After being accused of making it difficult, or nearly impossible, to cancel its service, Vonage reached a settlement with 32 states yesterday. Under the terms of the agreement, Vonage must pay $3 million, as well as change the language it uses in its marketing. The crux of the complaint (read here), was the lack of clarity surrounding the free services, trial periods and money-back guarantees Vonage offered. “Companies like Vonage have deliberately turned the whole notion of ‘customer service’ on its ear, so that consumers are even more frustrated and confused after they call the company than before,” said Montana Attorney General Steve Bullock in a statement. “That’s not good enough, and this settlement will hold Vonage to a higher standard—a standard of genuine customer satisfaction it should have been striving to meet without our intervention.”
The top advertising spots--actually the best whole branding campaigns--have always begun with a flash of brilliant insight about a category and its primary audience, something meaningful that no one noticed before. Call it an observation of the obvious, a point of view that captures a profound and different truth about a product that no one else has seen.