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Microsoft Forgot the Golden Rule: Customer Service is Everything

/ Jul 13th, 2013 3 Comments

Xbox One

It’s not the fact that Microsoft decided to take the Xbox and turn it into a device that requires a constant and consistent Internet connection. Nor is it the fact that Microsoft has begun to focus more on partnerships and applications than actual video games. The $499 price tag, along with the digital rights management technology that Microsoft was going to utilized and has since flip-flopped on the issue has caused many grumbles among gamers, but that too is not the problem with Xbox One. When all the grumbles and groans silence, the true problem is clear. The problem with the Xbox One is Microsoft.

Xbox One Games

Xbox One

The Xbox 360 got fantastic reviews and customer approval. The system sported one of the best and most comfortable controllers ever, and a superior online service. While consumers were expected to pay for a time-leased subscription to Xbox Live Gold if they wanted to utilize any of the Xbox 360s significant online features, consumers still preferred having 360. It wasn’t until the launch of Sony’s PlayStation Plus service, Sony’s paid subscription online option on PlayStation 3, that PlayStation Network (PSN) even came close to the being considered comparable to Xbox Live. Consumers were happy, and 8 years after the launch of Xbox 360 consumers were ready for what Microsoft would bring into the next generation of console gaming.

After months of rumors that the “Xbox 720” or “Durango” would need to be online at all times consumers grew confused as to why the device would require a constant Internet connection, and the rumors of digital rights management began to grow daily. With so much speculation and so few known facts, the gaming world was tuned in as Microsoft revealed Xbox One. Failing to appeal to the majority of consumers with the name of the console, Microsoft proceeded to announce the many social and media features while ignoring games. While many people wanted to see games, it is far from rare to see a company save their video game display for E3. After the reveal of the PS4, gamers were looking for a reason to ridicule the new Xbox, and Microsoft gave them all they needed.

E3 was a huge opportunity for the Xbox One to win back the hearts and minds of gamers. Even with all the disapproval of the direction Microsoft was committed to taking, consumers were still receptive to the idea of accepting the Xbox One as their gaming console of preference. What did Microsoft do with this opportunity? Neglecting consumer concern and confusion, Microsoft showed that they were aware the chatter by presenting an arsenal of games that show some real potential for both the games and the console. However, the amazing display of games at the Microsoft E3 Press Event did not speak loud enough to take the consumers mind away from all the nagging issues they had with the new console in the first place.

Even after all of the confusion and disapproval, and the flat out neglect for consumers concerns, Microsoft could have still won fans over, but instead chose to take an elitist approach. If customers don’t like it, they can buy the 360. Unfortunately for Microsoft, gamers took that as an open invitation to go pre-order a PlayStation 4. Sony stole the show, and Microsoft’s portrayed lack of concern for the consumer, whether misinterpretation or fact, has shifted momentum to Team Sony. The next generation is coming soon. Which side will you take?

Chad Whitney

Chad Whitney

Social Media Maven and Contributor at Gaming Illustrated
Chad is a contributor to Gaming Illustrated. A part of the Editorial team, The Chad has also dabbled in Reviews and Previews. The Chad has been a gamer since he became conscious of life. He has stated on more than one occasion that The Chad doesn't wear aluminum foil on his head, thus he is vulnerable to having his mind read. Mind reading can be a strain though, so FOLLOW The Chad @ChadNorris1390 on TWITTER.
Chad Whitney
Chad Whitney

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  • brianc6234

    Isn’t the golden rule the customer is too dumb to know what they want so tell them what they want?

  • shark_tsuki

    Microsoft secured bunch of half assed exclusive games for year one. They wont invest in games after year one. It happened with xbox and xbox 360 and will happen with xbox one.

    • LupineMP3j

      The word right now is that some of these major launch exclusives are timed. When asked, folks at Respawn did not deny the possibility of an eventual PS4 release of Titanfall. Insomniac is indie and has worked with Sony for a long time, and there is speculation that Sunset Overdrive could eventually hit PS4 as well.

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