sly : marketing

How to Keep Unsatisfied Customers

It’s easy to keep your unsatisfied customers. Just make it impossible to quit.

Or close to impossible.

Or very difficult.

I remember a few years ago, I was a member of GDI (Global Domains International). One day I wanted out. I didn’t realize this when I joined, but it was close to impossible to quit GDI.

At the moment, as I’m writing this, I’m trying to cancel the subscription to a magazine. I have sent emails, I have phoned them, but I keep receiving the magazine and I keep receiving the invoices.

I remember a Norwegian book club. The day I wanted to cancel my membership, I tried to find the information on their website, but after looking for twenty minutes, I stopped. I ended up calling them. I realized later on that the information was nowhere to be found,

I have even tried cancelling a membership where I had to fax, or mail my signature. The reason? They wanted to make sure that I was me, and that I really wanted to cancel my membership.

When it’s difficult or close to impossible to quit, fewer people will quit. Sometimes it’s easier to pay than cancel a membership.

Obviously, this is not how you should do it.

But.

I’ve got a question for you.

How easy should it be to quit, to cancel a membership, or to unsubscribe?

Should it be just as easy as buying or becoming a member, or even easier?

If you make it too easy, people will quit without thinking it through.

You want to make it difficult to quit, don’t you?



10 responses to “How to Keep Unsatisfied Customers”

  1. Barbara Shepler says:

    Allowing customers to cancel a service or subscription is part of good customer service. It should be no harder than signing up.

  2. Pablo Edwards says:

    Great advice. Or you could work on keeping them happy!

  3. Hi Pablo.

    You're right. We should always just keep working hard to make every customer happy, that's the real secret to success.

  4. Hi Barbara.

    Awesome customer service is very important. I agree that it should be easy to cancel a service, I'm not sure if it should be even easier than signing up. But there's nothing mor frustrating than not figuring out how to cancel 🙂

  5. Hi Barbara.

    Awesome customer service is very important. I agree that it should be easy to cancel a service, I'm not sure if it should be even easier than signing up. But there's nothing mor frustrating than not figuring out how to cancel 🙂

  6. Johannasskoga says:

    This was fun!

  7. Brice says:

    I don't know if I agree with this. When people continue to get things that they just don't want their meager dislike of the product will quickly rise to an all out hatred. Especially if it is the type of product that gets sent to them in the mail.

    Also sending a product to a customer that doesn't want it is flat out wasteful, and you won't make any money out of it either. If someone clearly wants out, make it as easy for them as possible.

  8. Hi Brice,

    I completely agree with you. I was trying to make fun of the people doing everything they can to keep their unsatisfied customers. A lot of people are, both online and offline 🙂

  9. Brice says:

    Haha wow, guess I still need to wake up today, now I just feel silly. You are right though, to many people do whatever they can to keep people from leaving.

  10. Nah, you shouldn't feel silly. It was funny 🙂

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