Spirit of Service?

That's Qwest's slogan these days.

Their service for the past eight or more years, particularly as expressed by customer "service" people, has been terrible. I've personally experienced excessive hold times, inflexible policies, rude reps and unresolved problems.

So do I believe Qwest's Spirit of Service? No I don't. In fact it is a reason to scoff at Qwest.

It takes more than a new slogan and a memo to all employees to make a major change, and even then it might not be enough.

So the question is, can Qwest regain credibility on the strength of this campaign?

I don't think so.

Their solution requires a major merger and a radical separation from their current brand associations, including - no, especially - the name.

And most importantly, they'll have to change their way of doing business. They should go back and resurrect the Spirit of Mountain Bell.

That's when I'll consider returning to land line service.

Martin Jelsema

Signature Strategies

Helping smaller companies profit from the power of branding.

www.signaturestrategies.biz