Friday, October 19, 2007
What Part of "We Hate You" Don't You Understand?
OUR NON-NEGOTIABLE DEMANDS
Mona Shaw is the Hammer. Comcastmustdie.com is the anvil. And Comcast is getting pounded.
But it still doesn't understand why. It doesn't understand that the world has changed, that its customers are no longer passive victims of the corporate agenda. We are stakeholders. We not only wish to have a say in how things are done, we not only demand a say in how things are done, we have the power to get our way.
Here's a post from the company's P.R. department. It speaks volumes:
The company is working on customer service, she says. And no doubt it's true. Comcast is investing in new equipment and new personnel. What is implicit, though, is that the company is doing so based on management's view about how to go about it, and management's view alone. Sorry, Jennifer, but that will not do. You have lost your privilege to act unilaterally. Partly because you have behaved so arrogantly till now, and partly because the world has changed around you, you now must answer to a Greater Power.
And we have demands:
1) You will recruit a standing panel of customers to consult, brainstorm, complain and advise you every step of the way -- from your customer-service practices, to your billing, to your programming content. This process, within the confines of protecting proprietary information, will be transparent.
2) You will host a website soliciting customer feedback of every kind. In other words, there will be the customer-delegate panel, and a mega-panel online. Don't sweat the flaming you will take. You will also get a) countless great ideas, b) a mechanism for locating and attending to hardcore customer-service issues, c) a vast increase in customer loyalty and goodwill, and d) a vast advantage in impressing potential customers. If you're smart, you will also cultivate a social network of TV watchers of all stripes who credit you for your hospitality.
3) Most importantly of all, you must recognize that none of this is PR move you have to make through gritted teeth in extremis. It is a golden opportunity to exploit the unprecedented potential of a connected world. How ironic. You've been stringing co-ax for decades, yet you don't even realize what you've wrought. Yes, that's right, you have created the very conditions for all of us to band together against you. At the moment it must seem like Frankenstein's monster, but take our word for it: