GuShiio.com “Whoever wins will follow the user.”
Written by: Deep Trend TechFlow
BSC has been very lively these days.
When the wealth effect of TST rekindled everyone’s attention to the BSC ecosystem, MyShell made IDO with a welfare valuation of US$20 million, and CZ’s dogs affected the Degens ‘enthusiasm for charging;
The carnival of one group of people on the chain is always paid for by another group of people.
A traffic peak directed to BSC unexpectedly turned into a Waterloo for Binance Web3 infrastructure.
If you stroll around social media in the past two days, you will definitely find complaints about the poor Binance Wallet experience and weak infrastructure; and when community grievances break out, the first to suffer the concentrated fire attack are BSC’s community management and marketing personnel.
Technical debt behind customer service disputes
Well-known crypto KOL yuyue (@yuyue_chris) posted an urgent public complaint this morning about the serious dereliction of duty of BNBChain marketing personnel and damage to the brand image, pointing the finger at the customer service and management staff of BSC’s Chinese community.
It can be seen from some of the conversations posted by yuyue that when faced with users ‘performance feedback on the BSC chain, the marketing team representatives did not give them the emotional value they deserved, but instead appeared a little direct and cold.
For example, responses such as I don’t have time to pay attention to trolls and I hit dogs as much as you can easily cause further emotional confrontation when user anxiety is amplified by technical issues.
And when everyone complained that they couldn’t buy it after buying it many times, they just said,”Sol won’t be offline?” The sarcastic rhetorical question of rdquo; will indeed inadvertently add fuel to the fire. Not only will it fail to appease users, but it may further intensify conflicts.
It is true that customer service and market representatives are also human beings. When faced with technical and performance issues, they must also bear the pressure of public opinion and the responsibility of seeking more internal solutions. They are often frustrated and thankless at both ends, and some emotions are normal.
Some Twitter users also mentioned in the comment area that the long-standing community anger may not be carried out alone. Fighting public opinion, running around, and opening Twitter means being scolded can easily cause psychological pressure. The one who should be scolded most is actually Chain and Wallet product manager…
This seemingly ordinary customer litigation dispute is actually the inevitable result of the concentrated outbreak of technical debt.
There is bound to be a gap between the expectations of users who migrate from the SOL ecosystem and the actual experience of BSC; if you search on Twitter for keywords such as BSC chain and Binance wallet, you will also find that complaints about product problems have already existed.
BSC’s marketing staff may need to simultaneously assume the triple roles of technical interpreters (explaining chain characteristics), psychotherapists (soothing experience anxiety) and brand spokespersons;
Under multiple pressures, community managers ‘poor communication attitude triggers a public opinion crisis; when experience problems accumulate and are difficult to recover, what needs to be considered is the mismatch between technical infrastructure capabilities and market expectations.
This may not be a person’s problem. The resentment behind it is related to technology, experience, coin processing and even organizational structure. It is more like a brand distrust and anxiety caused by customer complaints.
Unsaleable pork knuckle rice
If the poor communication attitude of marketing personnel mentioned by Yuyue is still someone’s problem, then yesterday’s Myshell IDO exposed a more common technical problem.
At the same time, the $SHELL token IDOs conducted on Binance Wallet and Pancakeswap attracted a lot of attention and real investment. Due to the low initial valuation, the over-raised exceeded a hundred times.
However, in contrast to the enthusiasm for participation, after the IDO event, when everyone wanted to trade Claim tokens as soon as possible, they were thrown with cold water and continued with problems.
For example, some users mentioned that Binan Wallet is an MPC Wallet bound to CEX’s KYC identity. If you must export the private key, the original wallet will be invalid; at the same time
The $SHELL I bought could not be sold directly in the Binan wallet because the pool was too small.
What is even more puzzling is that under the same chain and ecosystem, you cannot see the assets after connecting to Pancake with this wallet, and you cannot see the BEP-20 assets corresponding to this wallet on BSCScan…
In the current market situation where PVP is seriously involved, the most important thing is to race against time.
The wallet experience is not good. Many times, you can only watch the price of the new coin fall and cannot sell it, which makes the income of pork knuckle rice shrink continuously. In the end, judging from the time cost paid and the procedures for transferring assets, it may not be worth the gain.
Previously, there was a view that Myshell’s TGE is equivalent to a stress test on Binance Wallet. While providing benefits, it also takes a look at how many users the performance and experience can carry.
But judging from the current results, it is obvious that the pressure is on Binance itself.
The dogs of CZ appeared early this morning. Tokens such as $brocoli further ignited everyone’s enthusiasm for chasing dogs, but they also further exposed the fragility of the BSC chain, Binance wallet and related ecological technologies. There was a time when stuck on the chain affected the trading experience.
Degen even joked: After experiencing Binance’s Web3 wallet, you will realize how powerful the SOL chain is.” quot;
The author has no intention of provoking confrontation between public chains, nor has he any stance to step on it; just that at a time when the Twitter timeline is being frantically swiped, the problems of BSC chains and Binance wallets that users complain about cannot be ignored.
Friends become lifeguards, black humor
What makes people laugh and cry is that SHELL’s problem of not being able to collect pork knuckle rice actually gave OKX Wallet traffic dividends next door.
After the SHELL token TGE, users who were unable to sell it in Binan Wallet immediately chose to sell SHELL to OKX Wallet, including the author himself.
This is a bit of a dark humor… For their own ecological projects and marketing activities, they ultimately need the wallet of the next door to solve the problem of selling the last mile.
From a user’s perspective, loyalty is actually a very illusory concept.
Especially when you see the price of the currency falling and you can’t sell it, which is very similar to a car falling into the water and the water rises little by little. At this time, you certainly don’t care which brand of the broken window hammer in your hand is.
As long as you can break open and exit liquidity, who cares which wallet you really use? And if it wasn’t necessary, who would want to change a hammer?
When tokens on the chain are liquid, but their wallets cannot be swiped or traded, the trend of users voting with their feet is very obvious. After all, their retractions are real money.
However, the targeted mobility and attention created by the BSC ecosystem itself ultimately failed to catch it and made a wedding dress, but instead allowed the competing wallets to accept the gift. This in itself is a pity and helplessness.
This happened not only in Myshell’s token selling session, but also in last night’s dog beating session.
When their own wallets cannot support traffic and enthusiasm, while waiting for CZ to announce the name of the dog, they will also prepare an OKX wallet or a third-party Bot wallet ready to be sold;
When too many people rush and cause the chain to get stuck or cannot be entered, the wallet associated with Bot can be purchased faster by setting the fee to increase the fee. OKX’s wallet also has a similar Meme trading model, in order to be able to face Hot assets trade quickly.
What do you think?
Looking back, the traffic and opportunities that are splashing in the sky also require sufficient sound and easy-to-use infrastructure to support them. If not, users naturally go to choose something better.
Positions are not important, interests are important. What can we see from this?
First, this year’s inter-chain competition and exchange competition have actually entered.User Experience Warstage.
The prosperity of an ecology no longer depends solely on itTPSOr what the Gas fee data is, but the sum of tool fluency, exception handling mechanism and loss recovery path;
If the above sum is done well, you will get twice the result with half the effort; if you don’t do it well, you may lose the brand and users.
Second,On-chain wallets have become de facto traffic distributors.Users first encounter the entrance experience of DApp and determine their sense of ecological belonging and subsequent habits.
Third, when the user has formed a rescue plan (transfer it to other wallets),Compensation measures, or sincerity, need to directly benchmark the gap in the experience of competing products, rather than just an AMA or shouting slogans.
Talk is cheap, show us products.
This absurd stress test looks very similar to Zhang Mazi’s metaphor in “Let the Bullets Fly”:”Whoever wins, the user will follow.”
When wealth comes, it is never the rhetoric on Twitter that catches traffic, but the smooth click of the “Confirm” button in your wallet.——After all, in the MEME season on the chain, every second of the game is hand-carved moats for the competition.
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