Brand Experience in Tele Sales, Customer Care, CRM?

We keep talking about brand experience, brand extensions, brand positionings, brand this, brand that…

But what do we do when everything is going right, well just about perfect, until my phone rings… 

Today I got a call from Hutch (a leading mobile telephony provider in India). Well, I know this is not a huge milestone in my two and a half decades of existence, anyways…

Hutch Brand Personality(sorry aaker/kapferer for the crudely defined personality): Young, innovative, reliable, friendly, PINK, sexier (than the largest mobile service company Airtel), and does some brilliant advertising…

But then I was in for a surprise….

Coming back to me and my phoney friend (the Hutch telesales executive)… Read the full tele-sales-script….

Manoj the sales guy: Sir, Mishter Gambhir, Aayi am caaling from Hutchch, canayi hab 2 minutes?
(for those of you comfortable with the Laloo Prasad version of English, that was the exact accent, nunciation)

ME: (stunned silence for 5 seconds): yeah, tell me….

Manoj the sales guy: Dhere iz aye skheem from Hutch….

ME: (I interrupt him) Not interested ji…

Manoj the sales guy: Sir suniye toh

ME: (irritated, with permission marketing et all  as thought blurbs): I cannot change my number… simple!!!!
(in India we are still alien to the concept of number portability)

Manoj the sales guy: Sir, even iph yoo could sabe phiphtee percent?

ME: (grrrrowl): NO!!

Manoj the sales guy: Kamaal hai yaar
(literal translieration: this is strange, weird guy!)

ME: (doesn’t get the last laugh, he bangs the phone onto me ): You….

So I wonder whatever the advertising, 3,330 slide presentations by the brand manager meant… It takes months to build, nourish, replenish a brand, and just one call… WOW…