Nothing is more important than the customer.
I’ve worked in the service industry most of my life. The above statement is true, nearly 100% of the time. I realize that there are times when the customer is wrong, when they are idiots, when you don’t want their business or to be associated with them, but for the most part, it’s a true statement. Now that we have that out of the way…
Time Warner Was Right, My Mom Was Wrong
Yeah. I’m being a bit sarcastic to make my point. My mom recently forwarded me the email exchange (below) that she had with Time Warner. I’ve posted the conversation in it’s entirety (with permission from my mom, of course). As you are reading, try to focus on the interaction between my mom (Sharon Dobkin) and the “Customer Care Advocate” (John Orzolick). After the reading, I’ll touch on a few issues I have with this.
Sit back, this is one of my longer posts.
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I recently recieved a promotional postcard that I find particularly offensive. The images show some very negative stereotypical images of men and women and mothers-in-law in particular. I am a college professor who teaches child development. I work very hard to help students understand the dangers in presenting these negative stereotypes to children. It would be nice to know that Time Warner understands this danger and would agree not to perpetuate it. I am currently on hold (phone) waiting for someone to refer me to the appropriate department and/or person to lodge my complaint. In the meantime I am sending this email in the hope that if someone does not pick up this call (I have been waiting about 4 minutes, but have a class to go to in 5 minutes) at least someone at your organization will receive this message and be kind enough to return my call at XXX-XXX-XXXX. My husband and I have been a Time Warner customer for a long time now. This advertisement is very disappointing.
Sincerely,
Sharon Dobkin, Ed.D.—————-
Dear Sharon Dobkin,
Thank you for writing. You have reached Time Warner Cable’s Office of the President. Our office was able to retrieve the promotional ad from the local marketing department for own review. We appreciate your feedback and understand you wish to express your concerns. We have communicated your concern with the marketing department.
Regards,
John Orzolick
Customer Care Advocate
Time Warner Cable Corporate Office—————-
Dear Mr. Orzolick,
Thank you for letting me know that you received my email. A customer service representative did leave me two names and two phone numbers on my voice mail, but neither number is correct as she left off some necessary digits. (e.g.. 585-1297 and 585-1616). I am guessing these are extensions, and not complete phone numbers. In any event, I would appreciate the opportunity to speak to the individual responsible for approving such advertisements. If you could point me in that direction or call me yourself at your earliest convenience, I would be most appreciative. I used a copy of your ad in my Child Development class today, and even freshman/sophomore college students recognized the problem. I told them that I would let them know how Time Warner responds to my (and now their) concerns.
Sincerely,
Sharon Dobkin—————-
Dear Sharon Dobkin,
Unfortunately, that department does not communicate directly with customers. However, we have the ability to provide them with customer feedback and your concerns were sent to them for their review.
The phone numbers that were provided were not from this office. They may be local numbers without the area code indicated.
Regards,
John Orzolick
Customer Care Advocate
Time Warner Cable Corporate Office—————-
Dear Mr. orzolick,
Although I am not sure that I understand the purpose of such a policy, I guess it is what it is. Having said that, I still would appreciate a response from Time Warner. Something in writing would be fine if your marketing representatives are not willing or able to speak with me directly. My students and I are still interested in how your company views this advertisement and how you will proceed.
Respectfully,
Sharon Dobkin, Ed.D—————-
Dear Sharon Dobkin,
I understand you wish for a response and an explanation of how we will proceed. The previous email we have provided you with is our response and will be reiterated in this email. Please consider this our response and how we will proceed. Your concern has been forwarded to the marketing department. That department receives a multitude of feedback in regards to all of our advertisements. Different people have different opinions on each and every advertisement we display. Due to the multitude of feedback that department does receive, a response is not provided to each feedback regarding whether there was a decision to continue or discontinue the advertisement in question. In regards to our view of the advertisement, all of our advertisements are evaluated prior to being launched.
Regards,
John Orzolick
Customer Care Advocate
Time Warner Cable Corporate Office—————-
Dear Mr. Orzolick,
What I am beginning to understand is that Time Warner approved of this advertisement prior to its placement and has no intention of reviewing it at the corporate level. I also now understand that Time Warner sees my reaction to this advertisement as a particular viewpoint, not based on any empirical evidence, but more of an “opinion” of an individual consumer. Further, my email reflecting my “different opinion” is likely to find itself on a large heap of emails that “Due to the multitude of feedback that department does receive, a response is not provided to each feedback regarding whether there was a decision to continue or discontinue the advertisement in question.”
I find this disappointing, in that all it would take is a simple email which so far you have been able to (to your credit) find the time to send. I don’t really think a request for a follow up response is out of line or excessively demanding. I do however understand that you have “reiterated” your first email and will accept this as your last.
So that the students I teach understand that taking the time to monitor what they pay to consume is both their privilege and right, I intend to encourage them to discuss this advertisement with any and all people they talk to. It will be interesting to see what responses they get.
As they know, there are virtually volumes of research indicating that the type of negative stereotyping portrayed in this ad effects people in important ways that contributes to continued sexism (just to name one “ism”) in our society.
Respectfully,
Sharon Dobkin, Ed.D.
Professor of Psychology
Monroe Community College
Rochester, New York 14623
What Is Wrong With This Picture?
As stated above, I could write an entire post that is dedicated to the offensive ad. That’s for another day. What I’m hoping caused you disappointment (and shock?) was the response from John Orzolick, “Customer Care Advocate” (quotes intentional). More on his title later. Let me now break down a few statements that Mr. Orzolick not only typed, but actually sent via email.
1. That department does not communicate directly with customers. – So let me get this right, there are departments within Time Warner that are not allowed to communicate with customers? Really? Whoa. If John is really the Customer Care Advocate as his title says, how is he advocating?
2. The phone numbers that were provided were not from this office. They may be local numbers without the area code indicated. – Fair enough. Good feedback. But again, John is the Customer Care Advocate. Should he not be helping instead of just stating a fact?
3. The previous email we have provided you with is our response and will be reiterated in this email. Please consider this our response and how we will proceed. - I realize I’m taking my mom’s side on this one, but that reply is just outright rude and condescending. He is talking down to my mom. Uncalled for and unprofessional…especially from the “Customer Care Advocate.”
4. Different people have different opinions on each and every advertisement we display. – Again. This is a very fair statement. However, my mom is a college professor who is teaching a course on Child Development and using the Time Warner ad to showcase what not to do. As she states in her reply, this is not opinion, but based on empirical evidence. I’d think that “Mr. Customer Care Advocate” would value her expert opinion and maybe even want to consider her statements more closely instead of lumping them with all other people.
It’s Nearly 2010
I think a few decades ago, companies were able to get away with this type of reply. After all, there was no email, no internet, no social media listening tools as we know them today. Customer Service Departments could reply like this over the phone and only a handful of people would even notice. But it’s nearly 2010. Thanks to the internet, email, social media, etc, word travels a lot faster. Both good and bad customer service stories not only spread, but are recorded in history forever (thanks Google!).
For those that know me, you know I’m overall a very positive person. However this email exchange between my mother and Time Warner makes me ill. I’m hoping that someone in their office reads this and realizes that when you hire someone to be your “Customer Care Advocate” you must look for a person that is a true advocate, a person who has the best interest of the customer in mind.
My role as Director of Community for Blue Sky Factory has made me acutely aware of the importance of hiring the right people for the right job. It’s critical that those individuals and teams who are customer-facing need to also be customer advocates.
Time Warner. Are you out there? Are you listening? Do you care?
Photo Credit: RyanK
DJ Waldow
@djwaldow
