Everybody's Recommending

Is Google the only one who has possibly accumulated a lot of data on your online activities?

Think again.

Most of us use one of these -

1. Facebook
   
2. Twitter
   
3. ShareThis
   
4. Technorati/Digg/et al

There's a common aspect to all these networks/tools - all of them can potentially collect data about the online preferences of their users. So - do they? Some of them do.

Online preferences are links that you visit, which translates to things that you are interested in. This kind of data can be used to build up a profile of the user.

Think about it -

1.  Facebook knows what you share on facebook.com, knows what you "Like" among others' shared links, and now with OpenGraph knows what you "Like" on sites that have the Facebook Like button.

2.  Twitter knows what links you share, and now with t.co - its own shortening service - it will know what links shared by others you clicked on (read "interested in"). From a Twitter blog post -

routing links through this service will eventually contribute to the metrics behind our Promoted Tweets platform and provide an important quality signal for our Resonance algorithm—the way we determine if a Tweet is relevant and interesting to users

3. ShareThis - if you're logged into ShareThis, it knows what you shared.

Links you share and visit provide a picture, albeit incomplete, of your online preferences.
The question is, how are these tools and services planning to use this data?

If you know what someone likes, you can recommend stuff to that person. A lot of sites do this already. These recommendations are based on multiple parameters. E.g. Amazon's recommendation system - which does a great job - uses collaborative filtering. Simply put, it uses data from your past purchases, ratings and I-Own-This history and from other users whose history is similar to yours. The more history you have on Amazon, the better your recommendations get.

Building a content recommendation system seems to be an obvious step once you have a data mountain of your users' likes. And this is what these sites seem to be doing but to achieve different ends.
E.g. Facebook - See slide #29 http://www.slideshare.net/CMSummit/ms-internet-trends060710final. This has not happened yet, but what's  stopping it, considering what Mark Zuckerberg said earlier this year ?

Twitter has recommendation plans - http://groups.google.com/group/twitter-development-talk/browse_thread/thread/14d5474c13ed84aa?pli=1

ShareThis already has behavioural advertising in the works with its segmentation technology.

The bottom line is - some of these services are going to use it to improve the end user's experience - and will do so within the boundaries of their privacy policies. The rest - we don't know.

How Not to do Customer Service

Anybody doing online business knows the importance of retaining and keeping their customers happy. How you do that depends on your specific business - but the starting point is always the same - Respond!

Respond - on time, with a clear actionable, and follow up.

This post is about how not to do customer service - and I am going to take a recent bad experience with one of India's top online stores - http://www.indiaplaza.in. They sell books, among a lot of other things, and I have been buying from them since 2007.

I had ordered 4 books from them last month. 3 of them were shipped on time. When there was no news of the 4th one, I checked the Pending Orders page. It was not updated and stated that the book will be shipped by x - a date 4 days in the past. "Ok", I thought, "let's contact them".

I sent off a mail to their customer service ID - which I had been using earlier. An autoreply came back saying that they do not respond to queries anymore from that ID, and I have to fill out a form on their site. That would raise a support ticket.

Which I did. And the form's response promised that I would get a response within 24 hours.
Which did not happen. And their phone number is hidden in a small Contact Us link - I did not find it.
So I raised another ticket after waiting for a day.

Nothing happened.

At this point I had no visible working way of contacting them (apart from the phone number which I could not find. I attribute this to the fact that the most prominent "Help" link on their site is "Customer Support" - which points to the form mentioned above. That is what most people would click on).

So I went and posted my case on www.consumercourt.in - a site where consumers can go and post their grievances. Apparently that worked - for within 4 hours I got a call from Indiaplaza about the non-availability of the book. There was no apology, though. They promised to deliver it after 7 days. Now, this was extremely surprising. It indicated that their support team checks online complaint sites for issues with Indiaplaza, but do not check their own support system!

Anyways, nothing happened after 7 days - so I went through the same ticketing system again. This time there was a delayed response (thank goodness!) stating that the book was not available. "Fine", I said, "Just refund my money". They agreed to do it within 5 days.

Nothing happened (Do you see a pattern here?) . So I raised another ticket...and so on.

Four things they could have done better

1. The deployment of a well thought out customer support system, which is convenient to use and not just built out of considerations like it's easy to use for their support group or helps in cost cutting.
   
2. Responding to my query on their ticketing system within the promised time.
   
3. After not doing (2), followed by the incidents mentioned above, they could have taken extra care about this case. Once you piss off a customer, you have to do extra work to get him where he was before, and still more work to make him happy.
   
4. Build a better online buying system where the status of the order is updated automatically.

The feeling that I have as a customer that I am being ignored, and especially after I have been billed, with prior experience not helping me to restore trust, is a damning indicator of what Indiaplaza lacks. They have just lost an old customer, and with the power of word of mouth these days, a lot of potential future customers as well.

Update: After raising another ticket, I finally got my refund. But I am not going back there :)

India Needs an AntiSpam Law

The Problem
I dread it whenever I have to enter my email address at an Indian ecommerce site. It's mandatory if I am buying something, and I do it reluctantly. After the product is bought, I go to the My Account link if there is one on the site and unsubscribe from all marketing notifications (because most of the times they do not bother to tell you at the time of registering or entering your email address that you have been autosubscribed to such mails).
Note that I do not mind receiving notifications from system administrators and mails related to the delivery of the product I bought. But I do not want to keep on receiving general mails about things I am not interested in.

The inevitable happens after a couple of weeks. I get emails from the site offering me discounts on new products, new deals; in short, commercial email. Unsolicited – because I did not opt in. And in some cases I opted out explicitly. In other words, Spam. Some of these mails have an Unsubscribe link at the bottom. After you have apparently 'Unsubscribed' using the said link, one of the following things happen -

1. Similar mails keep coming, with the same Unsubscribe link. Most of these links are just mailto: links as opposed to an http: link. An http: link usually means it’s a mailing list manager software, which actually works. But a mailto: link more often than not means that somebody has to manually do the removal. Which does not happen.

2. The Unsubscribe mail bounces. Either because the Unsubscribe mailbox does not exist (Surprise!) or it has exceeded its quota because people keep on Unsubscribing and nobody reads or deletes them (Surprise!)

Here are some sites that do not have a working Unsubscribe link in their emails. All my efforts to Unsubscribe from their unwanted mails have failed. Most of these are commercial sites I use regularly.

http://www.sulekha.com
http://www.pvrcinemas.com
http://www.citibank.co.in (These guys take the cake as far as repeated requests to remove my address and repeated responses that they have done so and the and sorry-sir-it-won't-happen-again routine are concerned)
http://www.siliconindia.com
http://www.indiaplaza.in
http://www.bookmyshow.com

At this point I would distinguish between two kinds of spamming -

1. The kind I describe above. You cannot mark them as spam since you might be getting legitimate mails from the same address in future (like when you buy another product and there is a confirmation) and cannot afford to miss them.


2. The 'normal' spam that you get everyday in your junk mail folder. All mail providers detect and mark them as spam automatically. These are sent by people whose only job is to spam others, usually sitting in a country whose laws are lenient enough to allow it.
To start with, ecommerce sites need to understand that giving my email address for a necessary purpose does not imply that it entitles them send any email to that address.

My email address has a privacy status similar to my telephone number.

It’s like calling up someone every week with irrelevant news just because you happen to have their phone number. (On a related note, the Indian NDNC – National Do Not Call Registry – is a step in the right direction as far as controlling whom telemarketeers in India can call is concerned).

How do other countries deal with this?

Almost all progressive countries have laws and directives dealing with this explicitly.

EU : http://en.wikipedia.org/wiki/Directive_on_Privacy_and_Electronic_Communications
Aus : http://www.dbcde.gov.au/online_safety_and_security/spam
NZ : http://www.dia.govt.nz/DIAwebsite.nsf/wpg_URL/Services-Anti-Spam-Index
US : http://en.wikipedia.org/wiki/CAN-SPAM_Act_of_2003

Here is a more comprehensive list maintained by SpamLinks.
http://spamlinks.net/legal-laws.htm#country

More…

Then there are the ISPs (Internet Service Providers).

I have a Tata Indicom broadband connection. From time to time, these guys feel I need to know about their latest antivirus offerings, or some cool deal they have for the festive season. These mails don't even have an Unsubscribe option. When I call them up and ask to be removed from receiving these mails, the customer service people are initially clueless, and on further pressing inform me that these mails are to keep me informed. Er, what? And what if I don’t want to receive them? They say they cannot remove my email.

India needs an enforceable AntiSpam law, and now.

The Indian IT Act of 2000 and its 2008 Amendment:

Disclaimer: I am not a lawyer nor do I claim to understand law well. The views below are based on a reading and an attempt to understand publicly available documents.

The only section in the Indian IT Act – the only law in the country that deals with cyber offences – that I could find dealing with unwanted email is Section 66(A).

        any electronic mail or electronic mail message for the purpose of causing
        annoyance or inconvenience or to deceive or to mislead the addressee or recipient
        about the origin of such messages

Section 66(A) does not even begin to address the spam problems I describe above.

Either the existing law needs to include sections for dealing more specifically with spam or we need a standalone set of laws for making this kind of unsolicited email criminally prosecutable.