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Don’t get caught trying to pull a “fast one” on your users or customers.
PayPal discovered the value of transparency the hard way last week. The online payment provider worked a new provision into its policies, allowing the company to send marketing text messages and phone calls to users on behalf of Paypal. In addition, Paypal would also provide these phone numbers to partners for similar use, and provided no option to opt-out initially. Tech bloggers and those on social media reacted quickly. Many, like this user, posted to the company's Facebook page and were instructed to close their account if they did not agree with the new terms. (Screenshot via TechCrunch)
After the social media storm, Paypal’s now of course backtracked on the issue a bit since first debuting the policy. The company now maintains that they will allow consumers to opt-out of the new provision. Still, the damage to the organization's reputation is done.
While the idea is likely misguided on the whole, Paypal could have at least mitigated some of the early damage by simply notifying users with a short e-mail of the change and offering an initial opt-out. It's a quick, easy way of keeping your users' trust -- while also allowing for direct, early feedback. Consumers are more likely to understand a poorly-thought out policy that may need modification, if it's presented in a forthright manner. Instead, it makes what might have just been a poorly-thought out decision look far more nefarious – as if the company wanted to pull a “fast one” on consumers while they weren’t looking.
Learn how PactSafe makes it quick and easy for anyone within a company to notify consumers of changes in their online agreements. Take our tour today.