Mail Bonding

One of the revelations of working at a large-scale content site is how effective email newsletters are as a tool for driving traffic. Duh. I admit I had really underestimated this, but it makes sense; your email client is open all day and, spam aside, the inflow of messages is more or less tailor made for your interests.

Partly as a result of that discovery, I’ve been toying a while with the idea of creating a Subtraction.com email newsletter that would be released monthly — or perhaps more frequently, if the demand is there. This would be a simple recap of each of the blog posts I published leading up to each newsletter’s release, along with some overview of the conversation that ensued in the comments. The idea is to give occasional or lapsed readers of the site a concise method of catching up. I’d also add in relevant notices pertaining to my various speaking appearances and side projects — including any updates on the long rumored, still pending, but for-sure-on-its-way-someday reprinting of my infamous Hel-Fucking-Vetica tee shirt (I promise!).

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The Start Is at the Finish

Speaking of movies, I did in fact go to see “The Bourne Ultimatum,” which was fantastic. With my perpetually critical designer’s eye, though, I noticed two things: first, that the movie’s titles are actually quite bad. They use a simplistic, somewhat retrograde graphical animation that amounts to pretty much what I imagine the titles for “Freejack” must have looked like.

But if you saw the movie too, you might not have paid much attention to the titles, because of my second observation: like a lot of films released in the past half decade, the titles follow at the end of the film, after the final frame of action. Though they are designed very much in the same way as titles that precede the film — you could almost move them to the start of the picture and they would work as is — they’re inserted as parting gestures instead of opening salutations.

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Little Shops of Horrors

Late last week, the Business Day section of The New York Times ran a great story on Netflix’s customer service strategy. Faced with unexpectedly effective pressure from Blockbuster Video (who have turned Netflix’s own mail order model on its head by allowing their customers to return movies not just by mail but at the rental chains’ physical locations as well), Netflix has counter-intuitively invested millions of dollars in domestic telephone support facilities and staff.

Where the number of companies outsourcing customer service by telephone to Third World locations is only increasing, Netflix has instead chosen to hire two hundred workers in Oregon to man their hotlines in the hopes that a renewed, more responsive focus on customer service will win the day for them. They’ve even given these representatives enough operational latitude to allow them to function not just as telephonic automatons, but as real, empathetic human beings who help other human beings solve their video rental-related problems. Imagine. It’s a winning strategy, in my book.

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