Serial Number Killers
I’ve been mulling the issue of registering and activating software of late, and while I feel users generally are less averse to the process of having to enter a serial number or activating a program before they can use it than before, I think there’s still a lot of frustration out there.
And I know from clients that it’s a balancing act between upsetting users and not encouraging those who seem unable or unwilling to pay to have a free ride.
It seems to me to boil down to this: Users who have paid for software expect to be able to use it out of the box. It would be like taking a bread maker home and having to call the manufacturer before you can start making bread.
What’s more, customers shouldn’t have to cope with silly technical problems that aren’t their fault. The example above is from my efforts to test Adobe’s latest version of Acrobat. The initial installation failed, and now it’s blocking the legitimate serial number it previously accepted—on the same machine. I still haven’t found a way around this problem, so my ardour for things Adobe has diminished a little.
The problem is that it’s fixable. I can yell at Adobe and hopefully I’ll get another serial number. But that’s not going to happen now—when I need it. It’s going to happen in 24, 48, 72 hours’ time. By which time I may feel like a mug for buying the software in the first place.
Here’s a possible solution: An automated temporary serial number that will work until a proper serial number can be available. This could be delivered online—say, a bot on IM, where you enter the serial number that’s not working and get issued a temporary one that does. Or a product could come with two serial numbers, one a permanent one and one a backup one.
Once customer service comes online and fixes the problem, the emergency serial number can be deactivated. As it lasts only for, say, 48 hours it would be relatively worthless to pirates. It will also push software companies to ensure they get back to frustrated customers within the allotted time or risk further wrath.
Either way, software manufacturers have got to make it easy for users to get around the limitations, and frailties, of the registration and activation process. Users should never be left in the lurch for even an hour if they’re a legitimate customer. It’s up to the software companies to address this issue. Perhaps something like this already exists, but if not I think an emergency serial number might be an answer.