Our experience as customers offers great instruction into
concept of branding. Come with me on a recent "experience" and you'll see what I mean. Here's
situation:I want to order an 800 number. On my AT&T bill is a customer services number. I call it. A voice mail gives four options. None of which I want. Just TRY to get a representative. I am instructed to dial another number. I am given three options. Hit 0 for operator and
disembodied voice says I have called after hours. The hours are 7am - 10-pm Monday- Fri. Eastern Standard Time.
Fine. It is now 4am Monday in California. They should be open. By 4:30am in CA I have called repeatedly and punched in all
prompts until I am ready to punch someone. I am still told by a disembodied voice that
offices are closed. I try another number. This time, I reach a computer voice.
Computer:"I'll try and help you. Tell me in your own words what you want."
Me:"Toll free service."
Computer:"I'm sorry. I did not understand. Let me tell you what services we offer..."
Me:"I want a person"
Computer:"Tell me, in your own words, what you want."
Me:"Toll free service!"
Computer:"I am sorry. I do not understand what you want."
Me:(screaming) "I want a person."
Computer:"I am sorry. I..."
SLAM!!!!
I call 00 in frustration. "Operator!!"
Operator: "How can I help?"
Me:"I have been trying without luck to get someone in customer service. I have been caught in a voice mail hell with an atavistic voice. How do I talk to a person?"
Operator:"I am sorry you are having problems. You can talk to a supervisor."
Supervisor:"Can I help you?"
Me:(heatedly) "I want to ask about a toll free number. I have dialed three numbers and cannot get in. It says
offices open at 7am and now it's almost 8am EST!"
Supervisor:"Oh, sometimes they forget to turn off that message so
phones can ring through. We have to call and tell them."
Me:(incredulously) "You mean
PHONE company has employees who do NOT know their first order of business is to turn on phones to answer customers!"