BUSINESSWEEK ONLINE : OCTOBER 23, 2000 ISSUE
COVER STORY How to Improve Your Profile Even if you're not a big spender, there are ways to improve your standing with companies in order to command better service. The key is to recognize that your spending habits, payment history, and any information you volunteer can be used for or against you. What's more, if you do think you're being pegged at a low tier, there are ways to get the recognition you feel you deserve. The first step in fighting segmentation is to be stingy with the information you give out--especially if it's unlikely to help your status. Don't fill out surveys, sweepstakes forms, or applications if you're not comfortable with how the information might be used. Be wary when a company asks if it can alert you to other products and services. A yes may permit them to sell data that you don't want distributed. PIGEONHOLING. The Consumers Union points out that it's unnecessary to fill out surveys with warranty cards. Just send in a proof of purchase with your name and address. ''Protecting your privacy is a significant tool to prevent yourself from being pigeonholed as undesirable,'' says Gene Kimmelman, Washington co-director for the CU. It's equally important to recognize what kind of information companies are looking for. If you don't live in an upmarket Zip Code, consider using your work address for correspondence. Be optimistic when estimating your income or spending: The better the numbers look, the better you'll be treated. Still, it's tough to keep personal information to yourself, especially when companies are compiling data on the business they do with you. A critical concern for all consumers is their actual payment record. Donna Fluss, a vice-president at the technology consultants Gartner Group Inc., advises pulling your credit history at least once a year to check if there are any liens or mistakes. ''You may discover that you're listed as having missed a payment that you thought you made on time,'' she says. The three main reporting bureaus--Experian, Trans Union, and Equifax--charge a small fee for a copy of your credit history. If, however you have recently been denied credit, employment, or insurance, such a report is free from all three companies. The largest bureau is Equifax, which has data on 190 million Americans, but all three may have slightly different records based on who reports to them. Multiple credit cards can be a mistake, especially if they're the no-frills variety that are frequently offered to less desirable candidates. Not only can they drain the credit you might need for other activities, but they're also unlikely to propel you into a higher category. Using a spouse's card or account is also to be avoided, because it robs you of a chance to build your own credit history. If a mistake is made on your account, fight it. Pros disagree on tactics for bypassing the service maze. One customer representative argues that when calling a service center it's better to punch in no account number if you're a low-value customer. The reason? Without proper identification, he says, a live person has to get on the line. ''Pretend you're calling from a rotary phone,'' he advises. But another tactic may be to punch zero or choose an option that's likely to get immediate attention. In the end, resistance may be futile, and the best strategy for beating the system may be to join it. Shop around for the best company, and try to consolidate your business there. These days, the best way to ensure good service is to make yourself look like a high-value, free-spending customer. By Diane Brady in New York _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ BACK TO TOP					RELATED ITEMS Why Service Stinks COVER IMAGE: Why Service Stinks TABLE: How You Can Get Stiffed TABLE: ``We're Sorry, All of Our Agents Are Busy with More Valuable Customers'' CHART: Satisfaction Takes a Nosedive... CHART: ...As Customers Beef about a Wide Range of Offenses How to Improve Your Profile TABLE: Making the Grade INTERACT E-Mail to Business Week Online

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