Dumbest Business Moment: Dare you Suggest

I was reading the 101 dumbest business moments released by the Fortune magazine. Number 51 caught my eyes.

An innocent and enthusiastic nine year old, who apparently loves her iPod Nano, sends a letter to Steve Jobs putting her thoughts as how the product can be improved. In a typical case, most companies would ignore such mails. Companies claiming to have customer focus would probably have an automated server spewing ‘Thanks’ email, of course with no follow-ups.

But Apple maintaining its legacy goes one step ahead and earning its place of number 51 in Fortune 101 Dumbest Business Moments.

 

One, two, three, four, we’ll sue you if you send us more

Nine-year-old Shea O’Gorman sends a letter to Apple CEO Steve Jobs suggesting ideas for improving her beloved iPod Nano, including adding onscreen lyrics so people can sing along. She gets back a letter from Apple’s legal counsel stating that the company doesn’t accept unsolicited ideas and telling her not to send in any more suggestions.

 

 

  

Clearly Apple shooed away the girl with a stick.

 

I am sure we will not start doing Boo to Apple henceforth. We all love their products. However this is something of a concern.

This is a classic example of what most of the organizations face today – ‘Getting their act together to focus on the customer. As for the legal counsel, they just did what they are supposed to do – Protect the legal interests of Apple. Interestingly, I learnt that Apple had an internal meeting to review its corporate policy. However this was not for revising its stand on any ideas coming from its customers rather how to deal with kids. 

Most of the departments in any organization are hardly briefed about customer focus and its policies. Finance Department, HR, Legal though act as support functions should have the primary mandate of customer focus. 

With hours to go for 2008, lets hope that, in the new year, companies forge new fool proof programs to make every interaction a delight. .