Netflix Case Management Essay Research Coursework Paper

Netflix Case
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Netflix Case
Long before Netflix moved to Video on Demand (VOD), it relied mostly on traditional merchandising. During this time, consumers mentioned their frustrations with having to pay the rental fees, yet the delivery process was quite slow (Shih, Kaufman, & Spinola, 2009). Hasting, the founder and CEO of Netflix, moved the company to the prepaid subscription service, changing consumers' experience. Since acquiring movies on the rent was quite hard, and the subscription costs were relatively high, the company decided to switch to the national inventory that gave its customers a chance to a vast genre of movies. When Netflix introduced the online viewing feature, the company lacked an excellent customer base since most users were not familiar with this new service.
In dealing with the issue of a lack of customer base, Netflix needs first to understand the needs of its consumers. Having a clear-cut customer experience vision would help the staff and management know their distinctive roles. Netflix should understand the customer base at a granular level (Shih, Kaufman, & Spinola, 2009). The company should understand that the needs of consumers often change the same as the strategi...