In our businesses we deal with many different hosting companies either as customer or as vendor. This ranges from budget shared hosters to dedicated server providers.
The successful ones focus on service. In the hosting industry, a huge part of "service" is making the user experience as easy as possible, so that the user does not require expensive human interaction.
Many providers do not get customer service, and we try to avoid them as much as we can. You can usually tell them apart already when ordering or trying to reach them on the phone. The process is cumbersome or their sales people show no interest in you. One example is Easyspeedy in Denmark. If you want to upgrade a server, you are on your own: you have to order a new one and migrate the data on your own - with zero support from them (I quote: "how to migrate your data from one machine to another is unfortunately out of scope of our services"). Compare that to the one click migrations of Rackspace (any any hoster that actually wants your money)!
A very successful budget hoster is SiteGround, based in Bulgaria. They understand extremely well how to make hosting easy to use, providing their own tutorials, one click installers, FAQs, etc.
My favourite shared hosting company of all time is DotServant, based in Malaysia. I have been hosting with them (or him) for over five years. The owner is available 24/7 via email or IM and goes out of his way to satisfy your needs.
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