Corporate marketing can be a frustrating role. The central place set for customers in the foundations of marketing theory may seem at odds with how your company really behaves. Talk of customer service often seems just that - talk. Corporate comms carefully controls what is said publically but the real voice is heard in action.  Customers complain when service is poor but what really changes? It's politically correct for corporates to talk up the importance of customers;  but when talk and action don't align - that's frustrating for both customers and the marketers who believe in them. The issue seems endemic in the telco/wireless industry. Part of the problem is that, when companies have long standing high margin business, there is little tension for change.  This is the same barrier on-premise software companies have in adjusting to SaaS. Until customers actually begin to move to better competitive options, the business case for change only stands on reducing the cost of complaints. That's the reality of it.