We offer paid online courses that are taught by live teachers. We know that despite our best efforts, some users might not be satisfied with the service, so we offer a 100% money back guarantee if they attended the first 2 classes and do not wish to continue. How should the refund process work?
One option is to ask that they fill out a form and explain why they want the refund. We can then reply with a personal email trying to address the issue they raised and convince them to stay. If they are not convinced - we manually issue a refund. This will obviously allow us an opportunity to prevent some cancelations, but will also make the refund process somewhat more daunting for the users.
The other option is to have a simple “un-enroll” button, that automatically issues a refund. We could still contact them afterwards and ask for the reason, but we won’t be able to try to stop them from quitting. I’m also concerned that this is almost ‘too easy’ to cancel, and that with an even slightly longer process some users would end up staying for the whole course and actually being satisfied at the end.
What are your thoughts on this? Do you know of any studies or data that indicate that this decision has any effect on actual sales or customer retention?