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How Many of Your Customers Feel Stuck With You?

May 18, 2011
by dawnamaclean
Business Strategy, Customer Experience, Telecom, Telus
5 Comments

How many of your customers feel stuck with you, wishing they could leave, painfully disappointed by your products and services, telling everyone they know about their horrible experiences with you and exhausted from their efforts to rid themselves of you?

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Such is the case for many telecom customers trapped in contracts that do not protect them from horrific customer experiences.  And yes, I am one of those many customers.  Choosing a telecom provider reminds me of voting in our recent Canadian election… “hmmm, who do I dislike the least”.  The reality is that it really sucks to be a telecom customer… the good news is that there is an enormous opportunity for one of our telecom providers to get it right.  There is zero customer loyalty in telecom and for good reason, so imagine the raid of customers that would flock to a provider that put their customers first and I would be at the front of that line.  Like many others exhausted from being beaten down by their telecom provider I would even be willing to pay more if I could trust that my provider would live up to the services and experience they promise.  When an industry becomes as commoditized as telecom has their is a solution, one that is highly transformative and profitable; make customer experience your #1 priority.

There is a massive believability crisis in telecom, there must be a provider out there somewhere smart enough to seize this great opportunity, no?

So I ask the CEO of Telus, Darren Entwistle, is it ethical that I am locked into a 3 year contract for a internet key that has never worked?  After a year of trying to get your team to resolve this, I surrender, I have accepted that I am stuck donating $50 a month to Telus for nothing, zip, zero.  My suggestion for you… how about you engage me to revolutionize the Telus customer experience and simultaneously magnify your profitability and sustainability?

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5 Comments
  1. Clay Forsberg May 18, 2011 at 6:50 am
    Dawna, the above situation you describe is all too common in business. And the communications industry is not alone in these practices. Unfortunately, many firms actually use "the pain of leaving" as a marketing tactic. They hope, as you witnessed, unhappy customers will just get exhausted - and end up staying. I have to believe, and maybe I'm just being utopian - that there'll be a new wave of companies that will view "the ease of leaving" might just be a positive marketing approach. Nah ... that would involve looking down road - further than just the next quarter.
  2. dawnamaclean May 18, 2011 at 7:31 am
    Thanks Clay! I completely agree, the communications industry is definitely not alone, but I do think they are in a fight for first place! And I don't think you are being utopian... that is the direction smart companies in other industries are heading... but unfortunately I don't see that awakening happening in telecom before my contract runs out!
  3. dawnamaclean May 25, 2011 at 5:57 am
    At least they are consistently unbelievable! After this post Anthony via @TelusSupport chimed in on twitter offering to help me, only I would need to describe my problem in under 140 characters. He said he did not have a direct line for me to call him, nor could he call me. I declined his ridiculous offer and then he asked that I reconsider and requested that I send direct message him on twitter. So I did, twice, but no response, however once I re-tweeted my blog post he then chimed in again asking once again how he could help, when I replied that he had not answered my direct messages he said he did not receive them (this is when he had an open twitter audience). Finally he called me, I guess he can indeed make calls after all. I said that I had never heard of direct messages getting lost on twitter before to which he shared that he did in fact receive them. So he CAN makes calls and he DID receive my direct messages! He then went on to explain that under no circumstances does Telus allow customers to be excused from their contract but that he thinks there is now a work around to my issue... but it’s too late for that, what good is it for me to have duplicate services, I already had to go with Rogers when Telus would not help me for over a year! He said he would need to have someone else call me and publicly tweeted that they would call me the next morning as they were too busy that afternoon. Well they did not call the next morning, they called at 7pm the next evening when I was out. They promised to call back yesterday and they did not. My believability issues with Telus have gone from bad to worse. Telus practices classic “lipstick on a pig” customer care, but in this case even their lipstick has worn off. I’m guessing Telus created a support twitter handle simply to keep up with the Jones, their staff are clearly not empowered to help their customers, nor are they motivated to want to.
  4. Craig Gibbs May 25, 2011 at 11:57 am
    Hi Dawna, You have to wonder what the purpose of Anthony's call was. I assume his intention was to somehow make you happy, but he was a man without a plan, without authority and without a clue. I'm not sure if it speaks to the quality of the people, the quality of the training or the true disdain telecomm has for their customers. In any case you are correct about the level of dissatisfaction out there and the obvious potential for profit to a company that has the ability to respond to this. Craig
  5. dawnamaclean May 26, 2011 at 5:56 am
    Thanks Craig. I typically prefer to focus on the opportunity to improve customer experience, I think it is fair to assume that most of my readers appreciate the significance of authentic customer experiences, and while there is a massive opportunity for a smart company to completely reinvent the telecom customer experience what we are stuck with today is painfully unethical. I did indeed hear back from Telus yesterday and spent well over another hour talking to them only to remain stuck. Why? because "we don't want to encourage customers to leave us, and if we allow this for you, that is what we would be essentially doing". First I spoke with "Candy", who had zero authority to help me and was incredibly rude, I then spoke to her manager "Logan" who was much friendlier but insisted that contracts cannot be terminated under ANY circumstances without paying the cancellation fee of $400 (for a service that never worked)... but what he could do was credit me for the past 3 months as a gesture to recognize my frustrations. Beyond exhausted from this nonsense I accepted his offer and have once again given up on any hope to find resolution to this case. Logan did suggest that I "sell" my contract, which was such a powerful reflection of his own moral compass, I cannot imagine passing this off onto some other innocent customer. Bottom line: Telus is a company without values, without integrity and as a result, zero customer loyalty. Their economic profits are merely a reflection of no better alternatives, that will simply not sustain. I will no return my focus back to helping smart companies create rich customer experiences, that is much more fun!

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