“I messed up. I owe you an explanation.”
So begins an email that Netflix CEO Reed Hastings sent out to customers this morning, borrowing language from an item he posted on the company blog on Sunday. Hastings’ admission refers to the company’s clumsy communication about its need to impose hefty subscription price increase—a step it took in July when it split off its streaming video service from its legacy DVD-rental operation.
Netflix disclosed last week that it is losing more customers than anticipated as a result of the price increases. Hastings’ new mea culpa—along with a newly announced rebranding strategy—is aimed at winning back customer trust and understanding. But the effort seems desperate and doomed.
First, Hastings’ emailed explanation runs for 13 paragraphs—about 12 paragraphs longer than the typical attention span of a typical online reader. (Admittedly, I may have already lost readers of this post, but I digress.)
Hastings goes on to explain—for those patient enough to keep reading—that the price hikes stem from the company’s realization that its streaming and its DVD-by-mail services have two very different cost structures and marketing needs.
Customers don’t care about operational issues. They only care about their monthly fees, which now run as much as 60 percent higher.
Next, Hastings announces that the company is renaming its DVD-by-mail service to Qwikster. (The streaming service will keep the Netflix brand name.) Those who currently pay for both the streaming and DVD services will now see separate Qwikster and Netflix charges on their credit card statements.
Under this new setup, customers will go to qwikster.com to access their DVD queues and choose movies. Additionally, they’ll now be able to order video games.
But the Qwikster and Netflix sites will not be integrated, which will undoubtedly lead to customer confusion—and does nothing to address their anger about the price increases.
Then comes the corny language: “For me the Netflix red envelope has always been a source of joy. The new envelope is still that lovely red, but now it will have a Qwikster logo.”
Envelopes as a source of joy? Come on! Netflix is losing customers because of pricing, not because of aesthetics.
As a Netflix customer, I want to see the company provide a wider array of content for its still-limited library of streaming content, along with adding additional features and services. Window dressing is not the remedy for a public relations ailment.
Content, Marketing/Promotions, streaming media, Video: [ Netflix ]
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