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Sprint -- Speeded Up Service for Current Customers
The idea that one must strike while the iron is hot is particularly applicable to generating new customers in the telecommunications business, and has been ever since the break up of behemoth Ma Bell in the early 1980's. Sprint has always been the 'third' actor, second to the baby bells and other major actors in the communications industry, although it continues to make major inroads by generating customer satisfaction and appreciation through its expedited and friendly services. Currently, Sprint PCS has clear and effective standardized operating procedures when dealing with new or prospective clients, with a minimal lag time that sets the benchmark for the industry.
However, this is not the case when trouble-shooting queries over the phone regarding existing accounts, where Sprint's lag time is at industry standard, or sub-par, depending upon the nature of the query and time of day. Part of the problem may be that while customers can easily use other venues to open up new accounts, such as the Internet, troubleshooting over the phone often involves more complex or confused questions that help desk operators cannot immediately address, thus regarding callers to wait. Sprint PCS' new focus on wireless technology; however, means that more questions in the future by existing, confused customers are likely, rather than less.
The benchmark for good service for Sprint itself has thus been set by its initial good customer service. Now, what to do regarding existing customers -- this requires a two-pronged approach. First, the help line must become more organizationally segmented, regarding customer complaints. Queries must be directed into specific areas, pertaining to billing, landline use, wireless use, etc., rather than bundled into one arena for existing users. Hours can be expanded, and personnel increased, perhaps by using outsourced staffs that are competently trained. Also, the current Sprint website could be redesigned to include a FAQ for commonly asked questions, to reduce overall volume of callers. Prerecorded FAQ could fulfill a similar function on the help line, thus reducing overall volume to above or below the industry benchmark, and reducing the time incurred waiting on the phone.
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