It’s tempting to believe that brute force always works.
After all, isn’t much of the modern technology industry built around the idea of moving fast and breaking things?
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When it comes to Microsoft and its deeply ingrained customer care habits, the idea that it can simply force things on users is unlikely to go away.
But the company’s latest efforts seem to be bothering people that Microsoft shouldn’t bother, as it often does.
Recommended for wrecking?
First, Microsoft announced that Windows 11[スタート]We decided now was the right time to play around with the menu. Insert advertisements for “recommended apps”.
I can see why this is bothering people, because my colleague Lance Whitney started explaining this ruse in delicious terms. “Microsoft is testing a way to further mismanage the Windows 11 Start menu by displaying icons for recommended apps.”
I even got the feeling that he might have been very offended by this ploy, even if it was just a test. Because he added: “As a Windows Insider, I have some feedback, but none of it is printable. With $227 billion in revenue in 2023, Microsoft will make more money by bothering Windows users with ads.” It seems like they feel the need.”
Lance wasn’t the only one who felt this way. Windows Central headings are: “No more ads, Microsoft – next time you won’t experience his FOMO with these new additions for Edge Insiders.”
In this case, the ad was for Copilot, Microsoft’s new AI companion. The promise is “More efficient configuration of Copilot”. This includes password management and tab bookmarking.
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However, we often create our own efficiencies. We are happy with how the technology works and how we use it. Simply declaring that there is (allegedly) a more efficient configuration is not very convincing. Or even something quite personal.
charm, please don’t hurt
Hey Microsoft, there’s another way. It really does exist.
Testing new ideas by simply pushing them onto customers is, well, a geeky idea. It’s direct, it’s factual, and it can be a little off-putting.
Another way is to communicate with your customers first. Or, dare I say it, use a little charm and wit to seduce rather than repel.
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Perhaps Microsoft could have poked fun at the recommendations for one or two popular apps, perhaps in a humorous way, instead of immediately shoving them into the Start menu. Humor, unlike arm-twisting, is soothing.
Microsoft could show that it respects the customer’s perspective by saying, “I know you don’t really like ads, but these apps might be helpful.” Probably.
Similarly, for Copilot ads on Edge, Microsoft was also able to use new AI voices. “Hey, did you know that Copilot can make your life just a little bit easier? Want to know how?”
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Or, “We know there’s a lot of hype around AI right now, but we still want to show you how Copilot can help.”
Or, “P.S. Your co-pilot wants to be your new friend who’s actually there when you need him. We all need friends like that, right? ”
think about what you know
Of course, there’s a difference between making changes to your product that you’re sure your customers will like, and making changes that you know and just know. Customers will assume that the company is simply trying to make more money.
Recently, Microsoft added a small new element to Outlook that is very useful. This allows users to instantly see potential junk mail through a visible email address. It made it happen without any fuss. Microsoft definitely knew this was an idea that customers would love. (Hooray.)
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But customers, especially paying customers, tend to react with frigid irritation when something is inserted coldly into something they instinctively resist.
This is something Microsoft actually knows. Or rather, I learned it over time. The company has made considerable efforts, and success, to move its brand expression from the Arctic Circle to somewhere off the coast of Florida.
At Microsoft, we understand that human warmth is a valuable asset that doesn’t immediately show up on the balance sheet.
Once you recognize that truth, you must live up to it in all of your communications. Even the most basic and potentially frustrating communication. especially The most basic and potentially frustrating type of communication.
Microsoft, let’s make love, not war.
