I think iBurst is taking a typical ‘government mentality’ approach towards building their brand, a mentality where the public or rather customers in their case are attempted to be pleased with numbers instead of quality.
As an iBurst customer, there are only two types of emails I get from them; invoices and newsletters telling me how much they’re growing, stating the number of new areas that they now cover. The number of new base stations adds no real value to most existing clients, a better customer service would be a great start!
There are a lot of iBurst clients who are unhappy with their service and more importantly their support system. On average an unhappy client will contact their service provider for support first and if their complaint is not solved or attended to that’s when a client’s frustration gives birth to ‘bad mouthing’, an action that could paralyze a brand.
Social media created opportunities that enable companies to know their customers’ needs, expectations and frustrations better.
iBurst seems to have ignored this phenomenon!
Let’s take Twitter for example; my guess is that the number of iBurst subscribers who uses twitter aren’t more than those who don’t. But I believe those on twitter might consume more bandwidth as there’s usually a lot of ‘links sharing’ that accompanies most twitters’ status updates. Which would make them one of iBurst’s top consumers (pun intended).
Now let me do some work for iBurst! I searched ‘iburst’ on twitter status updates and this is the type of consumer remarks you’ll find:
A friend made the following status update through twitter, which automatically updated his Facebook status via TwitterSync (bad mouthing reaches more audience):
Word of mouth is two-fold; a consumer can either refer their friends to a brand or warn them to stay far away from a brand as possible. Which of the two sides a brand falls under depended purely on the customer’s level of satisfaction with a brand’s product or service!
Consumers tend to trust their friends’ referral to a brand more than company’s brand promise:
iBurst is losing a lot of existing and potential customers to their competition:
What iBurst doesn’t realize is that while their marketing efforts might them bring more clients, their lack of support is chasing existing clients away. And apart from the cost of acquiring new clients being more expensive than keeping existing ones, their brand’s image is suffering from what will be hard and maybe impossible to erase from consumers’ minds, a place where a brand resides!
Unfortunately for iBurst, its competitors are ‘social media’ literate. Below is a good example of a competitor utilizing social media:
And the result:
Not only did iBurst lose a customer in the above case, their competitor also got free publicity plus referrals.
How does an internet provider fail to utilize the internet?
I have never heard of a chef die of starvation!