May 22 2010
Zain Kuwait - Will they ever understand what ‘Service’ means?
Local Kuwait Blogs have dozens of stories about Dr. Saad Al-Barrak resigning (or being asked to leave or whatever!) from Zain Kuwait earlier this year. If you are interested these blogs cover lots of facts/rumours and stories:
http://www.blog37.net/blog/2010/02/saad-al-barrak-resigns-from-zain/
http://www.buzberry.com/?p=13039
Personally I wish Dr. Barrak good luck with his future endeavours – he is a smart cookie and maybe trying to make Zain a global force was his downfall – he wanted to do too much and didn’t have the team with the ability to share his vision – who knows.
This post is really about how little Zain understands customer service (before or after the Barrak era). Customer Service is how I measure where a company is heading. Especially in today’s Facebook, Twitter and the very fast moving blogging world. Maybe some industries don’t get exposed – but screwing up with customers when you are in the hip-hop mobile service business – Lord help you if you dont ‘listen’ to your customers.
I have been a Zain subscriber for over a decade – have to say it’s not because I am a fan, quiet to the contrary. Zain have never known its customers – maybe that’s unfair – they may know that customer service is important but where would anyone go if they leave Zain? – is Wataniya or Viva going to be any better for knowing the pulse of their customers?
What if Kuwait had mobile number portability? Would I stay with Zain – no way! Not because I think Wataniya or Viva would be more customer focused (in fact I know for a fact that they will be worse!!) But I would change just for the heck of it … just on that 1% chance that the others will get their act together a bit faster than Zain
I consider myself a valuable customer for a mobile provider because I travel a lot and conduct a lot of business on my mobile; I am almost never late in paying my bill. I am what they call in the industry, high Average Revenue per User (ARPU) – the kind of subscriber all mobile providers want.
So many things I hate about Zain - Can’t say what situation I hate the most … maybe its because even after a decade of being with them they know absolutely nothing about me (apart from my mobile number I guess/hope!) I get sent SMS messages by them in Arabic – followed a few minutes later in English. I am sure this is highly irritating to all subscribers.
Talking about SMS message from Zain (right now their only way of engaging with their subscribers). Have a look at the messages I received from Zain in the last few days:
|
Date |
Time |
SMS Message |
|
03-05-2010 |
11:18:55
|
Dear Customer, Your zain bill as of 30/04/2010 is 11.62 Kindly settle the amount. You can pay on www.zain.com |
|
09-05-2010 |
16:13:05 |
Dear Customer, kindly be informed that your due bill is 11.62 KD. Subscribe to automatic payment in any Zain branch to guarantee timely payments. |
|
13-05-2010 |
14:57:49 |
Dear Customer, please be informed that your bill of 11.62 KD is due on 21/05. Kindly arrange immediate payment. You can also pay at www.kw.zain.com |
|
17-05-2010 |
21:09:54 |
Dear Customer, we have not received payment of your overdue bill of 11.62 KD. Please arrange payment to ensure uninterrupted services. Thank you. |
|
20-05-2010 |
15:25:08 |
Dear customer, you have 2 days to settle your overdue bill of 11.62 to avoid service interruption. Thank you. |
|
21-05-2010 |
09:35:57 |
Dear customer, you have 2 days to settle your overdue bill of 11.62 to avoid service interruption. Thank you. |
|
21-05-2010 |
22:36:56 |
Dear Customer, thank you for paying 21.000 K.D. on 2010-05-21. Your balance is -0.779 K.D. We hope you continue enjoying Zain services. |
So I pay my bill in full on the 18th of April 2010. Within 2 weeks I start getting sms messages to settle my bill for May. Hardly a month has gone past and I get messages basically telling me I will be cut-off if I don’t pay. And I have been a customer of Zain for well over 10 years!!
Wonder how they would treat new customers. Maybe I am being very picky now but just look at the messages I got (Table above) - look at the English, the punctuation, grammar. Even the times they select to send messages. I guess calling me just ‘Customer’ instead of my name isn’t that bad (or is it?) But if they understood ‘engagement’ they would know better. How can I pick on that when they haven’t even managed to see how to get the amount to the correct decimal places!
Everything about the messages says … “Look just pay up … we don’t care about anything else!”
After the first message I received I went to the website to pay – went through the steps put the number of my KNET and immediately got a message saying the payment ‘failed’ – my account had sufficient funds – but was KNET working? I get a message from Zain saying sorry payment failed – but was that message in some way integrated so they could tell I had tried to pay – I strongly suspect not!
Zain you are very lost! Doesn’t matter who runs the company – get to know your customers intimately – or else start reading stories about the Dinosaurs.






