‘Customer is king’ and ‘it is essential to put the customer first‘ are just some of the concepts which underline the importance of good customer service. Indeed, your customer is perhapsĀ the most important business asset: if you don’t have any, your business will cease to exist – it’s as simple as that.
Many businesses strive to make customer support their priority, prioritising good customer service and making it a part of their organizational culture. Successful brands and corporations are built on the foundations of providing excellent customer service, it’s their ‘secret’ to success. You’ll read plenty of heartwarming tales about good customer service, and how these brand chose to treat their customers and turn buyers into loyal customers.
But every now and then, you’ll come across customer service stories that will make you cringe!
One such story is of a little marketing firm known as Ocean Marketing. The story, from the beginning to the end, is a classic example of a PR disaster – a 101 on how to self-implode through lousy customer service, and hence makes for an excellent example of how NOT to treat your customers!
But before we get to it, a little backgrounder: Ocean Marketing was a one-man PR firm owned and operated by Paul Christoforo.Ā Christoforo, a salesman and a marketer by profession, was responsible for marketing and selling theĀ Avenger Controller, a video-game controller made by a company calledĀ N-Control, designed for “accelerating the user’s reaction time and providing advanced rapid fire capabilities, delivering the ultimate gaming advantage” for first-person-shooter video games.
What follows is an exchange of emails between Christoforo and a guy calledĀ Dave – a customer inquiring about the availability status of his Avenger PlayStation 3 controller order.
The email exchange took place in 2011, and was brought to light by Mike KrahulikĀ on his popular web-comic blog Penny Arcade. Bear in mind that Krahulik is also the guy behind PAX.
The whole exchange makes for a very interesting and an eye-opening read – like I said, it all reads out like a 101 on everything that you’re not supposed to do when dealing with your customers!
All emails have been arranged in chronological order. Brace yourselves (and get some popcorn) – pay special attention to the stuff in bold:
From: Dave
To: Ocean Marketing
Dec 16, 2011, at 1:34 PMI ordered 2 of the upcoming PS3 controllers (invoice xxxxxxxxxāNov 3, 2011). Any chance of getting an update of when these items will ship? Iām not really happy about being forced to pay upfront then have the advertised date of āEarly Decemberā be completely missed without any sort of update on availability. I really need one of them for a X-mas present as well. Anyways, looking forward to finally using one of these bad boys. Thanks and happy holidays.
-Dave
From: Ocean Marketing
To: Dave
Dec 16, 2011 2:45 PMDec 17
– Paul Christoforo
From: Dave
To: Ocean Marketing
Dec 19, 2011, at 11:02 AMThanks for the reply Paul.Ā Can you clarify whether my particular order already sent or if Dec 17 was the first day shipments went out?Ā I have not received any sort of shipping confirmation email or tracking information.
From: Ocean Marketing
To: Dave
Dec 19, 2011 11:21 AMThey still havenāt shipped yet on the way here from china
From: Dave
To: Ocean Marketing
Dec 20, 2011 4:29 PMSo then delivery to customer doors by December 24th is no longer likely correct?Ā Do you have an estimated date of when units will arrive in California? Thanks.
From: Ocean Marketing
To: Dave
Dec 20, 2011 5:11 PMThey are in the USA now in customs so its wither before or after Christmas.
From: Dave
To: Ocean Marketing
Dec 26, 2011, at 9:47 AMI noticed the updated info on the webpage, and I donāt understand why there is absolutely no benefit given to those like me who have already ordered, and paid their money.Ā Youāve had my money interest free for nearly two months, yet now ANY new order will get $10 offā¦.meaning I should just cancel my order for 2 controllers, get my money back, then re-order.
My other questions is regarding item compatibility.Ā Ocean Marketing seems to be involved with the Xtendplay controller holder, so I was wondering if the Avenger N-Controller can be used in conjunction with the Xtendplay (for both Xbox and PS3)?Ā Thanks
From: Ocean Marketing
To: Dave
Dec 26, 2011 10:14 AMYes it can be used with xtend play if you remove the stand and no one is allowed to cancel and re order if we catch anyone doing it we will simply just cancel your order all together and you can buy it retail somewhere else.
Things happen in manufacturing if your unhappy you have 7 days from the day your item ships for a refund. You placed a pre order just like any software title the gets a date moved due to the tweaks and bugs not being worked out and GameStop or any other place holds your cash and im sure you donāt complain to activision or epic games so put on your big boy hat and wait it out like everyone else. The benefit is a token of our appreaciation for everyone no one is special including you or any first time buyer . Feel free to cancel we need the units were back ordered 11,000 units so your 2 will be gone fast. Maybe Iāll put them on eBay for 150.00 myself. Have a good day Dan.
-Gabe
According to the website, the following email was sent to Krahulik as well as Kotaku and a few other news sites.
From: Dave
To: Ocean Marketing
Dec 26, 2011 12:11 PMThen cancel my order if you want to.Ā Iām making a legitimate complaint about your poor communication and youāre the one stooping to childish levels, a patronizing attitude, and threats.Ā Hell you canāt even get the spelling of my name right.
And Gamespot pre-ordersā¦wow what a terrible comparison.Ā Retailers take a couple dollars IF THAT for you to guarantee your game availability on the release date, whatever that is. Thatās the understanding and thatās what you get.Ā Plus, I donāt have to complain to Activision or Epic games about these issues because theyāre usually not missing the street dates for their AAA titles.
Now letās take YOUR situation:
1) Youāve promised a new product based off the design for an existing, working product
2) For the longest time, youāve stated on your website (your failure to update regularly is another issue) the initial/special/limited batch of your new product by early December, obviously in time for the all-important holiday gift-giving season.Ā I and thousands of other customers GIVE YOU OUR MONEY, INTEREST FREE on the promises you made online.
3) I reach out to you, on Dec 16 (AFTER you have FAILED TO MEET YOUR ADVERTISED DEADLINE AND FAILED TO COMMUNICATE TO ANYONE WHAT THE SITUATION IS) obviously a little frustrated but more curious about when I and other customers can expect the product we paid for.
4) Your reply to me is a cryptic āDec 17ā with absolutely no explanation of what that means.Ā In the mean time you having been using funds from pre-paid customers to complete Research & Development, product redesigns, and manufacturing mis-steps.
5) You force me to follow-up with an email asking for clarification about what āDec 17ā means since the day has passed and I have yet to receive any new information about my order.Ā Now you instead of ANSWERING MY QUESTION OF WHAT THE NEW DELIVERY DATE IS, you tell me the goods have yet to leave Chinaā¦Ā Why are you telling me this?Ā Iām not your employee Iām your goddamn customer!Ā TELL ME WHAT THAT MEANS IN TERMS OF MY TIME AND WHEN I CAN EXPECT MY PRODUCT I PAID FOR.
6) So greatā¦I have to email you AGAIN trying to get a CLEAR answer from you whether a Dec 24th delivery date is possible and if not, what the new date is.Ā Rinse & repeat: You give me an update of the delivery process (wow, thanksā¦you havenāt told me anything I donāt know about the order of international shipping procedures) but instead say ā…so its wither before or after Christmas.āĀ WHAT THE HELL DOES THAT MEAN?Ā GIVE ME A DATE!?Ā One that youāre actually going to follow, because I already see ālate Nov to early Decā;Ā āDec 17ā; and now āCHRISTMASā in my rear-view mirror.
7) So I guess whatās left for me to do but just wait?Ā Oh but whatās this, youāve updated your websiteā¦Ok at least youāve clarified the dates more, I can expect my controller my latest first week of January.Ā But now as a ātoken of our appreciationā to all your āloyal customersā (you mean like customers who put up cash for you hold an use?) youāre giving a $10 coupon.Ā Let me get this straightā¦so you held my money interest free for 2 months to help bring this product to market, and now some new customer can place an order and pay $10 less than what I paid?Ā You have financially penalized me in two ways for being a āLOYAL CUSTOMER.āIām SURE youāre getting tons of other inquiries and Iām sure youāre not enjoying the fact that your product is not out when you wanted it to be.Ā I and everyone else understands that āsh*t happens,ā but if you want us to be understanding of that, then you need to keep us in the loop.Ā Youāve already set yourself up for failure by making explicit promises that arenāt even ālikelyā given that the design and manufacturing are still be refined.Ā Then you make sure youāre going to fail by actually taking all of our money, Not just a little bitā¦.THE WHOLE F*CKIN BEEFALO.Ā Why wouldnāt we trust that youāre going to deliver our merchandise on time?Ā Besidesā¦itās based off an existing product so how hard can it be?Ā Well as your youtube video shows, making any consumer device is hard and requires many iterations and improvements.Ā But Iām not going to apologize for holding your feet to the fire.Ā You created these expectations by acting like the release was already a done deal and by hiding the fact that it was faaaar from it.
I want my two n-controllers.Ā I 1) PAID FOR THEM Ā 2) WAITED Ā 3) DEALT WITH YOUR UNHELPFUL ASS.Ā I also didnāt want to feel like my trust and loyalty as a customer was being abused and then actually punished in comparison to other customers.Ā But I guess we canāt have it allā¦ so right now Iāll settle for getting my merchandise and hopefully never having to deal with you again.Ā Iāve spent enough time writing this email which I hope you gain some insight from.Ā If you actually do want to screw me over by not fulfilling my order, then I assure you be hearing more from me or people representing me.
You show a surprising lack of business polish for someone whoās quite established, AND an lack of awareness of your customer base: Hardcore gamers.Ā Weāre a demanding, vocal customer but the flip side is weāre loyal and eager to spend.Ā Itās lucky for you that I really want this product because it seems really deliver on making the gaming experience more effective and enjoyable.Ā Hell, I want to combine the aventer-controller with the xtend play to make the ugliest, most comfortable, most awesome controller ever.Ā And Iāll still buy the xtend, so let that be a testament to your products, the rise above your poor representation.
-DAVE with a V
p.s. You look really douchy be having one youtube video complaining about the noise of traffic next to your home and then another video showing off your obnoxiously loud rice rocket (which is nice, I gotta hand it ya).
p.p.s. Welcome to the internet, bitch.Ā Thatās how I roll.
From: Ocean Marketing
To: Dave
Dec 26, 2011 2:19 PMLOL Thanks for the Free PR I know the Editor N Chief of Kotaku , IGN , Engadget Iāll be meeting them at CES .The noise complaint was for people high up on the food chain in a corporate world of real estate you have no clue about.Ā Thanks for the Rice Rocket Compliment too love me some motorcycle . Send that over to Engadget you look like a complete moron swearing and sending your customer service complaints to a magazine as if they will post it or even pay attention do you think youāre the first or the last what are they going to do demand us to tell you were your shipment is or ask for a refund on your behalf ā¦ Really … Welcome to the Internet ? Son Im 38 I wwebsite as on the internet when you were a sperm in your daddys balls and before it was the internet, thanks for the welcome to message wurd up.Ā Grow up you look like a complete child bro. I Donāt have my controller so im gonna cry to the world ā¦ Really ?? Hey take that free time and do something more productive. All you had to do was check the like everyone else , people have inquired but youāre the douchiest of them all J
To all our pre-order customers looking for information on the status of their orders after a busy couple of months The PS3 Avengers are on their way from our Manufacturing plant overseas. We are aware that everyone is anticipating having their Avengers under their Christmas Tree and were doing our best to get these orders shipped out as fast as possible. We appreciate you as loyal customers and for supporting our company. Customers will start receiving their products this week before Christmas and After Christmas and into the New Year. As a token of our appreciation we are offering all our pre-order customers and new customers 10$ off your next order with us just enter Avenger1001 at Checkout. Thank you and Happy Holidays!
Oh and FYI When a street date gets pushed by a publisher on a video game you pre ordered do you cry to them too ?
You just got told bitch ā¦ welcome to the real internet check kotaku in 2 weeks when they are reviewing free PS3 Avengers we send them as well as G4 and all the other majors hell yeah , donāt forget to check Amazon, gamestop.com, play n trade , Myers , Frys and a ton of other local stores coming your way you think you speak for billions son your just a kid you speak for yourself no one cares what you think thatās why were growing and moving 20-50 thousand controllers a month. We do value our customers but sometimes we get children like you we just have to put you in the corner with your im stupid hat on. See you at CES , E3 , Pax East ā¦.? Oh wait you have to ask mom and pa dukes your not an industry professional and you have no money on snap you just got told.
The Pax East comment gets my attention and I decide to engage. I tend to have a calming effect on these sorts of arguments.
-Gabe
From: Mike Krahulik
To: Dave, Ocean Marketing
Dec 26, 2011 at 8:45 PMHoly shit this is unbelievable. Dave, if this guy has a booth at Pax east we will cancel it.
From: Dave
To: Mike Krahulik
Dec 26, 2011 at 8:53 PMHey thanks Mike.Ā Itās truly a shame because I think this device is great for gamers with disabilities and problems.Ā I think of Childās Play and if anyoneās gonna need greater accessibility when using complicated gamepadsā¦itās sick kids!Ā Shit man, Iām really gonna feel bad if I think that sick children may somewhere down the line have fewer avenger controllers because I got into a pissing match with a sad old man.Ā Please donāt cancel their booth on my account.Ā As much as I hate this asshole, I still WANT his product and think it should be out there.Ā GAH, I wish I was in a position to make a competing product to really stick it to guy.
From: Ocean Marketing
To: Mike Krahulik
Dec 26, 2011 at 8:54 PMHey Mikey,
Weāre not renting a booth at pax east this year , bigger and better shows to be at we got nothing from the show . Oh so you know this guy has sold over 500 thousand dollars of product in Dec and is my main distribution arm landing us in GameStop , fryās , Myers , Best buy , Activision , MLG , play N trade and a lot more . Were in 6 countries and youāre not going to take my money for a booth thatās a crock I can guarantee Iāll get a booth if I want one money buys a lot and connections go even further.Ā Heās a native Bostonian from Little Italy . Who are you again ?
Oh Teh Noes!
-Gabe
From: Mike Krahulik
To: Ocean Marketing
Dec 26, 2011 at 9:08 PMI am mike krahulik, Pax is my show. Feel free to google me=) I can promise you that you will never have space at any future Pax event.
From: Ocean Marketing
To: Mike Krahulik
Dec 26, 2011 at 9:33 PMOK Mike whatever you say lol , are you sure hour not in Boston I spoke to the person who ran the show in Boston last year. If you let some little kid influence you over a pre order then we donāt want to be a your show ,Ill be on the floor anyway so come find me , Iām born and raised in Boston I know the people who run the city inside and out watch the way you talk to people you never know who they know itās a small industry and everyone knows everyone. Your acting like a douchbag not that it matters pax east pax west , e3 , CES , Gamer Con , SSXW ,Comic Con, Germany Iām all over the place. If we want to be there we will be there with industry badges or with a booth you think I canāt team up with turtle beach , Callibur or Koy Christmas , I canāt get Kevin Kelly to pull some strings or G4 , Paul Eibler Ex CEO of take 2 ,Ā Rich Larocco Konami , Cliff Blizinski Epic who were working with on a gears version , Activision who were working with on a MW3 and Spider man Bundle , The Convention Center Owners themselves , Mayor of Boston come on Bud you run a show thatās all you do and lease a center in Cities you have no pull in its all about who you know not what you do.Ā Iāll see space where ever I want , with who I want when I want and where I want so many ways around you and so many connections in this industry its silly. Anyway , I have no issue with you Sean Buckley Engadget, Scott Lowe IGN and the list goes on and on. Little kids unhappy with a PRE ORDER starting trouble and you email that to us , heās a customer unless youāre his boyfriend then you should side with the company not the customer. Be Careful
From: Mike Krahulik
To: Ocean Marketing
Dec 26, 2011 at 9:40 PMI do run Pax, but I also run a website called penny arcade. Itās kinda popular.
From: Ocean Marketing
To: Mike Krahulik
Dec 26, 2011 at 9:41 PMLove penny Arcade !!
From: Mike Krahulik
To: Ocean Marketing
Dec 26, 2011 at 9:42 PMIām glad you like it! You will be on it tomorrow:)
From: Ocean Marketing
To: Mike Krahulik
Dec 26, 2011 at 9:46 PMGreat !! Love PR
From: Ocean Marketing
To: Mike Krahulik
Dec 26, 2011 at 9:46 PMMike Iām not trying to fight with you Iām really not , you should give me the benefit of the doubt before judging over one personās bitching . Did I feed into his emails a little bit too much yeah ok . But itās one person dude for real. No disrespect intended for you , My name is good in this industry and I know a lot of people. Iāll be at CES are you going ?
From: Mike Krahulik
To: Ocean Marketing
Dec 26, 2011 at 9:47 PMPlease remove me from this mailing list
From: Ocean Marketing
To: Mike Krahulik
Dec 26, 2011 at 9:57 PMYour spamming me youāre not on a mailing list you idiot ! You sent me an email remember . Make sure you stir up a lot of controversy about us the more the better we needed some drama gets good blood flow going about the new product launch .Ā Your sites amateur at best my son could put together a better site than yours and you run PAX ?? Wow , Ill put my marketing team on a smear campaign of you and your site and your emails , I have about 125 dedicated people to run PR , Blogs , Articles , Videos you have no clue who I am . Thanks again
Wow! And yes, for those who might be wondering, this isn’t made up. This actually happened! Appalling stuff, no?
The whole thing reads like a bible of all things you’re not supposed to say to a customer, how you’re not supposed to behave with a customer – it’s like a 101 on how to self-implode and destroy your reputation and your company over email!
How could you ever run a business, or be in charge of a business that does marketing and sales with that kind of an attitude?
The fallout was pretty bad for Ocean Marketing. Ocean Marketing died a slow, painful death, and PaulĀ Christoforo’s reputation was tarnished. He was the butt of many internet jokes and memes in the months that followed. The people behind the Avenger controller understandably fired him, while doing their best to distance themselves from the whole event. These statements were released by the N-Control’s new representatives.
And Christoforo did an interview after the whole debacle, which you can read here. He tries to present his side of things in said interview – I’ll let you be the judge of how he comes across in it.
Lessons? The customer IS king, and customer service will ultimately make or break your business!
Treat your customer right, and you’ll be a winner.
Christoforo was at fault pretty much from the first email. He says he was bogged down with calls and emails, but the fact is that you simply don’t reply to your customers in the manner that he did. When someone sends you an email, they expect a proper response, not a one-liner – or in this case, a couple of words.
The case study is also a classic examples of internet justice. Perhaps most importantly, this case study shows the true power of the internet, and what one bad customer experience and one bad review can do to you.
Word gets around pretty quickly on the internet. Goes without saying, but Christoforo could’ve handled the whole thing in a much better way (he admits it in his interview). The fact is, all businesses will get bad reviews – you simply cannot please everyone, even though businesses should always strive to do so. How you choose to handle such situations, and how you respond in such cicumstances will ultimately define your success as a business.
There’s also a lesson for small businesses in this: hire a firm to handle your PR and/or customer service. Ocean Marketing, as a company, was finished the day Christoforo sent that first reply, but just to show you how badly the brand’s reputation has been affected,Ā Google ‘Ocean Marketing’Ā and you’ll pretty much find different versions of this incident littered in the results.
Yes, outsourcing your customer service will cost you, but think of it as an business investment that allows you to protect your image, and saves you from something like this happening to you – it’ll pay off in the long run! N-Control and Paul Christoforo decided to do it themselves, probably to save costs, and look what it got them. Yes, N-Control’s name and their reputation as a brand also took a hit, even though they had nothing to do with the email exchange, but it just goes to show the importance of good customer service and the difference that it can make!
Thoughts and observations? Do leave me you comment in the comments section below!
There’s also a lesson for small businesses in this: hire a firm to handle your PR and customer service. Yes, it’ll cost you, but think of it as an business investment that allows you to protect your image, saves you from something like this happening to you – it’ll pay off in the long run!