Some of our competitors have been making a lot of noise recently about the level of real-time, personal support they offer. Here at Shure, an announcement like that wouldn't be news or advertising copy. We've been offering one-on-one customer service since 1933.

This strong foundation was built by Sidney N. Shure, the company's founder. According to Michael Pettersen, Apps' head honcho: "His philosophy was that you do good for society. You don't lie to customers... ever. And building long-term trust is more important than the sale."

Shure's Applications Engineering Group is a cadre of eight product and audio pros with over 150 years of combined experience. This team exists to provide technical guidance to Shure customers and prospective customers.

• They're the authors of Shure's how-to booklets and articles.
• They are the archivists of the 3,300-question FAQ section of the Shure site.
• They review every issue of Shure Notes to make sure we're giving you solid advice.

But more importantly...

• They answer e-mails.
• They pick up the phone when you call.
• They will suggest a competitive product if Shure doesn't offer the one that suits your needs.
• They help you.

This month, we're catching up with MaxAnn Buchanan, a member of the Apps team. We were curious about how she got this gig and if she had a customer challenge to share.

How long have you been with Shure?
I've been here for 33 years.

But you didn't start out doing what you're doing now, right?
I actually started at Shure as a receptionist before I moved into Customer Service, Marketing and Product Management.

I took a hiatus as a stay at home mom but continued coursework to keep my skills sharp. Fortunately, I was able to assist Shure with a number of research and administrative projects that kept me connected.

When I was ready to return full-time, Michael Pettersen approached me about joining the Applications Engineering Group. That was in 1993.

Obviously, you know a lot of about Shure products, having been on staff for years.
Really, my best teachers have been Shure Associates. Plus, we're completely dedicated to staying current and regularly attend seminars. For instance, I've recently attended Syn-Aud-Con and AES seminars.

I know that in addition to being solid generalists, every team member has a specialty. What's yours?
Wired Microphones and installed sound. I also coordinate the Applications Engineering Consultant Liaison Program.

What's that?
The Consultant Liaison Program's prime goal is to provide technical information on all Shure products to serve those who specify equipment, but don't sell or install it. Occasionally, we'll even loan products to consultants for evaluation.

Rumor has it that about 20% of Shure Associates are musicians. What's your axe?
I play back up kazoo.

What are your goals?
Let's start with our group's mission statement:
"To provide such extraordinary technical support and training that a customer will purchase a Shure product instead of an equivalent competitive product."

If I can't do that, I'll find a resource to make it happen.

So, how do you interface with customers?
Phone and e-mail, usually. At trade shows and events, I really enjoy personal contact.

I get 20-25 calls per day. Sometime calls require research. Interfacing with other departments and even competitors can extend a two-minute call into something much more involved.

Got a customer challenge for this month's issue of Shure Notes?
Here's one:
A customer called and explained that four out of six MX202 overhead microphones were not working and that it would require scaffolding to get them down.


I suggested that the problem might reside in the custom-made cables between the MX202 XLR output and the mixer. He was quite upset because he had used premium cables, connectors, and soldered them himself. It turned out that four of his custom made extension cables were miswired at the microphone preamp end; so phantom power wasn't being delivered to pins 2 and 3 of the preamp. He didn't need to remove, replace or remount any of the mics, but he still had to get up there to replace the faulty wiring.

So, the lesson is?
Don't assume anything. Troubleshoot through the audio chain.

Finally, what's the best part of your job?
The best part of this job is the sharing of information in my department. I learn something almost every day.

Have a question? Need to connect with the Shure Applications Engineering Group? Call them at 847 600 8440, e-mail or visit the FAQ section of the Shure website.