Last fall I attended the Internet Strategy Forum, where the focus was on the role of Community in business websites. The most distinctly out-of-touch speaker was from FedEx, and it was painful to watch the audience barely hiding their eye-rolling. As a fellow human, I suffered for the guy on the stage. But really, he was beyond the pale. As the VP of Electronic Channels and Strategic Marketing at FedEx, he revealed how far in the Dark Ages the company really is when it comes to understanding how your customers can make or break your brand.
Some time after that meeting, I downloaded the API for an e-commerce site we were developing. The documentation and disclosure agreements had such glaring errors and duplication of materials that I actually tried to contact someone via LinkedIn to let them know, so they could get it fixed and avoid further embarrassment. No one ever replied. I think they really just don't care.
And now, this—from UPS. What is it with the Big Two in delivery service?
You gotta love a company that will pay for an interactive campaign to run in the New York Times and then not bother proofing the creative before signing off.
Way to be Brown, guys.









