I received an email today informing me that my credit score watch annual subscription is going to be automatically renewed on 10/19/2009. Of course, when I log onto the website and try to stop the auto renewal, the option is no where to be found, so I end up having to write an email to request the cancellation.
I think it’s fair to question whether or not a business should make it easy for customers to stop a service.
Projecting the image of making your customers lives less convenient so that you can make money is never a good idea. However, in this case, complying with your customer’s needs means that you have lost the customer, probably forever.
The most pleasant experience I have had with a cancellation was from American Express: one 5 minute phone call without any real person on the other end (just the way I liked it). Even though their brand image has undoubtedly increased (for me), I haven’t used their service since.
I don’t know. This seems like a tough call: short term profit vs. long term gain. Which one would you choose?
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