A few months ago I subscribed to the NYTimes online delivery (basically a PDF of the full layout of the Times delivered to a website where I could pick it up). I haven't had a lot of time to read it, and decided to cancel it. Well, when I went to cancel, I found this "help" screen. I had to CALL to cancel my subscription.
I ordered it online. I paid for it online. I received it online. I had all my information uploaded into their online system -- so they knew who I was when I logged in with my user-name and password. Yet, to cancel, I had to call someone. Tell them who I was. Give all my info again. It's obvious on how I received this that I preferred to interract with them online. But I had to cancel on their terms.
Knowing how I wanted to do business would have made them seem like they'd want to do business with me in the future. But the way I left, I don't feel that way about them.
Are you interacting with your customers they way they want to be interacted with?