CAN'T WE TALK TO SOMEONE WHEN WE
NEED TO?
... Maribelle
by Alan J. Zell, Ambassador of Selling

Q. I am so mad at getting the "press 1, press 2" response to my bank I don't know what to do. I had a very important business decision to make so I called my credit card service to get some information. All I got was "press 1, press 2, press 3 messages." Can't we talk to someone when we need to? Changing to another card service does not solve the problem, it only changes the voice delivering the message. Everyone seems to be downsizing . . . and it's making my life miserable. Then I went to call my bank for some other information. Same thing. I'm getting close to putting my money in my mattress and then going back to paying cash. I would, but the safe-deposit box would make a lump in my bed. So, if we can't change things, can we get even . . . and if so, how?

Maribelle

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A. Maribelle: Gee, I haven't read such anger in years. Is this the first time you've run into this? Where have you been? This has been going on for years. Impersonal business communications are nothing new. It's a fact of life.

While I don't like what has been done to us, I understand that the alternative is much worse . . . yes, much worse. If the credit card vendor had to put enough people on the phones to handle all the calls for information, you would be paying a lot more for the service . . . interest on your account from the day an item was posted, higher costs for merchants to make credit card sales hence higher prices on what we buy. Yes, for the convenience of not having to pay by cash or check and to get from 5 to 30 days' float on your money (the time between when the charge was made and the date you make your payment) we have to accept this form of inconvenience.

If you aren't very careful, they will try to talk you into or switch you to a "debit card" instead of a charge card thus eliminating the float factor because the money comes off your bank account within 3 days of the charge . . . and you'll still have the same problems with them that you're having while enjoying the benefits of the float -- that benefit being that you're getting interest, however small, on the money that is still in the bank. There are some who make it a habit of doing most of their major buying during the first 5 days after the closing date so as to take advantage of the float. I guess it's a game for them to think they're getting something they don't deserve by doing this.

I think that as soon as the security problem gets really solved, you'll have complete access to your credit card account info via the Internet rather than the phone. We "old-timers" who are hesitant to have this happen have fears that unauthorized people will be able to get to our personal info and cause havoc with our lives. As today's youngsters who are now in grade school come to the age of having their own cards you'll see that they will relish the idea that they can do it all by themselves and won't have to take time to talk to someone or "press 1", "press 2" etc.

No, the reason for most of this impersonal communications method is not due to downsizing. It has come about because of the tremendous amount of data and information credit card services have to handle and the only way they can do it is by automating it.

Now, don't think I'm happy with what has been going on. I'm not. But, I have to understand why it is happening and what the alternatives would be. Otherwise, I'd be so mad at the world, I'd be a more miserable person than I am. And life is too short for that.

As for banks . . . well, here you are somewhat correct. Credit card companies are performing a service for both buyers and sellers. Banks are a different story. Their allegiance, it seems, is to their stockholders and not the people who patronize the bank. Banking would be, they would tell you, a great business if we didn't have to deal with customers. No, they want to charge you for coming into their bank to cash a check just as they charge you for using their ATM. Why, they will tell you as they wipe their eyes, that it costs them a lot of money to keep a teller at the window waiting for you to come in . . . and the cost of processing your check is expensive . . . and the money sitting in the ATM is not earning them any money while it awaits to be used . . . and the cost of daily going to each machine to add a new cash supply . . . why that's expensive too and that doesn't bring them in any money. Oh, yes, it's a sad, sad day for banks because you and I cause them lots of grief and money.

It used to be that banks needed our dollars in our accounts in order to have funds to lend to borrowers so the bank could earn more interest on the loan that they paid us in interest . . . the difference is what kept their doors open. Now, they don't need us for that. The value of their stock covers any needs they have to cover loans. So, you see Maribelle, you are not as asset to the bank, you are an expense that they would rather not have to have if they weren't forced to have it.

So, for you and me, what do we do? Well, I think our task is to instill good service where it can be instilled. And, if it is at one of the businesses you manage, then teach them that when the President of their credit card service or the bank executive comes to stay at your bed & breakfast, make them "press 1", "press 2" when they need soap or toilet paper. That's the way to get even.

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