A classy way to say goodbye.

April 9, 2008 at 7:37 am 1 comment

When marketing works perfectly, it is a closed loop. Product Introduction > Sales Process > Customer Service > Repeat

When the relationship is humming along, the elements overlap and everybody is happy. Customers are “loyal” and suppliers are fat and happy, but stuff happens.

A few days ago, my wife and I realized that we hadn’t watched the Netflix DVDs in our media cabinet. They had been sitting there for 3-4 months, maybe longer. We also realized that we weren’t likely to watch them anytime soon. What to do?

Sure, we could return the movies we had and get the next titles in the queue. But we weren’t all that excited by them either. Movie boredom, it happens.

We like Netflix — great service, convenient, easy to use, reasonably priced — but why pay for a service we’re not using? This morning, I went to netflix.com and cancelled our account. Along the way, Netflix offered several options — lower-priced plans, 90-day “hold” with automatic restart — but one that left the best impression.

Cancel the account and feel free to come back anytime. Wow! That’s implicit in all (most) business relationships. I can always choose not to buy today and come back to buy again whenever I choose. But here’s Netflix. I just closed my account, shut off the automatic payment of monthly fees, turned my back on folks who consistently delivered great service… and what do they do? They wish me well and let me know that I will be welcome to come back.

What do you do when a customer leaves?

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Entry filed under: CEO coach, customer focus, key executive coach, marketing coach, sales. Tags: , , , .

Are you going global? Stop selling, start listening.

1 Comment Add your own

  • 1. rkenneth  |  August 22, 2010 at 7:33 pm

    And now we’re back. Two months ago, we reactivated our account. It couldn’t have been easier. Our account was still sitting there. Waiting.

    We felt welcome and have been receiving great service since. Netflix. Classy goodbye, classy hello. Great marketing.

    Like

    Reply

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