Fakturoid.cz: acting as a robot with humans doesn’t lead to value

🧩 Case Study: when good products are undone by poor support

Fakturoid.cz: acting as a robot with humans doesn’t lead to value

At Ociris Global, we help organizations maximize the value of their digital services by aligning expectations, service delivery, and outcomes. This case study tells a real story—our own—with Fakturoid.cz, a Czech invoicing tool that, while technically solid, revealed how poor customer support can severely impact perceived value and long-term trust.

Context: A loyal, engaged customer

We’ve been satisfied users of Fakturoid.cz for several years. The platform does what it promises—simple, smart invoicing for small to medium businesses. Naturally, we were pleased enough to want to be featured in the list of satisfied customers at the bottom of their website: fakturoid.cz/ohlasy.

We thought this would be a simple and mutually beneficial request—recognition for us, visibility for them.

The Trigger: a straightforward request turns into a wall

We submitted our request via Fakturoid’s service desk. What followed was surprising.

• The only way to contact them was via ticketing—no phone, no personal contact.
• The support team repeatedly told us that our request had "low priority" and we simply had to be patient.
• Eventually, we received a response from their marketing team (using a generic email: ), who agreed to list us, describing Ociris as “a security agency.”

We immediately responded to correct the mistake, clarifying that Ociris is an IT service management consultancy, not a security firm. But the neyt day and hours later, we received another email from the marketing team:they would not be adding us to the customer list after all.

No convincing explanation. No conversation. Just a decision made behind a curtain of silence.

Analysis through our EVER Framework

From an Enterprise Value Enablement & Realization (EVER) perspective, this is a textbook case of value erosion, not due to product failure, but due to support and relationship failure.

Element

Observation

Value Proposed

A smooth invoicing tool with a professional brand image and happy customer base.

Value Realized

A technically sound product, but a disconnected, impersonal customer relationship.

Value Level Agreement (VLA)

Implicit expectation of respect, responsiveness, and basic customer recognition not met.

Dynamic Value Continuity (DVC)

Broken—the service experience did not adapt to the evolving situation (correction, clarification, follow-up).

Trust Impact

Significant. We now hesitate to recommend the product despite its functionality.

Lessons Learned

1. Support Is Not a Secondary Feature.It is a core driver of value in any service, especially SaaS platforms.
2. Customer Recognition Is a Gift.When a customer wants to publicly associate with your brand—listen. They’re not asking for a feature; they’re offering trust.
3. Channels Matter.When there’s no escalation path, no real human dialogue, and only one ticketing route, customers feel powerless.
4. Mislabeling a Business Hurts Credibility.Calling an IT consultancy a “security agency” may seem like a minor error. It isn’t. It’s a brand distortion.

From Value Promise to Value Loss

Despite Fakturoid’s product quality, their customer support and relationship management design caused us to experience disappointment, wasted time, and damaged trust.

We remain customers—for now—but this experience fundamentally changed our perception of their brand.

Final Thought

This case illustrates a central message of the EVER framework:

💡 Value is not just what you deliver. It’s how you engage, how you listen, and how you respond when your customer expects to matter.

Fakturoid missed a chance to turn a loyal customer into a public advocate. In the process, they taught us a powerful lesson to pass on to our own clients.