A friend of mine in Chapel Hill recently called AT&T, his landline provider, and ordered the AT&T High Speed Internet service, delivered via DSL. He quickly received in the mail his Motorola DSL modem and instructions on how to hook up the service. When he was unable to get the service working after having clearly connected his devices properly, he turned to AT&T for assistance.
It wasn’t until after multiple phone calls and at least two appointments with a technician going out onto his property that he found an AT&T representative who told him the true reason why the last light on his modem was not blinking properly. His location was physically too far from the central office to receive the provisioning for the DSL service.
Even though my MBA comes with a concentration in marketing, I have yet to come across a business situation where a service provider has embarked on a strategy of marketing a service to customers who are physically unable to receive the service. Maybe that’s why I didn’t get too far during my second year in business school when I interviewed for the AT&T Management Leadership Program.
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