Let’s put it straight, you as and I enjoy all benefits offered on a sign into service: £50 Amazon voucher, discount for the second purchase, money for recommending to friends. That is additional value and the sign in the experience that rock.
But what happens when you want to cancel the service?
Is it also so pleasant? Nobody likes to lose customers, so most companies make an exit as difficult as possible. And I say they shouldn’t. We are going to talk about leaving experience now.
Today I completed my switch from EE to ID Mobile. That means I have finished another two years old mobile contract and jumped into more flexible 30 days rolling contracts.
But need to say even if I have decided to leave EE I still like them.
Because EE let me go. They didn’t try to stop me for any price. I did not get any hard selling from them, nor pushy offers. They did not try to extend the leaving process artificially. EE consultant has listened what I needed and gave me that. Simple. The leaving experience was very pleasant.
Bad leaving experience with O2
Two years ago I was leaving O2 for EE. That experience was dreadful. The O2 consultant asked me 55 questions: where I’m going, why, what is the price, what is the offer, if I wanted to see another O2 offer to match my needs, and more. Then he put me on hold multiple times to check some details. Half an hour conversation to obtain PAK code was a horrible experience which destroyed my sympathy for O2.
Sorry O2 – I don’t want to be your customer ever again.
Good leaving experience with EE
When I rang EE for the PAK code the experienced was as follows:
– 30 sec wait for consultant to pick up- Two questions – why am I leaving, and can they match any offer I got or if I already purchased another sim card
– Two questions – why am I leaving, and can they match any offer I got or if I already bought another sim card- And then I received my PAK code
– And then I get my PAK code
5 minutes! That long was this conversation. Thank you for that EE!
Today I’m already ID Mobile customer, but I look with sympathy at EE. If in the future I will decide to purchase another mobile contract EE will be first to investigate.
What does it mean to you?
The sign-off process is as important as the sign in. You can move the sky and the sun to get the client hooked in, but if you make his leaving experience painful and dreadful, they will hate you anyway. I’m looking at you TalkTalk
Don’t try to force the user to stay with you. If they want to go, they will. But on top of that, they will remember how pushy you were. Let them go, thank them for being a customer, offer a tissue to wipe the tear off and express the hope to see them back one day in the future.
No hassle, no pushy sales. You will win with that. They will have a good memory of you as the company who was excellent as product/service provider but also let them go quickly. They will be more willing to come back.
Look around for leaving experience
Think about it next time when you are about to cancel your car insurance, mobile contract or lawn treatment service.
And with that positive attitude, I’m leaving you for the bank holiday weekend wishing you great leaving experiences. Remember, good user experience is not only how you start, but also how you end.