I decided to cancel my subscription to The Age a three days ago. I figured it would be easy – log into their website, select my account and click cancel from the next billing cycle.
I figured, 1, 2, 3 and I’d be done. I figured that because that’s how online works. It’s easy, self-serve, fast.
But, not at Fairfax Media. Their approach is broken, cumbersome and laden with barriers.
I logged in. Then, I had to log in again when I selected my account. There was no explanation as to why I had to log in twice. I guess it as because they are two different tech systems.
Anyone, I got in. But once in, there was no button I could click to self manage the account.
I had to call or email the. So, I selected email, thinking I could write an email. But, no, that would be too simple for Fairfax Media to implement.
On selecting email, it took me to another page that I had to complete. They asked for my subscriber number. I went back to my account page, there is no subscriber number. I checked and checked and could not find it. So, back to the web form, I completed the details including having to tell them why I wanted to cancel.
But that was not enough. They will consider my request. They emailed suggesting I call them if it is a time sensitive request. It’s not, so I’ll let it play out. Gees, I hope they don’t call. I don’t want to speak with anyone. But … here we are 3 days later and I’ve heard nothing.
As I said, appalling customer service from Nine Media’s Fairfax.
If I was a Fairfax shareholder I’d be thinking about the manpower cost of such a broken subscription management system. Talk about broken, old-school, out of date. It’s a joke. My own small business subscription related consumer websites offer far better customer self-service experiences.
It’s simple really, Fairfax Media. I want to cancel my subscription. These hoops and barriers feel like it is a business strategy to keep customers, by making it too hard to quit.
The experience turns me off. It makes me want to tell others how bad dealing with them is.
The approach by Fairfax Media to managing online subscriptions is what I’d expect from a dinosaur business, a business out of touch with online. Oh, wait…