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Angel.com's attempt to turn lemons into lemonade has left a sour taste in Paul English's mouth. And yet, in a bit of lip-smacking irony, it was English who provided the lemons.
Angel.com sells interactive voice-response (IVR) systems that are used by some 1,400 customers, including dozens of brand-name companies. English is the suddenly world-renowned author of the "IVR Cheat Sheet," a how-to manual for frustrated consumers who desperately want to bust through corporate IVRs to gain contact with a live human being. You can read his cheat sheet - which Angel.com says features not one of its customers - at paulenglish.com/ivr/.
English calls Angel.com "sleazy."
Angel.com assures me it wants to take the high road and is only interested in telling the IVR industry's side of the story.
English says Angel.com couldn't find the high road with a GPS device.
What fun.
Chances are that over the past month you've watched English interviewed on TV, heard him interviewed on the radio or read an interview with him in a newspaper or magazine. 'Net Buzz wasn't first - No. 5, actually - but my Nov. 14 column was followed in short order by cheat sheet coverage from The Wall Street Journal, MSNBC, "NPR Morning Edition," ABC's "World News Tonight," The Guardian, Slashdot, Kiplinger's, The Sydney Morning Herald, People Magazine, CBS' "The Early Show," BBC Radio, the "Today Show," CNN.com, and The Times of India. (What? No Oprah?).
The expansiveness of the coverage is important not because it shows that journalists are incapable of independent thought but because all that public interest represents a referendum of sorts on IVR. Each negative press report was a lemon smack off the forehead of the industry.
So Angel.com decided to break out the juicer. The company went on a public relations and online advertising counterattack that included a cheat sheet of its own - "The IVR Cheat Sheet for Businesses" - as well as purchasing the Google keyword rights to the name Paul English, so that anyone searching on the moniker will see a "featured link" for its cheat sheet first. English's original list comes up second.
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