Guest Blogger

For nearly a decade whenever I have been asked which company I admire most in terms of customer experience I have replied Amazon.

But I am pretty close to having to change my answer.

Over the last six months I have placed 27 orders with Amazon.   Last year there were 60.   I choose Amazon because its really easy to use, good prices, totally reliably delivery and no quibbles whatsoever if anything goes

But I am getting really fed up at having to cancel Amazon Prime.  Having placed 87 orders over the last 18 months I suspect I could be considered someone who has a degree of familiarity with their checkout process.  For the third time this year I have had the inconvenience of having to go into my account and cancel Amazon Prime.  For months and months there have been rumblings about customers who unexpectedly found that they have been subscribed.   Amazon has introduced new messaging post the order to signal to you that you have subscribed to enable quick and free cancellation.  However the ease in which I can inadvertently be signed up to a monthly subscription that I do not want erodes my trust in their brand.

As the football season approaches I reflect on the different approach we adopted for Dream Team.   Last August we automatically enrolled customers to the subscription service, asking them to cancel if they wanted to continue with the free proposition only.  This year – based on overwhelming customer feedback that they felt misled – it’s the other way round.  (by the way the reference to the marketing manager being fired in the last sentence is intended to be humours and is not factually correct)




  1. Enter for free: This gets you one team and pure fantasy football satisfaction and a totally free, no payment details required trial of Club Dream Team.
  2. Purchase more teams: For £7.99 you get six teams which will give you three months access to Club Dream Team and a host of benefits such as £1 million in exclusive prizes, Live Scores, Advanced Stats and Sun Goals.
  3. Existing Sun+ members: Sun+ members on a monthly membership get two free Dream Teams. Members on a Quarterly membership are entitled to six teams. You will be entitled to all the Club Dream Team benefits.


This year we are giving everyone two month’s access to Club Dream Team for free, which entitles you to a bucketful of benefits, such as: £1 Million in cash prizes, Live Scoring, Advanced Stats, Exclusive Dream Team tips and articles and Sun Goals.

NO PAYMENT DETAILS: Don’t worry, we haven’t asked for payment details up front, this year it’s gratis, so you won’t be charged a penny (we fired the marketing manager who made that terrible decision last year).

You see customers do not expect you to be perfect all the time.  But they do expect you to admit when you make a mistake and put it right.

blog squad: Sean Risebrow

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