I never signed up for auto-rewal, at least not intentionally. Were I one of those people who barely glances at a credit card statement, I still wouldn’t realize I was on the auto-renewal plan. At some point, I might wonder why this magazine keeps landing in my mailbox. Or not. Life is pretty busy.

My habit of checking my credit card statement rewards me with the opportunity to dig up a phone number, make the call, navigate menu options, and then sit on hold. Of course, I am so annoyed by this waste of time that I multi-task, fail to hear the menu option that is relevant, and have to listen again. When I finally manage to cancel the subscription, I am promised a refund in 6-8 weeks. 

What a deal! Repeatedly charge your customers for a service they didn’t ask for and then refund their money slowly, assuming they ever notice and bother to ask. Nice cash flow boost! Great way to create long term customers!

It is also a great way to make customers angry. Please note: In my rush to cancel a subscription renewed against my wishes, I never really stopped to think about whether I would like to renew. I was simply annoyed and wanted my money back. And I have a long memory when things like this happen! How quickly do you think I will consider becoming a customer again?

If you want loyal, happy customers, do not use sneaky auto-renewals. And don’t make me create an online account and dig around for 20 minutes to figure out how to opt out either. Auto-renewal is often pitched as a convenience for customers. I see no reason why that can’t be the case. For example, a simple email notifying me that my account is up for renewal and giving me a totally simple method of either continuing or not would have been greatly appreciated and may have resulted in renewal. Or, shortly after subscribing and receiving my first magazine, how about an email asking if I want auto-renewal on or off?

If you are determined to make things good for your customers, you will succeed. If you forget about them, you’ll do stupid things like sign them up for auto-renewal without their consent.