CX: Let me go (in peace)
Brands need to know when the deal is off and it is time to let the customer go.
They need to make it just as easy to leave — for instance, unsubscribe from a service/newsletter, as it is to get in.
It leaves a really bad taste in the customer’s mouth when breaking up with a brand is all tangled up and messy.
I recently had an experience where I had to cancel my membership with this gym. Let’s call it Bravado.
The option wasn’t available on Bravado’s app, and I was too busy to give it screen time on my PC, so the easiest way out was to ring their desk and ask to cancel my membership.
It should be straightforward right?
After asking me to spell my Nigerian name for the umpteenth time, Bravado said I had to come into the gym in-person to fill some forms and cancel my membership (what?!)
I responded that while I could make that happen, it won’t be soon and I needed Bravado to not activate my direct debit in the next few days because I will not be renewing my membership.
Bravado said to me I could ring my bank to cancel the direct debit.
This was getting messy — “you are meant to make my life easy” says every customer.
I finally got my membership cancelled in time, when another Bravado employee came on the phone and asked me all the same details I had supplied the previous attendant. I still had to ring my bank, but I got an explanation as to why.
I know for sure that I won’t be re-signing up with Bravado anytime soon.
The same principles go for email subscriptions that won’t let you be. You unsubscribe and they just keep coming back into your box like you never told them “it’s over!”
Be bold enough to let me go and I just might come back!
Spotify is great at this.
I have dilly-dallied from Spotify free to premium countless times before I became more premium than free. They make it so easy to leave and opt back in.
Netflix is another fabulous example.
We are in an age where customers feel entitled to control.
They want what they want now, and if they don’t want you anymore, best be on your way before you make things worse for your brand. Customers can make your brand stink with just one tweet.
I love how someone put it, (paraphrased) a dissatisfied customer is a weapon of mass persuasion.
If customers leave your brand, the best you can do is find out why, and let them go (for real).
When they need you again, they know where to find you.
If your stuff is relevant, chances are that they will. Have faith.