Abstract

The case discusses the Customer Relationship Management (CRM) strategies of Netflix, one of the largest on-demand streaming platforms in the world with a subscriber base of 282.72 million across 190 countries as of October 2024. Netflix employed extensive efforts to attract new customers, while also enhancing user engagement by providing outstanding customer experiences, thereby keeping existing customers captivated for longer periods. Among the many CRM strategies Netflix implemented in turning the platform into the most popular subscription-based streaming service globally were: use of big data and analytics to enhance customer experience, personalization, and a robust content strategy. Netflix’s CRM strategy helped it in understanding its customers better and offering them the perfect user experience. However, with intense competition in the OTT space and dynamic changes in the media and entertainment space, can Netflix sustain its competitive advantage betting on its CRM strategies?

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the concept of CRM and its process
• Analyze Netflix’s CRM strategies
• Identify the challenges Netflix faces in sustaining and enhancing its CRM strategies

Keywords

CRM; Customer Satisfaction; Personalization; Big Data; Data Analytics; Customer Experience; Customer Feedback; Customer Service