Juneflower - Moments of Truth?

I land in Mumbai and the minute I switch on my mobile I get the sms “Dear Airtel Karnataka subscriber, welcome to Mah/Goa…For any assistance, call 121. Have a pleasant stay...”

And then I feel at the top of the world with national roaming at my disposal so that I can make and receive calls helter skelter.

Two days pass and my balance has been depleted by well beyond 500 bucks. Now I am curious to know why. The last time I spoke to a customer service officer, she said anywhere in India, incoming and outgoing calls cost Rs. 2 per min (never trust ‘em I tell you).

I call 121 and this guy comes on line. It is well past the wee hours of the evening.
I say "Hello".
And he says “Good morning Sir, can I help you?”.
I freak.
The second word of the sentence did not upset me as much as the third.
I shout “Do I sound like a man?”
“No Sir”
I shout at a higher decibel “Then CALL ME Ma’am”
“Sorry ma’am”
“Now, what are my incoming and outgoing call charges?”
“Your number is originally from which place ma’am?” (not forgetting the ma’am)
“Bangalore”
“Then call Kerala customer service centre ma’am”
“But why Kerala????”
“Bangalore is in Kerala, no ma’am?”
“Excuse me Mister. Bangalore is the CAPITAL of KARNATAKA”
“Sorry ma’am”
“But if I call Bangalore customer service number, I will be charged right?”
“Yes ma’am, we cannot help ma’am”
“Then why do you provide “free” numbers like your stupid 121” and I hang up.

So much for customer service.

Moments of Truth, we had learnt in Marketing of Services- are those instances when the provider is actually interacting with the customer. One wrong step can make or break the fragile relationship. “Good” customer service is nowadays just a hygiene factor and no longer a value-add. All the value additions are in terms of the products a company sells. But then, "exceptional" customer service could be a value add, though arguably so. I would be impressed if someone from Airtel called me when the balance on my prepaid number was almost reaching zero and offered to charge my currency on credit. But then are they willing to go the extra mile to make their customer smile?