The other day I had to cancel a newsletter I’ve been receiving for over 2 years.

I really like the product, and the person behind it.

And I gladly paid almost $40 a month for it.

There was just one little problem.

I haven’t seen an issue in almost 6 months.

Now I subscribe to a lot of stuff.

So sometimes it’s hard to keep up with things, but a couple of months ago I noticed that I haven’t received this newsletter for quiet some time.

I contacted their customer service.

Now this isn’t a small little newsletter. This is a business that to my knowledge does millions of dollars a year with literally tens of thousands of subscribers.

Anyways, it took almost a week and 2 emails to get their reply.

The lady was apologetic and said she’ll immediately send me the missing issues and asked me if there’s anything else she can do.

Hey I’m an info-marketer, I understand, things happen.

Although I’ve never had anyone not receive their product, where I didn’t immediately fix it. And I always get back to people.

So almost another month goes by and NOTHING.

No email, no mail, no newsletters, only another monthly charge.

As understanding as I am, that’s just unacceptable.

So I email her back, asking for a refund and a cancellation, explaining that I’ve done everything I can to try and get this newsletter, but obviously they don’t want me as a customer.

And to my ABSOLUTE SHOCK AND AMAZEMENT, she replied with – I understand and will take care of that. And refunded my payments.

Can you believe this?

A business simply letting go of a customer who is cheerfully paying $40 a month, that’s $480 a year…. almost $5,000 over the next 10 years (as I had no intention of cancelling it).

This is a perfect example of how some idiot in a customer service department, can cost you thousands of dollars and potentially destroy your business.

I know this info-marketer is not like that at all, but he left it up to his incompetent employees to run his business.

Who’s running your business?

Do you have your hand on the pulse of what’s happening with your customers or is it left up to some airhead who couldn’t care less?

Not a sexy topic for any entrepreneur, yet critical to your success.

The lesson I’ve learned from this little fiasco is to go through my own process and make sure I don’t leave customer satisfaction up to chance.

You can have the greatest product in the world, a superb marketing and delivery system, yet if you leave this component out, it’ll kill your business long term.

If you have any thoughts on this, I’d love to hear them.

Cheers,

Vitaly

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