Brand reputation: Rogers, Apple and me

At a terrific company workshop focused on what makes an organization’s brand, two examples launched the day.   The Apple brand and the Rogers brand.  We were asked to talk about our experiences with these brands and indicate, based on customer experience, whether we thought they were good brands or not.   After a bit of discussion, the workshop leader described – in detail -- a typical customer experience with Apple compared with a typical customer experience with Rogers.

You can guess which brand has the better reputation and why.

For me, it was merely interesting until yesterday when the importance of the difference was brought home to me in neon lights and surround sound.

I’ve been getting automated calls from Rogers about "an important matter".  I thought they were wrong numbers because, while I do have cable television, it’s purchased through my condominium corporation and there’s no billing relationship with me for the cable package. 

I do buy an annual additional “customer choice” package for a couple of extra channels but it’s $75 invoiced annually, in February, and I have the paperwork to demonstrate I paid it in March 2014.

So, confusion.

Finally, this morning, I had time to call Rogers to find out what’s going on.

I was on the phone for 72 minutes.  I spoke with Sean and was subsequently transferred to Sara, Deborah, an unnamed technician who works for the company that installs cable wiring, Kelly, Suvas and Joel.   I was told, variously, that I owed $61.86, $29.99, $26.91, $66.34 and $66.49.

No one – NO ONE – could tell me what these charges were for.  Everyone agreed that I had paid the $75 in March but insisted there was now this overdue amount.  Impossible to find out, however, what the charge is for.  Most apologetic. No information available.

I asked each person I spoke to if they seriously thought I was going to pay a bill for something when no one could tell me what it was for – or even agree on an amount – but all I got were polite “I’m sorry, there’s nothing I can tell you. Our records only go back three months.”

When I told Kelly, after an hour, that I was throwing in the towel, she suggested that she could transfer me to the credit/payment department.  They – Suvas --  assured me – guaranteed – that

• ·      The amount was $26.91
• ·      If I paid it, I would owe nothing
• ·      Since I was cancelling my “customer choice” package even though they owe me three months of customer choice, I would never incur additional charges
• ·      This was the last time in my whole sorry life I would have to talk to Rogers Cable

I paid the $26.91.  I will enter it into my accounting system as a theft.

I asked Joel that my Rogers account be closed but I think because I am a cable customer – even though I don’t personally pay for the cable – I may continue to have an account.

It will be interesting to see if they magic up charges they can’t explain in the future.

I may give Apple a call today just to chat.