AT&T CEO makes Steve Jobs look like a role model for email etiquette

June 3, 2010 - By Justin E. Gehrke

In a story that plays right into our AT&T data plan increase/bandwidth allotment decrease post from yesterday, it seems that one customer took the time to voice his dissatisfaction with the company. Giorgio G. reportedly took it upon himself to voice his displeasure to none other than AT&T’s CEO, Randall Stephenson, via the bullhorn of the electronic age, the email message.

What was Giorgio’s motivation for contacting the CEO directly? He was unhappy with the imminent changes AT&T formally announced the very same day. By his logic, he might even be able to spin the issue to his favor and convince AT&T to allow him to upgrade his device a little earlier than his contracted allowed. He already owns an Apple iPhone and iPad. The guy obviously wanted the chance to upgrade to the iPhone 4G. It seems like a good angle to explore, right? Unfortunately, the rest of the story did not unfold exactly as Giorgio imagined.

Giorgio has since gone so far as to post the text of the email on his Tumblr site. Below is an extract that give you the basic idea expressed in his message:

“I don’t think even Steve Jobs can spin 2GB for $25/month as a good thing for the consumer.  I may not use  2GB/month today, but the point of these devices (iPad 3g, iPhone 4G, etc.) is that we’ll be able to do more and your network either can’t handle it, or you’re just trying to squeeze more money out of your customers.” – Giorgio G., June 2, 2010

He also expressed his intention to switch from AT&T to Sprint and cited AT&T’s proposed changes as the catalyst for his decision. He also alluded to the fact that AT&T customer care representatives are often powerless to make decisions, such as allowing for an early upgrade.

If you read his entire email, it is obvious that Giorgio was asking for something. This might lead some to say that he was being opportunistic. In all fairness, though, business is business. Giorgio was simply playing by the same rules that all wireless carriers do. There are stipulations, but there is always room for negotiation. This is a fact that is difficult to even attempt to refute.

So, what was the response that Giorgio received? Was it a nice form email or a polite “We’re sorry, but no.” In this case, he wasn’t prepared for the voicemail message he was to receive late yesterday. An unnamed representative (Good job, Giorgio. You proved you have common sense and ethics, even if others don’t.) left the following message for Giorgio’s listening pleasure:

“Thanks for the feedback, and if you bother our CEO again, we’re going to send you a cease and desist letter.” – AT&T Executive Response Team, June 2, 2010

Things started off on the right foot, with an acknowledgement of his email communication and even a thank you. The second part of the compound sentence, though, cancelled out any attempt at politeness, on the part of AT&T.

This brings us to the heart of the matter. Many people have sent emails to senior management and executives of companies. I’ll admit it. I have, as well. Sometimes, we, as customers, recognize that your front-line customer service representative is not always empowered to handle your request, complaint, or concern. For that matter, the second-line personnel or supervisors aren’t generally able to either. Thusly, when you have something you really want to bring to the attention of someone in a position of authority, you try to reach them, whether it be via telephone, email, or office call. In the end, isn’t that a more dignified route than berating a customer service representative regarding something with which they don’t even agree?

In my personal experience, this is often a successful tactic. I have successfully used it to obtain redress for bad customer service, billing problems, and other issues from companies like Delta Airlines and Marshalls (a subsidiary of TJMaxx). Generally, one can tell that the people aren’t necessarily happy to be required to stoop to the level of basic customer service. Ultimately, though, they do it and even say “Thank you.” Does it change how the company or its employees operate on a day-to-day basis? Most likely, it doesn’t, but it does remind us that it is the consumer who ultimately holds the power in the supply and demand food chain. If we aren’t willing to buy it, they can’t sell it.

The situation also reminds of us the many email exchanges between regular Joes (and Janes) and Steve Jobs, CEO of Apple. There have been occasions where Jobs’ responses have been a little rough. He might get straight to the point and say the opposite of what you wanted to hear (or read). How often does he answer? We don’t really know. What we do know is that he answers. If he takes the time to answer, one assumes that Jobs takes the time to actually think about what the person wrote. Otherwise, how would he formulate an answer?

In Giorgio’s case, though, it appears as though no one put any thought into his request. AT&T didn’t actually address his concern or request. What AT&T should have said is something like:

“We’re sorry, but, in this instance, we are unable to accommodate your request. We appreciate that you took the time to contact us. Additionally, we hope that you’ll choose AT&T to serve your wireless needs in the future.” – (No one said this, but they should have.)

As cited, no one said this. I actually made this up in the span of about 20 seconds, and I have received no AT&T Customer Service training, whatsoever. In the interest of objectivity, I have to say that I am relying on the word of Giorgio G., a person with whom I have never met, spoken, or corresponded. On the same token, is the response beyond the stretch of our imaginations? Unfortunately, it is not.

I have dealt with AT&T Customer Service representatives before, on numerous occasions. Just as with any other field, their customer service representatives and other employees (to include “Executive Response” personnel) are people. They have good days and bad days. They might do all they can, but, sometimes, they won’t. Additionally, I acknowledge that employees are allowed to operate within certain constraints, set forth by their employer. Their deviation from these constraints could result in the loss of their job. Obviously, I don’t want to see that happen to anyone.

If the first level (or top level) customer service personnel absolutely, positively cannot do anything else to satisfy you, we just have to accept it and move on. If we are that unhappy with the response or lack of action, we have the choice to switch wireless providers, cable companies, brands, etc. We should never see a customer inquiry, whether it be valid or not, be turned into a threatening response.

For this reason, I hope the report is a false one. I hope that Giorgio G. exaggerated the events. Lastly, I hope that AT&T did not respond at all. Unfortunately, the opposite of each of these hopes is likely to be the reality of the situation. If it is true, let’s hope (There’s that word again.) AT&T seizes the moment to reevaluate their planned rate changes and the way customer service inquiries are handled. In the end, Giorgio’s experience might just be the catalyst for some positive change, from which all AT&T customers can benefit.