Communicating with Your Customers

Someone anonymous claiming to be an Apple employee launched a blog (now vanished) to discuss his/her thoughts on Apple’s communications with its customers. This was big news in the blogosphere, because Apple is notoriously secretive and uncommunicative.

The only Apple product I own is an iPod (I had a Mac SE 15 years ago, my first and last Macintosh), but I have read the few entries on this new blog, and the accompanying reader comments.

Many of the commenters decry the blogger’s anonymity, saying that it proves that the blog is a fake perpetrated by Apple itself as a publicity stunt. Some blogs have recently come to light claiming to be produced by individuals who “just happen” to love a company or its products so much that they would dedicate time to blogging about it, but these blogs turned out to be funded by the companies in question (e.g., Wal-Mart). Such subterfuge cannot long remain hidden in the teeming online world: when thousands of minds attack a puzzle such as “who’s really behind this blog?”, it gets solved very quickly.

The Apple blogger him/herself points out, reasonably enough, that to be identified by the company could cause her to lose her job (most of the commenters seem to assume the “Masked Blogger” is a man, while I, for no particular reason, think she’s a woman).

The Masked Blogger’s avowed purpose is to start a conversation about what Apple could be doing to communicate better with its customers. She’s asking the right questions, and some of the answers are useful. It therefore doesn’t matter whether the blog is genuine, because Apple is reading it. Whether they read it to see how their PR experiment works out, or to try to identify their rogue employee, the conversation about conversation is taking place – and Apple, volente o nolente*, is listening.

Whether they will learn anything is another question. It surprises me that this conversation is still needed. All the “new wisdom” floating around the blogosphere about how companies should communicate with their customers (the current vogue, of course, is that they should use blogs) follows principles that I invented for myself over ten years ago, starting in CompuServe forums (yes, I am a geek antique).

You want to communicate with your customers online? It’s not rocket science.

The basic principles are:

  1. Be honest. This doesn’t mean that you need to spill your guts and tell every company secret, but everything you do say must be absolutely true. And, when you know there’s a problem that affects customers, say so, especially if asked point-blank. Don’t imagine that you can pretend ignorance, or hide behind spin and subterfuge – you can’t.
  2. Be real. Not every problem is going to get fixed quickly and not every customer is going to be happy. If you explain what steps are being taken and how soon you (reasonably) expect them to take effect, customers are surprisingly forgiving. Most will love you just for showing that you’re listening and trying to help. Sometimes you can’t fix a problem; not everything customers say they want is even possible. When I worked for Adaptec/Roxio, I frequently used the line: “Fast, cheap, or perfect – pick two.” Most customers understand that businesses cannot supply everything for nothing. If you can give a reasonable explanation for why you can’t do what they’re demanding, or can’t do it as fast as they would like, they get it. And they appreciate being spoken to like capable adults. Weasel-speak only shows contempt for your listener; no one likes that.
  3. Be yourself. Perhaps because I started out “talking” to people personally in forums (and never wrote marketing copy for a living), it always came naturally to write in my own voice. I was surprised at how well people responded to this, telling me: “we, as customers, like the feeling that we are dealing with a real person, not a machine producing corporate ‘happytalk’.” NB: This did not mean that they wanted to hear about my vacations or what I ate for lunch or my views on politics, nor did it mean that I could tell someone he was an idiot even when I thought so – I represented the company and, when you do that, you ALWAYS have to be polite. And careful: sarcasm usually backfires online, and even mild irony gets over-interpreted.
  4. Be strong. It’s a hard job, representing a company online. You’re highly visible: when the shit hits the fan, you’re the first to get spattered. Because people are accustomed to being treated badly by every other company, their default assumption is that you, too, are out to screw them, that your niceness is just a ploy, it’s all a PR stunt, etc.NB: OF COURSE it’s a PR stunt – everything that you do in the name of your company where a customer can “see” you is marketing and PR (whether you – or your company – realize it). Every employee in any company who ever has contact with a customer has a chance to make or break the company’s reputation – maybe just with that one customer, maybe with many who will hear by word of mouth about that customer’s experience. What is that if not PR?

    Be prepared for suspicion and abuse. Just keep smiling, and nice them to death. Trolls get bored quickly, and they are a small minority, no matter how loud. The silent majority will respect your patience, good manners, and tolerance. In fact, if you hold out long enough, they will start leaping to defend you!

  5. Believe. Being nice under duress does take a psychic toll, so you’d better be doing it for a company, product, or cause that you believe in. And it’s fine to defend your belief passionately: people respond to passion, even if they don’t necessarily agree with you on its target.

Okay, I’ve told you everything you need to know. Now get out there and talk to your customers!

Similar thoughts from the Scobleizer

A Missing Mother

This is often a low time of year for me. The days are getting shorter and colder; I wake up in darkness, leave the house in twilight, and by the time I get home it’s dark again. This is hard on my tropical psyche.

And October 25th is the birthday of Nancy, my ex-stepmother. She’ll be 54 this week – only ten years, one month, and three days older than I am. We even looked alike, with straight blonde hair and glasses, which used to confused people no end, especially because I referred to her proudly as my mother, when she barely looked old enough to be my sister. People would stare at us in shock and confusion. “She’s very well preserved for her age,” I would say haughtily.

Nancy officially became my stepmother when she married my dad in 1974. The ceremony included a part for me: we all vowed that we would stay together as a family, forever and ever. You believe stuff like that when you’re a kid, especially when you’ve lost your original family, and desperately need to believe that families can be rebuilt.

In spite of her youth and her own problems, Nancy was a good mother to me, and some parts of my character today clearly came from her. She had raw courage, bordering on recklessness, which probably helped me out of my childhood shyness. She was young at the height of the hippie era, and imbibed to the full that period’s attitudes towards sex. “Open” marriage in the long run didn’t work out for most, but sexual liberation was a good thing, and I’m glad I grew up believing that sex was natural and fun and good, not something dirty or shameful. (It’s odd to consider that, had Nancy had her own child, say around 1975, her attitude might have been different by the time that child reached puberty: neo-conservatism came into vogue in the early ‘80s, and AIDS was hitting the headlines by 1986.)

Indirectly, Nancy taught me how to cook. Her parents, who had immigrated from Czechoslovakia after WWII, ran a restaurant on Pittsburgh’s South Side, and Nancy, having learned from them, was an amazing cook. I never actually helped out in the kitchen (I don’t remember if she never asked or I never offered), but I sat on the counter and watched her for hours. She never consulted a cookbook; she just knew what went together, and somehow, by watching her, I learned as well.

Far less willingly, I also learned to clean house. I had my chores (washing dishes especially), but Nancy was a housecleaning fanatic. During one mercifully brief period when my father lost his job and Nancy had to work full-time at a delicatessen, it was my job to clean the house when I came home from school – this included vacuuming EVERY DAY. I still remember part of the instructions she wrote out for me: “Start dusting from the top and work your way down. If I have to explain why, I can’t teach you anything.”

Nancy trained as an English teacher, but I don’t remember her ever actually teaching after her teacher training. When we moved to Bangladesh in 1976, where my dad worked for Save the Children, she reinvented herself as a specialist in “appropriate technology,” and was able to continue working in that field in Thailand and Indonesia, following (and later leading) my dad’s job changes.

I last saw Nancy in early 1985, in my own apartment in Austin where she and my dad had come to visit and supposedly make a last-ditch effort to put their marriage back together. Yes, it was real fun having that going on in my house. And it didn’t work. Nancy left, and that was the last I ever saw of her, though at the time I had no inkling that that would be the case. Our relationship was already strained; she had withdrawn from me as she had withdrawn from my father.

Nancy went on to do a nine-month master’s in international development at the School for International Training in Vermont. I got a few brief, strange letters from her during this period, while I was on my own study abroad year in Benares.

By the time I was leaving Benares, she was working for the UN High Commission for Refugees in Peshawar, Pakistan. There was a grim irony in this: her parents had hated my father for taking her away to all those “dangerous” places (Bangladesh, Thailand and Indonesia). But it was Nancy who chose – entirely on her own – to go to Peshawar, then and now one of the most dangerous places on earth! (It was probably al Qaeda HQ back then, before anyone had ever heard of al Qaeda, and there were almost daily bombs in the marketplace.) I offered to visit her there on my way out of India, but she said it was too dangerous.

I never spoke to her again, either. My dad referred gossip from the international grapevine that she had married a Turk who was high up in the UNHCR, and possibly had converted to Islam (her parents – devout Catholics – would have loved that!). Once when I was visiting Enrico in New Haven I got a garbled phone message from my dad saying that Nancy was in Pittsburgh and I could call at so-and-so number. I was thrilled, thinking this meant that she had actually been looking for me. I called. Nancy’s dad answered and, clearly lying through his teeth, claimed that Nancy was not there and had not even visited recently. “Well,” I said brokenly, “whenever you hear from her, tell her I called.”

I assumed that Nancy’s new husband might not know she had previously been married and had a stepchild, or that at least she might not like to rub his nose in it. But I couldn’t understand why someone as brave as Nancy couldn’t find a way to communicate with me if she really wanted to.

Sometime in the mid-90s, Enrico, Rossella, and I visited Pittsburgh, on a whim – I hadn’t been there in years, and remembered the city fondly. We had dinner with old family friends who happened to live only a couple of blocks from the house where Nancy’s parents had retired.

“What do you hear from Nancy?” Roz asked me.

“I don’t hear from her. I haven’t heard from her in years,” I said.

“Well, that’s odd. She comes on home leave about once a year to visit her parents, and always drops by for tea with us. And she speaks very fondly of you.”

I must have gone white with shock. I felt as though someone had punched me in the stomach. I stumbled through the rest of the meal and conversation, then, when we went back to our hotel, I sat in the bathtub and cried. I was trying to run the water hard enough so that Rossella (then about five years old) wouldn’t hear me and get scared, but she heard, and was frightened and utterly bewildered as to what could have upset me so much. I couldn’t understand – and still can’t – how Nancy could remember me fondly and speak of me to others, but would not speak TO me.

The next morning I looked up her sister’s number in the phone book and called. The phone was answered by one of Elaine’s teenage daughers (whom I had never met).

“May I speak to Elaine?” I asked

“Yes, I’ll get her. May I tell her who’s calling?”

“Deirdré.”

There was a pause and a whispered conversation on the other end, then the girl came back on. “She’s busy right now, can she call you later?” I gave her the hotel number, though I knew it was useless. Elaine never called.

Rumor has it that Nancy has been living in Geneva for quite some time now, where her Turkish husband works at UNHCR headquarters. Geneva is not far from Milan, and, even before the advent of Google, Nancy could easily have found me. But she never has. I have a recurring fantasy that I’ll run into her in an airport somewhere, sometime. If that ever happened, I don’t know whether I would hug her or punch her.

Oh, Lord, It’s Hard to Be Atheist

I have just read Daniel Dennett’s book Breaking the Spell: Religion as a Natural Phenomenon. It’s a great book. Unfortunately, I doubt that it will be read by the people who really need it, though the author tries very hard to preach to them, rather than to the choir of convinced unbelievers such as myself.

Among others, Dennett makes the seemingly reasonable point that outsiders cannot expect to have much effect on religious extremism (Islamic or Christian or any other kind) – reform is likely to come only from moderates within the fold.

If that’s the case, what can an atheist like myself do to help a world that we see being wrecked by extreme believers? Nobody listens to us. The heads of most religions, when trying to behave well in public, make a show of treating each other with the utmost respect. (Which strikes me as odd: presumably, each believes that the other guy is following the wrong gospel and will spend eternity in some hell or other.)

We the godless, however, get no respect from anyone. According to a survey by the University of Minnesota, “‘Even though atheists are few in number, not formally organized and relatively hard to publicly identify, they are seen as a threat to the American way of life by a large portion of the American public.€

And another: “‘In a recent NEWSWEEK Poll, Americans said they believed in God by a margin of 92 to 6%”only 2 percent answered “don’t know””and only 37 percent said they’d be willing to vote for an atheist for president. (That’s down from 49 percent in a 1999 Gallup poll€”which also found that more Americans would vote for a homosexual than an atheist.)€

The discomfort of these believers seems to arise from the idea that people who don’t believe in any god don’t have any reason to be good (Dostoyevsky is frequently quoted). A survey that I saw mentioned a year or two ago (and cannot find now, I’m looking!) said that some large percentage of Americans (80%?) believe that you cannot be a moral person unless you believe in (some) god. This is like saying that a classroom full of children cannot be expected to behave unless they constantly feel the eye of the teacher upon them. Which may be true for small children, but is this what we should expect of adults?

If I believed that human beings could NOT be kind to each other without the constant presence of some authority to force them to do so, I would be very depressed indeed. That’s a sad and cynical view of human nature which I do not share. God as a stern father whose main role is to keep his errant children in line is also a very childish and simplistic view of religion. I know many wiser believers who do not agree with this view of god, but, sadly, the world appears to be filled with the more ignorant brand of believer.

More reading and viewing:

Dental Trauma

At five months, human babies love the world and trust everybody in it. When I took her in for a routine pediatric checkup, my daughter Rossella smiled and gurgled and laughed, assuming that everyone in the world loved her, and nothing and no one would hurt her.

The checkup required that a little blood be drawn, from a finger prick. As I held Ross in my lap, she smiled cheerily at the nurse approaching with a trayful of blood-drawing equipment. “I feel so guilty,” sighed the nurse. “They’re always so trusting at this age.” Ross looked on interestedly as the nurse unwrapped a lancet, grasped her tiny forefinger, then rapidly poked it with that sharp piece of metal.

There was a moment of stunned silence. Ross’ face turned red and her eyes bulged with shock while the nurse hurriedly squeezed a drop of blood into a tube. Then Ross began to scream. These weren’t wails of pain or sorrow: she was giving voice to sheer outrage. She simply couldn’t believe that the world she had greeted with open arms had turned on her so suddenly and shockingly. Trust was shattered, and she had no intention of forgiving anybody anytime soon.

I cuddled her in my arms, telling her uselessly that the nurse hadn’t wanted to hurt her, that it was all for her own good, that everything was fine – and I reflected on the betrayed trust of children.

When I was age eight or so, I had an abcessed tooth. My mother took me to the dentist, who sat me in the big chair, examined me, and then went off in the corner to consult with my mother. Though they kept their voices low, I hear the word “extraction,” and asked worriedly, “You’re not going to do that now, are you?”

“No, of course not,” said the dentist soothingly, approaching me in the chair again. “Now just lie back and let me take a look.” The next thing I knew was searing pain as she wrenched that tooth out, followed by gouts of blood all over my favorite blouse. (I didn’t own much girly clothing, and was very fond of that frilly white blouse and the little red skirt that went with it – both ruined with bloodstains that day.)

My next memory is of being back at our house, standing in the garden, my jaw aching and my mouth full of blood-soaked wads of cotton. I was still in shock. I couldn’t believe that two grown-up women had done that to me, had deliberately lied and then hurt me when they said they weren’t going to.

My next dental experience was in Pittsburgh, where my dad (by then single-parenting me) couldn’t understand why I was so afraid that I would scream and tremble and cry as soon as the dentist got near me. I became so hysterical that he slapped me (the only time I can ever remember my dad hitting me), which naturally didn’t help. Anesthesia seemed the only solution, and that was what we did for years, every time, for every little cavity. I hated the sensation of going under (and the dentist’s repeated lie that the gas would smell sweet), hated waking up nauseous in a cold waiting room, to the sound of a local radio station. Once I awoke to an ad for “Andy Warhol’s Frankenstein” – not exactly soothing. But all of this was better than facing the dentist.

Although I gave up the anesthesia years ago, I still tense up in doctors’ and dentists’ offices – places of concentrated pain, as far as I’m concerned.

Tomorrow I will accompany Ross to have her first wisdom tooth out. She’s not a bit afraid. Though she had to start seeing dentists early in life, I was very, very careful to ensure that nothing was ever done to her without her knowledge and consent, and we were fortunate to find a dentist with staff whose patience and kindness were at least equal to my own. This meant a lot of visits in which nothing at all was accomplished on the dental front, but Ross grew to trust everybody so much that she eventually let them do everything they needed to, even the painful things, without fuss or fear. For a while she even aspired to be a dentist herself!

So she’s not worried about tomorrow. Nor should I be: our dentist here in Lecco is a family friend and absolutely competent. But, still, I can’t help my stomach clenching a little. Some childhood experiences you just never quite get over.

Deirdré Straughan on Italy, India, the Internet, the world, and now Australia