To secure future revenue streams, cable providers and telecommunications companies must convince consumers to buy an array of new services that will further blur the lines between the personal computer, the television and the telephone. But to do it, they'll have to improve customer relations. Toronto's Convergence Consulting Group Ltd. In a perfect world, strong customer service creates brand loyalty and repeat business. Unfortunately, the public remains very wary. In general, cable providers are seen as rife with networking problems, and telecommunications companies are viewed as impersonal and bureaucratic.
Technology adds further complications.
Some customers have found that companies are deploying complex systems that their managers and staff don't fully understand. Meanwhile, the computer has made it very simple for the public to overwhelm companies with complaints and queries. The experience of Rogers Communications Inc. provides some clues as to where customer relations may be headed. The independent group has met with management on four occasions, and arranged a meeting earlier this month with president and chief executive officer Ted Rogers. The 900-member group is an outspoken critic of the communications giant, slamming the company for slow service, network crashes and an inconsistent refund policy.