Why are the telco service providers failing to provide customer service?

Why are the telco service providers failing to provide customer service?

It turns out that phone and Internet users are generally satisfied with the quality and service reliability, but they're angry about the customer service experience

“The way in which the telecommunications industry in Australia deals with its customers must change, and change immediately.”

That’s the stark finding from the recently released Australian Communications and Media Authority (ACMA) report into the telecommunications industry, which was sparked by the increasing number of customer service complaints made about service providers in recent years.

Now that the dust has settled a bit, we can look more closely at the detail of the report and it turns out that there is a significant and somewhat unexplained contradiction in the industry. It seems that consumers are generally satisfied with the quality and service reliability, a good achievement in light of the huge growth in users and complexity of services, but there is a real (and angry) dissatisfaction with the customer service experience.

Overseas the growth and complexity of services has been much the same, although there is often a greater number of service providers, but there doesn’t seem to be the same problems with customer dealings.

The question, as the report poses, is why is the quality of customer care being provided by telecommunications companies failing to meet consumers’ expectations when the services they provide generally do?

The answer maybe something quite unexpected: many service providers don’t even realise they have a customer service problem. Customers and industry commentators and now the ombudsman and regulator see a problem, but many telcos do not. It turns out that aside from a number of the larger service providers, there was little response to the inquiry from the vast bulk of the sector, according to the report.

Improving the understanding of what constitutes a good customer experience within many telcos may be the first step in improving the general level of customer service. It seems that the answer isn’t to be found with stronger industry codes from the regulator, at least not to start with, but creating an awareness of the nature of the problem and how to provide effective customer service.

Next time, Investigator will look at how ACMA proposes to improve customer outcomes by supporting industry action, setting minimum service expectations and looking at intervention through lifecycle phases of the customer service experience.

What do you think will improve customer service? Add your comment below.


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Comments: 9
cataly
14 June 2011
What about good customer service? After getting the run around multiple times through my ISP/Telco I finally got someone that knew what they were talking about and fixed the problem right there and then!
The difference I believe is knowledge and access - Telco's need to provide their staff with more training on problem solving - (rather than putting them through lots of sales courses) if I ring up with a problem with my data pack I don't want to be upgraded I want the problem fixed!
Problem solving 101 - empower your staff to provide the solutions. A customer should be able to deal with one person when they ring with a problem not be passed back and forth - if that person can't get it done then they should arrange to get it done rather than just transferring the customer. The customer "should" only have to speak to one person and not have to explain their problem multiple times to new people...


Comment made about the PC & Tech Authority article:
Why are the telco service providers failing to provide customer service??
It turns out that phone and Internet users are generally satisfied with the quality and service reliability, but they're angry about the customer service experience

What do you think? Join the discussion.
petergaskin
14 June 2011
It is all about profit and taking care of 80% of customers. The 80/20 ruyle has been around for some time - 20% of customers generate 80% of profit - what i call voodoo economics.
So the response is - provide service to the 20% of customers that matter, and ignore the 80%. Unfortunately, we are the 80% - and get what we deserve for getting a cut price product.
love to hear a senior exec of telcos refute my comments!
gnome
15 June 2011

2 good posts above, +1 to each.

Though I might suggest a slight change in the 80:20 rule. Despite their protestations, it seems clear that too many telcos are content to have their CSRs (customer service representatives) operate at a level where they are only able to fix about 80% of problems.

It sometimes appears that the companies hope that the other 20% will just give up (some of them do), or go to the TIO if they are aware of that service.
paulgo
15 June 2011
How about providing us with people who speak ENGLISH????? That's the bulk of the problem. And those people who don't speak English, also have NO IDEA what they are talking about. They attempt to address the problem by looking it up in a manual and talking the customer through a stupidly complex process for a simple problem. They have no actual personal knowledge. I'm SURE the Australian public would be MORE than happy to pay a little extra and give our OWN population more JOBS in the process!!!
ory_zm
15 June 2011
+1 to above poster (paulgo)
Also, it's infuriarating how they all take you through the same script, even though half the time the steps don't have anything to do with the problem
me - "my service stopped working"
support - "is your cable longer then 3 meters?"
me - "yes"
support - "can you try with a shorter cable"
me - "but it was working this morning with same cable!"
support - "the problem might be the length of the cable, can you try with a short cable?"
me - "it's in another bloody room..." ^%&%&^%&@$@#%
petergaskin
15 June 2011
The problem is - it costs too much money to provide tech support by people who talk English. thats why we have overseas call centres. We are generally not prepared to pay more for support - thats why we buy solely on price.
Senior executives are paid by achieving kpis. If a kpi is closing down Australian call centres, then the Senior executives will do everything they can to close down Australian call centres. Then they get their fat bonuses. The following year, they have to invent a new kpi to again justify more fat bonuses.
As long as most companies give lip service to custoemr service, no company will be prepared to provide adequatew customer service to all customers. It will just reduce fat bonuses for senior executives.
dethro
16 June 2011
I am Australian, I have no accent, and the amount of times I hear people go "Oh I'm so glad that you speak english, unlike the last person" infuriates me. "the last person" is someone who has just as much knowledge as I do (generally) and can do the job just as well, it's just that people tend to be biased against anyone with an accent on calls.

You can say this is not true, but working in the call industry, this is a fact. People switch off when someone isn't speaking 100% clear english to them.

Also, the gripe above about "It's always the same steps", do you know why we do that?

It's to save you hundreds of dollars and wasted time.

That's right.

We don't care at all what the outcome of a broadband fault is, because we don't get charged for it.

We do it only, and soley, so that you, the customer, the one who is calling for a "simple problem", does not have their time wasted, a technician called out, only to find out that your equipment, which, just like a car, a TV, a microwave, a kettle, or anything else electronic, can fail at any given time (yes, this includes cables). If said technician comes out, and finds it's due to this, they will quite happily hand you a bill for wasting their time, and then walk away.

You have to pay that bill, because you did not want to troubleshoot.

So, is upwards of $100 worth less than an hour of your time? I'd think it would be, unless you get paid more than that.

If that is the case, do the basic troubleshooting, then just agree to the greatly increased chance it is your fault, and we'll lodge the fault for you.

We're required by law to do so. If you want to risk it, hey, who are we to try and save you money and do the right thing by you.



Also, here's a quick study case for you:

A human being, works underground in the mines, for upwards of 12 hours a day.

He does this fine, for 4 days a week on a rotating roster.

He continues to do this for 7 years.

After 7 years, he decides he's had enough, and quits.

Is it the mine that is broken, or the man?

It's the man, right?

So, if something that was working, can stop working, then why can this not be the case with electronics?

I have yet to hear a good, valid reason from someone as to why things that were working, have to continue working.

"It's brand new" Ever heard of broken out of the box?

"I've had this for 10 years like this" So was my uncles' heart, then it gave out.

"It can't be that" Who told you that? Was it someone who's going to give you the money for the fault if they were wrong? If not, then don't believe them.

"I don't want to test that" I don't want to get tested for diabetes either, doesn't mean I don't have it, just means I don't know.

"It'll take too long to test" Would you say that if you suspected you might have cancer?

"Oh, there's this growth out the side of my face, but I don't have the time to get it tested" sounds pretty silly, doesn't it? You're calling to get something fixed, not to get quick fixes. Doctors don't do it. Mechanics don't do it. Computer technicians definitely don't do it; and these are people that are actually face-to-face with the problem.

Here's an experiment for you.

Have a health issue, something random and niggling.

Call your local medical center.

Speak to the receptionist there and demand to speak to your doctor.

Complain until you get your doctor.

Proceed to explain all of your symptoms, both related and unrelated (I've got a sore toe, which has to be related to my illness even though I stepped on something which could have caused the sore toe), and get irritated when the doctor attempts to ask you some questions.

Tell the doctor that you pay him to fix this, not to try and play 50 questions over the phone.

Now, how far along that chain do you think you would get? Step 3, maybe? That's right, doctors, the people you trust with your very lives, will not attempt to diagnose issues over the phone.

Yet we do it.

So, here's a thought. If you call us, you want us to fix things, correct? (this is assuming you're not just calling because you are angry at something completely unrelated and just want to yell at someone because, after all, it's not like they've got anything better to do. Before you say this is blowing it out of proportion, I can assure you with 100% accuracy that I have had multiple calls detailing exactly that. Sure, they usually apologize after abusing call center employees, and that makes it OK, right? That's what I say to my woman when I hit her around, it's OK because I apologized afterwards.)

Therefore, if you want us to fix things (here comes the amazing mental leap, figured out with my stupendous powers of deduction), how's about you be helpful with us, and help us fix things? If we ask you something, it's not because we're being mean. It's not because we hate you. It's because we're trying to cover you, in case the tech that comes out after everythings' said and done, tries to charge you for equipment faults. We're being derelict in our duty if we don't try to do that for you. We don't want you to have to go away from the call angry because we didn't fix things, but in the end, that is real life. That is common sense. Sometimes, things just aren't able to be fixed first time.

And yes. Sometimes people make mistakes. If anyone can tell me, with complete veracity, that they have never, ever make a mistake in their entire lives, then I wholeheartedly recommend you contact the nearest center of organized religion to state your claim to a sainthood (or equivalent).

Let's just pretend you made a mistake, an honest mistake. You're going to feel pretty bad about it, right? The last thing you need, when you're trying to fix things, or even if you're fixing someone elses' mistake, is someone abusing you.

After all, if these "faceless people" on the end of the phones, were actually in your house, talking to you face to face, would you really swear at them, insult them, call them liars because they're inferring your precious hardware might be faulty, or cables might have worn out (Yes, cables, as they carry an electrical current, can get worn out. It's much more complex than that, but it does happen. Google it if you don't believe us. After all, you don't pay Google, so it wouldn't possibly lie to you, would it?). I challenge any of you to say you would. If you do say you would, then I fear for your interpersonal skills. Gone are the days where people are taught to be polite; not just "to their elders", because that does not work, and I've come across my fair share of abusive, insulting, grizzly old people who do not show respect to someone only trying to help them get back online, but to anyone and everyone.

In closing, imagine if you were on the other end of the phone, or your child, or parent, or close relation. Imagine if it was someone you love. Would you really be abusing them, for just trying to help you as best as they can? Is it really that hard to think "this person is still working here, so obviously they must have some inkling into what they are doing"?

All we ask, is that you treat us with the same respect, and trust, that you yourself would like to be treated. Believe me, if all call centers treated the customers like they treated us, there would be many more complaints than there are now.

All we are, are people, trying to do a job. Let us do that without stress, strain, anger and vitriol, and in return, we will help you to our fullest extent.
.:Cyb3rGlitch:.
16 June 2011
Great post dethro.

I think the main gripe people have with people with accents is the fact that they can be hard to understand, which only amplifies the frustration of the technical issue.
skarpethinn
24 June 2011
i think it is hilarious that people (even posts in this thread) equate "people with accents" with "overseas call centres" - becouse, of course, there are no foreigners in Australia! i work in a call centre in sydney, & we have a failry multi-cultural group of staff, & i think it i hilarious when someone calls up, hears my Strine, & proceeds to complain about the "Indian" who is sitting in the next pod over from me!
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