The Nirvana of Netflix

Thoughts

The new policy of Netflix to automatically cancel accounts that have been inactive for a long period of time is worth applauding.

Everybody in the subscriptions business knows that what you really want is for customers to get into a subscription and then – hopefully – forget about the ongoing billing relationship, until the credit card expires.

But that’s the wrong way to think about it.

The right way to think about it is to put customers first in everything that you do, deliver a stellar experience that really goes above and beyond what customers are expecting leading to more and more usage.

When you do that you will know that you have done whatever it takes to deliver value to your customers and keep them happy. You can do nothing more.

When some customers are then still not using your service, you will know that it’s not because of you but because of something in their lives.

If you get to that moment the last great thing you can do for them is to send them out with a big hug and a kiss and just offer to cancel their account. No questions asked.

It is the last step to customer loyalty heaven. But – and this is important – it takes a killer product with superior service to get to that position.

Netflix has that.

What an example!

(Photo: Pixabay.com)

Fan of fans

Work

Back in 2008 me and my present boss had a great dialogue back and forth about a concept, we called “Fan of Fans”; the idea built in Kevin Kelly’s 1000 True Fans post that if you could muster enough dedicated fans, you would have the foundation for a solid business.

We bought the domain and discussed it at length, but we never followed through on it. I am not the one to say what could or could not have been, had we put in the extra mileage. But what I can say is this:

(1) The whole idea is coming back with a vengeance post Covid-19; we’re done with mindless, senseless, cheap junk. I admit, it is a prediction, but I really believe in it coming true.

(2) The idea is going to be core to a new project, I am working on, and which I very much hope, I will be able to announce very soon (aka within weeks rather than months).

Why? Because fans are important. They matter. More than anything, really.

When you have fans, you have desire, you have something other people want. Otherwise; why would they be fans, exactly? Why do huge arena concerts with big names sell out (in normal times) in minutes after tickets are being put on sale?

With fans you have a source of revenue as those desires have a tendency to be transferable into good ol’ cash. I am a big fan of LEGO. Ask my girlfriend how much LEGO I have and still buy, and how much LEGO Friends my two girls are swimming in?

With fans you have your “Why?”, your purpose. With fans you’re never in doubt as to why you are there – and what is expected of you in terms of performance and behaviour. They’re extremely vocal.

And with fans you have stamina for the long haul. I have been a fan of Blackburn Rovers Football Club for almost 30 years now, and even though we fans have been dragged through the mud, to hell and back again, we’re still there. Because that is what it means being a real fan.

Working with fans can be daunting. But it can also be easy. If you treat them as fans and realize that just as it is in business in general, the fan is always right.

Always.

(Photo: Pixabay.com)

Deliver on the dream

Field work

I often talk about the need to meet with customers and understand what their needs are. But I also often struggle in getting through with the message of what the real potential of doing so is. So let me try it a slightly different way.

When we sit down with potential customers, or we visit them in their natural environment, we get a chance to ask questions and – most importantly – listen. And when we listen, we get an opportunity to uncover the dreams of our customers.

Dreams are funny. They are for many people characterized by three things: First of all it is something we would really like (to happen), second the acknowledgement that I am not there yet and it is out of reach and third a lingering idea that maybe it will stay a dream forever.

Tuning into the dream will give you the same three things to innovation on: A clear desire, an opportunity to be relevant and – following from that – a chance of creating an epiphany moment for them that they will reward by not only buying, what you have created, but also staying loyal to it. What’s not to like?

(Photo: Pixabay.com)