“I wanted to personally reach out”

It is an absolute guarantee that an email is going to be a complete load of garbage when it begins: “I wanted to personally reach out…”

You know it’s going to be a pretend apology. (Or, as the writer of the email that starts that way would say: “A faux apology”.)

And so it turns out, that the latest email from Jef (yes, one ‘f’, no surname, we’re all great mates, you know?) the CEO of Basis is indeed full of crap.

Basis have been promising for a LONG time (i.e. more than year, WELL more than a year) that they were about to deliver a converged health indicator/vital signs device called the Basis Band.

In 2011, they promised an early 2012 launch. Nothing. Compounding this folly, their communications with the outside would could be used as a case-study for how not to do things. In 2012, when you’d think people would have even a part of a clue. But no – months between updates, and cookie-cutter replies on their support forum.

Why do companies do things this badly? In this day and age, with the resources that are available, it’s inexcusable.

I wanted to personally reach out and update you on the Basis launch. I want to address some of the issues that you may have encountered and what we are doing to fix them. Most importantly, I have provided some important steps within the next 48 hours to ensure we can accommodate reservation list orders.

As you may have read in the emails sent yesterday, we had a tremendous amount of initial demand – frankly, more than we anticipated. I know many of you tried to place your order and couldn’t, leaving you frustrated. This frustration was compounded by some difficulties on our web store with the influx of orders over the first few hours. We also got feedback that our email notifications may have had unusual delivery, bounce back and spam issues. For international customers, there was also confusion on the availability of Basis outside of the U.S.

Our goal with the special promotion code was to recognize your early interest in Basis and offer our appreciation for your support. Unfortunately, the code was shared by people publicly on launch day, some felt they received the offer too late and others did not receive the initial notifications at all.

We are doing all we can to remedy these issues. We have improved the webstore experience, are improving our email protocols, and are addressing many of your order questions through customer support. We are also providing some more guidelines for international orders on our FAQ section.

Most importantly, we will continue to honor our reservation list offer through the extended deadline of this Sunday, December 2nd at 12pm PST.  We will also take additional steps to ensure we can prioritize and eventually fulfill your orders. First, we will be looking to identify orders from our reservation list (so we recommend using the same email for your order). Second, to ensure that we can fulfill and prioritize any orders from our reservation list, we will stop taking ALL orders when your promotion ends at 12pm PST on Sunday, December 2nd. After that, we will only begin to take new orders again once we have fulfilled orders up to that time.

As a reminder, the code is [redacted] and, while we will be taking your shipping and billing information, we will not charge your credit card until we ship.

I want to apologize for any problems that you may have had in the last day. While we are grateful that yesterday’s reaction to Basis was so positive, I know many of you have been with us much longer. We look forward to bringing you the Basis experience as soon as we can.

CEO, Basis

Well, that didn’t take long to get to the pretend apology, did it? Only the last paragraph. Shows you how much they cared about that bit.

Also, “This frustration was compounded by some difficulties on our web store” means “the website kept crashing, and crashing hard. People were getting error messages from the server, not just slow page delivery, and as a result, people who actually got the email couldn’t buy it before we ran out of our meagre supplies, because we only had about 500 to sell.”

It’s 2012, guys.

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