Category: Customer Experience (CE) (page 1 of 2)

Actual chat with an Internet Disservice Provider

customerdisservice

After failing to get a useful answer from Verizon about FiOS availabilty at a Manhattan address (via http://fios.verizon.com/fios-coverage.ht…), I engaged the site’s chat agent system, and had this dialog:

Jessica: Hi! I am a Verizon specialist, can I help you today?

You: I am trying to help a friend moving into ______ in New York City. The Web interface here gives a choice of three addresses, two of which are that address, but it doesn’t seem to work. She wants to know if the Gigabit deal — internet only (she doesn’t watch TV or want a phone) — is available there.
Jessica: By chatting with us, you grant us permission to review your services during the chat to offer the best value. Refusing to chat will not affect your current services. It is your right and our duty to protect your account information. For quality, we may monitor and/or review this chat.

You: sure.
Jessica: Hey there! My name is Jessica. Happy to help!

Jessica: Thank you for considering Verizon services. I would be glad to assist you with Verizon services.

You: Did you see my question?
Jessica: Thank you for sharing the address, please allow me a moment to check this for you.

Jessica: Yes, please allow me a moment to check this for you.

Jessica: I appreciate your patience.

Jessica: Do you live in the apartment?

You: No. I am looking for a friend who is moving into that building.
You: I had FiOS where I used to live near Boston and was pleased with it.
Jessica: Thank you for your consideration.

Jessica: The address where your friend will be moving require to enter the apartment number.

You: hang on
Jessica: Sure, take your time.

You: 5B
You: When we are done I
Jessica: Thank you, one more moment please.

You: would also like you to check my building as well.
Jessica: Sure, allow me a moment.

Jessica: I appreciate your patience.

Jessica: I’m extremely sorry to share this, currently at your friend’s location we don’t have Fios services.

You: Okay. How about _________ ?
You: Still there?
Jessica: Yes, I’m checking for this.

Jessica: Please stay connected.

Jessica has left the chat
You are being transferred, please hold…
You are now chatting with LOUIS
LOUIS: Good morning. I’ll be happy to assist you today. May I start by asking for your name, the phone number we are going to be working with today, and your account pin please?

You: I want to know if FiOS is available at _________.
You: __________. It is not a landline and I do not have an account.
LOUIS: Hello. You’ve reached our Verizon Wireless chat services. I don’t have an option to check on our Fios services for your area. You are able to contact our Fios sister company at the number 1-800-483-3000

You: this makes no sense. I was transfered to you by Jessica in FiOS.
LOUIS: Looks like Jessica is one of our chat agents, but we are with Verizon Wireless. Fios is our sister company, which is a different entity than us

You: Well, send some feedback to whoever or whatever is in charge. Not sure what the problem is, but it’s a fail in this round. Best to you. I now your job isn’t easy.
LOUIS: I do apologize about this, I will certainly relay this feedback on this matter. Here is a link to Verizon Communications for your residential services:https://www.verizon.com/support/residential/contact-us/index.htm

You: Thanks.
LOUIS: I want to thank you for chatting with me today. Hope you have a great day! You can find answers to additional questions at vzw.com/support. Please click on the “X” or “End Chat” button to end this chat.

You: Thanks agin.

The only way to fix this, as we’ve said here countless times, is from the customer’s side. Meanwhile, please dig Despair.com, source of the image above. For so many companies, it remains too true.

Customertech Will Turn the Online Marketplace Into a Marvel-Like Universe in Which All of Us are Enhanced

enhanced-by-customertech

We’ve been thinking too small.

Specifically, we’ve been thinking about data as if it ought to be something big, when it’s just bits.

Your life in the networked world is no more about data than your body is about cells.

What matters most to us online is agency, not data. Agency is the capacity, condition, or state of acting or of exerting power (Merriam-Webster).

Nearly all the world’s martech and adtech assumes we have no more agency in the marketplace than marketing provides us, which is kind of the way ranchers look at cattle. That’s why bad marketers assume, without irony, that it’s their sole responsibility to provide us with an “experience” on our “journey” down what they call a “funnel.”

What can we do as humans online that isn’t a grace of Apple, Amazon, Facebook or Google?

Marshall McLuhan says every new technology is “an extension of ourselves.” Another of his tenets is “we shape our tools and thereafter our tools shape us.” Thus Customertech—tools for customers—will inevitably enlarge our agency and change us in the process.

For example, with customertech, we can—

Compared to what we have in the offline world, these are superpowers. When customertech gives us these superpowers, the marketplace will become a Marvel-like universe filled with enhanced individuals. Trust me: this will be just as good for business as it will be for each of us.

We can’t get there if all we’re thinking about is data.

By the way, I made this same case to Mozilla in December 2015, on the last day I consulted the company that year. I did it through a talk called Giving Users Superpowers at an all-hands event called Mozlando. I don’t normally use slides, but this time I did, leveraging the very slides Mozilla keynoters showed earlier, which I shot with my phone from the audience. Download the slide deck here, and be sure to view it with the speaker’s notes showing. The advice I give in it is still good.

BTW, a big HT to @SeanBohan for the Superpowers angle, starting with the title (which he gave me) for the Mozlando talk.

 

 

Our radical hack on the whole marketplace

In Disruption isn’t the whole VRM story, I visited the Tetrad of Media Effects, from Laws of Media: the New Science, by Marshall and Eric McLuhan. Every new medium (which can be anything from a stone arrowhead to a self-driving car), the McLuhans say, does four things, which they pose as questions that can have multiple answers, and they visualize this way:

tetrad-of-media-effects

The McLuhans also famously explained their work with this encompassing statement: We shape our tools and thereafter they shape us.

This can go for institutions, such as businesses, and whole marketplaces, as well as people. We saw that happen in a big way with contracts of adhesion: those one-sided non-agreements we click on every time we acquire a new login and password, so we can deal with yet another site or service online.

These were named in 1943 by the law professor Friedrich “Fritz” Kessler in his landmark paper, “Contracts of Adhesion: Some Thoughts about Freedom of Contract.” Here is pretty much his whole case, expressed in a tetrad:

contracts-of-adhesion

Contracts of adhesion were tools industry shaped, was in turn shaped by, and in turn shaped the whole marketplace.

But now we have the Internet, which by design gives everyone on it a place to stand, and, like Archimedes with his lever, move the world.

We are now developing that lever, in the form of terms any one of us can assert, as a first party, and the other side—the businesses we deal with—can agree to, automatically. Which they’ll do it because it’s good for them.

I describe our first two terms, both of which have potentials toward enormous changes, in two similar posts put up elsewhere: 

— What if businesses agreed to customers’ terms and conditions? 

— The only way customers come first

And we’ll work some of those terms this week, fittingly, at the Computer History Museum in Silicon Valley, starting tomorrow at VRM Day and then Tuesday through Thursday at the Internet Identity Workshop. I host the former and co-host the latter, our 24th. One is free and the other is cheap for a conference.

Here is what will come of our work:
personal-terms

Trust me: nothing you can do is more leveraged than helping make this happen.

See you there.

 

Pictures Unpack 20,669 Words

rsiskoryak-image

That’s a small sample of some great work by the artist R. Siskoryak, who (Wikipedia tells us), usually “specializes in making comic adaptations of literature classics”, but has now graphically adapted the complete text of what Joe Coscarelli (@JoeCoscarelli) of The New York Times (in Artist Helps iTunes’ User Agreement Go Down Easy), calls “the complete text of Apple’s mind-numbing corporate boilerplate” one must agree to before using iTunes.

The adaptation has its own Tumblr site, where it says, “@rsikoryak is on tour to promote the new color edition of Terms and Conditions: The Graphic Novel, out now from @drawnandquarterly.” Hence the image above. His  well-illustrated bio there is fun too. You can also read the original Tumblr version from the beginning here.

He’ll be appearing (and, presumably speaking and showing) at the Strand Bookstore, 828 Broadway, 10003, with Kenneth Goldsmith, at 7pm this evening (Thursday, March 9). He’s already been in Baltimore. Next up:

  • Pittsburgh, PA, Friday, March 17, 2017 – 6:00pm, ToonSeum with Copacetic Comics. 945 Liberty Ave, 15222
  • Cincinnati, OH, Tuesday, March 21, 2017 – 7:00pm, Joseph-Beth Booksellers, 2692 Madison Ave., 45208 with Carol Tyler
  • New York, NY, Friday, March 24, 2017 – 4:00pm, Spring Symposium, Cardozo Law Journal, moderated by Brett Frischmann
  • Rochester, NY, Wednesday, April 12, 2017 – 4:00pm, Rochester Institute of Technology, Bamboo Room in the Student Alumni Union, 1 Lomb Memorial Dr, 14623
  • Toronto, ON, Toronto Comic Arts Festival, Friday, May 12, 2017 – 9:00am to Sunday, May 14, 2017 – 5:00pm, Toronto Reference Library, 789 Yonge

Meanwhile, here are a few things we’ve been doing (both through ProjectVRM and CustomerCommons, which is working with the Consent & Information Sharing Working Group at Kantara) on terms and conditions you, the individual formerly known as “the user” (as if you’re on drugs) can assert as the first party. In other words, ways companies such as Apple can click “agree” to what you bring to the level table between you both. Four reasons they would do that:

  1. We have the Internet now. It’s a flat place. We don’t need to drag industrial age defaults that give companies scale across many customers, but don’t give individuals scale across many companies.
  2. Ours can have scale too. This is what Cluetrain promised in 1999 when it said we are not seats or eyeballs or end users or consumers. we are human beings and our reach exceeds your grasp. deal with it. Sure, companies haven’t heard of customer boilerplate before; but they do like consistency, simplicity, predictability, standardization and saving money and time. Customers’ scalable terms will bring them all.
  3. Our terms can be as friendly online as they are off. First example: #NoStalking, which can save the asses of publishers and advertisers, and maybe save journalism too.
  4. GDPR compliance. No need to worry about Europe’s new General Data Protection Regulation and its scary penalties when agreeing to friendly GDPR-compliant terms proffered by individuals obviates the whole thing.

Bonus links:

We will also be visiting all of these—on both the first and second party sides—at VRM Day, and then at the 24th Internet Identity Workshop, which happen together the first week of May at the Computer History Museum in Silicon Valley.

“Disruption” isn’t the whole VRM story

250px-mediatetrad-svg

The vast oeuvre of Marshall McLuhan contains a wonderful approach to understanding media called the tetrad (i.e. foursome) of media effects.  You can apply it to anything, from stone tools to robots. McLuhan unpacks it with four questions:

  1. What does the medium enhance?
  2. What does the medium make obsolete?
  3. What does the medium retrieve that had been obsolesced earlier?
  4. What does the medium reverse or flip into when pushed to extremes?

I suggest that VRM—

  1. Enhances CRM
  2. Obsoletes marketing guesswork, especially adtech
  3. Retrieves conversation
  4. Reverses or flips into the bazaar

Note that many answers are possible. That’s why McLuhan poses the tetrad as questions. Very clever and useful.

I bring this up for three reasons:

  1. The tetrad is also helpful for understanding every topic that starts with “disruption.” Because a new medium (or technology) does much more than just disrupt or obsolete an old one—yet not so much more that it can’t be understood inside a framework.
  2. The idea from the start with VRM has never been to disrupt or obsolete CRM, but rather to give it a hand to shake—and a way customers can pull it out of the morass of market-makers (especially adtech) that waste its time, talents and energies.
  3. After ten years of ProjectVRM, we still don’t have a single standardized base VRM medium (e.g. a protocol), even though we have by now hundreds of developers we call VRM in one way or another. Think of this missing medium as a single way, or set of ways, that VRM demand can interact with CRM supply, and give every customer scale across all the companies they deal with. We’ve needed that from the start. But perhaps, with this handy pedagogical tool, we can look thorugh one framework toward both the causes and effects of what we want to make happen.

I expect this framework to be useful at VRM Day (May 1 at the Computer History Museum) and at IIW on the three days that follow there.

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Let’s give some @VRM help to the @CFPB

cfpbThe Consumer Financial Protection Bureau (@CFPB) is looking to help you help them—plus everybody else who uses financial services.

They explain:

Many new financial innovations rely on people choosing to give a company access to their digital financial records held by another company. If you’re using these kinds of services, we’d love to hear from you…

Make your voice heard. Share your comments on Facebook or Twitter . If you want to give us more details, you can share your story with us through our website. To see and respond to the full range of questions we’re interested in learning about, visit our formal Request for Information

For example,

Services that rely on consumers granting access to their financial records include:

  • Budgeting analysis and advice:  Some tools let people set budgets and analyze their spending activity.  The tools organize your purchases across multiple accounts into categories like food, health care, and entertainment so you can see trends. Some services send a text or email notification when a spending category is close to being over-budget.

  • Product recommendations: Some tools may make recommendations for new financial products based on your financial history. For example, if your records show that you have a lot of ATM fees, a tool might recommend other checking accounts with lower or no ATM fees.

  • Account verification: Many companies need you to verify your identity and bank account information. Access to your financial records can speed that process.

  • Loan applications: Some lenders may access your financial records to confirm your income and other information on your loan application.

  • Automatic or motivational savings: Some companies analyze your records to provide you with automatic savings programs and messages to keep you motivated to save.

  • Bill payment: Some services may collect your bills and help you organize your payments in a timely manner.

  • Fraud and identity theft protection: Some services analyze your records across various accounts to alert you about potentially fraudulent transactions.

  • Investment management: Some services use your account records to help you manage your investments.

A little more about the CFPB:

Our job is to put consumers first and help them take more control over their financial lives. We’re the one federal agency with the sole mission of protecting consumers in the financial marketplace. We want to make sure that consumer financial products and services are helping people rather than harming them.

A hat tip to @GeneKoo (an old Berkman Klein colleague) at the CFPB,  who sees our work with ProjectVRM as especially relevant to what they’re doing.  Of course, we agree. So let’s help them help us, and everybody else in the process.

Some additional links:

The new frontier for CRM is CDL: Customer Driven Leads

cdlfunnelImagine customers diving, on their own, straight down to the bottom of the sales funnel.

Actually, don’t imagine it. Welcome it, because it’s coming, in the form of leads that customers generate themselves, when they’re ready to buy something. Here in the VRM world we call this intentcasting. At the receiving end, in the  CRM world, they’re CDLs, or Customer Driven Leads.

Because CDLs come from fully interested customers with cash in hand, they’re worth more than MQLs (Marketing Qualified Leads) or  SQLs (Sales Qualifed Leads), both of which need to be baited with marketing into the sales funnel.

CDLs are also free.  When the customer is ready to buy, she signals the market with an intentcast that CRM systems can hear as a fresh CDL. When the CRM system replies, an exchange of data and permissions follows, with the customer taking the lead.

It’s a new dance, this one with the customer taking the lead. But it’s much more direct, efficient and friendly than the old dances in which customers were mere “targets” to be “acquired.”

The first protocol-based way to generate CDLs for CRM is described in At last, a protocol to connect VRM and CRM, posted here in August. It’s called JLINC. We’ll be demonstrating it working on a Salesforce system on VRM Day at the Computer History Museum in Silicon Valley, on Monday, October 24. VRM Day is free, but space is limited, so register soon, here.

We’ll also continue to work on CDL development  over the next three days in the same location, at the IIW, the Internet Identity Workshop. IIW is an unconference that’s entirely about getting stuff done. No keynotes, no panels. Just working sessions run by attendees. This next one will be our 23rd IIW since we started them in 2005. It remains, in my humble estimation, the most leveraged conference I know. (And I go to a lot of them, usually as a speaker.)

As an additional temptation, we’re offering a 25% discount on IIW to the next 20 people who register for VRM Day. (And it you’ve already reigstered, talk to me.)

Iain Henderson, who works with JLINC Labs, will demo CDLs on Salesforce. We also invite all the other CRM companies—IBM, Microsoft Dynamics, SAP, SugarCRM… you know who you are—to show up and participate as well. All CRM systems are programmable. And the level of programming required to hear intentcasts is simple and easy.

See you there!

 

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VRM at MyData2016

mydata2016-image

As it happens I’m in Helsinki right now, for MyData2016, where I’ll be speaking on Thursday morning. My topic: The Power of the Individual. There is also a hackathon (led by DataBusiness.fi) going on during the show, starting at 4pm (local time) today. In no order of priority, here are just some of the subjects and players I’ll be dealing with,  talking to, and talking up (much as I can):

Please let me know what others belong on this list. And see you at the show.

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Is Facebook working on a VRM system? Or just another way to do ads?

It’s easy to get caught up in news that WhatsApp is starting to accept advertising (after they said they would never do that), and miss the deeper point of what’s really going on: Facebook setting up a new bot-based channel through which companies and customers can communicate. Like this:

vrmcrmbot

The word balloon is Facebook Messenger. But it could be WhatsApp too. From a VRM perspective, what matters is whether or not “Messenger bots” work as VRM tools, meaning they obey the individual user’s commands (and not just those of Facebook’s corporate customers). We don’t know yet. Hence the question mark.

But before we get to exploring the possibilities here (which could be immense), we need to visit and dismiss the main distractions.

Those start with Why we don’t sell ads, posted on the WhatsApp blog on 18 June 2012. Here are the money grafs from that one:

We knew we could do what most people aim to do every day: avoid ads.
No one wakes up excited to see more advertising, no one goes to sleep thinking about the ads they’ll see tomorrow. We know people go to sleep excited about who they chatted with that day (and disappointed about who they didn’t). We want WhatsApp to be the product that keeps you awake… and that you reach for in the morning. No one jumps up from a nap and runs to see an advertisement.

Advertising isn’t just the disruption of aesthetics, the insults to your intelligence and the interruption of your train of thought. At every company that sells ads, a significant portion of their engineering team spends their day tuning data mining, writing better code to collect all your personal data, upgrading the servers that hold all the data and making sure it’s all being logged and collated and sliced and packaged and shipped out… And at the end of the day the result of it all is a slightly different advertising banner in your browser or on your mobile screen.

Remember, when advertising is involved you the user are the product.

Great stuff. But that was then and this is now. In WhatsApp’s latest post, Looking Ahead for WhatsApp (25 August), we have the about-face:

But by coordinating more with Facebook, we’ll be able to do things like track basic metrics about how often people use our services and better fight spam on WhatsApp. And by connecting your phone number with Facebook’s systems, Facebook can offer better friend suggestions and show you more relevant ads if you have an account with them. For example, you might see an ad from a company you already work with, rather than one from someone you’ve never heard of. You can learn more, including how to control the use of your data, here.

Pretty yucky, huh?

Earlier in the same post, however, WhatsApp says,

we want to explore ways for you to communicate with businesses that matter to you too

Interesting: Mark Zuckerberg said the same thing when he introduced messenger bots, back in April. In the video at that link, Zuck said,

Now that Messenger has scaled, we’re starting to develop ecosystems around it. And the first thing we’re doing is exploring how you can all communicate with businesses.

You probably interact with dozens of businesses every day. And some of them are probably really meaningful to you. But I’ve never met anyone who likes calling a business. And no one wants to have to install a new app for every service or business they want to interact with. So we think there’s gotta be a better way to do this.

We think you should be able to message a business the same way you message a friend. You should get a quick response, and it shouldn’t take your full attention, like a phone call would. And you shouldn’t have to install a new app.

Note the similarities in the set-up:

  1. Zuck:  “how you can all communicate with business.”
  2. WhatsApp: “explore ways for you to communicate with businesses.”

This is, or should be, pure VRM:  a way for a customer to issue a service request, or to intentcast for bids on a new washing machine or a car. In other words, what they seem to be talking about here is a new communication channel between customers and businesses that can relieve  the typical pains of being a customer while also opening the floodgates of demand notifying supply when it’s ready to buy. Back to Zuck:

So today we’re launching Messenger Platform. So you can build bots for Messenger.

By “you” Zuck means the developers he was addressing that day. I assume these were developers working for businesses that avoid customer contact and would rather have robots take over everything possible, because that’s the norm these days. But I could be wrong. He continues,

And it’s a simple platform, powered by artificial intelligence, so you can build natural language services to communicate directly with people. So let’s take a look.

CNN, for example, is going to be able to send you a daily digest of stories, right into messenger. And the more you use it, the more personalized it will get. And if you want to learn more about a specific topic, say a Supreme Court nomination or the zika virus, you just send a message and it will send you that information.

The antecedents of “you” move around here. Could be he’s misdirecting attention away from surveillance. Can’t tell. But it is clear that he’s looking past advertising alone as a way to make money.

Back to the WhatsApp post:

Whether it’s hearing from your bank about a potentially fraudulent transaction, or getting notified by an airline about a delayed flight, many of us get this information elsewhere, including in text messages and phone calls.

This also echoes what Zuck said in April. In both cases it’s about companies communicating with you, not about you communicating with companies. Would bots work both ways?

In “‘Bot’ is the wrong name…and why people who think it’s silly are wrong”, Aaron Batalion says all kinds of functionality now found only in apps will move to bots—Messenger’s in particular. “In a micro app world, you build one experience on the Facebook platform and reach 1B people.”

How about building a one-experience bot so 1B people can reach businesses the same way?

Imagine, for example, that you can notify every company you deal with that your last name has changed, or you’ve replaced a credit card. It would be great to do that in one move. It would also be VRM 101. But, almost ten years into our project, nobody has built that yet. Is Facebook doing it?

Frankly, I hope not, because I don’t want to see VRM trapped inside a giant silo.

That’s why I just put up Market intelligence that flows both ways, over in Medium. (It’s a much-updated version of a post I put up here several years ago.)

In that post I describe a much better approach, based on open source code, that doesn’t require locating your soul inside a large company for which, as WhatsApp put it four years ago, you’re the product.

Here’s a diagram that shows how one person (myself, in this case) can relate to a company whose moccasins he owns:

vrmcrmconduit

The moccasins have their own pico: a cloud on the Net for a thing in the physical world. For VRM and CRM purposes, this one is a relationship conduit between customer and company.

A pico of this type comes in to being when the customer assigns the QR code to the moccasins and scans it. The customer and company can then share records about the product, or notify the other party when there’s a problem, a bargain on a new pair, or whatever. It’s tabula rasa: wide open.

The current code for this is called Wrangler. It’s open source and in Github. For the curious, Phil Windley explains how picos work in Reactive Programming With Picos.

I’ll continue on this theme in the next post. Meanwhile, my main purpose with this one is to borrow interest in where Facebook is going (if I’m guessing right) with Messenger bots, and do it one better in the open and un-silo’d world, while we still have one to hack.

 

 

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If it weren’t for retargeting, we might not have ad blocking

jblflip2This is a shopping vs. advertising story that starts with the JBP Flip 2 portable speaker I bought last year, when Radio Shack was going bankrupt and unloading gear in “Everything Must Go!” sales. I got it half-off for $50, choosing it over competing units on the same half-bare shelves, mostly because of the JBL name, which I’ve respected for decades. Before that I’d never even listened to one.

The battery life wasn’t great, but the sound it produced was much better than anything my laptop, phone or tablet put out. It was also small, about the size of a  beer can, so I could easily take it with me on the road. Which I did. A lot.

Alas, like too many other small devices, the Flip 2’s power jack was USB micro-b. That’s the tiny flat one that all but requires a magnifying glass to see which side is up, and tends to damage the socket if you don’t slip it in exactly right, or if you force it somehow. While micro-b jacks are all design-flawed that way, the one in my Flip 2 was so awful that it took great concentration to make sure the plug jacked in without buggering the socket.

Which happened anyway. One day, at an AirBnB in Maine, the Flip 2’s USB socket finally failed. The charger cable would fit into the socket, but the socket was loose, and the speaker wouldn’t take a charge. After efforts at resuscitation failed, I declared the Flip 2 dead.

But I was still open to buying another one. So, to replace it, I did what most of us do: I went to Amazon. Naturally, there were plenty of choices, including JBL Flip 2s and newer Flip 3s, at attractive prices. But Consumer Reports told me the best of the bunch was the Bose Soundlink Color, for $116.

So I bought a white Bose, because my wife liked that better than the red JBL.

The Bose filled Consumer Reports’ promise. While it isn’t stereo, it sounds much better than the JBL (voice quality and bass notes are remarkable). It’s also about the same size (though with a boxy rather than a cylindrical shape), has better battery life, and a better user interface. I hate that it  charges through a micro-b jack, but at least this one is easier to plug and unplug than the Flip 2 had been. So that story had a happy beginning, at least for me and Bose.

It was not happy, however, for me and Amazon.

Remember when Amazon product pages were no longer than they needed to be? Those days are gone. Now pages for every product seem to get longer and longer, and can take forever to load. Worse, Amazon’s index page is now encrusted with promotional jive. Seems like nearly everything “above the fold” (before you scroll down) is now a promo for Amazon Fashion, the latest Kindle, Amazon Prime, or the company credit card—plus rows of stuff “inspired by your shopping trends” and “related to items you’ve viewed.”

But at least that stuff risks being useful. What happens when you leave the site, however, isn’t. That’s because, unless you’re running an ad blocker or tracking protection, Amazon ads for stuff you just viewed, or put in your shopping cart, follow you from one ad-supported site to another, barking at you like a crazed dog. For example:

amazon1

I lost count of how many times, and in how many places, I saw this Amazon ad, or one like it, for one speaker, the other, or both, after I finished shopping and put the Bose speaker in my cart.

Why would Amazon advertise something at me that I’ve already bought, along with a competing product I obviously chose not to buy? Why would Amazon think it’s okay to follow me around when I’m not in their store? And why would they think that kind of harassment is required, or even okay, especially when the target has been a devoted customer for more than two decades, and sure to return and buy all kinds of stuff anyway?  Jeez, they have my business!

And why would they go out of their way to appear both stupid and robotic?

The answers, whatever they are, are sure to be both fully rationalized and psychotic, meaning disconnected from reality, which is the marketplace where real customers live, and get pissed off.

And Amazon is hardly alone at this. In fact the practice is so common that it became an Onion story in October 2018: Woman Stalked Across 8 Websites By Obsessed Shoe Advertisement.

The ad industry’s calls this kind of stalking “retargeting,” and it is the most obvious evidence that we are being tracked on the Net. The manners behind this are completely at odds with those in the physical world, where no store would place a tracking beacon on your body and use it to follow you everywhere you go after you leave. But doing exactly that is pro forma for marketing in the digital world.

When you click on that little triangular symbol in the corner of the ad, you can see how the “interactive” wing of the advertising business, generally called adtech, rationalizes surveillance:

adchoices1The program is called AdChoices, and it’s a creation of those entities in the lower right corner. The delusional conceits behind AdChoices are many:

  1. That Ad Choices is “yours.” It’s not. It’s theirs.
  2. That “right ads” exist, and that we want them to find us, at all times.
  3. That making the choices they provide actually gives us control of advertising online.
  4. That our personal agency—the power to act with full effect in the world—is a grace of marketers, and not of our own independent selves.

Not long after I did that little bit of shopping on Amazon, I also did a friend the favor of looking for clothes washers, since the one in her basement crapped out and she’s one of those few people who don’t use the Internet and never will. Again I consulted Consumer Reports, which recommended a certain LG washer in my friend’s price range. I looked for it on the Web and found the best price was at Home Depot. So I told her about it, and that was that.

For me that should have been the end of it. But it wasn’t, because now I was being followed by Home Depot ads for the same LG washer and other products I wasn’t going to buy, from Home Depot or anybody else. Here’s one:

homedepot1

Needless to say, this didn’t endear me to Home Depot, to LG, or to any of the sites where I got hit with these ads.

All these parties failed not only in their mission to sell me something, but to enhance their own brands. Instead they subtracted value for everybody in the supply chain of unwelcome tracking and unwanted message targeting. They also explain (as Don Marti does here) why ad blocking has grown exactly in pace with growth in retargeting.

I subjected myself to all this by experimentally turning off tracking protection and ad blockers on one of my browsers, so I could see how the commercial Web works for the shrinking percentage of people who don’t protect themselves from this kind of abuse. I do a lot of that, as part of my work with ProjectVRM. I also experiment a lot with different kinds of tracking protection and ad blocking, because the developers of those tools are encouraged by that same work here.

For those new to the project, VRM stands for Vendor Relationship Management, the customer-side counterpart of Customer Relationship Management, the many-$billion business by which companies manage their dealings with customers—or try to.

Our purpose with ProjectVRM is to encourage development of tools that give us both independence from the companies we engage with, and better ways of engaging than CRM alone provides: ways of engaging that we own, and are under our control. And relate to the CRM systems of the world as well. Our goal is VRM+CRM, not VRM vs. CRM.

Ad blocking and tracking protection are today at the leading edge of VRM development, because they are popular and give us independence. Engagement, however, isn’t here yet—at least not at the same level of popularity. And it probably won’t get here until we finish curing business of the brain cancer that adtech has become.

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