Very disappointing customer service (sim swap)

I called Cell C customer service on Tuesday ( 11am) so i can sim swap. That call costed my R30 .To my surprise i was not helped immediately but told to drop and wait for 2-4 hours.<br> <br> I am not sure if Cell C have a different time format to everyone else but i waited till it was Thursday (9am) to load another R30 to call them. The agent informed me that they had tried to call me using on some work number i had 3 years ago - NOT THE NUMBER I GAVE THEM.<br> <br> This time the agent told me that the process cannot be speed up and there is no supervisor/manager to escalate to, i was to be called in 2-4 hours. It is now 7pm, 10 hours later and i have not heard from Cell C !!<br> <br> Firstly, how difficult is a sim swap that there needs to be so many handovers ? is it to justify the R50 charge when competitors do it for free ?<br> <br> The practise is not customer focused and it surely does not make business sense (win my sim operational, they make money off me)<br> <br> Thirdly, a lot depends on that Sim - banking OTP,home gate visitors let in, online purchases and my work.<br> <br> This is very disappointing for a service i am overpaying for by industry standard- yet the customer experience being the worst in the industry<br> <br>