02/15/2006   English German

  Edition # 59  
San Francisco, 02-15-2006


Threatening To Cancel

Michael The USA is indeed a global leader in sales. Over here, they're selling like there's no tomorrow, using the best methods, some of which might even be considered somewhat questionable by European standards.

However, this often also has advantages for the consumer. When multiple providers offer the same service, such as an internet connection, it is a major disaster for the service provider to lose a customer. Firstly, it is extremely expensive to attract new customers through advertising, with costs amounting to about 10 months' worth of fees. And, almost as importantly, it is detrimental to the company's image if five million customers suddenly become four million. Then the stock price falls on the stock exchange, and no one jumps on a slowing train. That's why companies try everything, I emphasize: everything, to retain their customers.

No money to pay the bill? No problem, then the price will just be halved. Still too expensive? Then the service will be free for a while. You think I'm exaggerating? Just read how to cut your cable bill in half.

When you call a service and say you want to cancel, the representatives act understanding and immediately connect you to the so-called "Customer Retention" department. There, you get specialists on the phone who try everything to keep you as a customer. If you really want to cancel, it can be quite nerve-wracking because you have to explain a hundred times that you're really not interested in the extremely cheap alternative offer and actually want to leave the provider.

The result is that many people simply call, threaten to cancel, and then get the service for a completely ridiculous price for a usually limited time. DSL internet is currently available for $14.99 a month. However, Angelika has forbidden me from pushing for a lower price because she is afraid that they might see through my bluff and actually cut off our cable or phone.

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