Netflix Profiles makes if possible for customers to share a movie queue with one or more people in their household. So, for my three-movie pack, my wife I could each have our own queues, and we could have one for our kids to share. The movies would rotate, but it’s all on one account.
It’s a popular feature, but in mid-June, Netflix sent the following message to its customers:
We wanted to let you know we will be eliminating Profiles, the feature that allowed you to set up separate DVD Queues under one account, effective September 1, 2008.
Each additional Profile Queue will be unavailable after September 1, 2008. Before then, we recommend you consolidate any of your Profile Queues to your main account Queue or print them out.
While it may be disappointing to see Profiles go away, this change will help us continue to improve the Netflix website for all our customers.
If you have any questions, please go to http://www.netflix.com/Help?p_faqid=3962 or call us anytime at 1 (888) 638-3549. We apologize for any inconvenience.
– The Netflix Team
There was an uprising against the decision. Customers called and emailed. Bloggers blogged. Online petitions were created. Negative word of mouth popped up everywhere.
Yesterday, Netflix relented:
In less than 24 hours, there have been 366 comments on the Netflix community blog. Most are saying “thank you for listening.” Many are saying they would have left if Profiles was discontinued.
Netflix dodged a bullet. Some of their heaviest users and passionate fans consider this feature one of the most important parts of their account.
Kudos to Netflix for listening, swallowing their pride, and making this right. Because they didn’t sit on this—because they engaged their customers—Netflix turned what was a negative story into a story of a company that’s willing to listen, is able to accept they were wrong, and fix problems quickly.
The windfall for Netflix? Lots of free publicity and possibly improved customer retention. You read that right. In most categories, customers that have a service issue that is resolved to their satisfaction are actually less apt to leave than a customer that has never had any service issues at all.
Who is doing a good job of listening to their customers?
Comment below to share.