ideas worth stealingThe job technology can’t do
Register.com asked me to do something stupid today, and it demonstrates just how much we shouldn’t rely on crafty development work to do our jobs for us.
See, several years ago, I bought a domain name through Register.com for a site I used to support my first book (on Flash design basics). I haven’t touched the site since the day I put it on the server, and since I no longer do Flash development, I certainly never plan to use the site again. But there it sits, quietly offering up the downloadable ZIP files from the book, which is now ridiculously outdated.
Since then, I’ve gone through a few lifetimes worth of design work, projects, jobs, clients, and writings (including the new book). Along the line, I took my future into my own hands and started Miskeeto.
Fast forward to today. Register.com sent me the following email.
In short, Register told me that using an email address that contains my first and last name, separated by a period and tied to the domain name for my old book support site—the one I haven’t touched in 4 years—is better than using my first name only in an address tied to my actual business. The one I run right now.
They even insulted me by implying I’ve chosen the wrong address for myself. I’m doing a poor job of communicating to my customers that I run a legitimate, credible business. I’m disorganized, people don’t read my email, and no one knows my company name. Their suggested email address “beats” my current address. And it only costs $15 a year. I’d be a fool to pass up their offer.
Perhaps, instead, I’d be a fool to let this email convince me that Register knows what I need.
Perhaps, also, I’d be a fool to replace quality customer service with an unfaltering reliance on technology. To let a programmer decide how my customers should be treated. To tell my customers they make poor decisions.
What will your next email ad say to your customers?
Posted by Robert on April 9th, 2008
5 comments
That’s that new 2008 marketing scheme. Insult immediately and hope they blog about it so others don’t use their service. :-)
I worked at register.com as a manager for many years. Years of absolutely clueless marketing, clueless product development, short-sightedness and complete and utter lack of understanding of anything internet related have taken the company from the #2 registrar to somewhere in the middle, off the charts.
They are in worse shape now with their new senior leaders Larry Kustcher and Roni the general councel who moonlights as a EVP of products. Since when does an inexperienced junior attorney qualify as a EVP of product development? The CEO Larry also seriously lacks morals and integrity and will stop at nothing to make a buck and screw over the customer.
THis is not exaggeration i have seen it first hand. They are horrible people, but even worse, horrible at running an internet-based business.
@ Phil: Strong words. Well, hopefully, Register.com will realize the error of its ways and get back into shape.
If you still know anyone there, maybe you could pass along this blog post to nudge them.
It will get over to them I assure you. The people in charge, however, will not take it to heart.
I feel bad for my ex-coworkers who were very hard working and great people. It is unfortunate that the senior leaders would screw them over in a heartbeat if it meant lining their pockets with a few more dollars.
Leaders should demonstrate integrity and ethics, not simply preach it to their underlings.
Just a note to any investors in this company - Verisign reports new registrations in com/net are up, up up again! How are your new registrations?
Not sure but what you where doing there but if you are looking for an email system to use with a domain I highly recommend Google’s Hosted Services.