It's Not About You (Sort of)

My blolleague Dee was throwing some raging bull over at the new Facebook designs.  She certainly was not the only one.  Some of the common refrains I have heard from those who were vehemently opposed to the new set up were they did not like the "rolling ticker" on the right hand side, basically allowing one to "stalk" their friend list and what they were doing (including liking, commenting and posting on their friends' walls, even if you were not on the friend list of that "other" friend), pictures in the main feed were larger than they were used to seeing, and just basic complaining about the drastic changes. 

I took a "wait-and-see" approach.  Humans are naturally resistant to change (especially for change they did not agree upon or made themselves consciously), so I tend to not jump in head first with the rest of the crowd typically. But for me, I don't mind the changes and think of it as a new way to view the people I've become friendly with over the years. 

I have not been using Google + basically because I find Facebook easier to use and more visually appealing.  This is more of a conscious I-don't-want-to-change decision, but also because I think Google is significantly more evil than Facebook is portrayed (especially with people information).  Google is a publicly traded company and has shareholders to answer to.  While Google has never charged its user base for use of basic items like Gmail and using their search engines, Facebook also has not and never plans to (despite what viral status updates you might read in your friend feed).

And don't get me started on MySpace (owned by the evil of the evil News Corp!), which I left probably before it was ever "cool" to jump from that ship.  I was always timed out on that piece of crap, and I found it incredibly tedious to use.  I knew the good it could do, but it was such a pain in the ass that I never wanted to log into the system.  Once I found Facebook, I took to it like a fish to water and never looked back.  I might be a little annoyed by some of their changes but it's a free service and it's enhanced my life for what I like to think to be the better (especially with the flow of information and people meeting I have done over the years as a direct result of it).

Since the new rollout, I haven't heard much from folks in the complaining aspects, but I don't know if that's a combination of complacency, people just not using the application as much or just getting used to things.  A few days ago I had a bunch of status updates of people requesting that I unsubscribe to their feeds.  I'm sorry...I love you people...but I have better things to do than go through each of my 400 friends and manually unclick themselves from my feed.  Not to mention, I really wouldn't know what was going on then!  My friend Matt Cerrone (who founded Metsblog and is a social media consultant) basically hit the nail on the head with this analysis on his Facebook wall:

Did Facebook fans actually forget this is a billion dollar business based on advertising and data collection? The reaction I see from non-tech people to what FB is doing is shocking... and the fact that some people think they can avoid the changes or game the system is down right hilarious...This is a savvy, aggressive company with serious goals in mind. They're an amazing organization, bordering on an institution, and to pretend otherwise is naive.

Just remember, when you post that you ate at Chipotle, or rooted for the Mets this weekend, or needed to go to Rite Aid to find batteries for your radio during the hurricane, Facebook is collecting those bits of information to have those corporations better target their audiences.  Meeting people and friending and networking is a fringe benefit we get from using the service.  

Here's my take on the ire: we get used to the changes that are made to the service over the years, and just accept them with maybe a little holding our nose and swallowing difficulty, but we do it.  We feel as though the changes are not about "us," the user of the system and essentially the consumer, but more for Facebook, a "billion dollar business" as Matt suggests above.  Well, you would be right.  Facebook doesn't give a crap about us, as people...they care about the information that we provide them that they are able to sell as advertising to MAKE MONEY and give themselves a product. 

But as the article link suggests above...we are the product, not the consumer.  And this is where our difference in thinking lies and potentially needs to change if we want to continue using the service.  If not, then try out Google + or get on the Diaspora waiting list.  But realize they use people information in the same vein as Facebook does, so don't be fooled that it somehow "gets better" or "is better." 

It's not about you, it's about them.  Them using information YOU give them, but don't be fooled it is about them. 

Be Careful What You Wish For

Having a huge background in customer service related jobs (I used to be one of those "courtesy desk" gals at a supermarket when I was in college, and was a client service rep at one of my first jobs out of college), I do believe in the old adage "The Customer Is Always Right" but within reason.

I hate to admit it but when I was working the courtesy desk, if I had a "repeat offender" (a multiple-time complaining customer who just wanted to whine about the quality of the air she breathed, and would leave chicken in her car overnight expecting a refund for HER mistake), I would be less apt to help them than say, someone who was genuine in what they were asking -- not that they expected it per se, but it was a legit gripe like getting twice billed for the same thing.

For me, though, when I wronged as a consumer, look out! I take to the airwaves for anything. I am firm believer in the written word -- that is, in the right hands of course. There was one year for instance where I got a lot of free stuff simply for airing my grievances in letter form to CEOs of companies. Now, I know that the CEO of the chain of Best Westerns isn't going to care much about little me...but if a letter shows up on his desk, I like to think that the executive office takes it seriously and escalates it to the proper people. I've gotten free weeks at hotels, free flights, free months on my phone bill, gift cards, etc, simply by complaining about what I feel to be legit gripes to people who can take action.

I guess what companies do believe in is that the squeaky wheel will certainly get the grease.

Here's the thing though: when I would write my letters, I would take the high road, not implying I would take my business elsewhere, but that I would like to continue to do business with them, as it would hurt me more to not conduct business there.

Today, though, there are multiple channels to voice one's complaints, and not to mention one...the millions.

A few weeks ago, the mail-order online video rental company, Netflix, had some very bad PR when they announced they would be raising prices for their service. To be honest, I have never used the Netflix service. I can understand though the impact of raising prices to what their customer base may deem as unreasonable. Especially since there are many different ways to get these items for free or streaming for a fraction of the cost.

Yet, their vocal customers took to social media tools like Twitter to express their discontent. The vocal mob, though, didn't do much to distract Netflix. In fact, they are not coming out contrite saying, "OK OK we'll lower our prices, just come back." The fact is, Netflix must think they have a loyal enough customer base to justify raising prices.

Then I started to think about times I've publicly flogged a place I've patronized, only to get a response from their marketing department or customer service reps. It's funny, because they not only care but they do want to ensure the happiness of their base.

I once flogged McDonald's for forgetting to put sausage in my husband's sausage biscuit. Yeah, that happened. I then got upset at a Dunkin Donuts I was at because they kept screwing up my simple coffee order, and their marketing folks wanted to make sure everything was all right. I was making fun of a ferry ride I was on, saying their boats had not been updated since 2001 yet I was paying like quadruple the price I did back then. And they asked me if there was something that happened and how they could change it for the future (unless they drop their prices and/or get newer boats, I don't see them taking my advice to heart).

Mostly, though my newest outlet to use my voice as a means of consumer change is on Yelp. I know it's been around for awhile, but I just came around on it recently. Yes, I was slamming a service that I really wanted to change, and they never reached out to me. Yet, I gave not-so-favorable reviews and have gotten gift cards and an offer of free drinks for my "experience" at another place (though truth be told, I didn't leave THAT bad of a review, but I guess they want to make sure they get repeat customers).

I guess my point is, with the two-way feedback that is social media, consumer complaints are not only heard instantaneously practically, but they are dealt with so long as they are reasonable complaints so that they can get a favorable review.

And here I was, thinking that true customer service has gone out the window. True, we may get that gum-snapping bored-looking kid behind the counter who would rather play video games than help us...but the highers-up may be hearing something...and that might promote change on the front-end.