Breaking_up

Improve Your Brand Image by… Losing Subscribers!?

Losing Subscribers

Relationships come and go.

It’s a fact of life, and it’s a fact of business. It’s not always due to a bad experience- sometimes it’s just time to move on.

It’s important to always remember that it takes two to tango whether it’s a personal or professional relationship. If one of us just isn’t feeling it, it’s time. Whatever the reason, nobody likes a bad breakup.

It stinks to get dumped!

One can’t help but wonder: “Is it really too late? What did I do wrong? Maybe there’s a chance to save the relationship…?”

From the other perspective, it’s just as sad. “What was I thinking? This was such a waste of time… totally not what I expected.”

Michaels craft store chain understands both sides. A friend of ours was recently taken to this page when unsubscribing from their email list:

(Please click the image to enlarge.)

Losing Subscribers

What I love about this:

Their last effort was not a “last ditch effort.”

We see plenty of unsubscribe pages that say things like “Are you sure you want to miss out on our special offers?”

Michaels recognizes it was probably a moment of dissatisfaction or frustration that brought the subscriber to this point. When something is clearly not quite right, they make sure the situation ends with something positive, unique, and memorable.

We know this technique as the peak-end rule, which not only helps retain customers after things go awry, but often has the power to forge stronger loyalty from an otherwise bad experience.

Letting customers call the shots

Just because the customer is not happy in the current situation doesn’t mean they won’t be happy in any situation with your brand. Michaels put some real thought into this- not as an exit point, but as an important customer touchpoint.

They addressed the key realities of the relationship when designing this page.

  • “Does it really have to be all or nothing!? Maybe we can meet somewhere halfway.”
  • “Let’s give them a chance to stay connected on their terms.”
  • “If we’re sincere, maybe this little ‘talk’ will be enough to remind them why they love us!”

Humility

Michaels understands they can’t be the apple of everyone’s eye. Instead of being brand-obsessed and pointing out why the subscriber is making a mistake by unsubscribing, they respect her enough to know when her mind is made up.

Personality

Many brands do a great job at showing their unique personality through marketing, and throughout the customer journey. But many others drop the ball at a moment like this.
Michaels knows this is not a time to just stop being who they are. The tone and design are consistent with their brand image, even though they know this is most likely the end.

Losing Subscribers

Leaving a light on, and a door open

After unsubscribing, there’s still someplace to go and a chance to make a sale. Sure, they no longer wish to receive emails, but they obviously had an interest in craft supplies if they subscribed in the first place.

Instead of the generic “You will no longer receive…” confirmation page, Michaels offers a link to their sales page. Great move!

Listening

Customer feedback is vital when it comes to creating the best experiences, but getting it is a challenge! I love how Michaels asks for “one last favor” because when a customer is actually willing to spend an extra moment providing feedback, it really is a HUGE favor! And it’s a great way to say “Is there anything you’d like to say to us?”

After an experience like this, I would be glad to do them this one last favor before moving on.

How do you say goodbye to customers?

Think about the last time you wanted out of a relationship with a brand.

Were they willing to continue the relationship on your terms? Were they too determined to fight a losing battle, or did they just let you go as though you were not worth the effort?

Finding a healthy balance of emotions in these situations is crucial.

What would have made a difference for you?



Microinteraction of the Month

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Jeannie Walters

Microinteraction of the Month

Listly by Jeannie Walters

Each month, we pick a great example of a microinteraction – either what to do OR what not to do. Microinteractions are the small moments that impact the customer experience.

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  1. January Microinteraction of the Month

    What’s a microinteraction? It’s the little thing that sets the tone for an experience. We’re obsessed with them around here. We think they are often overlooked and are the types of events that can make or break not only the experience of a customer with a brand, but someone’s entire day.

    Added by Anne Reuss on Aug 05, 2013



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  2. LOVE: Feburary Microinteraction of the Month

    Last month, we introduced the idea of recognizing our favorite (and not so favorite) microinteractions. It’s the little thing that sets the tone for an experience.

    Added by Anne Reuss on Aug 05, 2013



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  3. March Microinteraction of the Month: No Permission? Not Impressed. - 360 Connext

    No permission?? Not impressed. Microinteractions can be ghastly too and leave the customer with a bad impression so it’s helpful to pay attention!

    Added by Anne Reuss on Aug 05, 2013



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  4. This Bandaid Can Save a Life: Microinteraction of the Month - April

    I saw this picture scroll by in my Facebook feed. Like, hold up! I zoomed in and gasped. Genius microinteraction and packaging

    Added by Anne Reuss on Aug 05, 2013



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  5. It's Your Fault, Customer: Microinteraction of the Month - May

    I love when we get microinteraction submissions from members of our community! It shows two things: 1. These small moments matter. Just as we preach around here, those small moments we have to interact with customers (or just fellow humans) are precious. They should enlighten, entertain or educate. Not disappoint like this one.

    Added by Anne Reuss on Aug 05, 2013



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  6. June Microinteraction of the Month: 404 Page Call-To-Action

    Finding what you need in today’s world can be a real challenge but wicked good microinteractions like this can delight (and help) the customer

    Added by Anne Reuss on Aug 05, 2013



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  7. July Microinteraction of the Month: GrubHub Delights Employees

    You don’t have to send your employees on a posh escape to make them stay.

    Added by Anne Reuss on Aug 05, 2013



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  8. If You Want to Offend Customers, This is Foolproof

    Our Microinteraction of the Month comes from Stan Phelps of 9INCH Marketing who captured a rather unfortunate microinteraction that might offend customers.

    Added by Anne Reuss on Oct 01, 2013



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  9. Why One Bad Customer Interaction Could Haunt Your Brand

    A bad customer service email is just one interaction, but these kind of things could haunt your brand.

    Added by Anne Reuss on Oct 02, 2013



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  10. Spooky Microinteractions Linger

    Do you know what a FUSER error is? Most don’t, and it’s just a pain.

    Added by Anne Reuss on Nov 03, 2013



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  11. Customer Delight Through Personalized Experiences

    Google Doodles are delightful and engaging, but imagine the surprise when they personalized it one day for a lady’s birthay!!

    Added by Anne Reuss on Dec 31, 2013



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  12. Disaster Alert: Proactive Customer Service to the Rescue

    A bad customer experience might be remembered, but how you handle it proactively will make a lasting impression. Heroes are never made in absence of a crisis!

    Added by Anne Reuss on Dec 31, 2013



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  13. Why Did Beer + Transparency Earn Microinteraction of the Month?

    A beer store went public on Facebook when they accidentally overcharged a customer.

    Added by Anne Reuss on Jan 31, 2014



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  14. Griled Cheese Joint Delivers on Customer Centric Services with a QR Code

    The Melt, a grilled cheese joint chain, came up with an innovative way to leverage the usually banal QR code to deliver a customer centric service!

    Added by Anne Reuss on Feb 28, 2014



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  15. How One Microinteraction Spells Merchandising Genius

    Do not touch! You break, you buy. I’m sure everyone has seen signs like this, especially in retail stores. So many times, in fact, that we no longer really need to see them. We often assume these rules apply in most places. Why do many retailers feel the customers don’t need to touch anything?

    Added by Anne Reuss on Mar 31, 2014



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  16. The Best Email Blunder Comeback Ever

    Scrambling to fix that mistake? This amazing email comeback teaches us how to recover from mistakes.

    Added by Anne Reuss on Jun 03, 2014



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  17. Why "Out of Order" Isn't Out of Bounds To Customers - Customer Experience Consulting

    The restroom at my local San Francisco Starbucks has been Out of Order for at least seven months. That’s what the signs have been telling me, anyway. After the first month, I thought, “man, contractors must be expensive in the Bay Area,” but then I grew suspicious.

    Added by Anne Reuss on Jul 29, 2014



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  18. Empowered Employees Outshine "By the Book" Service

    My mother, Jane Reuss, is a Member Engagement Advisor for Life Time Fitness. When visiting her at her office recently, I was befuddled when I saw a cute pyramid of water bottles wrapped in gym towels on the counter behind her desk. I asked her, “Mom, what are those?”

    Added by Anne Reuss on Aug 01, 2014



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  19. This Simple and Coolest Customer Care Idea Will Inspire You - Customer Experience Consulting

    This is a Public Service Announcement: Good guys don’t finish last in customer service! The pressure to stay competitive is more prevalent now. Who has the “raddest and baddest” mobile site? Who came up with the most creative social media campaign or packaging design for bandages?

    Added by Anne Reuss on Sep 03, 2014



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  20. Why Customer Support Email Should Be Considered Sacred

    Email is one of the few fertile grounds you have left for building customer relationships.

    Added by Anne Reuss on Oct 27, 2014



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  21. Spooky Calls-To-Action For Converting Visitors

    Creative ways to spook your customers out of making mistakes…by following your call to actions!

    Added by Anne Reuss on Nov 06, 2014



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  22. Tying the Knot on Top-Notch Customer Service

    Mariano’s literally put thought and care in tying the knot – here’s why we can’t overlook it.

    Added by Anne Reuss on Jan 30, 2015



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Jeannie Walters

 

Jon Drachenberg is 360Connext’s administrative assistant and go-to guy! After 14 years in retail, struggling to obtain the funding and approval to really make things right for his customers, Jon decided to focus his energy on the things that have always mattered the most to him: creating meaningful content, helping improve peoples’ lives, and just making people feel good. While delighted to help create a better living experience through improving the customer experience with 360Connext, Jon also enjoys cooking, decorating, squishing his toes in the mud, and connecting with his creative side in any way he can.

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