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Would BT be better offer investing its media budget elsewhere?

Posted in Media, Nikki Preston, Latest reporters' blogs December 31st, 2007 by Nikki Preston

As the media sector waits with baited breath for the final confirmation of BT’s £65 million media review, I can’t help but wonder if one of the UK’s largest media buyers would be better off investing its money into customer services instead. 

For it is one thing for the UK telecoms giant to want more customers, but frankly if they can’t even provide good service to their existing and potential clients, then what’s the point? 

My personal experience with BT has been atrocious. After waiting more than two hours for the call to be answered before being referred to three different departments and then being told that the order has been processed, it’s now weeks later and there is still no sign of a phone line being set up. After calling again I am told they have “no recollection of my order”. 

It is about now that I start to wonder if BT actually wants any more customers as they certainly can’t cope with them. 

From my obviously bad experience (trying since October to set up a phone line and still no avail) and those of others, could BT’s advertising attempts be its marketers simply reacting to the bad reputation it is getting through word of mouth? 

And if you don’t believe me, just start up a conversation to your friends about BT and see what reactions you get from them…