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A 15-point check-list for better customer service

TM Forum's Chief Analyst Mark Newman delivers his 15 point customer service wish list for his broadband provider. "When it comes to customer service, my broadband operator is fully in control of what it delivers, and there really should be no excuses."

Mark NewmanMark Newman
26 Jul 2019

A 15-point check-list for better customer service

As an analyst I spend a lot of time talking to CSPs and vendors about improving the customer’s experience, and as a consumer of broadband, TV and mobile services I often spend much more time than I would like experiencing poor customer service from UK telecoms operators.
The gap between the service I receive and the aspirations of our industry for an improved customer experience is big. And it’s getting bigger.

Mobile operators are far more vulnerable to the consequences of delivering a poor customer service than fixed/broadband/TV providers. One text message and I can switch mobile network. Keeping my mobile number, my handset and operating system are the things that really matter.

It’s not so easy with broadband. TV services lock customers in, and if you buy specific sports channels it’s not always easy to get the same package from another provider. My own experience is that my mobile provider and my fixed-broadband TV provider know this: I get much better customer service (and a better deal) from my mobile provider.

No excuses

If the network experience is good, customer service isn’t so much of an issue. I can forgive poor customer experience if the network delivers. But I haven’t been able to get reliable broadband coverage in my house for the last three years.

Perhaps this a technology issue that can’t be fixed yet. If that’s the case, so be it. But when it comes to customer service, my broadband operator is fully in control of what it delivers, and there really should be no excuses.

Below is a 15-point wish-list for my broadband operator (I’m not going to name them), but all CSPs can learn something from the list:

In the call centre

  • Don’t keep me waiting (an average of 20 minutes) before I get to speak to a real person.

  • Give me the option of a call back if wait times are long.

  • Don’t make me go through security each time I get routed to a different department.

  • Provide me with a menu of options that match my particular requirement and the option of speaking to someone immediately if I am having trouble.

  • Empower your call centre staff to make decisions accepting that the customer may, on occasion, have a genuine grievance.

  • Improve system availability for customer service reps – it must be very frustrating for them if they are not able to help customers because systems aren’t working properly.


At digital touchpoints

  • If you are going to offer a messaging app on your website, then employ people to answer the messages. Taking an hour to respond to a message sent during working hours isn’t acceptable.

  • If you offer an app that enables customers to check out the areas of poor coverage in their home, and then offer a booster when coverage is poor, it’s important to make sure that the order is fulfilled and that there is a system in place to ensures that call centre staff are aware of the order. This is a basic principle of delivering omnichannel customer experience.

  • Give me an incentive / reason for using the app such as faster resolution or additional features and functionality


In the relationship

  • If you promise to call back about a complaint, honour the pledge.

  • Contact me to find out how I’m enjoying the service. (Right now, I’m typically only contacted for cross-selling or upselling).

  • Acknowledge completion of online customer surveys.

  • Stop sending promotions via the post when it’s clear through my interactions that I am comfortable communicating digitally.

  • Use data analytics to get to know my likes and dislikes.

  • Don’t offer patronizing messages as an excuse for not delivering quick and targeted customer service. If call centres are understaffed, explain that is the case and reassure me the problem is being addressed.


I appreciate that CSPs are under pressure to reduce their operating costs, and I understand that many of the challenges my broadband provider faces are likely have to do with inheriting legacy systems through acquisition. But neither is an excuse for compromising on customer service.