‘Quarantine and Chill’ With Netflix
Customer journey is the roadmap of all the experiences and touchpoints a user goes through while interacting with any brand. With firms constantly competing for market share, unique experiences and innovation are integral for a brand’s growth. It helps them to retain customers, enhance brand loyalty and engage prospective consumers.
This honestly sounds trickier than it is. Don’t believe me? See(/read) for yourself.
Netflix is clearly winning the game
Netflix is customer centric and customer obsessed. This brand has mastered the art of personalisation. With the development of cutting edge algorithms, Netflix creates a fully personalized home page for each of its subscribers and recommends content in accordance to one’s previously viewed movies and TV shows.
So what’s new for the brand?
Just because you and your friends might be half way across the globe, doesn’t mean you have to stop watching your favorite movies together. Lucky for us, Netflix has found a way to create parties amidst the recent outbreak of COVID-19 where social distancing is restraining your social life.
Although this feature was introduced in late 2016, Netflix has rebranded it in 2020 as an approach to tackle boredom, via its latest update which makes it smoother and easier to use.
Netflix Party allows viewers to watch their favourite movies with their favourite friends on a multiple screen sharing basis. It allows for full screen viewing and any member of the party can seamlessly adjust the stream by hitting the pause or play button.
This Chrome extension enables synchronization of playback among all the party members. Netflix lets you converse simultaneously on a group chat and share your comments, as if watching it together in person. Innovations like these does the trick for Netflix in keeping the customers engaged and satisfied and in turn keeping the churn rate low.
How is Netflix doing so?
Step 1: Install Netflix Party — Using Google Chrome as your browser, download the Netflix Party extension from the Web Store. Once installed, you should be able to view an “NP” logo next to the address bar.
Step 2: Open a Video — Go to Netflix.com and select the video you want to watch. This will turn the “NP” logo red.
Step 3: Create your Party — Click on the “NP” icon and copy the URL. Share the URL with your friends to join.
Step 4: Join a Netflix Party — Click on the shared URL to get the party started. Lastly, click on the “NP” button to automatically join the shared session.
Netflix and Chill got a whole new definition
Not only did Netflix adapt to such maddening times but also made sure that everyone continues to use their services. This is a sheer demonstration of their marketing, agility and on-the-feet thinking strengths. Customers today are bored of their own company and are craving that human touch, thus, Netflix has provided them with a unique platform to stay connected and keep an ounce of their social life alive.
Its adaptability in the current situation is sure to be praised. With this add-on, Netflix took their customers from not knowing what to watch, to rewatching their favourite movies with friends from around the world, at a click of a button!
When life gave Netflix lemons, it added vodka and soda with a side of one’s favourite movie to it and sat out on the couch! That’s marketing for you!
Thus, brands should be able to see an opportunity in not just a new found medium or a technological advancement but also in times of crisis. This will inevitably enhance the customer journey. Instead of forcing customers down the orthodox purchase funnel, brands need to walk in their customer’s shoes. Creating an experience speaks for itself, with companies feeling the need to invest less into active marketing campaigns. Similarly, Netflix has gained considerable earned publicity because of this approach.
Me and my friends watch one movie everyday, each sitting with a bottle of wine and popcorn. Hope you enjoy doing the same too ;)
Until next week! Stay safe and healthy :)
