A Missed Opportunity for Content

Alan Belniakcontent, Marketing2 Comments

When your community asks for help, do you give it to them?  Are you using these signals and requests as flags on how and where to create new content?  Read how one company isn’t doing this, and learn from their mistake.


I recently bought a Roku 3.  I have a Roku XDS, and it served me well.  I treated myself to the new one.  I figured I’d swap out the old with the new in a matter of about a minute and be on my way.  Sadly, this was not the case.  The audio didn’t work.  I was bummed.


So, I spent some time on their site looking for the answer. No dice.  I asked an audiophreak friend of mine (thanks, Tony!) and he helped me troubleshoot it a bit, but not to ultimate resolution.  So, I called Roku tech support.


They were friendly, answered my call quickly, and were polite.  But they didn’t resolve my issue*.  I had an issue, techie in nature, and I think the actual call and frustration could have been headed off at the pass with some good content.


Since the tech support call didn’t help me, I went to Twitter.  I asked on Twitter – four times, even – about which HDMI switch might be recommended here, since I’m thinking this is where the issue is.  Not only did I ask four times, I got zero responses from @RokuPlayer.  Zero. Not one.  One of my tweets (asking Roku for what might be a preferred or recommended HDMI switch to address the very issue I’m having) was actually favorited by someone, presuming they are having the same or related issue.


Unanswered Tweets to Roku / @Rokuplayer (as seen on http://www.SubjectivelySpeaking.net)

I also searched Amazon.com reviews for the word ‘roku’ when looking at HDMI switches (as a side-note, do not underestimate the power of user-generated content in the form of reviews, especially on Amazon).  I then went to Roku’s support pages/FAQs/self-help forums for anything on the topic.  The selection was anemic.  Sure, some posts about HDMI, but all skim-level.  I simply couldn’t find the help I needed – and I certainly tried four avenues: call, Twitter, user-generated content on a third-party site (Amazon.com reviews), and their own site.


Are you seeing what’s happening here?  I’m sending a direct signal for content that’s needed, and there doesn’t need to be any.  I’m not chiding Roku entirely on this, but I do think it’s a missed opportunity and a learning event.


I might be the only one asking this question, in which case it probably doesn’t make sense to produce a piece of long-form content addressing the gripe of one person.  But in reviewing Amazon, it doesn’t appear as if I’m the only one**. Maybe Roku has a piece of content in the works now.  Maybe they see my issue as too niche.  But answering questions – any and all questions – seemed to work for Marcus Sheridan. Roku users are passionate and loyal followers.  Some of their customers (I now count me among them) are multi-device owners, they rant ‘n rave about how awesome the devices are, and so on.  It’s not out of the realm of possibility for a user to be in the same situation as me: adding a new, updated Roku device to their existing home A/V mix.


In the end, I got my issue figured out.  I’m a happy Roku 3 and Roku XDS user.  Roku didn’t (as of the time of this post) ever produce a piece of content that addressed my issue (if they did, I couldn’t find it).  I do hope, though, that they at least see the lack of response on Twitter.  Four tweets (three polite, one terse) sent, asking for help, and not even an acknowledgement?  C’mon, guys…


Heed the call of your customers.  They are telling you what they want – sometimes it’s not obvious, and sometimes it is.



* Geek speak: here’s what the issue is: I have a TV and audio and HDMI switch setup. It works now with my Roku XDS. I got the new Roku 3.  This is the only hardware I changed in this setup.  The audio doesn’t work.  When I called Roku tech support, they said that “nothing in the sound profile of the Roku 3” is different from the Roku XDS. I contend there must be at least one small difference, since the Roku XDS worked!  But I digress.


** There are people who have newer TVs and all of their HDMI ports are used, so they need HDMI switches to properly connect and use their devices. It’s admittedly a first-world problem, but an issue that a retailer of one of these problems could address.  Furthermore, they could create the content in such a way that it’s almost device-agnostic, thus picking up search clicks for anyone searching on this issue, whether its a Roku or another HDMI device.


image source: author’s own


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