Utility means active usage. Active usage equals contant use which in turn equals finding out more about a product in use and its aspect of usability. Its common knowledge that more usage of a product brings about more damaging evidence of the product and its working and its actual usage statistics in terms of the company which owns the product, brand and its claims to fame by these companies.

What strikes most is how often the product stands to its tests in the open market and how often it fails. A good case in point is BANKS, its claims to spot on services and its product offerings to masses where most times the masses read only the lines that are completely flowery and forget to see the * asterisk conditions apply.


Normally, its easy for a common man to decipher information on a brochure, catalogue as it highlights the rich features of the product. Any visible media physically will not talk about the conditions apply so very visibly. This finer print can sometimes strike back, particularly in case of Banks, as the consumer is either thinking of investing his money into your bank. The trust of this consumer in your product is at stake. Banks are ideally targetted for any smallest fallacy in their services. The reason beng betrayal of trust.

Another case in question would be the Cell phone service providers. Now these guys have a huge job at hand. Not only are they providing vital connectivity to their customers but they have a job to make sure the cell is connected! One fall in service and all hell breaks loose. These providers should be the first corporates out there blogging furioulsy and talking to their consumers. Retaining one consumer is such a huge ask as there are a lot of others waiting to woo this disgruntled customer. Would blogging help such corporates??

Personally, yes.

Another interesting case in point are automobile manufacturers. Yes they sell cars only and purely on the basis of design, engine performance*, acceleration, utility, colors and of course gorgeous women donning their advertisements on air. Accleration standards generally read 0 to 60kmph in 6 seconds flat... wow thats power and you go buy it. Average 15kmpl*, now thats a damn good reason to buy this beauty, sure go right ahead. Now what happens in such classic scenarios'? By the way did you guys notice the astersik mark at all? be honest and comment. Anyway what the * mark actually means;
a. 0 to 60 kmph on ideal road conditions. Now when you take of from a traffic signal first in line, you may be smiling ear to ear, but if you are the third car down the lane you just cannot achieve this.
b. 15kmpl tested in ideal conditions. These ideal conditions are generally on created stretches of road built very well for ensuring smooth drives during test conditions at the company works itself. Buddy do not ever think that on city roads you are going to get that!!

Have you ever thought of clicking those small boxes after you have visited a particular Corporate website where you have asked for updates and new info on your favorite company to be mailed to you right into your inbox... Well then you must have experienced the amount of phone clls you must have received on your cell phones trying to sell you the entire bouquet the company hs to offer. Its not your fault at all. These irritating gimmicks are all the company creations only with their complete knowledge. They want to woo their top consumers with the best offers. You might even succumb to some and order them, but when it comes to deliverance they sometimes fail. What do you do then... you talk and share these experiences and try to get your like minded consumers on your side and believe me there will be quite a few.

This is where after consumer feedback the Corporates must realise that they have to pay a lot of attention to.