Easy Service Termination is a Sign of a Mature Company
It can be very frustrating when a company makes it difficult for you to cancel your service. Despite the fact that companies must follow consumer protection regulations, terminating or canceling an account will mean dealing with the business processes set up by the company. Here’s an example of how to do it the right way, provided by an online service that I recently gave up.
Canceling the service begins by finding the link to ‘Terminate your account’ on the ‘my account’ page. It’s a good idea when signing up, to check to see that terminating the service is just as easy. I know, I never do this myself! Once I clicked on the ‘terminate’ link, I was presented with a very clear and straight forward page: ‘Stop Your Membership’. Along with an ‘accept the consequences’ check box and a continue button at the bottom like this:
Ok, so it’s actually a bigger page than this and you can read the text. It’s rather well done and I applaud Zip.ca for doing an excellent UX up to this point. Unfortunately, the experience doesn’t quite end there (unless you just close the window) and you’d think this would be the obvious next step, however it isn’t. The following screen pops up:
I interpreted this screen to mean, please confirm by pressing the ‘Continue’ button. However, pressing ‘continue’ just loops back to the same page. The ‘continue’ button appears to be the only choice along with the ‘sign me up for just leaving for a while’ checkbox. Now here’s a good example of messing with your customers’ heads. “Did I in fact cancel?” Well, the email confirmation says you have so it must be over.
As I say, Zip.ca does an excellent job of providing this easy out mechanism. This is often not the case with some other unnamed companies (they don’t deserve the infamy!) Good business practices is in everyone’s benefit when it comes to doing business online. You know, once bitten, twice shy.