VIP Treatment

When a restaurant owner recognizes a food critic in their restaurant, the critic gets extra-special treatment.  To be a good restaurant critic, you have to be anonymous.  Otherwise, the critic's "picture is posted in every four-star, low-star, and no-star kitchen in town" and they get special service. 

Restaurant owners understand the power of the press -- and go to extreme efforts to ensure that influential customers have a wonderful experience.  This isn't rocket science -- it's good business! 

Why is it that online businesses don't do the same?  They should!  One of the first things we did after we launched Half.com was create a VIP list, containing the email addresses of all influential reporters, competitors, potential acquirers, analysts, and investors.  (Bloggers didn't exist back then - but they would qualify as well).  We then had our system alert us whenever a VIP created an account, purchased an item or listed one for sale.  When a VIP purchased a CD we'd have someone from our customer service group telephone the seller to confirm that it shipped promptly.  When a VIP listed an item for sale, we'd monitor it to see if it sold.  And if a (hypothetical) reporter listed a (hypothetical) book for sake, and it didn't sell quickly, a relative of a (hypothetical) Half.com employee in Oklahoma might (hypothetically) purchase the item...Resulting in a (hypothetical) story in the New York Times. 

Half.com offers a good service -- just like most restaurants serve good food.  But, doesn't it make sense to be on your best behavior with influential customers?

Do you have a VIP list for your company?  Do you know what experience journalists, bloggers, analysts and acquirors are having with your product?

Comments

[Liam @ Web 2.5 Blog]

Um, why the anecdote about sleight of hand with a major market reporter on this public venue?

The media knows it gets manipulated... but if they learn of a specific instance, they may be put off for an undefined period.

Please pardon my unsolicited civics lecture.

[Josh]

Thanks for your thoughts Liam. I guess I figured that after 6 years, the "statute of limitations" had expired...

[Liam @ Web 2.5 Blog]

I hope so! It's just that press types are known for touchiness and long memories.

Were I in your shoes at Half.com back then, I'd have tried a generic "dear user" email informing the reporter that the item listed might not sell quickly, and would they like to list something like x, y, or z that might move faster?

Having now proffered both civics and PR advice to a net luminary, allow me to point out my blog as a source of web tech wisdom. :)