"They always say time changes things, but you actually have to change them yourself." - Andy Warhol
Be careful. Your Brand Voice defines your brand…
David Korobkin | Saturday July 25th 2009
When I opened Outlook last week, an email from Network Solutions’s Subject line read Deactivation Notice.
As an independent consultant, I rely on email and GoToMeetings as communications portals to my clients and associates.
I clipped the email From and Subject lines from Outlook and pasted it below.
I was very upset by this shocking Subject line; however, I was hoping that I would find a way to instantly reactivate my domain name. When I opened the actual email this is what I saw.
After viewing this offensive and insulting Deactivation Notice, I read on to find a way to reestablish my domain name. It turns out that this is simply a renewal notice informing me that the first item must be renewed by September 12.
74 DAYS FROM THE EMAIL DATE!
Clearly, the Network Solutions’ Mis-Marketing Department felt that this is an appropriate brand voice for a first notice, to advise clients that they have 74 days left to renew.
Network Solutions’ marketing gurus have yet to realize that they are no longer a monopoly.
I called Network Solutions and was told rather rudely that one files complaints online. After completing their form and clicking send, a notice came up telling me to not expect a reply.
I called back and after speaking with several people and being very insistent, I finally spoke to an executive in customer relations. I told him that I will be relocating my domain names. Apparently I was not the first to complain and to part company with Network Solutions. I was told that following significant complaints, I received the “toned-down version”
The executive shared my outrage about the notice and asked me what he could do to change my mind. I told him that I would not demean my message by asking for money or free services. In fact I spent two hours on the phone with Network Solutions providing them with pro-bono branding consultation.
He then gave me his email address so we could stay in touch if I thought of something. The next day, I received at my request a payment reminder from American Express to be sent 10 days prior to the due date. I don’t always get my snailmail, and often get others’. I sent the American Express reminder to the executive at Network Solutions to enlighten him that there are kinder yet still successful approaches to reminding clients of impending payment due dates.
As it turns out, Network Solutions did give me something of value, without realizing it. They gave me a topic to open discussions about the critical importance of a company’s brand voice being synchronized to their brand.
I invite you to share your experiences with misaligned brand voices or your comments.
Tags: brand, Marketing, network solutions
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Timothy West says
Great article. I’ve had a similar issue with Network Solutions and I’m grateful I can now register domains with anyone I want.
- Tim
16 Jul 2009
Shashi Bellamkonda says
Hi David,
Firstly thanks for posting this. Feedback is key to any company to improve their services.I know a few of my colleagues have already spoken to you and that feedback will help us as we continuously study how to make Network Solutions a enabler for Small Business success.
I am also kicking myself for not getting to this post quicker since we try to thank anyone who posts feedback about us on their blog as soon as possible.
Thanks,
Shashi Bellamkonda
Social Media Swami
Network Solutions
31 Jul 2009
David Korobkin says
Dear Shashi,
Thank you for your comment. It took me a while to respond as I was bent over laughing at your title. Among the many explanations for the Hindu title of Swami in Sanskrit is “free from the senses.” Right on!
While I have had issues with your brand voice over the years, Network Solutions has apparently perfected the art of creating cute titles, which turn out to be even more embarrassing than your company’s client-facing behavior.
I was hoping to hear from your Marketing Swami, so I could tell the Swami that I read recently in an online clip that “Marketing for Dummies” has been published. If you provide me with Marketing Swami’s name and address, I will order a copy online and have it shipped directly to the head Marketing Swami. Someone in the department will be able to open the box for the Swami.
Marketing Swami needs to wake up and smell the tea.
News Flash: Network Solutions is no longer a monopoly!
Swami has perfected a responsible practice for fishermen, but not for Marketing Swamis; which is “catch and release.” You caught customers when they had no choice and now you are releasing them with your vicious and nasty brand voice.
Please don’t kick yourself over this. Save your leg muscles to kick your long-term, profitable clients so they leave your company, as you did with me. I learned from this experience that I have been paying for two services, for years; never using either. I should have been on your keeper list, but I now have a shoe imprint on my backside. Please tell Marketing Swami that Swami should look into CRM.
The word is out. It is time for your head Marketing Swami to make a pilgrimage to India and learn Yoga from a real Swami. Marketing Swami will learn how to speak to other humans, recognizing that they are also humans, with feelings and choices.
Thanks for your comments. I really needed a good laugh today.
31 Jul 2009
Russell Volckmann says
First of all, try GoDaddy. They are a joy to deal with, and are less expensive anyway.
Second, David, you are absolutely right an correct on many counts; Not the least of which was sticking to your ethics and severing your ties with Network Solutions, despite an attempt to maneuver you back onto their overcharged gravy train. Network Solutions, Register.com, and other irrelevant registrars no longer own a monopoly in domain registration as you aptly pointed out. So it’s difficult to understand why they charge unsuspecting customers 3-4 times a competitive price, as well as subject those customers to abusive and coercive messages in vain attempt to hold on. Dying animals make a lot of noise and ugliness before taking their last breath.
To all the dinosaur domain registrars, auto companies, airlines, banks, insurance companies, and many other sectors who do not understand the customer engagement aspect of brand, and don’t want to get it—we (and perhaps the general global population) are looking forward to the prospect of getting rid of you forever. No bailouts for any of you if we had our say.
31 Jul 2009
Shashi Bellamkonda says
Hi David,
Wanted to assure you that we are listening to customer feedback and changing. Our new Storefront that was released today is a result of feedback that we received from our customers and community. We will continue to work hard to change preceptions and make it easy to do business with us.
Thanks,
Shashi
PS: The title came from a contest when we started our social media oputreach to our customers. We are on Twitter as @netsolcares and I am @shashib.
01 Aug 2009
David Korobkin says
Dear Swami Shashi,
I am certain that you are a very nice and caring person, stuck in an evil company. I feel you pain and please accept that this is not a personal issue between us.
I feel your pain having to use Network Solutions’ “social medial oputreach” (my apologies for not having spell check on my blog) group’s titles, chosen from a contest. Your department is perhaps the most critical tactic in your strategy of “making nice” to your customers, whom your company has systematically abused from the day Network Solutions opened their doors. Pray that the horses are not already out of the barn as you attempt to close the doors.
Contests are for breakfast cereals to encourage purchase in hopes of finding a prize inside, or for Bridge Clubs to name their little groups.
I would love few things more than to hear from the head Marketing Swami, who has apparently pulled the covers over Swami’s head, avoiding providing the Swami’s rationale to this forum of public discourse. By the way, I don’t recall receiving an invitation to the “Choose the Titles for our Triage Team-Members, Love Fest.” I guess that if you have ever complained to Network Solutions, you didn’t get a party invitation.
I am a very curious person as you may have noted from my other blogs. I am now especially curious as to who made the decision to treat your most critical outreach program; designed to create a warm and fuzzy feeling about Network Solutions, as contest. Did you have names in a Piñata? How did the contest work? Who chose teh final title? Please tell me that at least some strategy went into your critically important new storefront tactic.
You hit the nail on the head when you wrote “We will continue to work hard to change preceptions and make it easy to do business with us.” (My apologies once again for not having spell check on my blog; I will ask Swat to look into it.)
Branding 101: The most effective and credible method of changing your customers perceptions about the way you do business is to actually change the way you do business. The rest will follow.
Self-appointed, Swami David
01 Aug 2009