So first, on July 12th, there was this.
And then…oh so much anger. And people leaving – deciding to share their memberships, or go to the Red Box, or use Pay Per View.
(Price increase + increased complexity) * Reduced value +
Semi-condescending communication =
Over the weekend, remaining members were sent a message from Reed Hastings, Co-Founder and CEO of Netflix. Many didn’t realize it was from Netflix and deleted it as spam. Those who opened it were treated to this. Certainly, this was intended as a display of vulnerable transparency. A mea culpa.
However, it was received more along the lines of too little, too late.
In the words of one of our myGreenlight staffers:
I was annoyed about the change in prices. I changed my subscription because of it but I didn’t lose sleep over it. I didn’t need an apology. I think it is weird that they announced the company split in an apology email.
I don’t understand why they have to split into two companies. Lots of companies have different departments that do very different things. I feel like this change will be very annoying if I have to go to two different websites to manage my account. I probably feel worse than I did initially.
My favorite insight into the current situation is here, at The Oatmeal.
What do you think? How could Netflix have communicated the changes without alienating customers?