Behind the customer service dispute, who will fill the product debt black hole of BSC?

Written by: Deep Tide TechFlow

The BSC has been quite lively these days.

As the wealth effect of TST reignites everyone's interest in the BSC ecosystem, MyShell's IDO with a "welfare-level" valuation of 20 million USD, and CZ's dogs stirring up the enthusiasm of Degen;

The revelry of one group on-chain is always paid for by another group.

A surge of traffic directed at BSC unexpectedly turned into a Waterloo for Binance's Web3 infrastructure.

If you've been browsing social media these days, you must have noticed complaints about the poor experience of the Binance wallet and weak infrastructure; and the community's accumulated grievances first hit the BSC community management and marketing personnel hard.

The Technical Debt Behind Customer Service Controversies

Well-known crypto KOL yuyue (@yuyue_chris) posted an "urgent public complaint about the serious dereliction of duty by BNBChain's marketing personnel and damage to brand image" this morning in a post, pointing the finger at the customer service and management personnel of the BSC Chinese community, Jiu Jiu.

From the partial conversation shared by yuyue, it can be seen that the market team representative did not provide the necessary "emotional value" when responding to user feedback regarding BSC chain performance, instead appearing somewhat direct and cold.

For example, responses like "I don't have time to deal with haters" and "I deal with dogs no less than you" can easily escalate emotional opposition when users' anxiety due to technical issues is amplified.

And when everyone complains about being unable to buy multiple times, a sarcastic retort like "Is Sol not down?" can inadvertently add fuel to the fire, failing to soothe user emotions and potentially further intensifying conflicts.

Indeed, customer service and market representatives are also human, and they inevitably bear the pressure of public opinion and the responsibility to seek more solutions internally when facing technical and performance issues, often caught in a situation where they are blamed from both sides, which can lead to some understandable emotions.

Some users in the comments mentioned that the long-standing community anger shouldn't fall solely on Jiu Jiu, as "resisting public opinion, running around, and being scolded on Twitter" can easily create psychological pressure; the ones who should really be criticized are the chain and wallet product managers…

This seemingly ordinary customer complaint dispute is, in fact, an inevitable result of concentrated technical debt.

There is bound to be a gap between the smooth transaction expectations of users migrating from the SOL ecosystem and the actual experience on BSC; if you search for keywords like BSC chain and Binance wallet on Twitter, you will also find complaints about product issues that have long existed.

BSC's marketing personnel may need to simultaneously take on the roles of technical interpreters (explaining chain characteristics), psychological counselors (soothing experience anxiety), and brand ambassadors;

Under multiple pressures, the poor communication attitude of community managers triggered a public opinion crisis; and when experience issues become overwhelming, what needs to be considered even more is the misalignment between technical infrastructure capabilities and market expectations.

This may not be an individual's problem; the underlying grievances relate to technology, experience, listing processes, and even organizational structure, resembling a brand distrust and anxiety triggered by customer complaints.

Unsellable Pork Rice

If yuyue's mention of "poor communication attitude of marketing personnel" still belongs to an individual issue, then yesterday's MyShell IDO exposed more widespread technical problems.

The $SHELL token IDO, conducted simultaneously on Binance Wallet and Pancakeswap, attracted considerable attention and real monetary investment, with initial valuations being low, leading to oversubscription exceeding a hundred times.

However, in contrast to the enthusiasm of participation, after the IDO event ended, when everyone wanted to claim their tokens for trading, they were met with a cold splash of water as problems arose continuously.

For example, some users pointed out that the Binance wallet is an MPC wallet bound to KYC identity with CEX. If one must export the private key, the original wallet becomes invalid; at the same time,

the purchased $SHELL cannot be sold directly in the Binance wallet due to the small liquidity pool.

What’s even more puzzling is that after connecting the wallet to Pancake on the same chain and ecosystem, users cannot see their assets and cannot view the corresponding BEP-20 assets on BSCScan…

In the current market situation where PVP competition is severe, the most important thing is to race against time.

With a poor wallet experience, many times you can only watch the new coin price drop without being able to sell, causing the returns on "pork rice" to continuously shrink, ultimately making the time cost and asset transfer fees seem not worth it.

There have been previous opinions suggesting that MyShell's TGE is equivalent to a stress test for the Binance wallet, to see how much performance and experience can actually handle while distributing benefits.

But from the current results, it is clear that the pressure has fallen back on Binance itself.

And this morning, when CZ's dogs appeared, tokens like $brocoli further ignited everyone's enthusiasm for rushing in, but also further exposed the weak technical issues of the BSC chain and Binance wallet, causing temporary lags that affected trading experiences.

Degen even joked: "After experiencing Binance's Web3 wallet, you realize how resilient the SOL chain is."

The author has no intention of inciting opposition between public chains, nor does he have any stance to undermine others; it is just that in the current frenzy on Twitter, the issues users are complaining about regarding the BSC chain and Binance wallet cannot be ignored.

Competitors Become "Lifeguards," Black Humor

What’s even more ironic is that the issue of not being able to claim the SHELL pork rice actually gave a traffic bonus to the neighboring OKX Wallet.

After the TGE of the SHELL token, users who were unable to sell in the Binance wallet immediately chose to transfer SHELL to OKX Wallet to sell, including myself.

This has a bit of a dark humor flavor… The ecological project and marketing activities of one's own ultimately require the neighboring wallet to solve the last mile of the selling problem.

From the user's perspective, loyalty is actually a very abstract concept.

Especially when seeing the price drop and being unable to sell for a long time, it is very similar to a car sinking into water with the water level rising slowly; at this moment, you certainly won't care about which brand of sledgehammer you have in hand.

As long as it can break the liquidity to exit, who cares which wallet is actually being used? And if there’s no need, who would want to switch to a different hammer?

When on-chain tokens have liquidity, but your own wallet cannot display or trade them, the trend of users voting with their feet becomes very obvious, as their losses are real money.

However, the targeted liquidity and attention created by the BSC ecosystem ultimately failed to catch it, leaving the competing wallet to reap the benefits, which is indeed a pity and helplessness.

This situation is not only present in the selling phase of MyShell's token but also appeared in last night's dog-fighting phase.

When the own wallet cannot support the traffic and enthusiasm, while everyone is waiting for CZ to announce the dog's name, many will also prepare an OKX wallet or a third-party bot wallet to get ready to rush in;

And when too many people rush in causing on-chain lags or being unable to buy in, wallets associated with bots can set higher fees to buy in faster, and OKX's wallet also has a similar meme trading model, all to facilitate quick trading of popular assets.

What to Make of It?

Looking back, a flood of traffic and opportunities also requires sufficient, sound, and usable infrastructure to support it. Without it, users will naturally choose to use better options.

Stance is not important; interests are very important. What can we learn from this incident?

First, the competition between chains and exchanges has genuinely entered the user experience war phase.

The prosperity of an ecosystem no longer solely relies on TPS or Gas fee data, but rather on the overall smoothness of tools, abnormal handling mechanisms, and loss recovery paths;

Doing well in the above aspects yields twice the result with half the effort; while doing poorly may result in losing both brand and users.

Second, on-chain wallets have become the de facto traffic distributors. The initial experience of users when accessing DApps determines their sense of belonging to the ecosystem and subsequent habits.

Third, when users have formed self-rescue plans (using other wallets), compensation measures or sincerity must directly address the gaps in competitor experiences, rather than being resolved by an AMA or slogans.

Talk is cheap, show us products.

This absurd stress test resembles the metaphor of Zhang Mazi in "Let the Bullets Fly": "Whoever wins, the users will follow."

When a flood of wealth descends, it is never the grandiose words on Twitter that catch the traffic, but the smooth "confirm" button in the wallet------after all, in the MEME season on-chain, every second of lag is carving a moat for competitors.