Customers Are Talking – Apple Hangs up on the Wrong Customer

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by: John Caddell

It’s getting harder and harder to get telephone support, especially with online products, but there are some times you need to talk to a person–you can’t find what you’re looking for in the forum, for example, or your question doesn’t fit neatly into a category.

Cluetrain Manifesto co-author Doc Searls called Apple to get support for MobileMe (a paid service, by the way), and a synthesized voice summarily directed him to the website. Then, “click.”

The irony is that Searls heads a grass-roots effort called VRM, Vendor Relationship Management. Requiring adequate support for paying customers seems like a basic tenet of VRM.

So Searls blogged about it, including a recording of the Apple call. Check it out here.

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