Good morning, Marketer, and don’t let a bad experience ruin a good one.
This week, the Federal Trade Commission filed a complaint against Amazon for misleading consumers who unknowingly enrolled in the Amazon Prime service and found it next to impossible to cancel the subscription. The FTC cited “manipulative, coercive or deceptive user-interface designs known as ‘dark patterns.’”
Customer experience can make it easy to buy products or subscribe to a service. That’s convenient and good all around. If it’s too difficult to unsubscribe, ask for real help, return or get a refund, that’s bad. It risks tainting the holistic relationship that customers have with brands. And some of those relationships can bring high value over a long lifetime.
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Chris Wood,
Editor
