This story happened back in 2010. My friend John had just got an onsite assignment. He was to travel to the US in a week’s time. He was so busy and excited that he forgot to deactivate his postpaid mobile connection. After a couple of months, One day around 2 a.m. John gets a call in his phone. It’s from XYZ Telecom Company’s legal department. A threatening voice from the other side says” If you don’t pay your bill of 2300 rupees we will take legal action against you”. John was angry and confused at the same time. “A bill of 2300 rupees? I had paid my bills online before coming to US. Moreover the company has to give me 1000 rupees, a deposit which I had made while taking the connection”. He then realised he had an outstanding amount of 500 rupees for which they added up late charge fee over and over again till it reached up to a 2000 rupees level . Well John was a fighter. He had no intention of paying the bill till he got his 1000 rupees deposit and an apology for the rude behaviour. After all he was a faithful customer for nearly 5 years.
Fast forwarding the story and coming to March 2011.I met john in a friend’s birthday party. Somehow the XYZ Telecom Company story came up. It was really sad and shocking to see the true colour of these companies. According to John making you pay the bill is a simple 5 step process for them
· They track the numbers to which you have made the most number of calls/recent calls. They call those numbers claiming to be your friend and ask about your whereabouts and personal number
· They call you and threaten to take legal action against you for not paying the bill
· They call your family and friends and portray you as a cheat and sometimes even threaten them.
· You get totally out of context replies for the mails you send fighting for justice
· You surrender and pay the bill
On my way back home I was wondering why don’t they use the ARPU (Average Revenue Per User)? Or can’t they even do a loyalty check before taking such absurd actions? If they treated John well they would have got a loyal customer and promoter for life.
The Harvard business review says ”Loyalty has a lot more to do with how well companies deliver on their basic, even plain-vanilla promises than on how dazzling the service experience might be.” How true!
Fast forwarding the story and coming to March 2011.I met john in a friend’s birthday party. Somehow the XYZ Telecom Company story came up. It was really sad and shocking to see the true colour of these companies. According to John making you pay the bill is a simple 5 step process for them
· They track the numbers to which you have made the most number of calls/recent calls. They call those numbers claiming to be your friend and ask about your whereabouts and personal number
· They call you and threaten to take legal action against you for not paying the bill
· They call your family and friends and portray you as a cheat and sometimes even threaten them.
· You get totally out of context replies for the mails you send fighting for justice
· You surrender and pay the bill
On my way back home I was wondering why don’t they use the ARPU (Average Revenue Per User)? Or can’t they even do a loyalty check before taking such absurd actions? If they treated John well they would have got a loyal customer and promoter for life.
The Harvard business review says ”Loyalty has a lot more to do with how well companies deliver on their basic, even plain-vanilla promises than on how dazzling the service experience might be.” How true!
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