General business principles state that at any given time 10% of one’s customers are looking for a reason to leave. It is these customers that new companies entering an industry look to siphon off for their initial customer base. The same principles also state that 5% of one’s customers will account for 95% of one’s support costs. (Generally called the 5/95 rule.) Of that 5% approximately half (2-2.5% of one’s customers) will be extremely vocal about any perceived negative, whether it truly affects them or not. It is this “vocal detractor” group that marketing departments are tasked with negating.
As with every company who offers a product/service, DAZ has these same issues. The fact is that in the forums, there is a very vocal contingent of people who constantly issue ultimatums. Their conditions vary as much as the direction of the wind, but in the PC the most used threat is “I’ll cancel my membership!” Most never follow through on their threats.
The kind of customer I love is the one that forks over the cash and keeps his lips shut no matter how sideways things go. They also defend the company against the “unreasonable” customers.
The “Vocal Detractor” group is the group any intelligent person will listen to FIRST if they want to stay in business. These “Detractors” are your hardcore fans. They buy your stuff and support you in the lean years. They are true blue.
Further, the “Vocal Detractor” group is saying the same thing the bulk of the people are thinking or feeling.
Just like Megadeth said in Holy Wars the Punishment Due, “Because I don’t say it, don’t mean I ain’t thinking it”
Most companies don’t take the threat of cancelled memberships until it’s too late. The cable companies are feeling the pain now. Remember Blockbuster? I know some insiders there and unhappy customers did them in, more than Netflix and the internet alone.
Then again, “business principle theory” is always more comforting than actual facts.
I’d rather help fix the issues than to gripe about them. To date, I’ve never seen a gripe that has ever fixed a problem. Every time, it’s effort that gets the job done—not complaining.
Complaining gets things done because silence denotes satisfaction.
I come round to your job and give you a pay rise, I might not hear much from you.
I cut your pay and if I don’t hear from you, I’ll think everything is cool and maybe do a little more trimming, just because “you obviously didn’t mind.”
I absolutely agree that communications are necessary, and in my business I make sure communications are always there. However, I cannot control DAZ’s communications, and for me to grouse about it publicly does no one any good. There is a difference between reporting a problem and complaining about a problem.
This is exactly what most businesses like to hear. Most companies like for us to keep quiet or report a problem to the email address or “:suggestion box” that nobody reads. Keep people isolated, quiet. Musn’t gumble.
When you know you’re not alone. When you know other people feel as you feel, you can make real change or at the very least effectively lobby for what you want.
There are both situations happening. In either case, the correct solution is to take it to the “customer support” department. The forums are not going to get a resolution to the problem. One thing to remember is: The forums are not an accepted method for problem resolution. The forums are for informal discussions, not for getting support.
The forums are very much for support.
Have a problem with the software? Goto the forums.
Can’t get your product to load? Goto the forums.
Need to know how to do something with the software? Goto the forums.
The forums ARE Daz’s customer service department for everything but payments and the like.
But, you know what?
Everyone should just be quiet and say nothing.
“Business Theory” says if you complain you’re a “detractor” and the marketing dept is tasked to negate you.