The Customer Service Hall of Shame

AOL has the worse ranking among companies with "poor customer service," according to MSN Money's second annual Customer Service Hall of Shame, a ranking of companies with the worst customer service, based on a nationwide survey commissioned by MSN Money and conducted by Zogby International.

Comcast was said to have poor customer service by 42 percent of respondents. Sprint, Qwest, Time Warner CAble and Cox Communications also are on the list of "10 worst" performers.
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About 47 percent of people who had an opinion of AOL's customer service said it was "poor." MSN Money writer Karen Aho notes that communications companies and banks that provide complex and at times highly technical products are on the list precisely because those products are so complex.

Still, one has to note that AT&T, Verizon and T-Mobile are not on the list. Without excusing poor performance, consumer customer service is a tough job, hard to do well. As someone who once worked for a system integrator, I can attest that questions sometimes came in that I wasn't sure who was responsible for handling.

I don't think I'd claim we ever did a great job of it. It's tough, dogged work.

In fact, it can be unpleasant work. My wife occasionally gets calls from angry consumers who have a right to be angry, and all she can do is direct them to a department that probably was responsible for the unresponsive behavior in the first place. She knows the service "sucks." But large organizations that really don't care tend not to fix those sorts of problems.

In fairness, all big companies struggle with customer service, for good reasons. It's hard to do well, especially when the average size of any single account isn't large enough to devote as much support as one probably should provide.

Still, one notes that some names did not appear on the list. As tough as it is, customer service is better at some companies than at others. As a personal aside, I'm not sure I can agree with poll respondents who say Qwest customer service is poor. That hasn't been my personal experience at all.

In fairness, though, my contact with Qwest is as a business customer, and business customers get better service.

For the survey, conducted online in March, Zogby asked more than 7,000 people across the country to rate their customer experiences with 140 leading companies in 14 industries, including airlines, hotels, insurance companies and big-box stores such as Wal-Mart. Respondents could answer "excellent," "good," "fair," "poor," "not familiar" or "not sure."

The companies in the Hall of Shame were ranked by the percentage of people familiar with a company who answered "poor."