Sometimes the best offense is a good defense. Case in point? Apple has purchased Apple.Sucks, which redirects to their product feedback page. Rather than having unhappy customers shout into a void when they are unhappy with Apple’s products and services, the company is using a .SUCKS domain to constructively address any criticism upfront.
Sure, Apple could have bought Apple.Sucks and done absolutely nothing with it, just to keep it out of nefarious hands. But by using it to redirect customers to a feedback page, they’re proactively gathering customer reviews in a way that will improve their products, rather than damage their reputation. Apple’s motto—”Think Different”—has always driven them to address problems in new and innovative ways. They know that criticism is inevitable and that the best way to counteract it is to face it head on.
Should You Suck?
If Apple.Sucks, should you? Not only is Apple a hugely successful and creatively-minded company, but they know a thing or two about building brand recognition and loyalty. You might consider following their example and grabbing a .SUCKS domain for yourself. If you’re wondering whether you’d get a positive return on investment (ROI), consider what you stand to lose by allowing a customer to walk away angry or upset. A .SUCKS domain pays for itself if you can convince even one person to continue to give you their loyal business.
Who Else Should Suck?
Other big brands could benefit from this kind of crisis intervention. Imagine if Starbucks.Sucks took customers to a page where, in exchange for constructive feedback, they were given a coupon for a free drink? The troubled customer could be converted to a happy one, and their bad experience could be replaced by a more positive experience during their next visit to a Starbucks location. What if AmericanAirlines.Sucks brought users to a page where they were offered a discount on their next flight? Instead of losing a customer, they could secure a sale. As a long time rival to Apple, Microsoft should at least buy up Microsoft.Sucks before someone in the Apple marketing department thinks of a clever way to use it to poke fun at them.
The Dos and Don’ts
There are many ways to use a .SUCKS domain creatively. For example, a .SUCKS domain can help your company interact with clients in a helpful, understanding way. GoingUnheard.Sucks, so don’t let your customers’ valid criticism get away from you. Once you’ve established your .SUCKS site, consider these dos and don’ts:
DO
- Use a .SUCKS domain to get ahead of your competition and critics
- Point upset customers to a place where they can leave feedback
- Offer customers a customer service phone line and email address
- Redirect to a useful page that gives people somewhere to share their thoughts
- Incorporate a .SUCKS domain into your digital marketing strategy
DON’T
- Redirect to your main site (like Nike.Sucks) without offering something useful to your visitors, like a feedback form or customer assistance number
- Sit on the domain name instead of using it for something more beneficial
Apple has the right idea about staying on top of criticism. They use their .SUCKS domain to point customers to a feedback page while also keeping Apple.Sucks out of the hands of their competitors. You can follow their example and use a .SUCKS domain to nip complaints in the bud and build a stronger rapport with your customers.
A custom .SUCKS domain can help you gather valuable customer feedback. Stay ahead of your competitors and find new ways to appeal to your consumers online.
Photos: Shutterstock / hans engbers, Shutterstock / jessicakirsh, Shutterstock / wavebreakmedia
