Recently I reached a decision that had been months in the making. I decided to break up with Netflix. For months, I’ve been catching myself getting frustrated with the video-streaming service for myriad reasons and finally decided to submit my cancellation notice for the foreseeable future. But what goes in to the decision to sever ties with a brand you’ve been connected with for several years?
As is the case with many things in my life, it all came down to content.
Despite starting to offer exclusive, first-run content like “House of Cards,” “Orange is the New Black” and “Marvel’s Daredevil,” I found myself struggling to find the true value of the service each month; it’s packed with what seems to be a lot of stuff I’ve already seen before or have no interest in, with very little middle ground.
What are you doing to combat shifts in consumer attitude toward your brand? Have you noticed your most tenured customers disappearing over the last few months? You might be the victim of a brand break-up. When it comes to your digital reputation, break-ups can get messy if consumers are unhappy.
My situation with Netflix isn’t so messy. When it boils down to it, I simply was no longer satisfied with the level of content the video-streaming service was offering. It wasn’t the cost of the service or a lapse in customer service. I simply kept waiting to get as excited as I used to scrolling through the list of available titles, and that excitement just kept waning over the last handful of months. My relationship with this brand, at least for the time being, simply ran its course.
After submitting my cancellation, I was surprised to discover Netflix did not prompt me with an exit survey. That just seemed a little unusual in the age when every brand is asking for feedback. Being such a large brand, Netflix won’t feel my departure. In fact, in the second quarter of 2015 Netflix boasted an all-time high in subscribers. But for small and medium-sized businesses across the country, regular customers becoming not-so-regular can be catastrophic to the long-term health of the business.
If you’re experiencing customer turnover, developing a cohesive digital marketing strategy and monitoring your online reputation are essential elements in helping curb those losses and providing a better understanding when those break-ups occur.