You may think you are a living, breathing, thinking, three-dimensional human being. To online marketers, however, you might just be classified as “waste.” That’s one of the revelations in a new report from the Annenberg School for Communication at the University of Pennsylvania.
“Many online marketers use algorithmic tools which automatically cluster people into groups with names like ‘target’ and ‘waste,'” the researchers explain. Those viewed as “targets” based on their personal data and online history are deemed worthy of retailer discounts and deals. On the other hand, because the majority of bankruptcies come as a result of medical expenses, “it is possible anyone visiting medical websites may be grouped into the ‘waste’ category and denied favorable offers.”
It’s insulting enough that your worthiness as a person and potential customer is being judged by some computer algorithm. And yet the words chosen for these groups we’re lumped into make this sifting process more impersonal and insulting still.
The study got us thinking about all the other disdainful, mocking, or otherwise insulting ways that companies have been known to refer to the paying customers and clients that, you know, keep these businesses in business. Even as you essentially pay the bills for these operations, you might be thought of as little more than …
In 2012, the very public resignation of Greg Smith from Goldman Sachs revealed that the firm’s executives sometimes referred to clients as “muppets.” Apparently, in the U.K. the slang term is applied to someone who is ignorant or clueless and easily manipulated. In certain circles, an investor might also be dubbed an ostrich, pig, or sheep depending on if he, respectively, buries his head in the sand no matter what’s happening in the market, is overly greedy, or has no strategy and does whatever someone else tells him.
Bunnies, Grapes, Squirrels
Behind the scene at car dealerships, customers who are bad negotiators and easy for salespeople to push around and talk into deals are sometimes known as “bunnies” or “grapes,” presumably because they’re just waiting to be pounced on or squeezed, respectively. A “squirrel,” on the other hand, is a hated species of customer who hops from salesperson to salesperson with no sense of loyalty or thought to who should get the commission.
Dogs, Fish, Bait, Whales
These are all terms used in the world of gambling and casinos, and they generally refer to players who are losing or are likely to lose—to the house, but also to the shark sitting across the table. A “whale,” of course, is a high roller who bets big, and who therefore will probably lose big money at one time or another. For that matter, in the restaurant industry, “whales” are super-wealthy customers with so much money they don’t blink when running up bills into the tens of thousands at overpriced eateries where, for example, a Bud Light costs $11.
Also in the sphere of restaurants, these are two kinds of customers that seriously annoy the employees and owners. A group of “campers” camps out at their table for hours, eliminating the opportunity for a new party to run up a tab, while a “redneck” is another term for a cheapstake or stiff who doesn’t tip—perhaps because they’re not city folk and aren’t familiar with tipping etiquette.
The N Word
Some waitstaff not only refer to their customers using racial epithets, but they’re also dumb enough to put these derogatory terms in print on diners’ receipts. Examples have popped up in Pennsylvania, Texas, and Virginia, among other places. And yes, the incidents have resulted in lawsuits and people getting fired. On the flip side, some horrible restaurant customers have been known to leave insults (including the N word) instead of tips for their waiters.
The C Word
Yes, some angry Time Warner Cable customer service agent apparently went there, recently renaming a customer as “C*** Martinez” in a letter after she reported a problem with her service.
Assorted Expletives and Insults
The C word episode followed on the heels of multiple reports of agents at Comcast—Time Warner Cable’s equally hated pay TV competitor and would-be partner if the much-discussed merger ever takes place—renaming subscribers things like “A**hole,” “Whore,” “Dummy,” “Super B*tch,” and such. (Only whoever did the renaming at Comcast always used letters instead of asterisks.) There’s a good argument to be made that the absurd pricing and policies installed by pay TV providers are at the heart of why “customer service” agents so often hate subscribers, and why the feeling is mutual.
A Sad Person, a Hateful Mess
You’d think that New York Knicks owner James Dolan—a no-brainer to appear on a wide variety of Worst or Most Hated Owners in Sports in Sports roundups—would have developed a thick skin after years of criticism for astounding ineptness and mismanagement at the helm of one of sport’s most valuable franchises. But Dolan’s response to the recent criticism of one New Yorker who has been a fan of the team since 1952 shows otherwise.
“I am utterly embarrassed by your dealings with the Knicks,” the fan, Irving Bierman, wrote to Dolan, pleading with him to sell the team so that “fans can at least look forward to growing them in a positive direction.” Instead of taking the criticism constructively and thanking Bierman for watching the Knicks for 60+ years, Dolan responded via email by calling him “a sad person,” “a hateful mess,” “alcoholic maybe,” and likely “a negative force in everyone who comes in contact with you.” Dolan finished up the screed by telling Bierman to “start rooting for the Nets because the Knicks dont [sic] want you.”
While certainly extreme, Dolan’s message speaks to the disdain with which some sports owners and certain league executives seem to regard fans—who are supposed to root loyally and pay up for the product as a matter of blind faith, and never to question or criticize. For Dolan’s sake, let’s hope he never listens to sports talk radio. He probably wouldn’t like the ways that people refer to him.