I’ve dealt with companies where the “cancel” option really just meant contacting support.
If I need to do anything more than sending the message (on my own schedule - this part is important, I manage my personal life on nights and weekends) saying “hi, I’d like to cancel please” in order to actually have service cancelled and billing stopped, I’m likely to be frustrated and not give any feedback.
I’ve had very positive experiences with reps replying to confirm my service was cancelled, and then initiating a quick conversation about why I asked for that. I’m usually happy to offer at least some quick feedback, because I didn’t feel like I was being held hostage.
I’d still prefer virtually any other no-contact mechanism for ending an agreement for consumer services, though. Offer me winbacks if you want, add an optional exit interview to the process. But really, please don’t gate my ability to end an agreement I’m theoretically able to cancel at any time behind a manual process that’s any more difficult than my signup was. The intent is different but the end result is the same for the customer.