Survey
In order for us to review Verizon’s and AT&T’s customer service performance we have conducted personal interviews with both of the companies staff members. We have come up with several questions that would help us conclude and rate their performance. We made sure to ask questions that will let us determine how knowledgeable the customer service representatives are and how well they are trained to handle different situations.
Rob Meltzer met with Tania Anderson a retail sales representative for Verizon wireless at the Gardens mall. Upon arrival at the store, Ms. Anderson immediately approached Robert, with a friendly smile asking how she could help him.
Robert Magnus met with Erica Karp a retail sales representative for AT&T in Boca Store off Yamato road. Erica walked up to him within the first 5 seconds that he was in the store asking how she could help me.
WHICH WIRELESS PLAN IS BEST FOR ME?
Rob provided Mr. Anderson with a scenario that we travel a lot and spend an extended period of time both talking on the phone, emailing, and text messaging. Ms. Anderson recommended a plan of 2000 roll over minutes with unlimited texting for $149.00 a month, with a 2GB data plan for an additional $120.00 a month. Ms. Anderson asked about what business he worked for and she informed him that although his employer does not have a corporate discount associated with it, that Verizon does offer a discount of 15% for military members.
Robert provided the same scenario for the AT&T representative and the recommendation he got was to get an IPhone 4S with a plan of 450 roll over minutes with unlimited texting for $39.99 a month, along with a $20.00 unlimited messaging plan, with unlimited calling to any mobile number on any network, along with a 2GB data plan for an additional $25.00 a month.
For a total monthly bill of $84.99
WHEN I SWITCH TO VERIZON CAN I KEEP MY CURRENT PHONE NUMBER?
Ms. Anderson informed him that keeping our current phone numbers would not be a problem. What she recommended was that we continue with our current provider and open an account with Verizon before we cancel our current carrier. She stated this would alleviate any potential problems with transferring the current phone numbers.
Same question was asked Ms. Karp from AT&T and without going into any details she shortly answered that it can be done.
HOW DO I ADD AN ADDITIONAL LINE TO MY ACCOUNT & HOW MUCH DOES IT COST?
Ms. Anderson informed Rob that you only need to contact customer service or go to a store to add an additional user to our account. The cost of each additional line is $9.99, plus the additional charge of $30.00 a month if you want to add the data plan.
Ms. Karp stated that an additional user to our account would be through a family share plan; sign up any time over the phone or at the store. The cost of the family share plan is $ 129.00 for unlimited minutes and extra phone lines, and $ 30.00 per phone extra for internet.
I WANT UNLIMITED TEXTING, CALLING, INTERNET, WHAT CAN YOU OFFER ME?
The plan at Verizon that she recommended was the 2,000 minutes a month with unlimited text and 2G data per user of $30.00.
AT&T offers 2000 minutes unlimited text, 2g data $119.00.
I PLAN TO STORE A LOT OF INFO, WHAT SIZE (GB) SHOULD I GET?
Ms. Anderson discussed how much space would be utilized with storing photo’s and music in iTunes. She explained that the different memory sizes are 16G, 32G, and 64G. For every increase in memory the cost of the phone increased by $100.00.
Ms. Karp thought 16g phone would be sufficient. $199.00 phone, but if we wanted 32g phone its $299.00 and 64g phone is $399.00
SINCE I AM ON THE ROAD A LOT, DOES THE I PHONE 4 OFFER VOICE DIALING, RECOGNITION AND HANDS FREE DIALING?
Ms. Anderson informed me that the new IPhone 4s offers hands free dialing and voice recognition. She also informed me about Siri and the hands free options that this feature offers.
Ms. Karp said that the phone has all the features mentioned above.
IF I LEAVE THE COUNTRY, CAN I USE MY I-PHONE-4, DO I NEED TO UNLOCK IT?
Ms. Anderson informed Rob that when he travels he does not need to unlock my phone. She stated that he should contact Verizon prior to leaving the country and they could provide a temporary phone service that would be best for my traveling needs. She informed him that he should also confirm the charges for texting outside the country. She used Costa Rica as an example of $00.10 for incoming texts and $00.25 for outgoing texts.
Ms. Karp advised that Robert have my current plan temporarily suspended, and that I sign up for a temporary interned package. They have 3-plans ranging from $25.00, $45.00, and $100.00 and dependent on what I needed one of these plans would work.
WILL MY BROKEN PHONE BE REPLACED WITH A NEW PHONE OR A REFURBISHED PHONE?
Ms. Anderson was unable to say with certainty if he would be provided with a refurbished phone or a new phone if my phone was broken. She stated that it all depends on the inventory at the time, but that it could be either. She stated that if you have the insurance on the phone it is more likely that he would get a new phone opposed to a refurbished phone.
Another interesting thing that Ms. Anderson told him was that Verizon provides a buyback program of older IPhones. She stated that he would get a credit of $200.00 for his current IPhone that has 16G’s of memory. She then informed him that he could buy the new IPhone 4s for $200.00, and therefore with the trade in then his new phone would be free.
Mr. Karp replied that it depends on cost of repair; most likely it would be replaced with a refurbished phone. No cash offers for trade in’s, but they would donate it for him.
Both Rob and Robert got a chance to do same questionnaires for the customer service representative over the phone. The answers were very similar to the ones they have gotten from the store in person. Both Verizon’s and AT&T’s call in’s were successful, and a lot of information was provided. The representatives seemed helpful and friendly, but we wouldn’t really be able to tell how they really are, without seeing them and recognizing their body language and nonverbal communication.
We have come up with a customer service survey to conclude our experience and made up basic questions about the services provided. The chart below will show the compared results of both companies (based on the conducted questionnaire above).
From the chart above we are able to show and tell that the Version’s customer service gave us a better satisfaction than AT&T. We were provided with better information about products and services Verizon offers, not saying AT&T didn’t do the same, their service was on a good level but not good enough to have an excellent ratings.
So far we have been talking about the positive experiences we have had with both companies, but of course that’s not always the case. Since we got lucky and were being taken care of by the friendly positive representatives doesn’t mean that all of people get treated like that. After conducting some research and finding customer service reviews we have found out that not every customer got the same satisfactory service as we did, which happens all the time. One of the websites we have visited showed us a blog written by a Verizon employee giving out his thoughts about being a customer service representative and how they really think and feel about taking care of customers. In the blog named as behind the scenes point of view, in which he pretty much is giving us examples how the representative actually feel. He has mentioned that if a customer is treating to cancel the services with the company, it won’t scare them, and that the representatives still get paid, whether the customer is still there or not. We have also learned from his blog that the nice things they say to us are something they get paid for, and they don’t say it only because they really care. The blog has also mentioned about customers calling in to as how to use a phone and the response of the representative is to read the manual. There were plenty of other things said but the main concern coming out of this is that it is probably true. All they care about is making money, and whether the customer is satisfied or not doesn’t really matter (Reseller Ratings, 2011)
Analysis
After completing store visits and personal communications with Verizon’s and AT&T’s staff we now can talk about companies overall customer service analysis. Based on the answers that were provided to us and the representative’s actions we now will be able to complete the SWOT analysis for the customer service received from both stores.
AT&T SWOT
Marketing, branding, and name recognition are among some of the strengths behind the AT&T product. AT&T is a household name that has been with us since 1885 over a century before cellular phones became an everyday item in the home like a gallon of milk in your refrigerator. They seem to find a way to reinvent themselves staying topical and in the forefront of wireless carriers. So it was an obvious choice in 2007 to rebrand back to the familiar AT&T from Cingular after the merger in 2004. This is evident in their over one hundred million subscribers across the United States. (Eterprise Press Release, 2011)
Customer service is a category that is a mixed bag within the company. Long wait times whether on the phone or in the stores does not help make a customer at ease or therefore satisfied. A recent encounter at a mall location did not bode well with me. I was trying to add a phone to my account so I had my niece meet me at the store during our lunch hour to take care of this. After signing in we were immediately greeted by a representative and proceeded to complete the transaction from her old service provider to AT&T. After the nearly ninety minutes transaction it was then brought to our attention that we were obligated to pay an additional $120 to the previous service provider for breaking the contract. This information would have been better served at the beginning our conversation, therefore giving us the option to contemplate the decision prior to being locked into a new contract with a new carrier.
On the other hand during my last annual tour with the Air Force I placed a phone call to AT&T. My phone call was to their customer service department to ask about tethering, a way to link your cell phone with your computer. I was informed by the representative, Josh that they would need to change my phone service data plan which would lock me into another two year plan starting the day the plan was changed. I explained to him that I was unwilling to do this because it was only a feature that I would need for a seven day period, and the fact that I currently have an older data plan of $30.00 for unlimited data, which is no long offered by the company. He was polite and asked if he could be of further help, and that was the end of the call. Much to my surprise, approximately five minutes later I got a phone call from AT&T. It was Josh the service representative contacting me because he had spoken to his supervisor and they were agreeing to provide me the tethering option at no additional charge and without the need to change my old data plan. I was absolutely surprised at their willingness to do this as he walked me through the entire process that allowed me to obtain internet service through my cell phone. Now that is customer service!
Success comes to those companies that seek opportunities on a regular basis. As AT&T continues to make a profit they attempt to reinvest in themselves and continue to grow. In 2011 they announce the acquisition of T-Mobile from a Germany telecommunication company for nearly 40 billion dollars. (Deal Book, 2011) Unfortunately for them they were becoming considered too powerful, and the US Department of Justice blocked the merger preventing them from creating a monopoly.
As with any company there are other companies out there waiting to pounce like a rabid dog on those who take their eyes off the prize. Companies that linger around, take missed opportunities, and turn them into their fortunes. An example is the telecommunication company Sprint. As AT&T and Verizon cancel their unlimited data plans Sprint is the only other major player to continue this service. They prefer to take less money up front from customers and create long term satisfaction which in the long run will build loyalty with their consumers. The others will soon realize this threat when Sprint crafts their following and the customers begin to flee like rats on a sinking ship.
Verizon SWOT
In 2011 Verizon became the largest carrier in the wireless market with nearly 108 million customers surpassing AT&T’s 100 million. (Overview, 2011) This was accomplished by their many acquisitions over the past decade. Spending over $20 billion they became the telecommunication giant that they are today. Verizon has an estimated $34 billion dollars in cash flow allowing them to spend a staggering $30 billion a year to maintain their status as the biggest and the best provider in the nation.
Verizon is dedicated to giving back to the community. This is important in that too often businesses are so wrapped up in taking from the consumers to make their business successful they forget to give back to those who helped make them successful. This strong sense of social responsibility is a part of their beliefs. Approximately ten percent of their yearly spending comes from the goods and services of minority-owned and operated businesses. A minority business is one that is 51% owned by one of the following; African, Asian, Hispanic or Native American.
Verizon also created the Verizon foundation which focuses on how their technology can help promote literacy, safety and health. (Verizon Foundation Initiatives, 2010) Since its inception in 2000 the Verizon Foundation has donated over $400 million. Additionally the company’s dedication and support to community is evident in their employees volunteering nearly 750,000 hours and $8.3 million raised for nonprofit organizations in 2010.
Verizon is doing everything it can to capitalize on the global market. Since 2005 they have acquired seven telecommunication companies. With the acquisition of MCI, the leading global communication provider in 2006 it enabled them to be the largest carrier not only in the United States, but globally. This helped produce a workforce of over 190,000 employees spread out over 140 countries. (Magda N. Yrizarry, 2009)
They are continuing their focus on broadband (wireless communication) as well as wire line communication which is the old conventional method of communication via home phones or cabled line communication.
Verizon is not immune to the issues that face AT&T or other companies out there. It appears that wire line communication is possibly a thing of the past with the advent of cellular devices and more so smart phones. Investing in these waning technologies can potentially be a problem. There is a fine line between success and failure in your marketing and business strategies.
In the 1970’s two companies, Phillips and Sony competed in the television video recording format war of VHS versus Betamax. Both companies invested millions of dollars producing the best product and attempted to take over as the premier format for home recording. Unfortunately Sony could not compete with the picture and sound quality that was being produced by Phillips’ technology. This failure almost bankrupted the company. Verizon needs to be cautious of the next “format war” out there. Whether it is AT&T, Sprint, T-Mobile or one of the other smaller companies out there someone will eventually challenge David’s Goliath, or knock the king off their hill. There are threats around every corner
Recommendations (knock your socks off service)
There are few characteristics of the knock your socks of service and some of them need improvement in both Verizon and AT&T. the first characteristic that needs improvement is satisfying customers’ needs. When a potential buyer comes in the store customer service representatives should be all over him or her. Obviously the customer is there for a reason, whether they are looking to purchase a new product or they are having difficulty maintaining the product they have already purchased. There is no reason a customer should wait to be approached. The first thing needs to happen when a customer walks in the store is to have someone right then and there immediately greet them and ask them what is the reason for their visit. Customers have different needs when they are either calling for questions or physically go in the facility, the representative should be ready to deal with those issues and make sure that the customer is satisfied with the services provided. Another area that needs improvement is a creating a memorable experience for customers characteristic. An experience will be created either way, whether it is positive or negative, so based on that the staff should do whatever it takes to make the experience positive. There should be no issues with the question asked, the representatives are obviously there to help us out, and so we shouldn’t have to go through different sales people in order to get the answer we came for. Knowledge is power, and when we as customers get the satisfactory service, we would want to keep on doing business with the company. Making a positive, lasting impression on a customer falls into this category as well. The key work is positive, and when the customer got what he or she came for, their thoughts about the service will be positive, they might even share their experiences and impressions with others, which result in getting more business and making more money.
Fair-fix the problem is another knock your socks off service area we considered needs improvement. Listening is very important, everybody hears but not everybody listens. Listening to the problem is very important here is no reason the staff representative should ask you to repeat what the problem is, and if they just hear you and completely miss the listening part, the problem won’t be identified. The customer service representative should always confirm what you are there for, so the communication is there and the problem is on its way to be solved. Finding solutions for the problem is a key. When the staff in knowledgeable it should take no time, knowing that they won’t run around asking other people for help, or keep on sending you to different representatives. Once the problem has been solved, further information should be offered, something like not hesitating to come back or ask more questions, it’s always nice to know that you are wanted and it makes you feel good that you are being treated properly.
The last but not least area we would like to talk about is the making customers right. The customer should always be assumed innocent. Even if it is their fault for whatever has happened, they probably didn’t mean to do it and that’s why they are asking you for help. The teaching opportunities should be considered and available. Assuming that the customer knows nothing about the products offered, customer service representatives have to take advantage of it, and make that experience memorable and so the customer can take that visit as a learning experience. We as customers are there for a reason, we make your company money, so the least you can do is to help us out, and it shouldn’t be a problem, because you should know what you are doing in the first place.
Conclusion
In conclusion, Verizon Wireless, Number one with 107.7 million subscribers and AT&T, number two, with 100.7 million subscribers are the two largest mobile carriers in The Unites States. These competing companies have grown to similar size based on mergers and acquisitions. The two companies compete for and offer their customers the newest network technologies and latest most innovative phones. One example, is that up until the beginning of this year, AT&T had the exclusive rights with Apple to be the sole provider of Apple iPhones to AT&T’s customers; however Verizon ended AT&T’s exclusive hold on selling the Apple iPhone when they were able to be included as a distributor of the new iPhone 4. They can now offer it to their new customers in the US, which will give customers who buy that particular phone another choice in carriers. The two companies also compete for customers through price offerings; one of the latest offers by Verizon is that of a buyback program. Verizon has agreed to allow AT&T iPhone owners the benefit of offsetting the dollar amounts of the penalties they incur by breaking their current contracts with AT&T, and applying the penalty amounts onto a gift card that can be used to purchase a new phone from Verizon. These two companies compete in every facet of their business, growth through acquisitions and technology, competitive pricing and customer service. The similarities shared are an example of imitation being the greatest source of flattery.
I cannot be sure who has copied who? Between these two businesses, however, based on the similar responses to or surveys. These similar companies are just that, very similar (The New York Times, 2011).
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