Do I have the right number? Customer Service at Telecommunications Companies

Author

Geneviève Grenier

Organization

Option consommateurs

Published

2010

Summary

The purpose of this report is to investigate customer service in major Canadian telecommunications companies and specifically how they handle complaints and resolve disputes. Option consommateurs has evaluated Canadian telecommunications companies’ customer satisfaction policies and review consumer feedback.

The study is based on document research, interviews with representatives from telecommunications companies and consumer rights organizations, detailed examination of websites, and the findings of four focus groups composed of consumers who have utilized customer service. The base of reference for the study is the ISO standard (10001, 10002, and 10003), which is used in this context as a basis of comparison for in-company customer service.

Finally, based on an analysis of each of the three ISO standards, Option consommateurs made a number of recommendations, including the following general recommendations:

General recommendations for companies

Companies must change their attitude toward loyal customers. On the issue of improving customer service and retaining existing customers, certain findings emerge. Customer service must be tailored to individual requirements and be responsive to needs. This means that customer service should provide a prompt, personal response and an effective resolution of problems. In this regard, a contractual promise to resolve problems within a standard timeframe is essential.

General recommendations made to the Commissioner for Complaints for Telecommunications Services (CCTS)

Option consommateurs consider it essential that the CCTS mandate be expanded to include consumer information and education about customer service issues in the telecommunications domain. It is also essential that CCTS take on a more coercive role and be empowered to implement a comprehensive system of sanctions against telecommunications companies and introduce regulations for ensuring a certain quality of customer service. In the present context, CCTS only settles disputes on a “case-by-case” basis. By broadening its mandate, CCTS could prevent many of these disputes by ensuring that the same problems do not occur repeatedly.

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OCA Funded Research
This research received funding support through the Office of Consumer Affairs' Contributions Program.

Contact information

Source: Consumer Policy Research Database