Hey, Verizon Wireless: Can You Hear Me Now?

Verizon Wireless puts up some clever commercials and spends a ton to get noticed. Just how long did it take the 2002 “Can You Hear Me Now?” campaign to become integrated into the popular lexicon? A year? Two? It’s ubiquitous now.

Hey, I’m a Verizon Wireless customer, even. In fact, I have the Verizon total communication package: HTC Android phone on the Wireless side, FIOS TV/internet/phone number on the home side, VW blackberry on the work side. Verizon wall to wall.

Even used to own some Verizon stock. Sold it a while back out of frustration: the communication giant has no idea how to communicate with its customer base. Strong technical chops. Powerful ad creative and media buys. Stellar customer service for customers, if you’re willing to use the automated phone system or Web site. Want to let the company know you’re bring treated poorly by customer service or see an error in their processes? Take a hike.

There is no choice on the Contact Us pages to lodge a complaint or send a suggestion. There is no email address to petition, no phone number to call. The marketing message is crystal clear: If your need doesn’t fit into the technical support for an existing service or the selection of a new one, they simply have no reason to listen to you.

And the evidence of their cluelessness and disdain is actually being send to their customers regularly. Take the Android upgrade I ranted about in my last post. This took effect in May and the rollout was completed May 16. Then, on July 16, at my Verizon.net email address, this message arrives:

Hey, Verizon. Been there, done that.

So, what’s the progressive marketing angle? Just this: the fundamentals still count. Communication must be two-way. Marketing may send the message through mass and online media channels that Verizon Wireless has the service array and customer support everyone needs. But it also must offer their audiences a feedback channel to monitor how the company is actually delivering their promises and have the opportunity to benefit from their mistakes.

Communication => Feedback => Restatement => Feedback.

Recognize that? Public Relations 101.

Now, to give some credit where it’s due, my wife recently upgraded her wireless phone and actually got a call post-purchase to ask if things were going well. She received information at the sales desk that cause her to look into a possible discount on wireless service. When she made that call, the rep let her know that the FIOS side was running a special deal on premium channels on the TV for three months. Now, that’s what I’m talking about!!

And a week later, they sent me a notice on an upgrade that was two months ago. Sheesh.