Now that 85% of the American population owns a cell phone, cell phone service providers are finding that they have to try something to new in order to steal customers away from one another: Customer service.
Customers have owned enough phones and been through their own horror stories (contracts automatically extended for two years for adding a family member or changing a battery, $200 termination fees to get out of contracts, surprise charges that appear without explanation, errors on bills that never seem to get fixed despite promises from CSRs) and they've gotten smarter. This time, the service providers know that.
The largest wireless carrier in the U.S., ATT, is pushing a newfound emphasis on customer service the hardest, and acknowledges that the industry has a history of having lousy customer service. Last month, ATT launched a Web site that promotes its new consumer-friendly policies--policies that ATT and all the others strongly opposed until recently, such as pro-rating early termination fees. This week, Sprint Nextel became the last of the big four carriers to trim its early termination fees, which it will do as soon as December.
A bright spot: According to a consumer satisfaction survey issued last month, there was a small improvement in the industry in resolving complaints to call centers.
And while customers cite cheap calling plans as their number one issue when it comes to wireless phone service, poor customer service is a close second. Many customers would gladly pay a little more if they felt like they were being taken care of and treated like valued customers: 27% of cell phone users cited customer service as the reason they changed providers. "Good customer service goes a long way," one respondent told the surveying group. "I have spoken with incompetent reps, and there is nothing that gets me to switch service ... more than wasting my time with incompetent and uninformed customer service."
Of course, this isn't all about customer service. There's a little government influence as well.
The wireless industry opposes proposed regulation by the states, preferring national legislation — or none at all. Last year, a lobbying group formed by the wireless carriers (MyWireless.org) spent $151,000 in Minnesota alone last year to successfully oppose proposed state regulations.
The wireless industry now argues that regulation is unnecessary because it has changed.
But Consumers Union, publishers of Consumer Reports, is unimpressed by the industry's newfound love for customer service. The organization's HearUsNow.org blog for consumer complaints still gets complaints about contracts, poor or no service and hassles trying to get problems fixed.
State attorneys general offices share similar views of the nation's wireless providers, citing the providers' resistance to any regulation, and the fact that their offices continue to receive a high volume of complaints about contract issues with service providers, and they believe that the current changes in the wireless industry are being done to avoid regulation altogether.
Regardless of the motives for the changes, we think any improvements will be welcomed by the nation's cell phone users.
~Contributed by Angela Nims~