My beautiful wife recently bought me a Nintendo Wii for my birthday. In an effort to try some new video games, I subscribed to GameFly, a web-based game rental service, that Beth mentioned in her comments about Netflix and setting delivery expectations.
As my first month drew to a close, I realized I was too busy to play games enough to justify the monthly cost. I went through GameFly’s online cancellation process and was presented with this form:
While this was an obstacle on my way to cancellation, I thought they handled it gracefully by following a few key principles:
- They tell me why they are asking for this information. “Oh, it is to help other customers.”
- The options are clear and easy to understand
- If I didn’t find a reason, I could always just type in a comment
When asking these types of questions, try to keep your list of options short and concise. Customers should be able to quickly find the relevant option and move on.
From the business side, GameFly is able to collect some good information on how they could improve their service. Of course, not all customers will answer the questions but it is a good way to keep a pulse on why customers do what they do.
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