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Gibson Biddle "Netflilx's Customer Obsession" Productized19

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Find out how to move beyond customer focus to “customer obsession” via consumer science to discover what delights customers in hard-to-copy, margin-enhancing ways.
Learn how to get insight from four sources of consumer insight, then evaluate these ideas through various research techniques.
Gibson will illustrate Netflix’s customer obsession through a series of experiments the company executed to help connect its customer with movies they’ll love through its personalization technology.
Last, Gibson will put the techniques into practice with a highly interactive, modern-day Netflix case.

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Gibson Biddle "Netflilx's Customer Obsession" Productized19

  1. 1. Productized: November 22, 2019 N E T F L I X ’ S CUSTOMER OBSESSION Gibson Biddle // @gibsonbiddle @gibsonbiddle
  2. 2. @gibsonbiddle Are you a 
 Netflix member?
  3. 3. Net Promoter Score ? Detractors (0-6)Passives (7-8)Promoters (9-10) Net Promoter Score @gibsonbiddle
  4. 4. Net Promoter Score 10%10%80% 70% 70 Detractors (0-6)Passives (7-8)Promoters (9-10) Net Promoter Score @gibsonbiddle
  5. 5. Jeff Bezos CEO, Amazon @gibsonbiddle Customers are always beautifully, wonderfully dissatisfied, even when they report being happy and business is great. Even when they don’t yet know it, customers want something better, and your desire to delight customers will drive you to invent on their behalf.”
  6. 6. @gibsonbiddle Electronic Arts
  7. 7. @gibsonbiddle Elmo’s Preschool @gibsonbiddle
  8. 8. @gibsonbiddle The Learning Company
  9. 9. Mattel @gibsonbiddle
  10. 10. @gibsonbiddle Netflix
  11. 11. Speaker, Adviser, Teacher (2015) CPO, Chegg (2010) VP Product, Netflix (2005) SVP, Creative Wonders,The Learning Company, Mattel (1995) Director, Product, Electronic Arts (1991) Gibson Biddle @gibsonbiddle
  12. 12. Customer focus Satisfy Listen Compete @gibsonbiddle
  13. 13. Customer obsession Delight Experiment Invent @gibsonbiddle
  14. 14. Customer
 Obsession The DHM Model Consumer Science Free Trial Reminder Agenda @gibsonbiddle
  15. 15. @gibsonbiddle DHM Delight customers in Hard to copy Margin-enhancing ways.
  16. 16. Balancing act Delight v. margin New Release DVD test. @gibsonbiddle
  17. 17. NEW on DVD Consumer insight Surveys, focus groups & CS dispositioning data The A/B test Perfect New Release
 Delivery The result Cancels: from 4.50% to 4.45% “Save” 5,000 customers “Worth” $1M= 5,000 x $100 x 2 But, additional inventory = $5M “Launch to all” or “No launch”? @gibsonbiddle Perfect New Release test
  18. 18. @gibsonbiddle “Movie enjoyment made easy” Personalization Device ecosystem Original content / ExamplesHard to copy Brand Unique technology Network effect Economies of scale
  19. 19. @gibsonbiddle Personalized Instant (DVD, streaming) Easy Exclusives Open APIs Entertainment Friends (social) Movie-finding tools
  20. 20. Entertainment Instant (DVD, streaming) Easy Exclusives Open APIs Friends (social) Movie-finding tools @gibsonbiddle Personalized
  21. 21. Entertainment Instant (DVD, streaming) Easy Exclusives Open APIs Friends (social) Movie-finding tools Originals TV devices @gibsonbiddle Personalized
  22. 22. Product strategy Personalization Instant Easy Device ecosystem Margin-enhancing / Tactics Ratings Wizard, new algorithms From 20 to 100 hubs; streaming Day One experience API launch; Xbox, Playstation Price & plan testing @gibsonbiddle
  23. 23. / Metrics % members: 50 + ratings at M2 % members watch > 15 min./mo. % with > 3 titles in queue, day 1 % of demand weighted TVs Lifetime value, gross margin @gibsonbiddle Product strategy Personalization Instant Easy Device ecosystem Margin-enhancing
  24. 24. Consumer Science @gibsonbiddle
  25. 25. Consumer Science Consumer insight through: Qualitative Survey Existing data A/B tests Hypotheses Procedures (Experiments) Data (Results) SCIENTIFIC
 METHOD Findings (Conclusions) @gibsonbiddle
  26. 26. 2005 @gibsonbiddle
  27. 27. Ratings Wizard Queue-add data Collaborative filtering Acquire better movies / Tactic @gibsonbiddle Personalization Explicit data Implicit data Matching algorithms High-quality movies
  28. 28. @gibsonbiddle P2 > 50 ratings % members add > 6 dvds/mo. RMSE Average rating / MetricPersonalization Explicit data Implicit data Matching algorithms High-quality movies
  29. 29. Pop Quiz #1 @gibsonbiddle What % of members rate > 50 movies in first 6 weeks?
  30. 30. % of members who rate > 50 movies @gibsonbiddle 0 0.075 0.15 0.225 0.3 2004 2005 2006 2007 2008 2009 2010 2011 30% 15% 0%
  31. 31. Ratings Wizard @gibsonbiddle The more you rate, the better we’ll do at finding movies you’ll love.
  32. 32. @gibsonbiddle Pop Quiz #2 Will demographics help predict movie taste?
  33. 33. Movie predictions improve over time @gibsonbiddle 0.6 0.7 0.8 0.9 1 2004 2005 2006 2007 2008 2009 2010 2011
  34. 34. Collaborative filtering @gibsonbiddle
  35. 35. Improve RMSE by 10%, win $1M! @gibsonbiddle
  36. 36. @gibsonbiddle Pop Quiz #3 Will the new algorithm improve retention?
  37. 37. Category interest algorithm @gibsonbiddle
  38. 38. @gibsonbiddle 0 0.95 1.9 2.85 3.8 2004 2005 2006 2007 2008 2009 2010 2011 Average rating improves over time
  39. 39. @gibsonbiddle Movie rating = movie enjoyment?
  40. 40. @gibsonbiddle Movie rating = movie enjoyment.
  41. 41. From Stars to Thumbs @gibsonbiddle
  42. 42. Mall Cop = 93% match @gibsonbiddle 93% Match
  43. 43. @gibsonbiddle@gibsonbiddle
  44. 44. @gibsonbiddle
  45. 45. Free Trial Reminder @gibsonbiddle
  46. 46. @gibsonbiddle
  47. 47. (2018: All data are guesstimates) @gibsonbiddle 2% 90% $10M 85% Consumer insight Fence sitters <> “cancel anytime” Customer service: Trials/visits conversion: Month one retention: A/B test results Month one retention: DHM? High or low stakes? Who makes the decision? Free trial reminder Launch or no launch? The A/B test: Day 27 reminder
  48. 48. DHM: Double down on delight Low stakes (magnitude, reversible) Cost of ethics & brand Debate, decide, do. Free trial
 learnings @gibsonbiddle
  49. 49. Onemore thing required @gibsonbiddle
  50. 50. @gibsonbiddle Patience @gibsonbiddle
  51. 51. @gibsonbiddle Existing data Data focus Customer & Bus. Qualitative 1-1, usability, focus groups Survey data Demo, cancel, quality, NPS A/B testing Measure change Delight v. margin Strategy Hypotheses DHM model Are You Obsessed?
  52. 52. Customer Obsession Putting the customer at the center of everything you do, to delight customers in hard-to-copy, margin-enhancing ways, to invent the future.” @gibsonbiddle
  53. 53. @gibsonbiddle
  54. 54. @gibsonbiddle
  55. 55. @gibsonbiddle
  56. 56. @gibsonbiddle
  57. 57. www.gibsonbiddle.com Complete Net Promoter Score survey Download PDF of presentation “Customer Obsession” article on Medium @gibsonbiddle
  58. 58. @gibsonbiddle

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