Opinion: Risk must equal benefits to gain cooperation

Let me explain. Two years ago, I built a new Web site and found a Web hosting company in New Jersey that was recommended to me. The price was right so I signed up.

There were basically three interested parties involved, and the cooperation was seamless. Apparently, all parties involved had similar agendas: My Web designer wanted to provide a solution; I needed hosting; and the hosting company wanted money.

Fast-forward two years and this New Jersey hosting company announces that it is migrating to a new system and there may be some downtime. In the company’s e-mail to customers, it said to “rest assured” no one would experience problems for more than 24 hours.

In other words, the company’s agenda had shifted from the original agreement, and that decision would ultimately affect my agenda. My agenda is to have no downtime. After all, I speak nationally, and my Web site is my marketing tool.

All relationships require a measure of flexibility and this company requested more cooperation on the customer’s part by asking them to be patient. The dictionary definition of “cooperation” is to work together for a common end. In other words, cooperation must benefit both parties.

Communication plays such a big role in cooperation that I had to admire the company’s planning and preparation. So, I prepared myself to “loosen my agenda” a bit in order to cooperate with their agenda. In the long run, it would probably be better for me, I reasoned. Another company might see a 24-hour downtime as unreasonable and may not be willing to risk cooperation. Take, for example, a company that generates thousands of dollars per day through Web sales. It would be difficult for that company to sit by patiently and just “cooperate” while some technician fiddles around trying to hook up everything again.

Even though Web sales are a small portion of my business, I was willing to cooperate – until my risk became greater than the promised rewards. Then, I realized that this Web hosting company does not understand the meaning of the word cooperation.

When the risk factor increases for one interested party or when the benefits to one party far outweigh the benefits to the other party, that’s when cooperation comes to a halt.

For the last three weeks, I have tried to cooperate, but I have grown weary and impatient. The risk has become too big and the benefit too small. This is week number four that my Web site has been down. The best customer service that has been offered to me has been an e-mail asking me not to call and to please be patient. In other words, they want me to cooperate with them, but they have no intention or desire to cooperate with me.

It is apparent that this particular hosting service only understands one side of cooperation: the side that benefits them. They were so cooperative about taking my money. They were so cooperative about billing me in advance. They were so cooperative in asking me to refer their services.

They have been so uncooperative about calling me back, fixing my problem or refunding my money.

This situation offers many life lessons about cooperation. First, cooperation is a multifaceted deal. Second, cooperation is a balancing act where risk must equal benefit on all sides. Third, communication is an important component to manage the risk so that expectations are either appropriately managed or adequately met and problems are solved. Fourth, without trust, there is no cooperation. Fifth, word-of-mouth is either your best advertisement or your worst enemy. Sixth, if as a customer your service provider doesn’t cooperate with you, there’s always another choice around the corner.

By the way, if you want to avoid using this hosting service, send me an e-mail and I’ll make sure you know who they are, and if you want to see my new Web site go to www.stopyourdrama.com.

Marlene Chism, president of ICARE Presentations in Springfield, works with companies that want to build strong business relationships and with individuals who want to be better communicators. She can be reached at marlenechism@mchsi.com.