A common strategy amongst successful corporations is to “externalize” costs. By that I mean that companies will, when able, off load costs to maximize profits. This can be done for example by pushing environmental costs to offshore producers or using subcontractors to avoid labor regulations.
Google for example, often has forum participants provide support to other users in an effort to keep their support costs as low as possible. For many, many of the support areas of Google this has worked quite well. It has caused problems in the Maps area, where businesses expect, require and demand personal attention and apparently it has caused problems with Nexus support.
I guess, if you drop $600 on a phone, there is a reasonable expectation that there might be someone at the other end of the transaction to provide support. I don’t know what Google is doing to improve internal, company provided support but they have come up with a way of actively encouraging folks to help out with support in the forum area.
Google has offered a free Nexus to the their top forum contributors (of which I am one) in the markets where the Nexus is currently being sold. I, and a number of other top contributors, received this email on Monday and within 72 hours had shiny new phones:
It is with great pleasure that I write to you today. As you may have seen in the clubhouse, many Top Contributors have asked about the possibility of getting a Nexus One phone.
We have been working to make this a reality for some of you as a thanks for all that you’ve done. I would like to offer Top Contributors located in the United States, United Kingdom, Singapore and Hong Kong the opportunity to get an unlocked Nexus One phone for free.
Please note, this offer is for an unlocked Nexus One phone. It does not include any type of service plan. Adding service to the phone will be your responsibility.
By giving you a phone for personal use, our hope is that you will be able to learn more about the Nexus One and Android operating system first hand and share your knowledge with others. If you meet the geographical criteria for receiving a Nexus One, but you don’t think you’ll be using it, we ask that you do not request a phone at this time. This will allow us to distribute more phones to a wider audience. We’re happy to send you another gift of appreciation instead.
If you would like to take advantage of this offer, please fill out my form located at: XXXX
I know many of you have recently submitted your mailing addresses, but for this promotion, I will be asking for it yet again, to ensure accuracy. Please note, you can add a different delivery address, but we ask that this address be consistent with your country of residence. Thanks for your cooperation.
Thanks in advance for your understanding.
on behalf of everyone at Google
John Mu also pointed out in the forums that Google “wanted to say thanks for your work as a Top Contributor and provide feedback on what you like/dislike about the Nexus One”. He made it clear that there was no quid pro quo in the arrangement and that even links back to Google when writing about the program should be no-follow to avoid even the appearance of a conflict.
It is actually quite brilliant if you think about it. Bizarre as a support strategy but brilliant. I have no idea whether it will work to have volunteers as the first line of support in their competition with Apple and other cell phone manufacturers but if it does it will provide Google with significant savings. Continue reading Google: Recruiting Volunteers to Provide Nexus Support with Free Phones