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Customer Retention - old school style
Author: Bill Cusick
August 26, 2005
We help clients increase customer retention in a number of ways, but AOL has taken retention activity to new levels. In fact, if you want to cancel your AOL service, they’ll "help" you in every way they can - except of course by actually cancelling your account.
Just check out the $1.25 million settlement they’ve agreed to because of policies like this:
Customer
service reps could receive bonuses worth tens of thousands of dollars
if they managed to retain half the people who called to cancel their
AOL service. In many cases, customers were retained against their will
or without their consent. AOL frequently ignored requests to cancel its
service and to stop billing them.
Pretty lame. Though I feel a bit sorry for AOL. Once you find out that Eliot Spitzer is sniffing around your company, it can’t be good.
Oh, and if you’re wondering, that’s a picture of former AOL wunderkind Steve Case at the announcement of that monstrously disastrous AOL/Time Warner merger a few years ago. The great business ideas just keep coming for AOL.
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