That Dropped Call With Customer Service? It Was on Purpose.
I was tempted to bury the whole cretinous ordeal, except that I’d looked behind the curtain and vowed to document what I’d seen.
I jabbed at the “Power” button while trying to jerk the wheel free—no luck. Glancing ahead, I saw that the road curved to the left a few hundred yards up. I was going to sail off Bayshore Boulevard and over an embankment. I reached for the door handle.
What followed instead was pure anticlimactic luck: Ten feet before the curve in the road, the car drifted to a stop. Vibrating with relief, I clicked on the hazards and my story began.
That afternoon, with the distracted confidence of a man covered by warranty, I had the car towed to our mechanic. (I first tried driving one more time—cautiously—lest the malfunction was a fluke. Within 10 minutes, it happened again.)
“We can see from the computer codes that there was a problem,” the guy told me a few days later. “But we can’t identify the problem.”
Then he asked if I’d like to come pick up the car.
“Won’t it just happen again?” I asked.
“Might,” he said. “Might not.”
I said that sounded like a subpar approach to driving and asked if he might try again to find the problem.
“Look”—annoyed sigh—“we’re not going to just go searching all over the vehicle for it.”
This was in fact a perfect description of what I thought he should do, but there was no persuading him. I took the car to a different mechanic. A third mechanic took a look. When everyone told me the same thing, it started looking like time to replace the car, per the warranty. I called the Ford Customer Relationship Center.
Pinging my way through the phone tree, I was eventually connected with someone named Pamela—my case agent. She absorbed my tale, gave me her extension, and said she’d call back the next day.
Days passed with no calls, nor would she answer mine. I tried to find someone else at Ford and got transferred back to Pamela’s line. By chance—it was all always chance—I finally got connected to someone with substantive information: Unless our vehicle’s malfunction could be replicated and thus identified, the warranty wouldn’t apply.
“But nobody can replicate the malfunction,” I said.
“I understand your frustration.”
Over the days ahead, and then weeks, and then more weeks, I got pulled into a corner of modern existence that you are, of course, familiar with. You know it from dealing with your own car company, or insurance company, or health-care network, or internet provider, or utility provider, or streaming service, or passport office, or DMV, or, or, or. My calls began getting lost, or transferred laterally to someone who needed the story of a previous repair all over again. In time, I could predict the emotional contours of every conversation: the burst of scripted empathy, the endless routing, the promise of finally reaching a manager who—CLICK. Once, I was told that Ford had been emailing me updates; it turned out they’d somehow conjured up an email address for me that bore no relationship to my real one. Weirdly, many of the customer-service and dealership workers I spoke with seemed to forget the whole premise and suggested I resume driving the car.
“Would you put your kids in it?” I’d ask. They were aghast. Not if the steering freezes up!
As consuming as this experience was, I rarely talked about it. It was too banal and tedious to inflict on family or friends. I didn’t even like thinking about it myself. When the time came to plunge into the next round of calls or emails, I’d slip into a self-protective fugue state and silently power through.
Then, one night at a party, a friend mentioned something about a battle with an airline. Immediately she attempted to change the subject.
“It’s boring,” she said. “Disregard.”
On the contrary, I told her, I needed to hear every detail. Tentatively at first, she told me about a family trip to Sweden that had been scuttled by COVID. What followed was a protracted war involving denied airline refunds, unusable vouchers, expired vouchers, and more. Other guests from the party began drifting over. One recounted a recent Verizon nightmare. Another had endured Kafkaesque tech support from Sonos. The stories kept coming: gym-quitting labyrinths, Airbnb hijinks, illogical conversations with the permitting office, confounding interactions with the IRS. People spoke of not just the money lost but the hours, the sanity, the basic sense that sense can prevail.
Taken separately, these hassles and indignities were funny anecdotes. Together, they suggested something unreckoned with. And everyone agreed: It was all somehow getting worse. In 2023 (the most recent year for which data are available), the National Customer Rage Survey showed that American consumers were, well, full of rage. The percentage seeking revenge—revenge!—for their hassles had tripled in just three years.
I decided to de-fugue and start paying attention. Was the impenetrability of these contact centers actually deliberate? (Buying a new product or service sure is seamless.) Why do we so often feel like everything’s broken? And why does it feel more and more like this brokenness is breaking us?
Turns out there’s a word for it.
In the 2008 best seller Nudge, the legal scholar Cass R. Sunstein and the economist Richard H. Thaler marshaled behavioral-science research to show how small tweaks could help us make better choices. An updated version of the book includes a section on what they called “sludge”—tortuous administrative demands, endless wait times, and excessive procedural fuss that impede us in our lives.
The whole idea of sludge struck a chord. In the past several years, the topic has attracted a growing body of work. Researchers have shown how sludge leads people to forgo essential benefits and quietly accept outcomes they never would have otherwise chosen. Sunstein had encountered plenty of the stuff working with the Department of Homeland Security and, before that, as administrator of the Office of Information and Regulatory Affairs. “People might want to sign their child up for some beneficial program, such as free transportation or free school meals, but the sludge might defeat them,” he wrote in the Duke Law Journal.
The defeat part rang darkly to me. When I started talking with people about their sludge stories, I noticed that almost all ended the same way—with a weary, bedraggled Fuck it. Beholding the sheer unaccountability of the system, they’d pay that erroneous medical bill or give up on contesting that ticket. And this isn’t happening just here and there. Instead, I came to see this as a permanent condition. We are living in the state of Fuck it.
Some of the sludge we submit to is unavoidable—the simple consequence of living in a big, digitized world. But some of it is by design. ProPublica showed in 2023 how Cigna saved millions of dollars by rejecting claims without having doctors read them, knowing that a limited number of customers would endure the process of appeal. (Cigna told ProPublica that its description was “incorrect.”) Later that same year, the Consumer Financial Protection Bureau ordered Toyota’s motor-financing arm to pay $60 million for alleged misdeeds that included thwarting refunds and deliberately setting up a dead-end hotline for canceling products and services. (The now-diminished bureau canceled the order in May.) As one Harvard Business Review article put it, “Some companies may actually find it profitable to create hassles for complaining customers.”
Sludge can also reduce participation in government programs. According to Stephanie Thum, an adjunct faculty member at the Indiana Institute of Technology who researches and writes about bureaucracy, agencies may use this fact to their advantage. “If you bury a fee waiver or publish a website in legalese rather than plain language, research shows people might stay away,” Thum told me. “If you’re a leader, you might use that knowledge to get rid of administrative friction—or put it in place.”
Fee waivers, rejected claims—sludge pales compared with other global crises, of course. But that might just be its cruelest trick. There was a time when systemic dysfunction felt bold and italicized, and so did our response: We were mad as hell and we weren’t going to take it anymore! Now something more insidious and mundane is at work. The system chips away as much as it crushes, all while reassuring us that that’s just how things go.
The result: We’re exhausted as hell and we’re probably going to keep taking it.
by Chris Colon, The Atlantic | Read more:
Image: Timo Lenzen
