Verizon Responds
Last Thursday, I wrote some thoughts about Verizon’s FiOS service and the inundation of flyers from the company that arrive the mail, a tactic I think is odd for a company supposedly in the communications business and that is selling online products. The title of my posting was “Lack of Plain Language, Clarity, Delivering.”
About clarity, FiOS has not really been explained. Consumers can only assume what it is.
I have received a statement from Verizon’s Eric Rabe who is in the company’s communications department, which I genuinely appreciate. I find what Mr. Rabe writes more informative than any old-fashioned direct mail flyer the company has sent:
Where to begin? You don’t like direct mail, but nonetheless it is an effective advertising medium used by thousands of companies, and hardly just Verizon.
You don’t know what FiOS is. Really? Let me communicate clearly: FiOS is our brand name for our 100% digital network that transmits information using fiber optics rather than old fashioned cable TV or telephone lines. Because it is all fiber, FiOS enables unequalled picture clarity on TV and Internet speeds much faster than those available when other technologies are used. We offer 20 mbps in each direction on our FiOS system and speeds as high as 50 mbps today. We are now carrying 100 HD channels in most cities, which is about twice the number provided by our competitors.
You find our language ‘breathless’ and the pictures in our ads to flattering, I guess. Well, gee, it is advertising. We are trying to communicate the excitement we feel in offering a truly superior and – excuse the expressions – game-changing, jaw dropping, next generation – product.
You may not be served by FiOS yet (I don’t know where you are) but more than 11 million American homes are. That’s 11 million since we started the project just four years ago. We are spending some $18 billion dollars to do this in the expectation – but with no assurance – that this will be a successful investment. No customer pays for FiOS unless that customer makes the decision to purchase.
As for “crap” or “BS” about our FiOS, don’t take my word for it. Check out national consumer magazines that have reviewed FiOS, talk to computer experts or check the opinions of those who actually have the service. I think our claims stand up pretty well.
By the way, I didn’t say I don’t like direct mail … it’s just that it is so … old-fashioned … in the Internet era. Really, guys, you can be savvier than that.
Oh, and thanks for the explanation of FiOS.
Category: Reputation management
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I’ve had FiOs for more that a year now and I am throughly impressed with the products Verizon has offered to its customers — at least this one. The television reception is outstanding; the phone service works perfectly and the internet connection is the fastest I’ve experienced. We recently added a wireless computer to our stable of communications devices and are, again, extremely satisfied with the service we’ve receieved. One other thing, whenever I’ve needed to call their service center, I have always had cordial and knowledgeable professional technicians answer my questions or correct any problem, quickly and efficiently. By the way, I do NOT work for Verizon — I’m just a very happy Verizon customer
Jack,
Really appreciate you taking the time to comment. From what you write and what I’ve heard from others, Verizon’s fiber optic service is superb. Only wish it were available here. All we get are flyers in the mail several times a week, each offering a different deal and no two alike. It’s the most bizarre style of marketing I’ve ever seen for a big company, like Verizon. Also, quite odd marketing tactics in the Internet era. You might think that once they had captured my email, they might send me something to indicate when service is available here … but nothing.
You only wish you worked for Verizon, I bet.
DH