The FactsAT&T Customer Service ranks 4th, just above the industry average for customer care. But, you knew that already right?
See the details of the study below (click after the ad for the PDF document).
The Fine Print
Wouldn't be great if you knew everything customer reps would say before they opened their mouths? Now you can.
Thanks to an internally leaked document, here are some key excerpts from an AT&T manual for dealing with customer complaints.
Last Updated: 11/21/2006
These are the procedures for handling an
escalation from a customer who requests to speak with a manager or threatens an
executive complaint"
"Attempt to identify and resolve the root cause of the issue.
o Empathize with the customer..
o Listen attentively to the customer's complaint and do not interrupt.
o Review the account memos.
o Ask probing questions to ensure understanding of the issue."
So far so good. Seems pretty standard.
"Executive Complaint Escalation
Executive complaints occur when a customer mentions routing their issue to an outside state or federal agency, "the president of the company" or "the person in charge". These calls should be handled with extra care to ensure [formerly] Cingular's fourth "R", our Reputation, is upheld. Examples of executive complaints include, but is not limited to:
* The Attorney General
* The Federal Communications Commission (FCC)
* The Better Business Bureau
* The Public Utilities Commission
* An executive officer of Cingular Wireless, such as the President of Chief Executive Officer"
Lesson: Corporation cares about the power
to impact thousands, if not, millions of customers. Larger influence = bigger
threat to profit.
"If the customer is insistent on contacting an outside agency or an executive, immediately refer the customer to a Manager. Do not provide the customer with any telephone numbers to external agencies."
Lesson: Minimize the damage done here
people! Don't make it easier for us to get shot in our own foot!
"Make every attempt to resolve the customer's issue. If it cannot be resolved, then the Representative will...
Refer to a Manager/Supervisor
If the customer's issue still cannot be resolved, then the Manager/Supervisor will...
Refer to an Area Manager
If the customer's issue still cannot be resolved, then the Area Manager will...
Refer to a Director
If the customer's issue still cannot be resolved, then the Director will...
Refer to the Regional Vice President (RVP)
If the customer's issue still cannot be resolved, then the RVP will...
Refer to the Office of the President (OOP)"
Lesson: If the company views you as a
threat to profit/P.R. Image, maybe you'll get that far. Countless instances have
proven that each level serves as gatekeepers.
LTV1 (Life Time Value) Guidelines: Retention, & Save Offers
All Customers except Former AT&T Wireless Customers
Example: Customer calls in to cancel due to a billing error. Even though we do not make "save attempts", it is still necessary to review billing issue and resolve accordingly, even if this results in unintentionally saving the customer.
Although these customers are not eligible for enhanced Save offers, LTV1 customers showing eligible for upgrade in EAU checker can still receive Standard Customer Care Equipment Upgrades.
+ Note: These should not be proactively offered."
Lesson: Do what we can to fix the problem,
IF they ask. If they do not, don't waste
companies resources.
" Do not attempt to Save LTV1 customers
o "Do not attempt to save" means:
+ Express empathy upon hearing that the customer wants to leave us
+ Treat the customer politely and with respect
+ Resolve the customer's service - or bill-related issue: i.e., "fix what's broken."
+ Do not offer Save-only rate plans, enhanced equipment pricing, or retention-related credits.
+ Do not proactively discuss The AT&T Advantages
+ Reply to customer's cancel request with a positive response
+ Use the appropriate cancel reason code in Clarify"
o "Do not attempt to save" does NOT mean:
+ Waive ETF for customers with more than 12 months remaining on contract
+ Proactively offer or suggest that the customer cancel their account
+ Antagonize the customer in an effort to "make" them want to cancel
+ Treat the customer rudely or disrespectfully
+ Tell the customer that we do not value their business
+ Tell the customer that they cost our company money
+ Suggest in words or actions that the customer should go to one of our competitors
* Do not proactively make a save offer
Lesson: If you are not viewed as a having a high enough Life Time Value as a
customer, no special treatment for you
Determine if Early Termination Fee applies
* If less than 12 months remaining on contract:
o the ETF is waived.
* If more than 12 months remaining on contract:
o follow existing ETF policies to determine whether or not ETF should be waived based on cancel reason.
+ Refer to Early Termination Fees (ETF).
What is LTV?
Life Time Value (LTV) measures the subscriber's overall value to the company (based on revenue, account plan, on and off-network and data usage, length of service, etc . ). LTV1 accounts are customers who create a negative profit for the company. In most cases, these customers actually cost the company money each month.
Lesson: If we determine that you sir, are
a leech, we will get rid of you as quickly as possible (while maintaining a good
image).
To read the full article, check this post on The Consumerist(pop-out).
Nothing in this internal document comes as a shocking surprise. AT&T, like every other company, is out to make a profit. Customer service, retaining customers, 'saves' and the like are all calculated to provide the company with a profit. If the company could have bad customer service and still make a profit, to some extent it would. If it sees that providing good customer service can increase profits (through retention and referrals), then most likely it would.
AT&T's customer service is not the best, your experience can be greatly affected by the tactics used as well as your value to the company. If customer service is a priority for you, then check out T-Mobile or Verizon. Read on for how AT&T compares with other providers...
