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Cancel culture

The cancel culture in marketing is growing worse by the day, and I’m not talking about the cancel culture in politics that you see on the news. 

If you can sign up for a SaaS service in a minute, you should also be able to cancel it in a minute.

However, certain brands are so short-sighted that they’d rather get 10 bucks from you for one more month than cancel easily. 

They make it hard to cancel the service with a bag of tricks that include:

  • Letting you sign up online but not letting you cancel online
  • Auto-renewing without sending you an alert or receipt
  • Requiring customers to write long emails pleading to be unsubscribed
  • Mandating customers to call in and be pressured by renewal tactics
  • Hiding or burying the cancel button or just making it not work at all

Just because customers cancel, it doesn’t mean that they will never return.

But if you make it hard for them to cancel, then you’ve just made it hard for them to return, because all customers will eventually leave.

Ending well is what keeps you at the top of their minds, and gives you the chance to earn back their trust sooner.

Takeaway

If you make it hard for customers to cancel your service, they will cancel you. Period!

Have you had any such cancel culture experiences from SaaS brands? Share with me here!

When the customer comes first, the customer will last.

Robert Half

Kurian Babykutty

CEO, 40 Parables

Kurian's a steward of storytelling and a keen observer of people, which is why he geeks out on making marketing meaningful.

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