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Customers Speak, Netflix Listens, Everybody Wins

Posted on June 30, 2008 by Jeremy Toeman

I am a huge believer in the voice of the customer.  When I was at Sling Media, Blake (CEO/cofounder) made it abundantly clear how important each and every Slingbox owner was, and we built both the marketing and customer service departments around that vision.  When a user had a complaint, we listened and responded, and when they had a suggestion we took it and considered how to include it.  This behavior is generally Not the way a public company reacts.  Typically when a big company gets on the soapbox and preach from on high, we as customers have to take it.  Our usual means of feedback or commentary was through our checkbooks.

When Netflix announced they were removing the profiles feature, many users (myself included) spoke, and spoke loudly.  We didn’t have to unsubscribe right away, because we had a platform for being heard.  Netflix’ blog allows for comments, and everyday people could blog, twitter, post upset messages to their Facebook walls.  The question I wondered was: were they listening, or was the decision a foregone conclusion.

I read today that the profiles feature will not disappear the way of Kozmo this Sept 1.  I applaud the company for having the confidence to overturn a “final” decision.  Some will clearly yell on high about how “social media” made a change, which is neat.  The real instrument of change is something as simple as creating a culture that is open to listening.  The voices were always there anyway.

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About

Jeremy Toeman is a seasoned Product leader with over 20 years experience in the convergence of digital media, mobile entertainment, social entertainment, smart TV and consumer technology. Prior ventures and projects include CNET, Viggle/Dijit/Nextguide, Sling Media, VUDU, Clicker, DivX, Rovi, Mediabolic, Boxee, and many other consumer technology companies. This blog represents his personal opinion and outlook on things.

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