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.
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?