How to lose a customer in one dumb-arse easy stepMikey 8 comments
If you have ever wanted to alienate your paying customers, take a lesson from Nuance. We've heard some dreadful DRM stories over the years but none come close to what one particular IT professional encountered. Make sure you're sitting down for this.
When Mark ran into problems trying to activate his software online (which is not uncommon) he contacted Nuance support for assistance. Here's where things get interesting. Although Mark is a paying customer, Nuance decided the only way they would help him is if he proved he was a customer by - wait for it - taking a photo of his original CD's and emailing it to support. Let me state for the record: this is the dumbest validation I've ever heard of and it - blows - my - mind.
This stupidity on par with...well I can't think of anything this stupid. Nuance are effectively saying that even legitimate customers who want to get support from them they will also need to have some device capable of taking a photo as a pre-requisite. They are saying that Mark is a software pirate and are punishing him with a convoluted authentication practice. They are saying that a picture of the CD - oh how that makes me laugh - is evidence that Mark bought their software. Could you imagine if Microsoft allowed us to authenticate Windows in the same way?
As Mark correctly pointed out in his email and image to the Nuance's CEO (see below), how can they even know the image he sends in isn't just something he found on the Internet?
As far as dumb-arsery goes, this is truthfully one of the best I've heard.