Someone in our house dropped their precious iPhone onto the floor Friday and cracked the screen into a hundred pieces (note 1). So after grabbing a new 4S model, I proceeded to do the online upgrade. Unfortunately, the new phone was unable to connect to AT&T. So, after a bit of Googling turned up no solid clues for a DIY solution, I was forced to dial the carrier’s 800 number.
It turned out to be an easy fix, simply reading off a pair of of 21-digit numbers from the iPhone box while the CSR flipped a few switches on her end (note 2). And I really liked the AT&T rep, who managed to be efficient yet personable (note 3), so it was a net positive experience with the carrier.
But what really impressed me was the followup email I received shortly after completing the call (see below). It outlined what had transpired and provided several useful links to help in the migration from the old phone to the new. In addition, the company wisely encouraged self-service account management with several links below the signature line. Finally, the company inserted the name of the actual rep I’d talked to at the bottom.
Bottom line: I’m a huge fan of email for financial services communications (note 4). It’s timely, it’s searchable, it’s easy to use, it’s instantly archived, it works on every device and it helps the customer feel like their bank/CU/card issuer is holding itself accountable. And if done right, it can save additional costly service calls. All this goodness for virtually no cost.
AT&T email confirmation of call-center service change (11 Aug 2012)
1. I’m not naming names, but she knows who she is.
2. Memo to Apple/AT&T: If you must use 21 digits, please insert some spaces so a human can read them.
3. Even though I have a personal account, I ended up in the "Business Solutions" call center, so their may be a higher level of service in this area.
4. See our report, Email Banking: Revitalizing the Channel published two summers ago (subscription).