David's World

December 14, 2005

The Don't-Be-Evil Companies

Richard Branson is my business hero. Well, second only to Steve Jobs.

It seems to me that Branson's company Virgin tries really hard to make up for an awfully bad experience I've had with their broadband customer service back in spring. They seem to live what Google's "Don't be evil" policy. In other words: don't screw your customers. They keep things simple, understandable and they stick with it. Virgin is similar: here in the UK, they offer a mobile phone service (using T-Mobile's network), and it's pretty much what one needs. Decent (not great) coverage, fair prices and no hidden fees.

I've been shopping around for a new cell phone, and both sales agents at the stores tried to pull every trick in the book to sell me a 12-month contract.

Monday evening, Edinburgh Princess Street, "The Link" phone shop. The sales agent tried hard to put me on an 18-month deal, with a special price during the first three months. From then on, I'd get a cheque back from the reseller every couple of months - probably subject to some terms and conditions. The last three months would have been cheaper as well. This is hell of complicated. I don't want to be tricked into buying and staying with the contract by means of getting some feel-good months at the beginning and end.

Tuesday evening, Edinburgh, St.James Shopping Mall, "phones4u". This time, my salesperson offers me a £5/month discount on the contract, but she would "have to ask the manager" and even "get authorization from the regional office". Authorization, my ass! The phone would have been sim-locked anyways.

Virgin was a bit more no-frills. I get a discount because I've been a customer for a while. I get some phone vouchers (£30), so the phone will cost me around £40 for a phone - free next-day delivery.

Similarly, Virgin Broadband. 2Mbit broadband for a competitive £18/mo. No joining fee, they don't charge you big-time when you move house, and there's no long-term plan to sign up for. I feel good that I don't get screwed.

I'm sick of complex offers that make me feel better about something that is already overpriced. I don't want American-style cash-back offers where you send in a voucher in order to maybe (!) receive a cheque from the company. I want no-frills service, with as few terms and conditions as possible. Companies have to take risks with their customers.

I hope we all vote with our feet and turn to companies whose offers aren't evil. Branson, you made it onto my hero list.