Starcomms’ Customer Service Improves

Some weeks ago, I catalogued the many service blunders of Starcomms in a piece tagged “Surviving Starcomms Service Delivery Maze”. Many other consumers confirmed the issues I raised in the article, sharing some frustrating experiences especially with the internet service delivery. Starcomms’ managing director called me to apologize for my experience and offered to return my money but I explained that I would rather have better service than my money back. He promised they were working on improving their services.

Well, the first indication I received was when a consumer posted on my Facebook wall that following the article, Starcomms had introduced a way for internet subscribers to verify the number of hours they have left. (One of the complaints raised in the article was that when a consumer pays for 100hours, he has no way of monitoring his use and only Starcomms could determine when his 100 hours were up. Apart from the issue of transparency, it also creates great inconvenience and uncertainty as the service could expire at night in the middle of a crucial project).

Now consumers can monitor their use by sending a text from a Starcomms number with their internet number to a short code (please check Starcomms website for the appropriate code for your options). While this is much better than the ‘blind service’ we have endured for so long, I still think it is somewhat cumbersome since you need a Starcomms phone to access the service.

It would work better if they make the service available through the modems. That way, I don’t have to get a Starcomms line (in addition to the 3 I already use) just to access an added service on the internet portal. Or is Starcomms subtly ‘forcing’ us to use their telephone as a condition to the internet service? I do hope not, because that would amount to a violation of my right to choose separate networks for voice and data if I so please.

The improvements don’t end there, though. My internet wouldn’t connect a few weeks ago and I assumed my hours were used up so I went to Starcomms office on Toyin Street (the same one I had complained about) to renew it, expecting the usual one hour minimum process that frustrates many. My first surprise was that the reception was almost bare and the queues were gone! When I approached one of the agents, (his name is Demola) and asked for the forms to begin the zigzag process, he calmly informed me I didn’t need to do that any longer.

All I needed to renew my subscription was buy recharge cards, load on a Starcomms phone (that link to a Starcomms line again!) and send a text to a short code with my internet number and voila! I am online. Instant subscription renewal! No more 48 hours waiting to be turned on. Now that is something to shout about from the rooftops! NO MORE WAITING TO BE RECONNECTED FOR 48 HOURS OR MORE! Well done, Starcomms! That is the stuff great service delivery is made of…eliminating delays thus saving the consumer’s precious time.

I was also very impressed by Demola’s commitment to ensure I was well served. After we completed the process and I left in 10minutes (yes sir, all of 10 minutes!) he discovered that I still had time on my subscription so the new payment could not take effect (the snag in this new process is that you cannot pay in advance for hourly packages which means you must still be disconnected and reconnected every time. Not good enough, Starcomms; please improve your systems to allow every option the benefit of paying in advance. Your system should be able to recognize available credit and make the seamless transition once one payment is used up. I am certain it’s not rocket science)

Well, Demola went beyond the call of duty to locate my office to refund the payment. I opted for him to hold the money and load it when subscription expires and this delightful service agent stayed with me regularly by phone for more than a week; constantly checking my account to know when it expires and informing me on how many hours I had left so I could plan. That was a great relief for me as it took away the anxiety of anticipating disconnection and changed my perception of Starcomms’ service agents considerably.

Let’s hope this is the new culture at Starcomms and Demola is not just a Service Natural. Or is it because they recognized me as the ‘troublesome customer’ who complained about them in the papers? If you are a Starcomms subscriber (voice or internet) please email me your recent experiences with their service so we can verify that it is a systemic change and not just a flash in the pan. Meanwhile, well done Starcomms, we look forward to more improvements and greater value for the consumer.

…and Zain Pumps up Value through Loyalty

On Tuesday November 10 (which happened to be my birthday) Zain pioneered a new era in consumer value when they launched the first ever Loyalty Program in the telecoms sector. Though I wasn’t invited (maybe they were scared I might be too critical smile … just kidding) I was reliably briefed and from what I heard, it seems like real and genuine value for the consumer.

The package, I was told would run like the loyalty programs on the airlines where you earn points every time you make a call, send a text or use any of their services. As you accumulate points, you move up from Bronze to Silver, Gold and so on. At Silver, you become a card carrying subscriber and can enjoy discounts with many of Zain’s loyalty partners while still accumulating points which can be redeemed to buy phones, GSM services or even electronics at some designated outlets.

While I don’t have the full package yet, what I garnered was too good not to mention here. A Loyalty Program like this makes patronizing a service more delightful because it gives back by helping consumers meet other needs while spending money with them. I also feel it takes the bite out of the fact that our telephony services are too expensive relative to our income thus fast becoming a subtle tool for poverty increase instead of eradication.

With programs like Zain Loyalty ( I am sure they have a catchy name for it) telephony can gradually help to reduce poverty measured by standard of living as consumers would no longer need to count the opportunity cost of using telecoms services. However one must caution on the unnecessary use of any service just to enjoy loyalty points. Let’s hope that conditions on this platform will be easily achievable so it doesn’t become a subtle drain of hopeful consumers’ resources while the prizes are unattainable (like the never rewarding Eagle Flier Loyalty Program by Nigerian Eagle Airlines, formerly Virgin Nigeria). The number of times you are required to fly before you can accumulate enough points to enjoy any of the benefits is so unrealistic, I have never heard of one consumer who was able to win a free ticket with his miles. Compare that to Virgin Atlantic’s easily accessible Flying Club. I don’t fly that frequently yet I have enjoyed the benefits of choosing to fly Virgin Atlantic exclusively from upgrades to free tickets for a friend or companion).

I hope I can say the same for the Zain loyalty program in a few months. I promise to keep you posted once I’ve had the opportunity to critically evaluate Zain’s package. However, it is worth ‘hailing’ Zain for pioneering loyalty program in telecoms. Well done Zain, you are really Stepping Up!