Staying "on message" is not enough--it actually needs to be the right message, too. (I know, go figure)

It's both funny and sad. Funny in that it's such a ludicrous story. Sad because the story is true, and happens to innocent consumers (and decrepit old servers) every single day.

The back story is that my Web site is currently down--well, currently non-existent. As is my email. You see, I come to find out today that my Web files and account were on a "very old" server. I started hosting my Web site waaaay back in the 90s when Web stuff was new. Hey, I'm innovative like that.

But it's been a decade.

So servers get old (I guess they get put out to pasture). And the company just retired the server, along with all my Web site files and email account.

Nope, I cannot understand why--in over ten years--they did not transfer the files to a new server as I've updated my site many times over in the course of that decade. I've worked with tons of tech companies and, well, this practice is quite standard. Plus, I'm not talking a small company, I'm talking a big company.

And even though I pay this company to maintain my site--which to me means maintaining my site and server--I come to find out that because the server is old they don't do such things. Kind of like "When your server's time is up, so is yours."

Oddly, they just kept harping about "how old the server was"...as if I had known this server and should accept its fate because, hey, that hunk of titanium, had a good run. Yet all the while I'm astonished that no one realizes that it's not only the server that has become obsolete, it's their style of operations and marketing practices.

Then they talked about not knowing where the server even is. Which caused me to ask them if perhaps it's been archived into the Smithsonian (since they kept talking of how 'old' it was, maybe it's a legitimate relic?). Or maybe it's been taken hostage by some militia group and the FBI are within a hair of solving the case.

Or, more likely, it will resurface on eBay any minute.

But fellow marketers, the server's whereabouts and age matter not. Because technology companies know about very 101 things like "data redundancy"...especially since their customers know about it. What matters is that three different agents in three different departments--through two hours of speaking to them and being on hold to the exact same song over and over and over--all stuck to the SAME message.

And the message was this: "But it's OK because there is a disclaimer about not backing-up files on old servers." And while each agent kept on message, the fact is, the message (and the mentality) is wrong.

So what will I do? Well, I'll make my designer a bit crazy having to go through, find, upload and edit the Web site files. I'll get my Web site--and email--back up in due time. And as soon as I can, I'll get myself a new Web-hosting company (and yes, I'll request a "new" server). Hey, it's only a temporary Web site and email snafu after all--the world has far larger problems. This doesn't even qualify as a blip; but this is certain:

I'll be sure to keep "on message" too, and that message is this: the company doesn't care about its customers; but it sure cares about disclaimers.

The reason I have not cited/linked to this company is because I'm not looking to get anything out of them; like that old server they are irrelevant to me now. What I am looking for is that my fellow colleagues and future clients get something out of this. Let's do better. And let's keep pushing our clients to do better--to have customer-centric operations and synchronized messaging, sure...but let's ensure that we first have the right message (and mindset).

And please do think a good thought about that old server. She did well by me, too bad the company did not.

Comments

[Jon]

Sorry to hear about your misfortune. Sorrier still that your hosting was so inadequate. Did they not even send a notification before taking you down?

That mentality will soon be a thing of the past, I hope. In a big way, it's up to us to see that it goes the way of the card-reader.

I surely would like to know the name of that company. You said they were a 'big company', which means they could have several of our accounts...

If nothing else, email me and tell me?

(phooey, another typepad blog that won't accept my email address. now i have to use the yahoo address i created to catch spam... what is up with typepad?)

[CK]

@Hey Jon: I received no email, no notification, nada. (I did warn you it was ludicrous!)

I didn't mention the co. because I don't want to come across as tho' I'm trying to get freebies or discounts (my goals are getting my assets back online, my email working and then I'm changing providers). I'm just looking to share a point--as it happens in many industries, every day. May not be an "old server" but it's likely something crucial to maintaining customers with little regard to really caring for them in the process.

PS: Didn't know Typepad was acting up. I feel your pain. Let's hope it's not another "old server" ;-).

[Johon Rosen]

I take it you got now real warning whatsoever...just woke up one day to find that they had declared your server -- and, therefore, your site -- obsolete! I can't imagine anything more backwards. But, a public utility can: For generations (yes, generations) the old A T & T monopoly charged you for an unlisted number. That's right, they gave you a listing in the white pages, supposedly for free (we would today call it "bundled") but (pay close attention here) made you pay for them to NOT list your number. So far as I know, A T & T was the only organization on earth, other than the Mafia, that made you pay them so they would NOT do something.

John

[CK]

@Jon: Ha!

I received no warning.

I have now made over 11 calls to just get basic email back. Thus far, the only email that made its way through was a bill--from the company.

I love your analogy on utilities and organized crime. Especially since, due to being "deleted", I essentially got whacked (but luckily didn't get really hurt).

Told you the story was ludicrous. Urgh!

[denise biondo]

leave it to you christina, when life gives you lemons, make lemonade. your site was down, but you really put out an entertaining and very true message here. i myself have had some experiences (which later became quite hilarious) recently during a business arrangement in which the party responsible would claim no responsibility.

i bought a collectible piece of furniture from ebay and the seller (with 100% feedback no less) sent the large item to the wrong address. luckily i checked the tracking number to see what had happened and my husband and i had to race over and "steal" what was rightfully ours from a house 20 miles away. luckily we didn't get the police called on us by the neighbors who could have seen us tearing into boxes in the driveway. the item was packed so badly that it was broken and it took us a half hour to get it into our small car and get it home. not very convenient, but at least we didn't get arrested. after confronting the seller, of course he claimed that it "was not his fault."

um...wasn't he the one who wrote out the label? and packed the boxes? oh yeah, and collected the money including over-inflated shipping fees?

i'm just not sure how people or companies can do something to really mess things up and then are able to communicate "it's not my fault" with a clear conscience. i guess we should be glad we're not one of them and know a little bit more about responsibility.

[CK]

11 calls, 3 days, 5 hours of "support" calls, 6 attempts to propagate a server (easy switch, btw), 0% accountability -- and no returned calls that I was promised from 3 managers --I now have email and a website again (thank YOU Denise!).

Oh, and 1 survey that I filed that has not been acknowledged nor responded to.

And now I am on the hunt for an entirely new hosting and ISP company (which means some downtime over the next month or so to switch all over). The entire situation is just plain ludicrous--never needed to happen. To a long-term, decade-long customer.

Folks, I really just want this to be a situation that we can learn from (which is why I didn't publicize the company so it wouldn't be an "anti" campaign). I just want to hit home the very basic branding principles that are absolutely botched on an every day basis--and across many industries. It's mind-blowing, actually.