Monthly Archives: October 2014

“If we make an exception for one customer, we’ll have to make them for everyone”

no parking signNo, you won’t.

What percentage of your customers contact customer support? 1%? 5%? Let’s be crazy-generous and say 10%.

What percentage of those ask for an exception? Maybe 50%.

So that’s 5% of your customers you’re giving an exception to.

Sure, maybe word spreads and now 75% of those contacting customer support are asking for an exception. That’s still only 7.5% of your customers.

Exceptions are possibly the most powerful tool you have in delighting customers. Who doesn’t rave about how a customer service agent bent the rules to do something nice for them? Zappos practically built their entire reputation and PR on bending the rules.

Yes, you need to have some restrictions so you don’t break the bank. But if 7.5% of your customers leave delighted and tell 5 friends each, you’ve just increased your userbase by 37%. Not too shabby.


Photo via Patricia H.

What if you subtracted “women” from that question?

For most* questions, if you replace “women” with “someone” and you get a different answer, there’s something wrong. Either there’s a institutional issue you should address, or you’re being sexist.

Take the case of Microsoft CEO Satya Nadella, who was asked what advice he’d give to women who want a raise (and might be uncomfortable asking). If Nadella was not sexist, he would have two options:

1) Give the same advice he gives to men: meet with your boss, show all the good work you’ve done, and ask.  This advice probably wouldn’t be super-helpful, seeing as women make 78% as much as men, but it would have been ignorant instead of sexist.

2) Acknowledge that there are a lot institutional problems with gender and pay. Talk about how women are often called manipulative or bitchy when they are strong-willed in the workplace, but similar men are considered driven and ambitious. Talk about how that needs to change, and maybe outline some ways that someone powerful like, I don’t know, the CEO of Microsoft, could change things. This also wouldn’t be a super-helpful answer, but it would be honest and definitely not sexist.

By telling women “It’s not really about asking for the raise, but knowing and having faith that the system will actually give you the right raises as you go along”, Nadella is being sexist.

You might argue that he doesn’t know about the huge wage gap between men and women. Maybe that’s the case (disappointing if so). But again:  if he thinks women get the same opportunities as men, why would he give them a different answer than he would give men?

As a straight white male, anyone I’ve ever asked for advice on getting a raise has told me to ask. You can find plenty of this advice on the web. You’re generally supposed to gather examples of your great work, do some basic research, and then ask. “It never hurts to ask”, “you’ll never get what you don’t ask for”, etc – this is the stuff I’ve heard many times.

Why didn’t Nadella give this advice? Because he treats women differently. And that’s sexist. Period, full stop.

Let’s hope this is a wake-up call for him. I know it’s a wake-up call to me and many consumers that to not buy any Microsoft products. In the meantime, I’d recommend women avoid applying  to work at Microsoft, unless you want to cross your fingers for your “good karma” to somehow net you a raise.


*I will admit that “My water just broke, what should I do?” should have a different response when coming from a man.