Phase 1. The crack of doubt

Phase 1 of the consumer off-boarding experience

The crack of doubt is a subtle, almost subconscious feeling. It is hard to define for the consumer until it happens. The run up to the end of a consumer relationship can come about through a collection of nuanced changes in situations. But generally, one issue will push the relationship to the edge.

The crack of doubt comes from work by psychologist Helen Rose Ebaugh. Who proposed in her book, Becoming an Ex, how we experience moving between roles. She found that in the initial phases of role exit, doubts are often generated by organisational changes, personal burnout, a change in relationships, or the effect of some event. These changes ignite a crack of doubt.

We can see similar behaviour in consumers as they evaluate their loyalty to a product, service or digital product. If a failure in the product offering or function happens, a crack of doubt emerges. Further negative experiences will then reinforce the crack of doubt and the consumer will seek the end.

Of course, the crack can be mended. There is plenty of work in marketing and customer experience that looks at service recovery, retention, and considers how to stop the crack of doubt.

The consumer off-boarding experience really starts with the crack of doubt. It is hard to predict where it will emerge, and it is difficult to measure since it remains a feeling of the consumer. It is only later that it becomes tangible as a result of actions in the consumer’s behaviour. For example, announcing the intention to leave the relationship using a communication channel such as email, or reduced product usage. This next phase in the consumer off-boarding experience is called ‘Acknowledge’.

Helen Rose Ebaugh’s work offers a great deal of insight into the experience of ending human relationships. I recommend looking at it more if you feel it might resonate for your product’s off-boarding.