This is a typical event for the modern consumer:
He needs a service — given that there is great confusion between “want” and “need” — so he signs up for it. He then finds out that it does not work with his existing technology, a common type. There is a work-around: he can use another gadget, but it will be so cumbersome as to render the whole process inefficient.
He goes to the website of the service provider. There are separate websites for sales and service. He logs into sales, then goes to service, where they ask him for a customer number. He has not been given one. For this reason, he cannot login to the service he needs to explore other options, although by looking at what others have written, he can see those do not really exist anyway.
This leaves him scratching his head in wonder. Why is it that the service is so bad, and yet still popular and profitable? Does the company know its website does not work? Why do they not provide the service on the type of gadget he has, just as many hundreds of millions of others do?
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