I've been an AT&T (and briefly Cingular) mobile junkie customer for a long time. (I go back to when cell phones were the size of shoe boxes and you hauled them around in your second purse.)
Since the late 80's, and my first connection to the outside world via a mobile link, I have been connected to the hive. At first it was simple phone calls (and $900 monthly "ouch" bills to my employer as I used the phone to connect/sell with prospects/clients while driving to new appointments.)
Over time, my obsession grew. When texting came out, I was on board and fat-fingered my way into sending my boyfriend, now husband messages that contained sweet nothings and shopping lists for a quick grocery run on the way home. What's technology if not personal?
I upgrade faithfully, regardless of the plan -- and usually in increments of less than 2 years. I always buy the phones with the most ability to reach out and connect. I love technology and if you know me, you've the gotten "You MUST get one of these!" declaration with a complete show and tell until you roll your eyes cry Uncle. It's funny to think about it, but at one point, I had a blackberry on Verizon and a cell phone on AT&T simply because it was hard to talk and refer to emails without running out of juice quickly.
Bottom line? I'm a long-time, loyal customer who puts her money where her mouth is, literally. If you summed all the money that I've spent on cell phones and related plans and accessories, you would quickly see that I rise to the top of the list.
So, it was with some surprise that I discovered that loyalty and longevity isn't part of a strategy for some of the vendors from which I buy.
This week -- it's AT&T.
Now I've had an account with direct-to-credit-card payment for as long as I can remember. I don't get bills and other than reconciling my checking account, I don't pay much attention to the small fluctuations in price.
My credit card expired -- which prompted a visit to the self-serve customer care site to update my information. While there, I peeked at the offerings - - because if there was something new that I "had to have" I had to know about it.
To my surprise, I noticed that the monthly unlimited rate had dropped from $99 to $69. So I called customer service. I asked about the difference in benefits and discovered there were none. Then I asked the rep how long the rate had been dropped and she said "some time." I told her that I was surprised that my account wasn't automatically updated. She was kind, but has nothing to really say or do other than to change my plan for the current month.
Hmmmm.
I thought about that a bit.
And posted to Twitter.
AT&T has a group who is responsible for monitoring comments and I was lucky to get a rep to take interest in my posting. She was great -- really. She researched my issue and offered me a credit after I explained that it concerned me that I wasn't automatically adjusted. I asked her how long ago this changed. She told me "some time." It was clear to me that this wasn't something anyone cared to talk about. I didn't push it.
I truly appreciated her efforts, took the credit, and thanked her. Any time I get a fraction back on what I spend monthly is a good day.
But last night, I decided to search and see if I could find out when the plan was changed. A great number of people posted in early January 2011, all basically repeating what you can see here -- and so my guess is that this went into effect 6 MONTHS AGO!
It goes without saying that AT&T should credit me for 6 months of overcharging. What bothers me most though, is the lack of a policy which would have avoided this issue. All they had to do was do a search on their databases and change everyone from $99 to $69. Can you imagine how happy I would have been to discover that they proactively lowered my rate?
Even better, if they were smart, they would reward LOYAL customers with high LIFETIME VALUE with a bonus for staying on board. Can you imagine if once every 13 months they gave me a free month? Or maybe a month of free texting, or something else to reward the fact that for most of the last 20+ years I've been a high yield customer?
Customer acquisition is important, but reducing churn is sometimes even more important. I never thought I'd think about switching to Verizon or one of the other carriers because I've been pretty happy with AT&T over the years despite dropped calls with my iPhone. I've come to regard that as part of the charm of living on the edge of technology.
But truly, this is something that goes deeper. My overpayment of $30 times 6 months = $180. Multiply that by millions of subscribers and you can smell a class-action lawsuit, can't you? It's a shame, they are a good company, trying to keep above the fray, but some people in their marketing/sales management chain needs to rethink policy. This is not the smartest way to maintain loyal customers, in fact, it's one way of assuring that they will look elsewhere when their term is up. In other words, holding onto the extra monthly revenue might snuff out your best customers.
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