Why you lost me as a customer. Do you even really care?

Name and product was removed to protect the guilty.

I think too many companies just walk away from a provider without giving them any real feedback as to why. It is really, really hard to lose me as a customer. Once a system is in place and working — unless there is a major feature shift somewhere else — it is always a hassle to change. Whether they want it or not, I tend to write a quick email, letting them know exactly why they lost me as a customer.

Here is my email. Is it too direct? I don’t think so, but weigh in if you disagree.

I tried to renew everything on Friday, but nobody was answering my live chat emails, your system was spitting back every other login as not being correct, you said my records did not match — even the previous one — and then I got to thinking:

We don’t really sell the type of product your service supports anymore. And, if we ever did in the future, there is so much more competition that is would not be that hard for some over-eager salesman to walk my paperwork through the system. Consumers aren’t as knowledgeable about privacy and security as they once were, so the bar is a whole lot lower than when we first starting using your company.

My corporation has not moved in the sixteen years we’ve been in business. If I was to define a corporation that is easy to find, easy to verify and easy to trust, it would be us. Yet, you have made the renewal process so egregiously cumbersome by asking us to verify everything again to a minute detail that it is just easier to do nothing.

You guys used to be great, but what the heck happened? You are just kinda average like everybody else.

So, not seeing any real competitive advantage, I just decided — after trying for about three hours to get this renewed — that I would just not.

Thank you for being there for our last six renewals over a span of twelve years. Good luck with everything you are doing in the future.

G.

PS Please don’t try to win me back. It is too late for that as I have already decided to move forward without you. Please take me off all your mailing lists and do not send me sales material.

Originally published at GerardMcLean.com

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