The automatic renewal feature, enabled by default in plans that seal an agreement between a service company and the final consumer, is not designed to improved the user experience.
Despite the bullshit about “continuity of service”, that particular feature is designed (and enabled by default) to leverage our tendency to forget, and therefore fictitiously increase the recurring revenue metric.
It feels like yet another instance in which companies that invest loads of money in second-guessing personalisation of marketing messages (ads, newsletters, offers, etc.), fail to design their services and operations in a personal way when it would actually be easy.
Hi there, we have noticed that your plan is expiring in 30 days.
We do not do automatic renewal, as we believe in how good our service is. And on this note, this is what we have done for you this past 11 months (*list of features that the user has used, articles the user has read, videos the user has watched, …).
We’d like to continue delivering this and more, and to renew we ask you to answer two questions on this online form (the questions being: Do you want to renew? Is your credit card still valid?).
On the other hand, if you decide not to continue with us, we respect your decision and hope to have you back soon. We would still like to know if it’s something we’ve done (link to online feedback for churn).
Thanks for being a valuable member of our community. For any question on renewals, just reply to this message or call us at xxx.xxxxxxx.
Have a wonderful day!