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TalkTalk Prep Mobile Service and Admits Being Unconsciously Incompetent

Monday, July 9th, 2012 (8:15 am) - Score 890

The CEO of UK budget broadband and phone provider TalkTalk, Dido Harding, has admitted that two years ago the ISP was letting its customers down while going through a post-Tiscali acquisition period of being “unconsciously incompetent“. But all is well, now that they’ve become “much more consciously incompetent” instead.

According to Hardings candid interview with The Telegraph, the ISP is now trying to be a more mature business by identifying what it got wrong and putting that right. The goal is obviously to become “consciously competent“, yet she admits that the provider is still a “long way from being in the groove“.

Ofcom’s most recent data showed that TalkTalk continues to remain the most complained about ISP in the UK (here), although they have made significant improvements.

Dido Harding, CEO of TalkTalk, said:

Two years ago, we were unconsciously incompetent, letting our customers down and we didn’t even know it. We are much more consciously incompetent now. When we get things wrong we understand that we’ve got it wrong and we know how to fix it.”

Certainly investors appear to be buying into TalkTalk’s future expectations, which will see it launching a new YouView based TV (IPTV) service later this month (here). This is expected to ship with special premium content and should also be massively discounted. YouView’s subscription-free set-top-boxes retail for between £200-£300 a pop and TalkTalk aims to undercut this within their broadband and phone bundles.

One challenge to the plan could come from TalkTalk’s focus on the budget market, which compares with BSkyB (Sky Broadband) and Virgin Media’s focus on premium TV content. But the ISP also admits that its main goal with YouView will be to retain the customers they already have.

This week TalkTalk hopes to push forward again by launching a new mobile phone service (contracts) alongside a range of handsets. The related packages are expected to cost from just £5 per month and we’ll have more on this once the details have been revealed.

Leave a Comment
8 Responses
  1. Avatar DTMark says:

    Doesn’t seem that competent to me. Direct mailing received today – it’s £3.25/mo for the first 6 months.

    To say the letter is misleading is the understatement of the year. Take this para for instance

    “You’ll enjoy an unlimited download allowance ^ and unlimited evening and weekend calls to UK landlines ^ for £3.25 a month, plus line rental, for your entire 12 month contract”

    Most people will interpret that as: all that for £3.25 a month for 12 months. First year cost is £39.

    But wait… add line rental at 14.60 a month. That’s extra. And special prices are only for 6 months.

    And to top it all, if you go to the Talk Talk website and put the address in (no active phone line) it’s not available in this area despite the direct mailing to this very address.

    The intention of course is to collect a phone number and then hard sell the deal. If the hard sell is as misleading as the letter people will feel very cheated indeed.

    I wouldn’t touch Talk Talk anyway, but this goes way beyond simple incompetence.

  2. Avatar Deduction says:

    quote”…We are much more consciously incompetent now. When we get things wrong we understand that we’ve got it wrong and we know how to fix it.”

    Surely in the second half of the statement he means competent?? If they were still incompetent then they wouldn’t understand when they are wrong, or know how to fix things.

    I trust the guy is not English? Either way if they can not even get a press statement right i doubt they have much chance of understanding customer issues or fixing problems, to do that you would have to be “competent”. Being “incompetent” means you still do not possess the ability, skill, etc to do or carry out a task. Useless is useless be you awake or asleep, then again in Talk Talks case i doubt it makes a difference.

  3. Avatar Kyle says:

    Dido Harding is a woman! 😛

    1. Avatar Deduction says:

      I assumed it was a bloke, its us blokes that are normally stupid, good to see part of the other gender breaks the mould though 😀

  4. Avatar New_Londoner says:

    Difficult to see how this statement will be helpful to TT, is this a “Ratner” moment?

    1. Avatar DTMark says:

      When I saw the headline at first I thought Mark had lost his usual objectivity. Perhaps he had been on the receiving end of Talk Talk’s services in the past.

      Then I saw that it was what she’d actually said herself.

      “Ratner moment” sums it up rather well.

      For the benefit of our younger readers (!) Gerald Ratner owned a high street chain of jewellers, and once famously described some of his products as “crap”, which didn’t exactly do wonders for his sales.

    2. Avatar Deduction says:

      Maybe the rumour Sky is going to buy them is true and they are a tad bitter about it?

  5. Avatar haa hee says:

    dildo harding

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