Creative Goes After Driver Modder
The back story: Since the release of Windows Vista, Creative has promised their Sound Cards as being “Vista Ready”. According to the story on DIGG, some unlucky customers discovered that Creative’s drivers are actually buggy and feature-crippled. A Creative customer offered others, on Creative’s forums, modified drivers that had a better feature set and just plain worked better than the official drivers. The modder also asked for donations (hmm. . . not too sure whether that was smart).
Thread posters suspect Creative may be taking this step to protect themselves as Auzentech paid (handsomely) to obtain an exclusive license with Dolby to have their cards (which are based on Creative chips) support Dolby Digital.
In any event, the story is already on DIGG’s front page and is harming Creative’s Brand image. Also, because the company has attempted to remove the links to the modded drivers, the drivers will undoubtedly appear on Pirate Bay. Creative needs to address the concerns of their customers who are obviously struggling to get their hardware to work with Vista.
The key to a successful business is customer service – go out of your way to address your customers’ problems and they will turn to you for products and solutions.
File this under the axiom – “The World is Run by the Stupid and They are Confident!”
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