This sounds counter-intuitive, but I have a real problem with customers not being able to work out how to cancel on their account portal.

The problem with that is that they then send a request by email or chat to cancel, which means they never go through the cancellation flow and aren't presented with alternative options and offers to incentivise them to stay. It also adds a customer support burden and makes them feel like they are being trapped in, which risks bad reviews.

At the moment they have to go to 'manage' their subscription and then 'subscription settings' which is not at all obvious.