Project 2: Complaint, Response, and Public Communication

NOT REAL OR OFFICIAL LETTERS

Problem Summary

I have chosen to look into the Sony BMG rootkit controversy. At its origins, the controversy started when Sony created a software that was required to be installed for their newly released CD's to be played on the customer’s computer. It came as a simple download prompt, but embedded itself into the computer without the user knowing or being able to find/uninstall it if wanted. Rootkit is what it was called, a more general term for the sort of software that was created. It is recognized to be similar to systems that hackers or data breachers would use, blocking certain functions on the computer while making it more accessible to malware. Quickly, through discoveries by experts in software development, Sony stopped all production, produced patches to make Rootkit easier to find and uninstall, along with Windows who released updates to repair any damage. 

Sony's initial response was to say that it wasn't as harmful as people made it out to be, as only a select few were using it. However, 5.7 million copies were sold across the US to unsuspecting citizens. Soon, malware and hackers began to utilize the weakness left in the systems and were able to get into user's computer via this Rootkit. Eventually, Sony stopped production and released patches, as well as any compensation for lost or damaged computers. They aimed to protect their reputation over anything, not wanting the general public to panic about their product and lose trust. However, this fell through after Rootkit demonstrated the damage it could lead to. So, only then did they fully pull back and apologize, wanting to salvage their reputation and do what the public was asking for to guarantee their data's safety. 

Complaint Letter

Dear Sony BMG,

I wish to notify you that after my newest purchase of your music CDs a few weeks ago, I have found software that was downloaded causing my personal computer to become compromised. I have been unable to use any recording software on my device, including my camera and my microphone. I am also having difficulty uninstalling this software, and no other prompted solutions (such as restarting or reinstalling other software) seem to provide any change. Along with this email I have provided photo evidence of what I am seeing on my screen, as well as a picture of the receipt I received when purchasing your product. I have been purchasing your CDs for the past few years to play for myself while I work. I am a software engineer and must maintain my computer’s ability to function without any issues. I have noticed that the downloaded software seems familiar to some hacker programs I have seen in my line of work. I will also attach a file containing what I believe your software may be similar to. I request a solution to uninstall this software and repair my computer, while keeping the ability to listen to your CDs at your earliest convenience.

Thank you for your time and I look forward to hearing from you.

Sincerely,

Trinity Eckstein.

Response Letter

Dear Trinity Eckstein,

We want to extend a formal apology for the inconvenience you have been experiencing due to our product. Currently, our team is working on a solution to the software’s effects on your computer. We are working alongside Windows to provide new updates to make your computer protected and provide a convenient way to uninstall our software. Our team has identified the program to be known as Rootkit and is looking further into any other issues affecting to your personal device.

Once we have put together an effective solution to safely uninstall Rootkit off your device, we will send you a copy of the new update, and new CDs that will not require Rootkit to be played. We will also be offering compensation for any loss of privacy, information leaks, or malware damage that our software has caused to your device.

Sony would like to give you their deepest apologies for the inconvenience and damage. We will be happy provide you with any further support needed for your device to continue functioning at its fullest capacity.

Any updates will be sent out via email or through our social media. Please reach out if you have any questions.

Sincerely,

Sony BMG

Social Media Responses

These would be on most platforms available, the focus being on Twitter, Facebook, and Instagram. Since this case took place in the early 2000s, these would be in a different form, but for the sake of this assignment I will be sticking to modern platforms. All of them would be text-based updates, letting the more public know what is going on with their product, the updates they are coming out with, and overall taking responsibility.

Post 1:

We at Sony BMG would like to formally apologize to customers for the recently installed software to play our CDs on your devices. Our technical team is currently looking into the matter and will post updates and any new information as soon as we are aware of it. Until then, please avoid installing any software prompted when using our CDs.

Post 2:

Our technical team has identified the software to be related to ‘Rootkit’ and is looking into solutions for uninstallation and any further protection needed for your devices. We will be working with Microsoft Windows to push out new updates to protect your computers and delete any malware. If you have any questions or concerns, please contact us at: spe_privacy@spe.sony.com.

Post 3:

We will now be pushing out new updates for devices used to download any music from our CDs. For anyone who purchased a CD that came with the associated software Rootkit, please email with proof of purchase at spe_privacy@spe.sony.com for device updates and compensation for any damage that may have occurred. Once again, we apologize for the mistake and will be posting future updates about what else is to come.

Post 4:

We have heard some concerns about the use of Rootkit in future CD sales. Sony BMG CDs will no longer need software to be installed in order to be downloaded and listened to. If you purchase a CD and there is a prompt to download software, DO NOT INSTALL. Please email us with proof of purchase at spe_privacy@spe.sony.com, and we will issue compensation and a new CD without the associated software for your device.

Reflection

There is a rather large difference when it comes to addressing different audiences in writing professional letters, posts and announcements. When talking to the organization, in my case for the project it was Sony BMG, the message is to remain professional and helpful. Mainly by staying calm, and stating the issue with what you, the user, are having. By standing up for yourself, while keeping a clam head and asking for help from the organization.

When addressing customers, there isn't much that changes. Staying professional, keeping a friendly but knowing tone makes the organization seem more grounded and willing to help, rather than bothered by the complaint. It is important that they also protect themselves by not acting out of line, and still acknowledging that they have power over what their customer is receiving. By keeping a good image for themselves, while still being humble and helpful, is a good balance of how to interact with customers. Of course this may vary as I have noticed with other's projects, depending on the size and type of organization, but even so all follow the same sort of professional writing in order to help, accept responsibility, and continue to maintain their public image.

Because I have worked from both sides, both being the customer who wants help, as well as the organization (whether being the business or working for another organization), this project was helpful to refine my skills by practicing how I would respond come any professional circumstances. The hardest part was from the organization, by stating enough information to satisfy customers, while taking responsibility and keeping enough information classified to keep the organization running smoothly without any further outside interference. By giving too much or too little, customers may question more, leading to further issues that may need explaining or changing.

I am most confident about my choices surrounding the point of view as a customer, because I have been in this role several times before. I feel that respecting authority and asking for help respectfully comes naturally to me, so writing the complaint letter felt the most comfortable. Although I have never written to a larger company, I have worked closely with managers at the businesses I have worked at, and have learned what the good balance is of being friendly and forward enough to state an issue clearly, as well as being respectful of their place above me in the work place.