It is with regret that I am able to review of the Netflix cancellation process. As a long term customer, my interest in the company and offerings started to waiver over the past couple of years, with the final blow being the loss of a couple of core offerings that were the proverbial “straw that broke the camel’s back” for me and my family. We made the move to a competitor that offered the service we wanted at a decent price, although price was not the determining factor. And to wrap up my disclosure statement, neither of these companies are our clients… yet.
Step 1: Intent to cancel
The cancellation button is simple to find. So much so that I actually missed it, thinking it would be buried a bit deeper in the interface. I give them credit here for putting the link up front and not trying to make the process difficult. Read The Impact of the Cancelation “Gauntlet” if you disagree with that approach.
Step 2: Cancel
This step was below my expectations. Although my decision to cancel had been made, I was not presented with any options or dialog that made me reconsider. They did a good job of setting expectations clearly, but did not present me with any compelling offer, or incentive to stay around. I would have expected to have been presented with the option to downgrade, rather than cancel. Further more, it was very impersonal, with no language that created a sense of community, or belonging to the service. I had been with the company for almost 10 years, and I didn’t even get a thank you! They call it a membership, but I don’t feel like a member of anything looking at this screen.
Step 3: Confirmation
Yep, it’s over. Again, very clear and matter of fact, but devoid of any value. Lost opportunities for Netflix to restate the company’s mission and vision as well and educate and delight the customer one last time.
Step 4: The Email
The email I received followed suit with the same disappointing flair. At least they put my name in the email, but that was the extent of the personalization and custom messaging put forth in the process.
I’m disappointed that the leader in streaming video had a thoughtless cancellation process. Many missed opportunities, and the process created an undesirable relationship with the company that actually added to my discontent with the company and service. We’ve worked with many other services that at least got the simple “thank you” in to the text.
If you are interested in some tips on how to do better than our example, check out the following posts, Customer Retention Marketing for SAAS Subscription Services and Retention in Pay-Per-Use Online Services. Or contact us today to talk about reducing churn in your cancelation funnel.