The BIG Kahuna

I really was a Netflix brand ambassador for a long time. I never had a problem with my service. Until, they changed their website design.

It used to be you could order videos of movies upcoming before they were released. Since the new web deign I don’t see that option. And the navigation is frustrating. So I decided to sign up for Blockbuster Online. I used both services for a few months but ultimately I like the functions Blockbuster gives me (what Netflix use to offer).

So I decided to cancel my membership with Netflix. When I clicked on cancel this is the message I got:
Still Want to Cancel?
Below are several things to keep in mind once you cancel your Netflix Service account.

Cancellation will be effective immediately. There are no refunds for partial months. You can sign up for Netflix Service again at any time; however, you will not be eligible for another free Netflix Service offer.

Outstanding rentals must be returned to Netflix within 7 days of cancellation. If you cancel, you must return all outstanding rentals within 7 days, or we’ll automatically charge your credit card for the unreturned DVDs. No refunds or credits are given for partial months or unwatched movies.

We’ll send you an email confirming your cancellation.

I accept and understand the terms of cancellation and want to cancel my account.

Wow, so much for thanking me for being a good customer and we hope to see you back soon huh? What kind of policy is this to say goodbye to a customer. I guess it’s one that says take off loser, we don’t want you back. Let’s look at step by step:

1. There are no refunds for partial months.Why? If I quit on the 1st I still have to pay for the month? Sorry Netflix this is short sighted. What I would say is You’ll receive a credit for whatever days are left and then thank the customer for their business. How’s this for an approach;

We’re sorry to see you go and hope to once again be able to serve you. You will receive a credit for whatever days are left during your month once all movies have been returned. Doesn’t that sound more inviting Netflix?

2. You can sign up for Netflix Service again at any time; however, you will not be eligible for another free Netflix Service offer.

Fine, what am I trying to scam Netflix into constant free offers? This is offensive to the honest Joe. And I’m certainly not racing back into your arms!

3. If you cancel, you must return all outstanding rentals within 7 days, or we’ll automatically charge your credit card for the unreturned DVDs.

This one is the doozy. As you know while a member I can keep a movie for as long as I’d like. I’ve kept movies for weeks sometimes. It was never a problem with Netflix. Now I cancel and I have a measly 7 days to get all the rentals back or I pay for the movies again? What a jerk move towards the lost customer.

Everything in this cancellation notice is bad. Bad for the customer and ultimately it shows the customer just what Netflix thought of them. Nothing!

So I’ve emptied my que in anticipation of cancelling. Then I’ll send all the movies back, wait for Netflix to confirm receipt (since I have no other movies in my que) and cancel them. Forever.

No one wants to lose a customer but there’s no reason to make them feel bad when they leave. You never know if they may be back.

p.s. Netflix, I most likely would have come back if the website was updated but your policy is just to selfish and antiquated.

This entry was posted on Tuesday, May 6th, 2008 at 8:30 am and is filed under Branding Blunders, The Brand Crap List. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.