Phil Spencer More Motivated On Gaining Consumer’s Trust, Rather Than Beating Sony
Xbox boss Phil Spencer (or Big Phil as I call him), is determined to regain the trust of consumers which was lost by the Xbox One reveal. When the Xbox One was first unveiled, it was met with much criticism due to it’s 24 hour online check ins, its DRM policy and refusing to sell Xbox One without Kinect bundled with in.
However since his arrival, Big Phil and the team at Xbox have done their upmost to win back the loyalty of their customers. During a recent panel at the 2015 GeekWire Summit, Spencer discussed and shared his thoughts on the subject
“Whether it’s always on, used games, whatever the feature was, we lost the trust in them that they were at the center of our decision-making process,” he said. “Were we building a product for us, or were we building a product for the gamers? And as soon as that question came into people’s minds and they looked at anything, whether it was the power of our box, our launch line-up, microtransactions, what you find is very quickly you lose the benefit of the doubt.”
“You lose your customer’s assumption that the reason you’re building your product is to delight them and not just build a better and more maybe manipulative product.”
Despite Spencer feeling confident in the console’s current position, he states there are still some misconceptions dogging the console as it closes in on its second year on the market. For instance: during a a GameStop managers meeting, Spencer said many store supervisors came up to him stating they still have customers asking if Xbox One can play used games.
“Just to be clear, Xbox One has always played used games from day one,” he said. “But that perception that gets set early on, because consumers have five seconds to internalize your brand and your message and then they move on. They’re not going to spend time to read what we say afterwards. Regaining that trust and the mindshare with the customer, the gamer, is incredibly difficult.”
Spencer added the company is more concerned with current and potential customers regaining confidence in Xbox products that outselling its competitors.
“We’re not motivated by beating Sony, we’re motivated by gaining as many customers as we can.” That said, Spencer is still unsure whether the company can best Sony in the market as the company has a “huge lead and they have a good product,” despite the games line-up and content available on Xbox One which he “loves” and is extremely proud of.
Microsoft will announce its latest financial results on October 22nd, which should give us a better idea of how the console is doing on the market. With Big Phil at the helm of Xbox though, I believe the console can only go from strength to strength.