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Xconomy’s Curt Woodward has a point…

Curt Woodward reviewed Murfie for Xconomy, and found some areas we need to work on.

First of all, I want to thank Curt for his review. It’s a thorough, fair, and objective take on Murfie from fresh eyes. Good stuff. Some bits of it make me cringe, but we find that sort of thing motivating – we’re obsessed with getting better.

This post is a reaction to and apology for the part of the piece that makes me cringe, and in coming days I’ll also write up some good news for Curt and anyone considering Murfie. Things already in the pipeline address some of his other points – we’re giving greater ease and flexibility for sending in discs, and improving our music player interfaces.

On to Curt’s experience. Anyone can shop at Murfie and buy new discs, customer accounts are free. That said, our core service for music collectors involves importing their existing CD collections and hosting them in Murfie’s cloud. That is a service members pay for. Curt’s review of Murfie therefore included trying that out by sending in a 25 CD kit, with which we gave out an automatic Gold Membership, and that’s where the trouble started.

Curt’s kit experience was far from ideal, and had one key frustration – he didn’t know yet if he wanted an ongoing membership at all, and yet he couldn’t opt out of the one we include with a kit. Since our memberships auto-renew by default and we handle subscription changes via our support desk, this constituted in Curt’s review an “insistence on getting me locked into an annual membership” with “no way to turn off the auto-renew on the Murfie website.”

OK. Yeah. Hmmm. I can’t disagree with that, and it does suck. It makes me feel bad that Curt found our service dodgy in this way, and he’s right to find it overly aggressive. We got this wrong. We should not ‘force’ an auto-renewing membership on someone who sends in a kit, or in fact at all. It’s also not reasonable at this stage in Murfie’s growth to have this be something customers can’t manage on the website.

Therefore, I apologize to Curt and every Murfie member for the lack of control on this up til now, and we’re going to do a few things to fix it:

1. We’ll clarify what paid membership is required for, and how many discs you can send in for free with one

2. We’ll make any membership that comes with a package or kit something you can decline

3. We’ll switch auto-renewal to an opt in anywhere a member buys or accepts a membership, add controls on the website for changing that setting, and keep the current warnings of upcoming renewal

We got here because our member collection hosting products are high touch and often involve some discussion with our customer. As we’ve grown we’ve always handled a lot of things via our support desk, because we have the greatest flexibility and agility that way, where we do our damnedest to satisfy each customer on any request. In this case that and our desire to make subscribing the default to help us grow led us astray. We should have added more user-control to subscription renewal a while ago, and we’ll do it now. I’ll let you and Curt know when it’s done.

Thanks,
Preston – Murfie Co-Founder

photo credit: hannah k

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Preston Austin

I've got a bio over at http://madison.imby.info/p/prestonaustin

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