Customer Care and the Australian Telecommunications Industry
Are you being ignored? Have your say 

With our industry on notice for bad customer service and the Telecommunications Industry Ombudsman fielding the worst level of complaints ever we ask what we need to do as an industry to turn the tide. We recently spoke exclusively with Australia’s most in-demand expert on Customer Service and what his message is for the Australian telecommunications industry. Martin Grunstein is Australia’s most in-demand speakers on Outstanding Customer Service having worked with over 500 companies across over 100 industries.

Macquarie Telecom: The idea of 'customer care' can mean many different things to different people, are there some general principles that underpin the notion of great service?

Martin Grunstein: Great service in any industry comes down to two things - empathising with the customer; and preserving the customer's ego throughout the relationship especially as you try to change their behaviour.

The telecommunications industry has a pretty bad reputation for looking after customers. The Telecommunications Industry Ombudsman has publically shamed the industry and Senator Conroy has said 'shape up or face increased legislation'. What do you think is going wrong as an industry?

There is an incredible emphasis on winning new business and very little emphasis on maintaining good relationships with existing clients so they are not tempted to leave by special offers.

Have you ever had an issue with a Telco (without naming any names)?

I changed from one telco to another based on the benefits communicated to me by the new telco. When I cancelled my business with the old telco I told them of all the benefits I was being offered. The lady on the phone proceeded to tell me of all the benefits of my existing telco which were more impressive than the new telco. I said to her "If you would have reminded me of all these things while I was your customer I would never have left you but now it is too late".

Do you think customer expectations have changed over the last 15 years (since the internet revolutionised how we communicate)?

The customer has become more knowledgeable and more cynical. Sometimes companies mistake providing the customer with loads of information with having a ‘real relationship’. Despite the advances of the internet, people still want some human contact and they have the need for recognition. Technology may change but people stay the same.

No business would say great Customer Care isn't important, but why do you think it's such a challenge to provide it?

I think a lot of companies would rather preach clichés or even throw money at the problem than really change their behaviour. If you want real change in the area of customer service you have to explain to people why it makes sense and train them properly rather than just tell them what to do because if you just tell them what to do they'll do it till their boss isn't looking and I believe there is a lot of that in the telecommunications industry.

How do you see customer care evolving? Do you think businesses are ready to hear everything customers have to say?

The clever companies will add value and treat their customers with respect rather than just bombarding them with more information. And that will be an investment in the human relationship. You can't advertise that you give great service and then have an understaffed call centre so that customers have to spend 45 minutes on hold to get an inquiry answered. I don't think that businesses are ready to hear everything the customer has to say because they haven't listened in the past and the customer is getting more and more cynical. A good analogy here is politicians. They all make promises and say they are going to listen to the electorate but after they are voted in they break their promises time after time - hence the electorate is cynical and full of mistrust for any future promises. If telcos are going to have any credibility they are going to have to deliver on the promises they make and not only communicate with their customers when they are up for a contract renewal.

Do you believe Australian businesses have customer care on their selection criteria for a business partner?

I believe that good customer service is very high on the list of selection criteria and I genuinely believe that most Australians will pay a premium price for excellent service and a relationship they can trust. But this service can only be demonstrated through results. For example, client testimonials will be much more convincing than a client list in helping a prospect decide whether they want to do business with a prospective partner. As a cynical consumer I am more interested in what your existing clients say about you than what you say about yourself.

What is your number one tip for telcos that will help them improve their customer care today?

Talk to your clients when you don't have anything to sell them. Let them know you give a damn about them and that you care that they are satisfied with the service you are providing. Say "thank you for your business" rather than throwing a special promotion at them. Make them believe you empathise with their needs and situation and that you value their business. If that happens the business decision might not be made purely on who has the best deal.

More on Martin Grunstein at his website The Customer Service Expert. 

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