Bad Example of a Customer Experience Path: ClickMeeting

I signed up for ClickMeeting. I really liked what I saw but I quickly realized I wasn’t ready to use it yet.

I then forgot to cancel the account, which was only $40/mo, a great deal for what seemed like a good service, but a service I didn’t have use for currently.

Fast-forward to this AM

So when I saw one of my accounts was overdrawn this AM, I panicked.

Then I wanted to know why? Since I expected that account balance to be zero.

Instead, it was -$75.00.

This thanks to a charge from ClickMeeting ($40) and the subsequent NSF charge ($34.50) from my bank.

I skulked off to cancel my ClickMeeting account before my mistake of not cancelling on time, cost me any more money.

Customer experience to cancel?

This is where the lesson for you running your business comes in.

My experience this AM was not 1 click.

Plus, keep in mind I logged into ClickMeeting to cancel my account after seeing my -$75.00 account balance.

Which is humiliating and frustrating all at once.

First I must find the link to cancel

Which I finally located on the Billing Details page. I’d scoured every tab of the Account option before looking and finding the Billing. Then I visually had to find the link, I’ve added an arrow in the image below to show the link.

So I click the innocuous little, cancel my account link:

and I’m rewarded with a sales page.

And only at the very bottom can I find a link to re-assert my desire to cancel and so bypass the sales page. Upon clicking the link at the bottom of the sales page above, I am taken here.

Alternative Option

As you can see, the visual hierarchy is the polar opposite of my desire. I click that link, and I’m taken to the screen pictured below.

Guilt. I was humiliated at the start.

Now I feel stupid and guilty for still wanting to cancel.

But I’m too broke to keep paying AND I’m not ready to use the service yet. So I click the red button to cancel.

But there are 2 Required Questions to be able to click the red button

And it’s not even allowable to type No.

There was a minimum amount of characters that had to be entered into the feedback box and combined with a choice on the dropdown, in order to click the red button.

I copied and pasted their copy from the page into the box to satisfy the minimum characters requirement.

This allowed me to click the red button, which initiated a pop up confirmation window.

To make sure I’m really sure I need to cancel.

I click Ok.

Finally Cancelled

To be sure I knew I could still come back, I got an email “receipt” of my cancellation:

My Point For Sharing This With You

Think about your customer and what she wants. And be cognizant of her emotional state as well.

If your customer arrives on your site to cancel and she’s already sad or mad, it’s not the best idea to turn the cancellation experience into an obstacle course littered with guilt inducing sentences.