For far too long, cable customers fumed as they waited in vain for the cable guy to show up. When he did come, sometimes it took multiple visits to fix outages. Some customers grappled with billing mistakes that took months to resolve. And cable prices went up every year.

Now it may be the cable customer's turn for revenge.

Cable TV operators, including those in the Lehigh Valley, are trying to treat their customers better. Consumers now can get a 30-day money-back guarantee from at least two of the nation's major cable companies. Soon subscribers might set specific times for technician visits and get their orders confirmed in writing.

These sound like simple or even obvious steps, but they address longtime complaints about the cable TV business.

Cable companies are forced to do it because of intensifying competition from satellite TV and phone companies that offer video -- and from people disconnecting subscription TV services altogether to watch videos online.

It won't be easy to change a poor reputation that was captured in a 1996 ' 'Seinfeld'' episode in which Kramer retaliates against his cable company by telling the technician he'll be home between 9 a.m. and 1 p.m. but then doesn't show up. In 2007, a Virginia woman was so upset at Comcast Corp.'s customer service that she smashed a keyboard with a hammer in a Comcast service center.

Cable's customer satisfaction ratings have been among the worst of any industry. In the American Customer Satisfaction Index, based on surveys of U.S. households, the four largest cable TV providers -- Comcast, Time Warner Cable Inc., Cox Communications Inc. and Charter Communications Inc. -- have averaged 59 on a scale of 1 to 100 since 2004, even with some improvement in this year's figures. In the last comparable rankings, cable TV came in below airlines, a business with byzantine fare rules, new fees for baggage and horror stories of passengers trapped for hours on planes.

First cable TV companies tried appealing to customers with discounts. Although overall cable service prices were rising, the companies offered bundles of TV, Internet and phone plans, and threw in some freebies and other promotions. But that only slowed customer defections and didn't halt them.

Now cable companies are trying to do more.

That includes shorter wait times by RCN Corp., Service Electric Cable TV & Communications of Bethlehem and Blue Ridge Communications of Palmerton, the three primary cable providers in the Lehigh Valley.

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