Points Of Presence

By Laura Guevin
Editorial Director, Communications ASP

I just switched my long-distance service. Again. This is the second time in five years that I've decided to use Working Assets, a long-distance, Internet services, credit card, and broadcasting company. Why did I switch? Their price was definitely the lowest I could find, and their flat rate really works best for me considering the days and times when I make my calls. Oh, and their offer to give me a free pint of Ben & Jerry's ice cream every month for a year -- as well as donating one percent of my charges to non-profit groups like Greenpeace, Amnesty International, and the AIDS Action Council  -- kind of influenced my decision as well. There were other reasons too, like the fact that they've never once telemarketed me, or worse -- tried to switch my service without my permission.

One of the biggest problems I had with my previous long-distance provider (one of the top three long-distance providers in the U.S.) was its billing and customer service practices. Not that there was anything specifically wrong with the billing process (I'll get to the customer service later), but the fact that I received two bills each month -- one for long-distance and one for cellular service -- was an irritation and a waste of paper (did I mention that Working Assets uses 100% recycled paper)? That meant separate payment addresses, separate customer service phone numbers, separate Web sites, and additional work when it came time to submit a change of address.

It was changing my address that created my second problem with this company, as my new residence is not in their cellular service area. Not their fault, and it seemed logical to me to cancel my service shortly after moving in. I attempted to do this from my plain old landline phone at home, and was routed into an endless customer service loop, with none of the options I needed. So it became clear I was going to have to drive into their service area and use my cell phone to cancel the service. I wrestled with a similar interactive voice response (IVR), and spent way too much time on hold listening to Kenny G before finally getting through to a customer service representative. After relaying all of my information to her, I was then placed on hold again so I could speak to her manager, and give him the exact same information. By the end of the call (45 minutes later), when he asked why I was terminating my service, I told him I had moved out of their service area and left it at that. I didn't want to spend a single minute more on the phone with him to relay my other complaints.

WHAT WORKS FOR CUSTOMERS
I don't know if Working Assets offers integrated billing, but I'm guessing that if one of the Big 3 doesn't have it, they don't either. I do know, however, that as a customer, I expect a certain level of convenience and ease, and one-stop shopping is a great place to start. And so, if a company offers long-distance, cellular, and Internet access services, it would be great to receive one bill, with one customer service number to contact with problems. Competitive rates are always a factor in consumer decision-making, but service providers should not underestimate the convenience factor of integrated back-end systems.

It would appear that the other Big 2 long-distance providers also have disparate customer service and billing functionality. I expect these companies will someday offer integration based on the unique services purchased by each of their customers. I think customers will demand it, and service providers will certainly realize the cost- and time-saving benefits of managing one integrated billing and customer service system.

I, for one, will be waiting for this customer service transformation to occur. I know it has happened in many other types of companies, but it's sorely needed in the telecom space. Until it happens, at least I have New York Super Fudge Chunk and Cool Britannia to console me.

Laura Guevin welcomes your comments at lguevin@tmcnet.com.