing, I stopped by the local store of a national carrier
that does lots of TV advertising. There were
several aspects of their pitch that appealed to me. I
was confident that they had a plan for me and I intended on completing
my mission in one stop.
walked in the door and as my eyes adjusted to the lighting, a
stereo-typical salesperson charged towards me – must be they’re on
commission. Brashly, he ushered me into his office
and grilled me on what I wanted. With each request,
he would nod knowingly and affirm that he could do that. He
was typing things in a computer and then gave me a total. His
solution was twice the amount of the prior one (I guess the rates are
not all the same after all)! I couldn’t help but
laugh at his audacity – which seemed to irritate him. “Okay,
now let’s get realistic,” I suggested.
that’s the best I can do,” he retorted. Thinking
we were still pursuing a mutually desired goal, I begin to reply, when
he stood up and gestured towards the door. “Sorry,
I can’t help you,” he concluded disingenuously – maybe he
wasn’t on commission after all.
ready to give up, I asked if he had any literature or paperwork he
could give me about what we had discussed. “We
don’t have any,” he retorted with aggravation. “It’s
all online, just go to our website and order your phones there.”
In five short minutes, I went from “ready to buy” to unable
to leave quickly enough. I later learned that there
was in fact a much more attractive package, closely matching what I
wanted; I probably would have bought it from him had he only offered
to plan C. Originally, the cell phones were going
to be a surprise, but I knew that having eliminated the easier
choices, I would need to call for reinforcements. I
wisely enlisted the aid of my daughter, who was home for the summer
and having just completed her summer-school job, had extra time on her
hands. We made a list of the major carriers and she
Googled some more. Then she got busy doing research
online, while I went back to work. After more than
a day, she presented me with a spreadsheet of comparisons.
She explained what she learned, we talked about options, and
she made a recommendation. It was going to require
a two-year contract, so we needed to be sure it was right.
We discussed each plan’s weaknesses, the fine-print,
footnoted exceptions, and ways we could be charged for services we
thought were free.
agreed with her recommendation and we made a list of questions, the
chief one being whether the plan’s coverage area included the city
she anticipated moving to next year. I called
carrier and verified our understanding of the details. Everything
was confirmed and a sale was imminent. Lastly, I
asked if the city in question was included. “Yes,
it is,” the rep stated a bit too quickly and with insincere bravado.
I doubted his veracity and prodded some more. His
assertion could not be swayed, but doubting his honesty, I ended the
call without placing an order. It was good that I
did, as we later found a coverage map – albeit a bad one – online.
The map showed the city in question to be annexed from the
coverage plan. I have been lied to – imagine
then discussed our remaining options and visited again the website of
our fourth selection. Thinking I would once more
attempt working with a local rep, I called their closest office.
After several rings, a recording informed me that no one was
available and summarily disconnected me. Next I
dialed their toll free number. This rep was
actually helpful. The first truly pleasant and
knowledgeable person I had talked to during this whole quest.
She patiently and professionally answered my questions,
confirmed the plan’s coverage, and told me about their 14-day,
no-obligation trail. I placed an order and the
phones arrived the next day.
cell phone companies can’t get a handle on decreasing their churn
rates, I can help. All they need to do is to put
the customer back into customer service. It will
work for them and it will work for you.
Wrongs and a Right
my existing carrier, I was willing to buy a second phone, pay an
additional $10 a month, sign a long-term contract, and run the
risk of overage charges; they were only willing to upsell me and
lost a customer in the process.
the second carrier, their rep got greedy (or was under trained –
or both), literally ushering me out the door.
the third carrier, a cavalier lie on an important issue eliminated
them from further consideration.
a bad start at the fourth carrier, a well-trained, professional,
customer-focused phone rep made a nice recovery and closed a sale.
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