Make Customer Satisfaction Your Religion

David Pogue has some rules for electronics makers who want some consumer love this holiday season (and beyond).

Worship at the altar of good design and make customer satisfaction your religion. These should be your commandments.
I. Thou shalt not entomb thy product in indestructible plastic.
II. Thou shalt hire native English speakers to translate thine instruction manual.
III. Thou shalt not hype irrelevant specs.
IV. Thou shalt not charge tech-support fees for thine own mistakes.
V. Thou shalt not participate in rebate rip-offs.
VI. Thou shalt not hide from thy customers.
VII. Thou shalt remember the customer’s phone number.
VIII. Thou shalt not prevent “zeroing out” of thy phone-mail maze.
IX. Thou shalt not hog the power strip.
X. Thou shalt not plan obsolescence.

Great advise. And applicable well beyond gadgetry.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.