Customer Relationship Management at Netflix
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Case Code: CLMM169 Case Length: 4 Pages Period: 2020-2023 Pub Date: 2025 Teaching Note: Available |
Price: Rs.300 Organization: Netflix Inc Industry: Leisure & Entertainment Countries: United States Themes: Customer Relationship Management |
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?
Issues
- 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
Introduction
In June 2022, US-based global streaming giant Netflix Inc., (Netflix) was ranked #1 on both user experience and content recommendations in a customer satisfaction survey conducted by Whip Media, a global entertainment data provider firm. The survey measured the customer satisfaction of major OTT players – Amazon’s Prime Video, Discovery+, Disney+, Hulu, Peacock, Apple TV+, Paramount+, and HBO Max. Netflix’s subscriber base had grown from 90 million in 2016 to 232.5 million across 190 countries globally as of March 2023, making it the largest subscribed OTT streaming service in the world. The company’s proven ability to create a buzz around its shows and movies over the years helped it in driving new customer acquisitions and retentions. Even during the pandemic, it kept users hooked to the screens longer and delighted them with exceptional viewing experiences..
Keywords
CRM; Customer Satisfaction; Personalization; Big Data; Data Analytics; Customer Experience; Customer Feedback; Customer Servic;.Netflix; Customer Life Cycle Management; Customer loyalty; Customer Centricity
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