Zoom: A Small Business CX Nightmare?

Are you ready for a story that you can use for CX presentations + client training sessions? Buckle up, buttercup.

In my 20 years in the Marketing & PR industry, I've collaborated with a wide range of companies - from nimble startups to established conglomerates. One central tenet has always stood out: putting the customer at the heart of your business strategy.

Unfortunately, my recent experience with Zoom, a popular SaaS platform, has underscored a painful reality: not all businesses understand or value this fundamental principle.

Let's Set the Stage: 

Hi! I'm Michelle. A small business owner. Jump starting an agency after years of working for/with global agencies, regional firms and consulting business of ALL sizes. I recently scheduled a webinar using Zoom for a non-profit training I was doing (for free - I'm leading the session!). Due to unforeseen events, I needed to adjust my webinar's date.

Recognizing that my single webinar purchase at $70+ would expire before the new date, I reached out to Zoom well before (I am a type A after all...) the expiration on October 21st (the event's new date on the 24th), hoping for a simple transfer or adjustment of my license.

Given my substantial experience in working with various sized businesses, I assumed this would be a straightforward ask. It's not rocket science here... it's customer service 101, right? Surely Zoom would be able to make the 3 day adjustment for me... especially this far in advance.

The Response:

I WAS TOTALLY WRONG. 

Cue the worst customer service policy in the world. 

To my dismay, the response was a cascade of 'no.' I was informed that there's no provision for a day add-on feature and that the Webinar 500 - 1 Month subscription couldn't be extended, even for circumstances beyond my control, even coming to them weeks before the expiration. Despite the trivial nature of my request and the fact that it incurred NO additional costs to Zoom to move the date or just refund so I could purchase again from them, the company demonstrated an inflexible stance.

When I sought to escalate the issue to higher management, the brick wall grew taller. Instead of a resolution, I was directed to a generic "team" page and informed that no direct contact details for higher-ups could be shared.

The lesson I took away? 

Zoom does not prioritize small businesses.

And their internal policies need revamping.

I think they need to speak with the Products Marketing team...

Why aren't they having a hand in CX?

In fact, they seem willing to sacrifice a loyal customer over a negligible interaction. 

As an industry insider, I can't help but wonder how much it cost them to "acquire me" as a customer a few months ago for my yearly small business plan? And now, it's all of $70 to lose a smaller business owner like me. 

Three Lessons for Businesses to NOT be like Zoom:

1. Flexibility is Essential: In today's dynamic world, unexpected events happen. A business that can adapt and accommodate minor customer requests, especially when they come at no extra cost, will win long-term loyalty.

2. Open Channels of Communication: Limiting access to higher-ups or management communicates a lack of accountability and concern. It's imperative for companies to ensure customers feel heard and valued at every level. I was ultimately referred to legal. As in, please don't contact us again with this request despite only emailing responses asking for more info and to appeal it with their replies.

3. Always Put Customers at the Center: This was a colossal miss for Zoom. By failing to prioritize customer needs over rigid policies, they not only lost my business but also the potential referrals and positive word-of-mouth I could have offered. I mean, I am in PR/Marketing. Do you know how many infrastructures I set-up for businesses? 🤷🏻♀️

The Aftermath:

As I look for alternatives, I'm about to cancel my subscription to Zoom with a prorated refund and switch to Google Meet (I already have business workspace... so...) for my Calendly linking and all my team meetings... let me say that again: for my whole team. Looks like though - this is not a new story for Zoom. They are apparently losing clients because of poor customer service. 

Cue: the sound of more accounts being canceled

I'm going to a platform that might prioritize the needs of small businesses better. But it's not sweat for me, but truly, a lesson in how a business can lose a customer over an inconsequential interaction - and you better believe I'm going to use this lesson to advise my clients. For me, it was a stark reminder that even in the age of tech giants, the heart of business remains the same: the customer.

My client presentations, speaking engagements and a whole host of interactions will be peppered with this story. It's wisdom to pass on about the importance of customer service and the customer experience being the center of the equation. Policies do not serve customer service when the customer is merely prioritized by account size. Because let's face it, in the world of business, it's often the little gestures that leave the most lasting impressions.