The Internet provider and those tiny little users
These days, it must be really hard to work at the marketing department of a big Internet provider. Competition is killing, prices are going down, not all technical issues are solved yet and then there are those difficult demanding users asking those silly questions. Users that seem to get more and more “power of voice”, with the potential to screw up whole marketing campaigns.
Take the Dutch Triple Play giant Casema as an example.
For a couple of weeks now a increasing group of users has trouble visiting sites on the Internet, with as most likely reason the quality of the DNS servers at Casema. A lot of complaints have been filed, but as it appeared from the comments on the forums and from my own experience, Casema keeps pointing to technical issues on the side of the users (firewalls, routers etc.).
Users were on the verge of having “enough of this”. They even started talking about creating a dedicated web site like www.casema-bad-dns.nl, which might even get some “Google juice” if done properly.
However, yesterday I contacted Casema again to find out if there was any news on the subject. Well this time around the service person brought some good news: Casema installed two new DNS servers, which should eliminate problems faced by many users according to the service person.
What I conclude from this: Casema was well aware of this for some time but instructed their service personnel to not talk about it and just keep providing standard answers, to the grieve and anger of many, often experiences, users!
So what should Casema do to build some trust in the future:
- be open and honest if you have problems; do not let many of your customers become frustrated and spend their precious time on figuring out what is going on.
- just put the issues on your web site, or even better create a weblog written by senior customer service personnel and explain, explain, explain.
- educate those users (you need smart people for that), explain by using nice tutorials etc.
- eventually, get some users to evangelise your products (I bet some niche players are doing exactly that!).
This will build trust with the customer. It is a leap of faith for the company, but it is the only viable strategy in the long run. So why not get there just a bit sooner than the rest (get it?).
It should be mentioned that Casema recently already did a great job of improving there service via providing:
- Fast Help via chat function
- Web site providing response times of various help channels and a personalised service area (My Casema)
So they are on the way to perfection, but what is left is just ONE big step.
And please, please read Naked Conversations. You’ll understand why!
Technorati tags: Customer experience, Current Affairs, Casema, Marketing, Nederland, Netherlands
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posted May 22, 03:02 PM on May 22, 2006 |
category: Customer experience
Dear Marcel:
I am one of the Casema’s latest victims. I signed up with them about 6 weeks ago. I had 6 weeks of nothing but trouble. Each time I logged on, I got a message “cannot find server”. I spent hours on the phone with their Help Desk. Finally,they sent someone over to check my modem and router, which they installed, The technician told me that I need a new router. Casema wanted me to install the new router myself, which I refused. I paid for a full installation. If they installed a defected router, they should finsih the job and install a router that works!
I just read your Blog. Are you telling me, it is not the router after all?
Although their Help Desk personnel are very friendly and really tries to help, some of their field technicians are extremely rude! One of them even hung up on me when I called about the new router! Overall, the company’s organization and coordination is a mess!
Nevertheless, they are briliant when it comes to charging customers via phone charges. Whether it is router problem or DNS server problem, the casue of my problem is from Casema. Yet, when I called them, I had to pay the phone charges, and I had to try to fix their problem under their instruction.
Where else can you find a company that sells you a defected product and yet, you have to pay the company so that you can repair their product for them? Do Casema’s customers all have “sucker” stamped on their forehead?!
Not even in my wildest dream I could figure out such a brilliant marketing strategy!
Where is consumer protection in Holland?
Do you happen to know, how to contact Casema’s mgmt? Also, if you know any Blog that is dedicated to collect complaints from Casema’s customers, would you please let me know? Thanks. Catwoman
— Catwoman Sep 2, 02:06 AM #
Hi Catwoman,
Sorry to hear of your problems with Casema. I just wonder whether your problem was of the same type I wrote about in the post on my blog? The issue was that some website’s were often not found (or took a couple of times of refreshing to appear), but others were. It was a typical DNS issue. And after a small hick-up in the third week of July I have not had the problem again (and Casema acknowledged the issue finally, though not in public). Do you have the same problem?
If not, I advice you to just try to install the replacement equipment. It’s a very easy procedure, if you follow the instructions.
It is your call if you want to go to Casema Management, to get the full installation (which I think you deserve). It is a pity that there is no website dedicated to issues like this. But you could post the issue on the Tweakers forum I mentioned in my post and get some support and feedback.
About the treatment you got: some companies will never get it!
Good luck and please let me know what was the result. I just hope it does not take much more of your precious time.
Best regards,
Marcel
— Marcel Sep 2, 09:09 PM #
Dear Marcel:
Thanks for your reply. My problem is that, according to the field technician, something is wrong with my router. The signal it sends out is too weak for my computer to receive it, depite the fact that he placed his laptop right next to the router, still, the message “Cannot find server”.
I know it sounds easy to just install the new router myself. I have a real problem with it:
1. I ASKED & PAID for a full installation service. To me, it is a “fraud” that a company charges the customer and then did a half hazard job! If I have to install the new router, then, Casema should refund me the money I paid for installation (although I much prefer that Casema keeps the money & finish their job!)
2. The filed technician who was at my house told me that because I went through so much trouble, he had located a new router, and someone will come to my house that afternoon to install it. Later, someone called and informed me that no one will come after all.
3. For those who are not technical savvy, installing a box you don’t understand and then check the program to ensure it works propeprly is not simple. If I do it, it will be twice amount of effort and who knows what result I will get!? And if I still have problems, then what?
4. I signed up with Casema because their sales staff GUARANTEED me that their technician will take care of everything and that I will not have to install anything myself. Had they told me that I would have to do the installation, I would have gone to a different server!
In any event, because of my job, I come into direct contact with approx. 600 students a year and all use computer. Some students told me that they also have problems with Casema.
Nowadays, one of the most effective marketing campaigns with the younger generation is through word-of-mouth—- via their peers and reference groups. This is why, so many companies regularly visit Websites that feature discussions about their products and even pay users to mention their products to their friends during regular communications.
What Casema is doing, is counter productive!
From research we know that when customers are happy, they will tell 10 other individuals but when they are not happy, they will tell twice as many people. With Internet, these numbers are multiplied by hundreds of thousands times. Secondly, user recommendations are taken much more seriously by consumers than advertising, especially if they come from someone they know.
Since I am an expert in marketing strategy and marketing communications, normally, I work with sellers. In this case, I am more of a consumer advocate. I will keep telling my story until I get a satisfactory result from Casema.
By the way, I read a news clip that Mr. Chris Zijlmans took over Casema’s Customer Service in 2003 in order to improve Customer Service and the IT departments.
How about it, Mr. Zijlmans? Here is a little customer service problem for you. Can you solve it? Catwoman
— Catwoman Sep 3, 04:30 PM #
To either prove or eliminate DNS related issues you could try an alternate DNS provider like OpenDNS for a change.
— Robert Wetzlmayr Sep 6, 10:01 PM #
@Robert,
Thanks for the tip! However, the issue is that the ISP should provide the service it promises. And besides people that are not really tech-savy do not want to mess around with settings.
Thanks for stopping by!
— Marcel Sep 6, 10:08 PM #
Casema has the worst service I have ever seen in my life. And the DNS problem I had when using Casema is just a minor issue.
My story started at the beginning of July 2006, when I ordered digital TV and internet through their website. My internet was switched on time (although I had to throw away the LAN cable they’ve shipped with the package – it was very cheap and of unacceptable quality), and I always had those DNS issues. My TV package came 3-4 weeks later than promised – each time I called them, they would provide me with different reason why it was delayed and would promise me to ship it in a few days.
After that I had numerous problems with my digital TV – they would randomly switch it off. Then it would take me on average two-three 20 minutes long phones calls and 3 days to get my TV back. Each time they would provide me with different random reason why the TV does not work, and would try to blame me for everything.
After about 4 month of struggle they have switched of not only my TV, but also the internet (on Friday of course!) with no warning or contacting me in advance. Then after about 4 long phone calls and talking to unhelpful and clueless staff, they’ve figured out what was the problem. It turned out, that I have ordered ONLY digital TV, without the standard TV package (which was another 14 eur per month). The funny thing was, that their website allowed me to make that order (and it still does!), sent me an agreement, but later they billing systems could not process anything, and that was the reason why they kept switching my TV off for four months! And, of course, during that time nobody told me that.
And this is not the end of the story. Since they could not process my “incorrect” order, they have lost all my billing information, and could not send me the bill. Just recently I’ve received a bill for the previous year, and, of course, I was billed for the time then I had not internet (because it was switched off by Casema itself). Since there is no way to contact Casema except for the premium phone line, now I have to pay money to them to report their own mistakes!
To make the story short – the worst company I have ever seen in my life. Unhelpful and does not have any respect for their customers. The company, which cannot provide agreed services, and which requires customers to pay for their numerous mistakes. If I knew that 8 months ago, I would have never subscribed for their services.
— Gundas Feb 20, 11:08 PM #
Gundas,
Sorry to hear of your problems. After the DNS issue described above I have had not problems, and I feel lucky.
But obviously they are still screwing up!
Good luck.
P.s. At least you found a place to write away a bit of your frustration!
— Marcel Feb 20, 11:28 PM #
I also had the same problem during last few weeks. Casema’s DNS servers really suck! If this continues I will seriously be looking for a better provider.
— becky2005 May 23, 05:01 PM #