we need to have a talk

    We Need To Have a Talk

    1000 584 Chad Cooper

    Why is it that we don’t always recognize the moment when love begins but we always know when it ends?
    Harris, LA Story

    Netflix took a beating on the internet about their recent decision to split their DVD by mail and streaming video services.  The new service will be re-branded as Quickster and streaming stays as Netflix.   Many conversations were had over the price increase a few weeks back and today new ones sprung up about this new decision.   Whatever they do is fine with me.

    I was one of the million-plus subscribers who cancelled my membership.  Not because it was $8 bucks more a month, I just wasn’t using their services that much and it was a good excuse to break up with my on-again/off-again movie mistress.  My guess is we would get back together possibly this fall to see the Summer blockbusters that were missed as life got in the way.

    Then today I got an email from the Reed Hastings, the CEO and founder of Netflix.  He sent me an email with an apology about the price increase and a press release explanation about the two new services.  And just like any letter from one of your ex’s after you break up… it turns out that it’s not really about you, it’s all about them.

    Their needs.  Their mistakes.  Their contrition.

    Check it out.  Here’s the email with all of the mentions about Netflix marked in red and all the mentions about yours truly marked in green.

    Dear Chad,

    I messed up. I owe you an explanation.

    It is clear from the feedback over the past two months that many members felt we lacked respect and humility in the way we announced the separation of DVD and streaming and the price changes. That was certainly not our intent, and I offer my sincere apology. Let me explain what we are doing.

    For the past five years, my greatest fear at Netflix has been that we wouldn’t make the leap from success in DVDs to success in streaming. Most companies that are great at something – like AOL dialup or Borders bookstores – do not become great at new things people want (streaming for us). So we moved quickly into streaming, but I should have personally given you a full explanation of why we are splitting the services and thereby increasing prices. It wouldn’t have changed the price increase, but it would have been the right thing to do.

    So here is what we are doing and why.

    Many members love our DVD service, as I do, because nearly every movie ever made is published on DVD. DVD is a great option for those who want the huge and comprehensive selection of movies.
    I also love our streaming service because it is integrated into my TV, and I can watch anytime I want. The benefits of our streaming service are really quite different from the benefits of DVD by mail. We need to focus on rapid improvement as streaming technology and the market evolves, without maintaining compatibility with our DVD by mail service.

    So we realized that streaming and DVD by mail are really becoming two different businesses, with very different cost structures, that need to be marketed differently, and we need to let each grow and operate independently.

    It’s hard to write this after over 10 years of mailing DVDs with pride, but we think it is necessary: In a few weeks, we will rename our DVD by mail service to “Qwikster”. We chose the name Qwikster because it refers to quick delivery. We will keep the name “Netflix” for streaming.

    Qwikster will be the same website and DVD service that everyone is used to. It is just a new name, and DVD members will go to qwikster.com to access their DVD queues and choose movies. One improvement we will make at launch is to add a video games upgrade option, similar to our upgrade option for Blu-ray, for those who want to rent Wii, PS3 and Xbox 360 games. Members have been asking for video games for many years, but now that DVD by mail has its own team, we are finally getting it done. Other improvements will follow. A negative of the renaming and separation is that the Qwikster.com and Netflix.com websites will not be integrated.

    There are no pricing changes (we’re done with that!). If you subscribe to both services you will have two entries on your credit card statement, one for Qwikster and one for Netflix. The total will be the same as your current charges. We will let you know in a few weeks when the Qwikster.com website is up and ready.

    For me the Netflix red envelope has always been a source of joy. The new envelope is still that lovely red, but now it will have a Qwikster logo. I know that logo will grow on me over time, but still, it is hard. I imagine it will be similar for many of you.

    I want to apologize again to those members, both current and former, who felt we treated them thoughtlessly.

    Both the Qwikster and Netflix teams will work hard to regain your trust. We know it will not be overnight. Actions speak louder than words. But words help people to understand actions.

    Respectfully yours,

    Reed Hastings, Co-Founder and CEO, Netflix

    p.s. I have a slightly longer explanation along with a video posted on our blog, where you can also post comments.

    Netflix: 42

    Yours Truly: 13

    It’s not about you, it’s about your customers and making life better, faster and more spectacular. Netflix didn’t learn anything from their past mistakes.

    Sadly, I think this time it may be over for good.

    Ready for a free consultation or want to learn more about our services? Contact us to hear from one of our pandas.

    AUTHOR

    Chad Cooper

    All stories by: Chad Cooper

    Leave a Reply

    Your email address will not be published.