REJOINDER: Why MTN phones must win negative accolade (The Mirror 29/05/2010)

One of the painful realities of living in a lawless country like Ghana is that people’s rights are trampled upon whilst the custodians of the law intentionally look elsewhere, leaving those daring to voice their dissatisfaction needlessly unpopular and painfully isolated. The pain worsens when the abusers are foreigners--corporate groups and individuals--who come in and offer lousy services they would not attempt in their own countries. I refer to corporate communication service providers in the country and the insults they heap on subscribers. Knowing that these providers are linked with companies in Europe, North America, to name two, and acknowledging that relatively quality services are provided in those areas make it even more galling when receiving sub-standard communication services. But then, this is Africa! Even so, it must not be assumed that Ghanaian phone users are unaware of the abuses being heaped on them.

Whilst many subscribers may not be aware of all the rights and privileges they are entitled to as customers, they know very well that they are not being dealt with fairly. I have been collecting signatures from subscribers who are dissatisfied with the services they have been receiving from communication service providers. The eagerness with which subscribers respond to the questionnaire is a strong pointer of their awareness of being taken for granted. That about 90% of respondents are multiple subscribers also signals that all the providers in the country are not living up to their promises of good services. The service providers themselves are aware of the shoddy communication services they provide for Ghanaians, hence, their zealous attempts to camouflage substandard services with highly questionable products/sales package and community services.

If both subscribers and communication service providers are aware of the poor services being performed, then the authorities-- National Communications Authority (NCA), Ministry of Information, the Communications Minister—are also aware. This raises the question: Why are communication service providers not being sanctioned? The answer is simple. This is Africa and “Africans will go wherever there is money”. Once these providers provide funds for events and projects that should technically be performed by government and other authorities, the latter feign ignorance of non-existent services and the subscriber suffers. That will explain the inaction of the NCA in spite of the numerous complaints from phone users. It simply gives directives regarding communication services without making sure of implementation, replicating an appalling national habit. Fact. The NCA does not speak for telephone subscribers in the country; no one in authority does. Hail a national conspiracy theory!

Consequently, subscribers must look for innovative avenues to compel these corporate bodies to improve upon their services. The colossal challenge, however, is that there are three main categories of subscribers: First, the informed ones who publicly challenge these providers in the hope of achieving improved services. Second, those gulled by poor communication services but are unwilling to fight for their rights. Third, money-loving patrons who scramble for a pittance in exchange for substandard services, undermining their dignity in the process. Unfortunately, the second and third groups form an overwhelming majority, leaving a very small group who must exert all energy to be heard above the din of communication marketing gimmicks. “Negative accolade” is certainly a welcome approach, especially, since these providers are annually rewarded for ‘good’ services.

Note however that while MTN has mastered the art of stealing from its customers, it has not monopolized poor provision of communication services in the country. Tigo is another vessel that disturbs unendingly about excellent services but performs abysmally. I believe one can judge the extent of a provider’s poor services by the vigour of its advertisements. My survey shows that the others are just as guilty. If we are to embark on negative labelling, let us approach it holistically and assess all providers in the country. The problem goes far beyond useless phones!

Three years ago, to get back at MTN for poor services, I labelled it “Most useless Network” and changed to Tigo. My phone would not ring yet people kept asking me why I had turned off my phone. When I called, I got “out of coverage area”. Out of frustration, I changed to Tigo because I had been told it offered better and cheaper services. Currently, I am working on an apt label for poor performance for Tigo but it would be more fun to have others to compare/compete with. This time, I have lost complete trust in the providers so I am not eager for change. However, one cannot reach Tigo Customer Service because their lines are always busy. They send unwanted messages round the clock yet have no interest in customer feedback. Therefore, I have no recourse but negative labelling.

When I did my first labelling, I was venting my frustration and had no idea that it could become a collaborative venture and a possible avenue for redress. Having set the pace, I hope that other innovative subscribers would follow with better negative accolades to enable us register our dissatisfaction in the strongest possible terms. That may gall these communication service providers out of their marketing stunts, and perhaps, strive for efficiency. Negative labelling may well be the only option left to concerned subscribers since the formal mouthpiece suffers from a high dose of “moral deafness”. If it does not achieve anything at all, it would be hugely entertaining. If you don’t believe me, ask People’s Magazine and followers of the Oscar Awards. Oh yes, let us have fun at the expense of cheating communication service providers in the country!