Avoiding the "Customer Service Hall of Shame"

Answer: The voice mail maze… late fees… email lists we cannot unsubscribe from easily…

Question: What drives customers crazy?

Most businesses realize that a happy customer is the key to a successful business.  Years ago, a young Sam Walton pointed this out when he famously noted: "There is only one boss — the customer. And he can fire everybody in the company, simply by spending his money somewhere else."

MSN annually publishes a "Customer Service Hall of Shame" of companies who have ranked at the bottom of providing customer satisfaction. The 2011 list is here.  What was striking to me is that the list is dominated by big businesses in the industries of insurance, cable TV, and banking. Ironically, these companies, who no doubt understand the importance of customer service, infuriate their customers with late fees, changing rates, the never ending voice mail maze, and limited customer service hours. Big business uses such poor customer service INTENTIONALLY to earn greater profits. For example, have you ever had a question about a bill and tried calling several times only to give up? Suddenly, you are left with the options of paying the bill or being charged interest or penalties. And please do not get me started on insurance disputes. When my clients are involved in a personal injury claim, it typically takes up to 30 minutes simply to set up a claim.

If a small business tried these shenanigans, we would soon have no customers. I know that in my law practice, clients come to me after horror stories of their lawyers not returning phone calls. Most Rhode Island businesses at least give lip service to the importance of customer service. The good news is that if we, the consumer, search hard enough, we can find the good companies who value our business. I know that, for example, Google Places offers customers the ability to post reviews on businesses. And, yes, MSN also publishes an annual "Customer Service Hall of Fame. The 2011 list is here.

If you do run into a problem with a company, here are several resources:

1. Better Business Bureau

2. R.I. Attorney General Consumer Protection Unit

3. R.I. Division of Insurance

What do YOU do if a company does not return your call or otherwise provides poor customer service?