by Guest Blogger, Lena West, Chief Social Media Strategist at xynoMedia
Recently, my team and I were trying out the online project management tool, Wrike.
After some weeks of looking at feature sets, interfaces and poking around with trial accounts, we decided that Wrike wasn't going to work for our needs. No hard feelings, it just wasn't a fit.
Well, I didn't cancel the account right away so I kept getting reminder notices each day about test projects we had entered into the account. Wrike was doing it's job. No problemo.
Where it gets interesting was when I actually logged in to cancel the account.
I canceled the account and like any good SaaS provider, a page popped up to ask me why I was canceling my account. Normally, I don't write anything in this box for the very reason you're about to read.
But, for some reason, this day I was feeling particularly participatory (say that three times fast) and I wrote in:
"We decided to use Liquid Planner."
Less than five minutes later, I received this response from Andrew Filev from Wrike:
"It’s hard to judge if you haven’t tried our paid enterprise plan. From the statistics below, it does not look like you pushed Wrike to the limit."
Hmmm...a few things come up for me here:
- Andrew's tone doesn't show even a hint of being thankful for my feedback and maybe it's just me, but it sounds a little like he's blaming me, the customer, for not choosing his product.
- What Andrew has effectively said is: Unless you've paid us for our big kahuna, you didn't really experience our product. In other words, our trial offer does a poor job of showing you what our tool can really do.
- There were no questions as to why I came to this conclusion. He didn't ask what features I felt Liquid Planner had that Wrike didn't. No exploratory questions at all.
- And finally, the coup de grace: you didn't use our tool how we want you to.
Update: To his credit, Andrew wrote me back after I responded to his reply with: "That's it. Blame the customer." His reply is as follows:
"No way, I just wanted you to give us a chance and evaluate the product in action. It looks like free accounts start to do us more bad then good, if people jump from them directly to a way more expensive competitors without actually using the product. They were intended to be a way to share the plan with somebody, not to evaluate the product. Wrike shines in multi-role multi-project environment that is hard to build with 20 tasks limitation."
Now, that was a really nice attempt to save and redirect the conversation. I've got to give it to him.
But, I still say: if they know that about their trial offer, a better strategy would be to reach out to customers with low account activity and try to get them more engaged as opposed to shifting the blame to the customer when they cancel.
What if I had not replied to his response? He would never have had the chance to explain himself. If Woody had gone straight to the police...
Have you got a "broken" customer service reply or response that'll top this one? Do tell....