Leading the Product 2018 Speaker Gibson Biddle was a huge favourite at the conference particularly his talk on Netflix's Customer Obesssion.
For the blog post that goes with this presentation and more speaker talks go to:
https://www.leadingtheproduct.com/behind-the-scenes/
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Gibson Biddle - Netflix's Customer Obsession
1. Netflix’s Customer Obsession
Gibson Biddle
@gibsonbiddle
Leading The Product - October 23, 2018
I provide link to PDF of presentation at conclusion!
3. No Late Fees
Net Promoter Score
How likely is it that you would recommend
Netflix to a friend or colleague?
4. No Late Fees
Net Promoter Score
How likely is it that you would recommend
Netflix to a friend or colleague?
4% 14% 82%
78
78%
5. “Customers are always beautifully, wonderfully
dissatisfied, even when they report being happy
and business is great. Even when they don’t yet
know it, customers want something better, and
your desire to delight customers will drive you
to invent on their behalf.”
Jeff Bezos
CEO, Amazon
19. Consumer insight
• Surveys, focus groups & CS data
The A/B test
• Perfect New Release Delivery
The result
• Cancels:
• “Save” 5,000 customers
• “Worth” $1M
• But, additional inventory =
• Launch NR test to all or No launch?
• No launch NEW on DVD
Improve from 4.50% to 4.45%
= 5,000 x $100 x 2
$5M
26. Tactics
Ratings Wizard, new algorithms
From 20 to 100 hubs; streaming
Day One experience
API launch; Xbox, Playstation
Price & plan testing
Product Strategy
Personalization
Instant
Easy
Device ecosystem
Margin-enhancing
42. 0
20
40
60
80
2004 2005 2006 2007 2008 2009 2010 2011
% Members who add more than 6 DVDs/month to their movie list
DVD by Mail
43. 0
20
40
60
80
2004 2005 2006 2007 2008 2009 2010 2011
% Members who watch
more than 15 minutes/
month
Streaming
DVD by Mail
% Members who add more than 6 DVDs/month to their movie list
54. Free Trial Reminder Test
Consumer insight:
• Customer service data
• Trials/Visit conversion:
• Month 1 retention:
Let’s A/B test it!
Month one retention:
Launch test to all or Not?
Launch test to all
2%
90%
85%
(All data are guesstimates)
58. Existing data
Data focus
Customer & Bus.
Qualitative
1-1, usability,
focus groups
Survey data
Demo, cancel,
quality, NPS
A/B testing
Measure change
Delight v. margin
Strategy
Hypotheses
DHM model
Are You Obsessed?
59. Customer Obsession
Putting the customer at the center of everything you
do, to delight customers in hard-to-copy, margin-
enhancing ways, to invent a better future.