When The Web Is Used Against Your Customers

Last month our family switched over from Direct TV to the new AT&T U-Verse.  We took a long time in making this monumental decision because of the fear of AT&T.  Even though we use them for our iPhones (which we can't live without), our home phone and Internet services, I had no faith in them.  Their brand is down there with gas companies and US automakers to me.  Basically, they are Goliaths that don't server their customers.  They serve themselves.  

So in the month we've had U-Verse, I have been waiting for the confirmation of this evil empire construct I have created.  Yesterday it finally came.  When I signed up for the service, I did so online because they offered $200 cash back.  Yesterday, while going through the mail, I noticed a piece from U-Verse that just said "Thank You".  Now, in the past month, I have received at least one piece of garbage mail like this from AT&T each week, which is annoying enough since I know how much money they are waisting to print and send this crap.  But when I opened this one, it gave me instructions on how to activate my $200 reward.  

Basically, AT&T, instead of just sending me a check, now have made me go online, enter in my account number (which was not included in this mailing), and check that I would, in fact, like to receive my money.  This system has zero benefit to me, their customer.  It only benefits them, as if I didn't see this poorly marked piece of mail, and taken the time to read and act upon it, they would take back the offer in a few weeks.  They have used the amazing power of the Internet for evil.  What jerks.

Companies like this wonder why they have to have offers like this is the first place.  It's because we all don't trust them, and they basically have to pay for our loyalty, or make it nearly impossible not to use their services.  That isn't a healthy way to build a brand.