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I’ve never been kicked out of class for asking too many questions. I’ve never been fired from a job for asking for help. And I’ve never had someone break up with me because I talk too much (yet). However, that is exactly what Sprint Nextel Corp. has done. The wireless provider severed its relationship with about 1,200 customers who frequently (i.e. 40 to 50 times a month or more) call customer service.
Many newspapers and blogs are bashing Sprint’s decision. And at first I agreed with them. What a horrible move from a consumer relationship standpoint. What does that say about the brand? What will it mean in terms of attracting new customers?
Then I started to think logically about the situation.
When I worked as a restaurant server, there was a little sign that said, “We reserve the right to refuse service to anyone.” While we rarely invoked it, it occasionally was used to refuse service to people who were belligerent and unruly. To me, the Sprint situation doesn’t seem that much different.
To go back the relationship analogy, if someone is calling customer service that many times a month, obviously they are not happy with the relationship. The same thing happens with couples all the time. Someone is clearly not happy so one of the parties decides to end it. In Sprint’s case, it was the company that ended the relationship because the customers weren’t going to do it. These people actually enjoy making life a living hell for customer service representatives. They weren’t going to move on and find better service because they enjoy complaining. So Sprint did it for them. The company was even kind enough to forgive any outstanding balances.
Sure, these people were paying customers. However, we all know annoying people like this. Really, who calls customer service upwards of 300 times a month? I highly doubt that, after 40 to 50 calls, their customer service issues were not resolved. We all have had issues with customer service, but I would say most problems are resolved within the first call. On a few occasions, more than one call or a call to a supervisor is necessary. But 40 to 50 calls a month? That is ridiculous. I also agree with Sprint’s argument that dealing with these people was a detriment to the other 54 million Sprint customers who call maybe once a month like other normal people.
I know we are in the age of consumer control. However, part of me is sick and tired of people using that as an excuse to be rude and demanding. Let’s not forget about our own personal responsibility.
Maybe these consumers will learn something from the experience and be a little nicer next time around. Then again, people don’t change. I hope AT&T enjoys putting up with these annoying, customer-service-crazy folks.
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I am for companies knowing when to dump people when it hurts their larger customer base; they're running a business, after all. They can choose not to serve people who become a nuisance. But let's remember that they're also controlling the spin here. We're taking it on faith that what they say about the 1,200 break-ups is true.
E.