When I lived on campus, I didn’t know how good I had it.
No dishes to wash, no meals to prepare, laundry for 75 cents a load and, thanks to cash-to-card machines, it didn’t even have to be in quarters.
But the biggest, most unappreciated bonus was my cheap, Northwestern-arranged telephone service.
Until I moved off-campus and had to set up my own local and long-distance phone service, I didn’t realize what a perk it was to never have to deal with my friendly local service provider: Ameritech.
My roommates have long since grown accustomed to my tirades against “the evil empire.” It’s not that I haven’t treasured my time spent on hold waiting for customer service representatives, or the hours I waited for a repairman to fix my phone jack – oh wait. I haven’t.
For years, Ameritech was able to provide abysmal customer service coupled with high rates and confusing local calling plans because they enjoyed a monopoly on local phone service. The Chicago area was a case study exemplifying the capitalist principle that lack of business competition hurts consumers.
Every friend I talked to had a horror story about the company.
But now things are beginning to change. Students, and other Evanston residents too, are beginning to have a choice.
In December, long-distance provider MCI began offering local service in Illinois. Its advertisements explicitly stated, “Start saving now over Ameritech.” It was a blatant pitch to a discontented populace, and one MCI’s marketing execs obviously thought would resonate.
Cellular phones are another option that more and more students are taking. Cells are no longer being used as supplements to home phones; instead, they’re replacing them. Fed-up students are switching from a combination of Ameritech plus a separate long distance service to simply using cell phones for all their calls.
To all those who were paying attention and switched once they realized they were getting screwed, I say good for you. And if you’re honestly happy with the service you’re getting now, fine. Please call me because you are either a) independently wealthy; b) a sucker; or even better, c) both a and b.
But if like most people you’re thinking about switching but haven’t done it yet, I say exercise your rights as a consumer.
Ameritech has been able to get away with lousy service and rates for years because they were the only choice in town.
But now that alternatives exist, there is no excuse for being a sucker. You have the rare opportunity to do something for yourself and teach an arrogant company a lesson it won’t soon forget.
Switching to either MCI or cellular service will hit Ameritech where it hurts the most and force them to improve their service to survive. It will show them that bullying customers has repercussions. And most importantly, your wallet will thank you.
Personally, I switched to MCI about three weeks ago, and so far I’m happy with the service. But phone companies are tricky. I suspect that after a few months, when a critical mass of Ameritech’s customers has been lured away, MCI’s rates will increase. Maybe their customer service won’t be quite as prompt or polite.
And then you know what? I switched before, and I can do it again. And so can everyone else.
