Comments on: Preemptive Apology: How Netflix Earns My Respect, and My Business

By: Kevin Cullis

Kevin Cullis — Mon, 01 Jun 2009 06:04:51 +0000

Ryan,

Great story, too bad other companies consider customers the reason NOT to bother them rather than THE reason for their business.

By: Ryan M. Healy

Ryan M. Healy — Tue, 26 May 2009 22:07:59 +0000

@Becki – I get those follow-up emails too. And I respond to them! Netflix is one of a few companies I actively engage with. I’ve noticed a side effect of answering those surveys is it makes me feel like I’m taking ownership in Netflix — like I’m a part of making it better.

@Carl – Never hurts to go above and beyond. :-)

@John – Wow… sounds like Zip.ca is a great company as well.

@Paul – I agree, Netflix does a great job of using direct mail. I’ve saved a few pieces of theirs that I thought were particular impressive.

One thing they could probably work on (like so many direct mail companies) is not sending new customer solicitations to current customers. Seems to happen a lot.

By: Paul

Paul — Thu, 21 May 2009 18:52:09 +0000

I love Netflix for multiple reasons, not the least of which is their dedication to continuing to use direct mail to reach as many customers as possible. So many companies have all but given up on print media.

Of course Netflix service relies on the postal service, but as an internet-reliant company, they’ve shown that what they care most about is reaching as many customers as possible as is evidenced by this direct mail piece I still occasionally receive either offering me a free movie for referring a friend, or what-not: http://www.twitpic.com/dwwy.

By: John C. A. Manley

John C. A. Manley — Thu, 21 May 2009 18:27:49 +0000

In Canada we have Zip.ca. Equally as impressive. If a disc they send you doesn’t play, they instantly send you a replacement plus send you TWO free DVD rentals on top of it.

Even better… I didn’t know what “Blu-Ray” was. Rented a film. Didn’t play in my DVD. Sent it back. An email arrives checking to make sure I understand the different between Blu-Ray, etc. So it was really my fault. But they insisted on sending two freebies, anyways.

By: Carl Pruitt

Carl Pruitt — Thu, 21 May 2009 16:55:14 +0000

They went even further just in case. I received the same email and I didn’t even attempt to watch a movie instantly that evening. Like you I was impressed.

By: Becki

Becki — Thu, 21 May 2009 16:51:07 +0000

We’re also impressed with Netflix. They probably lose money on us with all the movies we go through. They definitely are proactive about getting knowledge of any customer issues quickly.

For instance, we often get emails, “Please tell us when you received Movie X. Was it Tues, Wed, or Thursday?” — in other words, are we doing good? Can we do better?

It doesn’t take much to check in with your customers on a regular basis. Find out how you’re doing and ask for any suggestions. It’s so incredibly rare, you will definitely get points for a wow! factor.

Becki