Netflix, Hybrid Case Study - Netflix and Robert W. Lucas' Skills for Success

By Glenn Burnett

Your presentation will begin momentarily…

Preface

Attached is a sample of my innovative spirit. It's a slide deck from a recent team project I managed for a school assignment. It recaps our teacher's textbook (10 chapters) filtered through the specter of Netflix Customer Service research data. The “Table of Contents” outlines chapters. Alternate slides point to references from 10 articles, paired with key concepts from each chapter.

Netflix + Skills for SuccessPart 1

The Profession 1) The Customer Service Profession

2) Contributing to the Service Culture

Part 2

Skills for Success 3) Verbal Communication Skills 4) Nonverbal Communication Skills 5) Listening Skills

Part 3

Building and Maintaining Relationships 6) Customer Service and Behavior 7) Service Breakdowns and Service Recovery 8) Customer Service in a Diverse World 9) Customer Service via Technology

10) Encouraging Customer Loyalty

Part 1

The Profession

1) The Customer Service Profession 2) Contributing to the Service Culture

The Profession

1) The Customer Service Profession• Defining Customer Service

• Word-of-mouth promoters

• CRM: customer relationship management’s ultimate goal, customer loyalty

• Netflix 2006 – Former member to get $20 refund

Expectation of Quality Service

2) Contributing to the Service Culture

• Secrets to Netflix’ success

• Defining a service culture

• Attitudes and values

• Doing “adequate job” gets “generous severance package”

• No “brilliant jerks”

“Netflix Culture:Freedom & Responsibility”

• CEO publicly shared 128 slide PowerPoint presentation revealing company mission and philosophy

• Superior service through RUMBA; Realistic, Understandable, Measurable, Believable and Attainable

• Netflix seeks excellence

• Vacation and clothing policies; don’t need policies for everything

• This reflects a culture or attitude meant to attract the best talent

Part 2

Skills for Success

Skills for Success

3) Verbal Communication Skills 4) Nonverbal Communication Skills 5) Listening Skills

3) Verbal Communication Skills

• Positive approach/positive results

• Elicit Customer Feedback and Participation

• Rapport through ongoing dialogue/feedback

• Netflix is a rare “aggregator” managing direct customer relationships itself.

4) Nonverbal Communication Skills

• In a web-based service, non-verbal cues are often communicated via data

• How survey data helps companies pick up on customer signals when they make changes without testing customer subsets

5) Listening Skills

• The Listening Process

• Hearing, Attending, Comprehending or Assigning Meaning and Responding

• Netflix missed the uproar.

Part 3

Building and Maintaining Relationships

Building and Maintaining Relationships

6) Customer Service and Behavior 7) Service Breakdowns and Service Recovery 8) Customer Service in a Diverse World 9) Customer Service via Technology10) Encouraging Customer Loyalty

6) Customer Service and Behavior

• Building Stronger Relationships

• Netflix 2010 – Spends enormously to perfect suggestion engine.

• $1,000,000 prize contests for software wizards who can do it better.

• Striving to provide seamless service to customers.

7) Service Breakdowns and Service Recovery

• Reasons for customer defection

• The cost of winning new customers compared to retaining current ones.

• Netflix 2013 – Figuring out which titles are going to expire soon just got a lot harder.

8) Customer Service in a Diverse World

• Meahrabian study: must pay attention to local culture.

• 7% of meaning within the words.• International launches: Netflix excels.• Grown by one million customers in new

markets.

9) Customer Service via Technology

• Netflix’ 2012 Christmas Eve outage.• Striving to maintain 99.999% uptime.• “Rambo architecture…” • Netflix proactively reaches out to customers

when streaming fails.• Listening skills in an internet business.

10) Encouraging Customer Loyalty

• When assigning relationship-rating point, which service earns your loyalty?

-The exemplary, unsatisfactory, or average service?

• Strive for quality using total quality management (TQM) and continuous quality improvement (CQI).

• Would YOU recommend Netflix to others?

Summary

• It’s a competitive world• Netflix tries to differentiate through customer service• Like all companies, there will be challenges and times

of low consumer confidence• Netflix has a mission, goals, objectives and values• One thing keeps the dream alive, excellent customer

service

Netflix,“The name is customer service.”

Netflix

Part 1

The Profession

1) The Customer Service Profession 2) Contributing to the Service Culture

Netflix

Part 2

Skills for Success

3) Verbal Communication Skills 4) Nonverbal Communication Skills 5) Listening Skills

Netflix

Part 3

Building and Maintaining Relationships

6) Customer Service and Behavior 7) Service Breakdowns and Service Recovery 8) Customer Service in a Diverse World 9) Customer Service via Technology10) Encouraging Customer Loyalty

Client Customer Relations

Skills for Success

Memo:

To: Patrick McNiff

From: Team N

Date: June 4, 2013

Subject: Team Research Report and Presentation

© 2012 by Robert W. Lucas

Contributing to the Service Culture

© 2012 by Robert W. Lucas

Taught by Patrick McNiff

Bloget, Henry. "REVEALED: The Secrets To Netflix's Success." Business Insider. N.p., 15 July 2011. Web. 04 June 2013.

Bulik, Beth S. "How Netflix Stays Ahead of Shifting Consumer Behavior." Advertising Age Special Report Digital AList 2010 RSS. N.p., 22 Feb. 2010. Web. 04 June 2013.

Hampp, Andrew. "How Netflix's New Prices Caused a Customer-Service Uproar." Advertising Age Media RSS. N.p., 13 July 2011. Web. 04 June 2013.

Knee, Jonathin A. "Why Content Isn't King." The Atlantic. N.p., 7 June 2011. Web. 04 June 2013.

Lucas, Robert W. “Customer Service: Skills for Success” 2012.

Pogue, David. "Netflix, Thy Name Is Customer Service." Pogues Posts Netflix Thy Name Is Customer Service Comments. N.p., 29 June 2006. Web. 04 June 2013.

Roettgers, Janko. "Netflix Makes Changes to Public API after "Streamageddon" Backlash — PaidContent." PaidContent. N.p., 14 May 2013. Web. 04 June 2013.

Shares, Mani. "Netflix: Customers Satisfied, But Will It Solve The Real Problem?" Stock Market Opinion and Analysis, Breaking News, Stocks Quotes, Earnings Estimates. N.p., 5 Oct. 2012. Web. 04 June 2013.

Sherman, Erik. "Netflix: Still Clueless About Its Customers." CBSNews. CBS Interactive, 10 Oct. 2011. Web. 04 June 2013.

STROSS, RANDALL. "Green (low Carbon) Data Center Blog." 'Green (low Carbon) Data Center Blog' N.p., 21 Jan. 2011. Web. 04 June 2013.

Tate, Ryan. "Furious Customers Overwhelm Netflix." Gizmodo. N.p., 14 July 2011. Web. 04 June 2013.

Work Cited

Researchers:

Project Manager – Glenn Burnett

Principle Technical Producer – Richard Sperry

Project Lead – Michael Liljebeck

Research Associates –Duke FanningJeff Chapman

Technical Research (Phase 1) – Thomas Scully

Additional Technical Support PowerPoint Assistant Editor

Sam Kong

Presenters:

Duke Fanning – 1) The Customer Service Profession 10) Encouraging Customer Loyalty

Glenn Burnett – 2) Contributing to the Service Culture

Richard Sperry –3) Verbal Communication Skills 4) Nonverbal Communication Skills 7) Service Breakdowns and Service Recovery 8) Customer Service in a Diverse World 9) Customer Service via Technology

Michael Liljebeck – 5) Listening Skills

Jeff Chapman – 6) Customer Service and Behavior

Click to add title