Matthew Kassel
speaker
80 appearances
2 recordings
1 series
first heard Dec 2019
last heard Feb 2020
Matthew Kassel’s voice in public audio — every appearance, attributed to the second.
Trend
recordings per month · last 12 monthsNo recordings in the last 12 months.Older appearances are listed below; set an alert to hear about the next one.
Appearances
WSJ Your Money Briefing · Companies Giving Consumers an Exit From Subscription Fees · 26 Feb 2020
podcast
It's more of a self-preservation tactic and a marketing strategy that allows companies to give customers the impression that they are being treated fairly.
Yeah, it would seem that way.
But in recent years, a bunch of companies have been adopting looser cancellation policies in an effort to lure in more subscribers.
And the reason is because also in recent years, customers have been complaining a bit about onerous cancellation policies.
In 2016, for instance, The Honest Company was
criticized for requiring that customers call on the phone, which caused some delays in cancellation.
So it's more of a self-preservation tactic and a marketing strategy that allows companies to give customers the impression that they are being treated fairly.
Yeah, some are.
ClassPass, for example, is currently rolling out a new cancellation policy after it found that customers wanted a more kind of like frictionless cancellation process.
So at first they had a live chat feature
And the reason that they had that, according to a person in the company I spoke with, was they wanted to find out that customers weren't canceling because they found, for example, that their subscription was too expensive.
So they wanted to potentially offer another plan that could be a little more affordable.
But they found that they just were better off getting rid of it entirely.
And then they're now rolling out.
An automated cancellation process that they believe will be more transparent and allow customers to more easily click the cancel button.
Yeah, I think they do.
Lauren Coward.
Hill, the director of customer experience at ClassPass, told me that they want to sort of respect what their members want.
And they found that their members value a kind of frictionless cancellation flow.
So they've been trying to deliver that to their customers.
Showing 1–20 of 80 · page 1 of 4
Next →