Service Encounters

The worst service I encountered was my experience interacting with customer service at AOL. When broadband came out I contacted AOL and ordered their product, raising my monthly rates from $14.95 per month to $29.95 per month. They shipped me my modem and software to install broadband service. I had difficulties getting the broadband service to work. My initial contact with AOL customer service was a disaster. I was put through an automated customer service system and ended up waiting nearly a full hour before being able to eventually reach a technician. I felt it was extremely inefficient. When I did get a human service encounter, I fared no better. Though the service person talked me through a variety of measures over the phone, my broadband service never did end up working. I was forced to reboot my system three times until we were through. When we had exhausted the measures provided by the AOL customer service representative, I was told to contact the manufacturer of the modem and software. When I called that company, they blamed the problem on AOL, and I was forced to call AOL customer service a second time.

The second time I waited over forty minutes to reach a human being. I was growing more angry and annoyed by the moment. When I reached the customer service rep, they explained the problem had to be with the software and modem. This was after trying all the previous measures from my first contact and it required me to reb

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service. As Adrian Thompson (2004) notes with respect to poor customer service, "There is nothing more annoying for a client than being passed from person to person, or not knowing who to complain to" (1-2). I eventually cancelled my AOL service and signed on with Comcast, which has provided me with excellent customer service since day one. Excellent Service In designing customer service implementation strategy, organizations need to understand their customers, their employees, their goals, and their culture. Understanding of these four aspects of business boost customer service levels and customer satisfaction. As customer service consultant George Whalin argues, "Everyone says that customer service is a priority, but if you look at those companies that really place it as a priority, it so stands out - it's so profoundly different than the general experience you get - that it's startling," (Pressler 2002, H01). I was startled in this manner by my excellent customer service interactions at Comcast. Comcast is my current broadband Internet Service Provider. At the present time I am so satisfied with their service that my loyalty includes urging friends, family members, and anyone who will listen to me to acquire their ser

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