I reluctantly faced one of the simpler but more infuriating challenges that life throws at you. It can be summed up in three words: telco customer service. (Eds - this is a distressing column. Let’s start with some cheery hold music.)

I’ve had a mobile phone account with a leading telco provider for a number of years. Since moving to my new house over a year ago the coverage in the area has been terrible and as such I queried the problem on numerous occasions. It recently came to a head and I did the unthinkable – spent two and half hours of my life either on hold or chatting with one of a multitude of provider staff.

I spoke to iPhone, billing, the provider service centre, customer support and mobile customer support – I was flung like I rag doll around from representative to representative and each time I had to relay the same information; name, address, date of birth and nature of the problem.  On two separate occasions, just when I thought I was making progress, the connection failed while I was on hold and just like Groundhog Day I was forced to start all over again.

Two and half hours that I will never get back, two and half hours that I could have been spent doing countless other more productive things. Two and half hours without a resolution to my problem.

As I watched the seconds change into minutes and then to hours, I kicked myself for being so persistent. Was the waiting worthwhile?

No. Unfortunately that made me persevere even more since I couldn’t lose valuable time for no reason. In the end however I did gave up; I was tired, pissed off and deflated. 

I’m not the first one to have experienced this level of customer service, it seems to go hand in hand with many of the major institutions these days.

The simple fact is that if you want to do something that involves spending money, the customer service is efficient and well oiled. If you have a problem or God forbid you no longer want to be associated with the company in question, watch out because you’re in for a long and bumpy ride.
It feels like a scam. Why is this form of customer service so difficult, has it always been this way?

In my youth I worked for Microsoft in the inbound call centre so I can appreciate the job of the consultant, but standards have dropped since then. We were told that a customer must never be left on hold for longer than 3 mins; I was left on hold for over 7 straight minutes.

Is it poor training? One thing is for certain, it’s not consistent training. Across the many departments I spoke to, I experienced varied levels of service – some were fabulous, others atrocious. How can that exist at the same call entre?

The cynic in me says that call centres are designed to be difficult so as to deter customers from leaving or querying incorrect bills and problems. Also, given the lengthy wait times on the phone they’re designed to generate income at the customer’s expense, since they’re rarely toll free.

The worst thing of all is that we have no choice but to use them. If you discover that you’ve been charged $300 instead of $30 in your bill, where else can you turn? I would bet that many cases go unattested – who’s got the time?

Last year consultancy firm Accenture surveyed 3500 people on their customer satisfaction opinions and the results were sadly unsurprising.  In retail, 60% of the people said they refused to buy a particular brand if the price was too high, but this number jumps to 75% if the service is poor. Customer satisfaction at Australian telecommunications and pay TV companies was just 17%, well below the global average of 28% . Not a wonder that the telecommunications regulator this year began an inquiry into improving the deplorable service that customers are experiencing.

Customer service levels are low in many sectors which is not only bad for the customer but equally bad for businesses. With the world financial markets still unstable, businesses need to be doing everything necessary to stay buoyant. Remembering that a happy customer is a walking advertisement has got to be a good place to start.

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18 comments

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    • pete m says:

      08:30am | 30/07/10

      Ha!  Try actually changing address, meaning a new phone number and internet connection.  It took 5 phone calls over a 3 month period to sort out this most basic of requests.  Each time they politely tried to sell me the same service I had booked in the first phone call.  More interested in selling than serving, but I must say, I spoke to local people each time, so just on that score alone, I grinned and soldiered on.

      All these companies should learn fro the BCC call centre - one of the best in the world apparently   BCC is Brisbane City Council.  Almost instant connection to a person and they don’t pass you on to someone without being sure that person can actually help.

    • Joe says:

      12:01pm | 30/07/10

      Yeah I agree totally about Brisbane City Council. Our bin lid was a bit broken so I called up and they instantly answered and said to leave the bin out the front and they would come and fix it, and they did. Well done. You can even send them an images from your mobile of issues like grafiti and they will take care of it.

    • Craig says:

      08:38am | 30/07/10

      “Thank you , come again”,  You got it spot on.  You ring, you get put on hold, you give your life history, you get transferred, you give you life history again, you talk to Apu from the Simpsons, you get no help, you get transferred, you talk to Apu’s brother, you give you life story, you get no help, then you hang up!!!  Exactly the way they want it.

    • Rebecca says:

      10:44am | 31/07/10

      Just go into the Telstra shop or Vodafone shop or whatever it is. They can’t put you on hold if you’re standing right in front of them.

    • Onemack says:

      08:42am | 30/07/10

      I experienced this atrocious service with our largest Telco on numerous occassions, I severed all dealings with them and now use a smaller, more expensive service, my satisfaction level after two years is 100% and it is well worth the extra money. But it is probably cheaper now overall, if I counted the lost time spent previously waiting on the laughingly called Service Centre and the lost time awaiting service technicians who never showed up, or turned up six hours late

    • Adam Diver says:

      09:00am | 30/07/10

      I use to work for telstra and it became obvious the system was set up to fleece the customer. They would use propaganda to fool the staff in thinking it was putting the customer first, but every policy told you otherwise.

      The way they treat staff meant a huge turnover and then a complete lack of experience from new recruits constantly. My team of 20 was down to 5 by the time I left and that was only 4 months into the job. I ended up having 50 + contacts that would email me first and then I would call them back (against company policy) because it was so difficult for them to get competent help. Obviosly despite meeting and exceeding all my targets for both sales , and call volume recieved, I was heavily reprimanded for putting customers first.

    • Wayne says:

      09:00am | 30/07/10

      A lot of Telco providers have shopfronts, and you will get better service if you go in to the shop, and get the problem sorted.  As you said, call centres are there to make it more convenient, not make it easier, to get service.  You want results, stand in front of a person, works almost every time.

    • cansjoinedbystring says:

      03:09pm | 30/07/10

      I tried that once Wayne and they tried to sit me on a chair in amongst screaming babies and emo kids chosing their new iPhone cover to use THIER phone…. I politely declined. There is one WA based internet provided that I can’t fault though - your call is answered by a person and for technical issues they even ring you back the next day, just to see if it is resolved. Now that is service and other companies really should take note.

    • TIm says:

      10:30am | 30/07/10

      Living in a different country to Australia right now, and with one of the highest mobile phone penetration rates in the world, it’s clear that with with the locals here it’s not about brand… it’s about the after sales service that is associated with the brand. With IPhone customers having to send their phones to China to be repaired, always at their expense as well (around AUD $300) it’s clear that some companies won’t make any new ground as long as parts of their business are lacking.

    • joe says:

      11:59am | 30/07/10

      With my small telco lately they have been saying every few days that they are upgrading their call centre and to call back later. They mustn’t expect you to be calling back very often as they keep using this excuse. They must have very modern technology wit hall these upgrades grin They seem to outsource things to a foreign country, and answer quickly (after the 20 different irrelevant recorded menu options - takes over 2 minutes to skip), but the people aren’t much use when you get to them, especially when they say to ring back later.

    • Peter says:

      02:26pm | 30/07/10

      If it makes anybody feel better, i work for a Teleco. I had a new broandband service and mobile about 6 months ago. I have not received a correct bill in that time and have easily spent 20 hours on the phone fixing billing and technical issues….

      So, if it makes anybody feel better, the staff at these teleco’s suffer the same things… Unfortunately in the Teleco world, getting good service is just a lottery…. There is genuine resolve from the industry to improve… Certainly is were i work, but I won’t use the Punch to advertise..

    • cansjoinedbystring says:

      03:06pm | 30/07/10

      It is called the TIO - Telecommunications Industry Ombudsmen. I had an EFT payment go astray a couple of years ago (not my or my bank’s fault either) and I phoned each month to advise “no that amount is not outstanding here is my payment reference number” to receive a response “thanks for your call that is now resolved” until they eventually cut my phone off. I sat on the phone for two hours speaking to various people of various intellect and various nationality, to do as you did - explain yourself over and over and over… I rang the TIO, a person answered the call on the third ring, I told them my troubles and they gave me a reference number and a landline in Australia for Dispute Resolution. On the instruction “don’t even say hello just begin your call with TIO ref #...” my issue was resolved within thirty minutes. Once reported to the TIO, Telco’s have a set time to respond/rectify before they get themselves in trouble. This a a free, fantastic service and we should all use it more often. This way issues are formally recorded and you have options and receive assistance if they still won’t comply.

    • Neski Lee says:

      04:49pm | 30/07/10

      I completely agree with what you’ve said Damien. Having worked in a call centre for a brief period, I get the jist of how they like to work. When I was asked by a customer to be taken off a calling list and not to be called again - my manager told me not to do it - grrrr - luckily, I did it when he wasn’t watching raspberry

    • Cheryl Gower says:

      06:14pm | 30/07/10

      I worked for a telecommunications company and answered a phone where it was supposed to be for children or teachers to ring up for information on how the phone works. I worked in a warehouse in SA. In the end other workers in SA and interstate used it as a number to transfer people to when they didnt know where to transfer the customer to. For example i got transfered a customer who wanted a phone connected in Qld. I did the best i could to help the customer.I found that customer service area had a large turnover and i didnt think the training was the greatest for these people.

    • iansand says:

      08:17pm | 30/07/10

      Read the Customer Service Guarantee.  Understand it.  Use it, and sue the arseholes.  It works.

    • Kate says:

      09:06pm | 30/07/10

      I’m with iiNet for internet and they have a system of phone customer service which is so good, it frustrates the hell out of me whenever I have to ring anyone else.
      If you call them, and there’s more than 5 minutes wait time, they get you to leave your number and they call you back. So no waiting around on hold for ages. Seven minutes is bad - but try calling Centrelink. Last time I rang them (because their internet system stuffed up), I was on hold for fifteen minutes. And that’s after four phone calls which didn’t even go through - the number was engaged. How can a hotline number be engaged?

      I’ve worked in customer service for eight years now and as a result I really try hard not to take frustration out on the people who eventually answer the phone. But geez it’s hard not to when you’ve wasted hours on something utterly simple like updating your address details.

    • stephen says:

      12:27pm | 31/07/10

      At the Australia Israel Chamber of Commerce meet in Sydney in about 3 weeks time, when Julia Gillard is there and Westpac chief Gail Kelly and Telstra chairman Catherine Livingstone is also there, I’d like the foremost to have a word into the ear of the latter, (hopefully in the presence of the former) and tell her the ‘bloody public phones in brissy CBD don’t work, and we ain’t gonna take it any more !!’

    • Frustrated Taxpaper says:

      11:30pm | 31/07/10

      Ha Ha - anyone tried to call the Australian Taxation Office recently ???????  Well, I rang to change an adress for them to send their BAS Statement
      - it only took ONE HOUR !!!!!!  Yep ONE WHOLE HOUR to change 3 numbers and one one word ( The PO Box number and Suburb)
      Pathetic.

 

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