Customer loyalty is the name of the game in 2017, but it's more fragile, now than ever before, and needs to be well cared for. These days, customers are overloaded with options, and while they prefer to stay with a brand they know, it is the norm for them to abandon a vendor, completely, following just one negative experience, such as poor mobile usability, a technical error when filling out a form, or difficulty navigating the website.
In the excellent documentary “Terms & Conditions May Apply” the film makers confirmed what most us could have guessed at or already knew: people tend to not read the Terms & Conditions for any product or service they engage with.
The documentary is well worth seeking out on Netflix or elsewhere, if only to laugh at those who (spoiler alert) signed away their "mortal souls" as part of one fake set of T’s &C’s. The joke wears off pretty quickly, however, when one realizes that it could just have easily been “me” that agreed to those terms.
None of the global brands chased down by the film makers regarding their terms of services comes out of it very well.