The introduction of Global System for Mobile Communication in 2001 awoke the hopes of communication freedom of the Nigeria masses. The Telecommunications industry came alive with great promises for the Nigerian people. It all started with the privatization of NITEL that birthed various GSM operators in succession. After a decade of the advent of this new technology that helped Nigeria to forget its unpalatable telecoms past, the likes of MTN, AIRTEL, GLO, ETISALAT found themselves in fierce competition over the juicy market share of Africa’s most populous nation instead of focusing on excellent service. Many Nigerians now have at least three SIM cards of the different providers. Sometimes, people wonder if holding more than one mobile phone is now fashionable. The number of subscribers to the various service providers suggests that the benefit of having a mobile phone cannot be overemphasized, yet complaints about service delivery abounds. The privatization move paid off, with Nigerians that never ever imagined they could communicate with telephones in the NITEL era carrying more than one mobile communication device. The Government that privatized and deregulated the industry actually had good intentions which everyone cannot deny but now have to do something to ensure that the rights of its citizens are protected.
Many unemployed youths found a way to become entrepreneurs by trading in mobile phones and accessories. The rate of doing business became faster and better with the development of internet services as well. So many Nigerians are now participating in various global activities online because these technologically savvy organizations are mining the market to greatly benefit of the available population. This indicates that Nigeria had taken a step in the right direction and must make further strides to get better. Having mentioned the benefits of the industry that had changed how business is done in Nigeria. So many things are yet lacking. Anyone would wonder the reason why the emancipation of Nigerian telephone subscribers from such ado is being delayed. It is agreed that the advent of GSM companies had improved how Nigerians do business, it had provided means of livelihood for many and so on, but there are several issues with the way these GSM providers render their services. They are yet to comply with global best practices in the industry. It should always be remembered that every innovation does not stand alone nor work in isolation from others. Customers must get the best service at all times; they must also be given an opportunity to lodge their complaints so that they can be better served.
The case is different in Nigeria. GSM subscribers had being complaining for a long time without getting attention from the providers. It seems that they are now left at the mercy of the operators who coercively dictate the tune. Some of them would promise and fail, they continue to advertise with vague promises that they would give what they cannot. This relationship started with an average Nigerian thinking that the services of these Telecoms providers will be excellent by default. This notion had been proved wrong over the years. Though, it is very obvious that GSM companies are profit oriented, it is also natural for customers to expect getting best value for their money. Otherwise, their patronage may be willingly given to competition; but what can they do when all the providers are involved in this customer neglecting attitude. Several customers complained that, their grievances are not getting the right attention from the service providers. Does it mean that customers should die of bad service in silence? GSM operators should wake up from their slumber. Each of them had been scrambling to take the biggest market share instead of thinking of novel ways to satisfy their current subscribers. Good service will draw more customers but bad service will continue to deplete the customer base.
The experience of calling the contact centers of all these GSM operators confirms that something is missing. Most times, when a customer calls to complain, he does not get an opportunity to talk with a knowledgeable officer. Its either he was bounced before getting to the operator or some other excuse. Even when he gets to the operator, one excuse for giving bad service will surface. The GSM operators bombard their customers with all manner of advertisements at every opportunity without allowing the customers to complain about the service. This makes communication a one way affair and further constitutes information overload for subscribers. So many customers complained that when they call the customer care lines of GSM operators in Nigeria, they are subjected to hear various advertisements before being directed to an agent. Most times the customers get turned down with the excuse “all our agents are currently busy”. This is highly frustrating. How can the rights of customers be consistently usurped without any reparations made for it? It is getting worse by the day, and both the common GSM subscribers and the sophisticated ones are making the same negative comments. It means that something has to be done to salvage the situation.
The voice of customers on this issue is that GSM operators should be more responsible and show themselves in that way. There should be improvement in how customer complaints are received and resolved. Customers do not want to continue to pay for the services they do not enjoy. A customer asked a question recently, he wanted to know why GSM operators would go off for days without having remorse that a subscriber paid for internet services he did not use. Despite the fact that their internet service is always epileptic, GSM operators are efficient at cutting their subscriber off immediately their subscription period expires without confirming if they actually enjoyed the services they paid for. This attitude may be working in the favour of operators at the moment but the understanding that customers are evolving should gear them towards the urge for perfection. Otherwise, in a short while, some revolution would occur to bring about equilibrium in the system. This kind of revolution may not be favorable to the existent providers because they had usurped customer rights and betrayed subscriber trusts entrusted to them.
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