AT&T Wireless: America's Telecom Travesty, continued...

A friend of mine recently sent some thoughts in response to my posting a couple of weeks back, Poison Ivy v. AT&T Wireless: which is worse? and it sparked an interesting thought...

His initial conceit was that as recognizably awful as AT&T customer service is, there is equal blame to be placed with RIM, the makers of BlackBerry devices. After all, they're paid in full by AT&T, which subsidizes the retail cost and makes up the difference (and then some) via onerous service contracts, so I should raise some hell with RIM too. Here is my response:

While RIM is certainly accountable in this (and I understand how it's all incestuously subsidized), my chief issues have been with AT&T. First, because their network sucks and I constantly have calls drop, people unable to hear me properly, etc. The larger issue with them is that their customer service is deplorable. Separate from any issues I have experienced with a faulty device or poor network coverage in the areas I frequent, the overwhelming frustration has been with the response from AT&T. It's a system designed to frustrate consumers into giving up. Rather than an empowered point of contact able to effect a true resolution, I get shifted around, patronized ("um, yes, I do understand that I need to see at least one bar in order to place a call..." true story), bait-and-switched, lied to, etc. I've complained to RIM and been offered tech help for just $45/hour, but the central issue is still with AT&T.

All things being equal among the 4 major cellular service providers in terms of technology and coverage, how does a company separate itself and stand out? Great customer service is one way. Give me a reason to brag about you. Make it natural for me to mention my positive experience. A million new subscribers are holding their shiny new iPhones right now, marveling at all the device is capable of...until they begin using it as a phone and realize the coverage and audio quality is the equivalent of dialing Nairobi from Harare...and then the call drops, inexplicably.

Here's a comparison: a few months ago, I dropped my COBRA coverage and bought an individual plan, privately. Different HMO provider, but same level of service and benefits, just $200/month less. While I didn't have problems per se with Blue Cross/Blue Shield, the treatment and service I've received since joining Fallon is outstanding. My PCP spent considerable time with me during a recent physical; all of my follow-up appointments (I had a bunch of tests) were scheduled quickly and upon arrival at each, there was little time wasted-no waiting, no duplication of forms, just comprehensive treatment that included genuine explanations of all that was happening. While I may be one of _______ subscribers, at each stop along the way I've been treated as their most important subscriber, and I've been raving about Fallon as a consequence. With health care a major concern in this country and that industry having such a heavily negative public perception, how valuable is it to Fallon to have satisfied consumers speaking to other potential consumers about their happiness with said service? Strong word of mouth comes to them without incurring any additional marketing costs. How easy would it be for AT&T (or any number of companies, obviously) to achieve the same?