“But what is Microsoft talking about? That’s probably what many Xbox users thought when they learned the company would double the annual price of the Xbox Live Gold service. The measure sparked such an avalanche of criticism that They turned back at Redmond. Not only that, Xbox Live Gold is no longer needed in free games like Fortnite to play online.
Microsoft’s quick response is an example of the importance of listening to users and customers. It has always been like that, but Social networks have turned this criticism into real unrest that threaten the economic future of companies that react faster and faster to possible scandals that damage their brand image.
It is difficult for the adults to turn around
Correcting, they say, is wise. Many companies still need a long time and Some don’t respond particularly well faced with massive criticism. We have a recent example at Apple that never openly admitted that its butterfly keyboards were a disaster.
In the end, they pointed out that the problem had an impact to “a small percentage” of the productsIn addition to starting a free repair service, a few changes have been made to address the issue. None of this ended users happy, and Apple eventually returned to the good ol ‘(and good) scissor keyboards.
Microsoft also has a bittersweet record. Many remember Xbox One’s disastrous 2013 launch. The console had to buy Kinect as an accessory, although many have not taken advantage of this device.
The price increase made exactly The PS4 was 100 euros cheaper and had a brutal advantage. Reviews (and sales) made Microsoft respond, but it was too late.
Where I said I say I say Diego
With the rise of social networks, we’ve seen how Companies are reacting much faster lately to such widespread criticism. A bad decision can go viral and damage branding, and channels like Twitter are often unique ways of determining how companies respond to such criticism.
OK. Let’s talk about why Xbox decided to double the price of Xbox Live Gold (12 month period) and reversed that decision less than 24 hours later after strong fan backlash.
Short discussion thread on the subject of mine below: pic.twitter.com/qDoh3VVOWL
– Daniel Ahmad (@ZhugeEX) January 23, 2021
Aside from certain questionable practices – that “send us a private one” so the criticism is no longer public – many companies, including large tech companies, are common You are very much aware of “conversation” in networksThese platforms allow us to capture user impulses in a useful way to know the feelings of consumers and customers.
The best example of this is the recent increase in the price of Xbox Live Gold subscriptions announced by Microsoft. This service allows Xbox players to play online (in addition to a few extras). Suddenly, an annual subscription to the service costs € 120, twice from the price it was before.
The motivation was obvious: Force players to upgrade to Xbox Game Pass Ultimate (which integrates Xbox Live Gold, xCloud and access to a catalog with around 200 titles) and that would be a theoretical “win-win situation” for everyone.
The game went wrong. Microsoft has received an avalanche of criticism on social media such as Twitter, and Almost 14 hours after the price increase was announced, the company made corrections display that “today wasn’t a great day. We always try to do our best for all of you and today we got lost. “
Microsoft pulled out, not by leaving it as it was, but by improving it. Xbox Live Gold service is required to play online games Many users have complained about paying in free games like Fortnite through this modality. “Why did this have to be done on Xbox and not on PC, PS4 or Nintendo Switch? “”
The response from Microsoft has been overwhelming: Xbox Live Gold will continue to cost what it did before. But it’s also free for free-to-play games like the Fortnite mentioned abovewhich can now be played for free on this platform.
Good news for users and for an industry that is showing that it is listening to users more than ever. The future is in, Of course.
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