Mapping consumer digital journey

Internet Marketing
Name:Edgar Lacour ID number:18437939Tutorials : Wednesday 13.30-
15.45
1.Introduction
The following analysis will report about the Netflix online streaming website.

1.1 Background
The brand chosen for mapping the consumer digital journey is Netflix. Founded
in 1997, Netflix started it business with DVD rentals; Netflix was the first to launch
DVD rental and sales site, named netflix.com ("About Netflix", 2016). In the
beginning they differentiated themselves by renting DVDs and sending them
through the consumer mail, Netflix also differentiated themselves from others by
offering unlimited DVDs at a low price monthly ("About Netflix", 2016). In fact this
strategy of unlimited DVDs at a low monthly price has contributed to the success
of Netflix since it creation and has push Netflix through the market which was
already a very competitive sector with the like of Blockbuster one of main video
rental chain at his time. One important attributes that Netflix cope with is the
technology, Netflix has changed with the improved of technology. Netflix have
switch from DVDs rental to provide online movies streaming and also allowing
consumers to use Netflix on various platform such as smartphone, tablets, smart
TV, gaming console and computers. Thus these changes have drastically
increased the revenue of Netflix and have also change the market.

1.2 Industry
In the process that Netflix has adapted to the technology development to be a
better brand, Netflix has adapted them with the market by understanding the
consumers needs. Netflix represent a real threat to cable companies as Netflix
provide unlimited movies to the consumer when they want and where they want
compare to the cable companies. Netflix has also starting to produce its own
series and movies for its websites only with the likes of house of card, Daredevil
and many more, thus creating them a competitive advantage other cable
companies ("About Netflix", 2016).

1.3 Target Market

With the opportunity of Internet and technology, Netflix has diversity in his target
markets. However, as Netflix is only providing an online service, the target
market would be the generation y and late generation x, more specifically those
who are technology savvy as it require some knowledge and skill to use the
online facilities that some people might not be at ease with.

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2.Purchase Process

2.1 Problem/Recognition:
In order to purchase consumers need to feel the need of the product, this need
can be done through an intensive advertising campaign or promotion. Through
promotion and advertising, consumer’s attention will be raised and they will
engage in the first touch point of interaction by awareness. As Netflix do not
advertise a lot compare to other companies, they rely mainly on word of mouth. I
heard about Netflix through word of mouth, mainly from friend who experience
Netflix and were recommending it to me.

2.2 Information:
The following procedures can be still be a touch point, despite having heard
positive feedback about Netflix it's my duty to search more information about
Netflix. Through various platforms used by Netflix such as Facebook, YouTube
and other social media. Through Netflix’s Facebook page the first concrete touch
point were made as it was the first flow of official information that I found about
Netflix, thus after checking its Facebook page, the perception of Netflix was
clearer in my mind. However I wanted a deeper research about Netflix in order to
have a global analysis of the brand and the service proposed. So, i went to its
website for the search of more information, on the website there was the
presence of some pulling factor to make you consider a membership with a very
attractive price. Despite all these pulling factors, I was still *hesitated to take a
membership, then I had a chat with a representative of the brand to answer all
my query and give me further details about the use and beauty of using Netflix.

2.3 Evaluation:
On the point of that service provided is a low involvement and low risk; it is
improbable that consumers will search for substitute or alternative. It is most
probable that the consumers take the chance engage with Netflix as they provide
a one month trial, so if the consumers evaluate that after the free trials Netflix do
not meet their expectation they can cancel the membership without any fear
having to pay for any cancellation fees. Others factors that Netflix offer that can
impacts on the evaluation of consumers is the use and accessibility of Netflix on
various platform such smartphone, tablets, smart TV and so on.

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2.4 Purchase Decision:
The purchase process is another touch point where customer has the decision to
choose over all the packages Netflix offers such as allowing only one screen at a
time or allowing two or more screen at the same time. However Netflix has
another approach to the purchase process that is when you register to Netflix for
the one-month trial. Netflix ask for your personal details and paying details, so if
you are happy after the one-month it will automatically cut its monthly fees that
you have agrees when you register for the membership. The process is easy and
straightforward, the fact that Netflix allows us to pay through PayPal reassures
me and pushes me to seal the deal.

2.5 Post Purchase Behaviour:

The post purchase behaviour is the final touch point and happened after the
purchase. After starting paying for the membership after the one month free trial,
Netflix does not propose you with further deal or promotion as they offers only
one type service. However Netflix alert you about new episode, which come out
from your series or others new series that you might like to watch.

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3. Mapping the Digital Journey:

Recognition to Browse through

consumers the various Analyse the
Netflix platforms propose Test the trials
package

Awareness Engage

Select the
prefers package
Received
Fill in the billing
confirmation Check out with information
through mail Paypal

Purchase

Alert is sent to you

Select a list of about new series
movies out
to set up the
recommendation
movie system
Re Engage

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4.Critical Analysis of the customer experience
Netflix success was due to it trends to follow consumer demand and continuous
development alongside with the evolution of technology. Another aspect that
Netflix did well was the successful monitoring of its own media compared to their
competitors, adequately engages its audience on both Facebook and twitter by
inviting follower to respond on the updates. As Netflix has large audience on its
social media platform they are able to reach more people. However they’re many
complaints about Netflix on various blog and forums.

First impressions when entering the website is the elegant design use. The set
up is elegant and clear, it is easy to move around and choose the movies you are
looking for. Poster of movies are displayed all other page to allow consumer to
clearly see and choose their movie. This factor will retains consumers and
increase the probability that consumers will spend more time on Netflix website.
This feature also enhance the other all aspect of the website making it very
attractive and convenient to use. Moreover, this feature promote the website and
push consumers to further explore the website. Concerning advertising, Netflix
has moved away from pop-up and banner ads and now rely mainly on its affiliate
program to create an important presence on the web and reach potential
consumers.

Concerning the e-mail from Netflix, only consumer of Netflix will receive e-mail.
Netflix do not aim to promote its business to potential consumers through e-
mails, as the company does not allow anybody to receive its e-mails. Most of the
e-mail sent contains simple alerts about new movies out and some contains
discount for friends or family but never for the actual customer. Regarding the
customer service Netflix has an effective online customer service to provide
consumer answer about all their inquiries in short period of time. Having a good
customer service is very important for the long run of a business. Despite having
a good customer service, it is quite difficult to contact them as the contact button
is not clearly visible on the website.

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5.Recommendations
Netflix should reformat the setup of its website to make the “Contact Us” and
“About Us” sections clearly visible and available at the top of the page together
with the other important company’s information, as Netflix already has a good
customer service but hardly accessible. In this way, customers will face fewer
difficulties in contacting them for any queries. It will also be less time consuming
for customers as they will not have to scroll down the pages to search for the
“Contact Us” and “About Us” section as it is often the case in most of other
websites

Netflix should allow non-consumers to get mails from them in order to keep
potential consumers in touch with the upcoming promotions, latest news about
Netflix and latest series. Mails sent to non-consumers can prove to be a good
way to get more registered consumers. For instance, a consumer may get a mail
about promotions and latest news on Netflix and he may find the promotion very
interesting and this may push him to register to Netflix. He may also be informed
about the new interesting series proposed by Netflix and thereafter register to be
able to watch the series.

Netflix should develop rewarding strategy to reward loyal customers. Rewarding

strategies can be in the form of special discounts or free gift vouchers. According
to Meyer‐Waarden, (2013) reward help consumers to create perceived value, for
better economic decision-making and motivation outcomes, thus increasing
loyalty. Long-term subscriber can benefit from a free-month subscription or they
might get a discount on their monthly fees. Customers may benefit from special
discounts for instance, if they have been watching a great number of series on
Netflix. In this way, loyal customers will be encouraged to continue their
subscriptions and it will also increase their loyalty towards Netflix. Potential
customers may also hear about these discounts and may be willing to register
themselves to use Netflix.

Netflix should allow the consumers to have a brief overview of how Netflix works
before register. The brief overview will help the consumers in taking a decision
whether to register or not. If a consumer likes how Netflix works he can
immediately subscribe to enjoy using Netflix. If he does not like the way Netflix
operates he simply does not register. The brief overview will also help the
potential customer to avoid wasting his time. For example, if there is no brief
overview and he registers to Netflix and afterwards find that the way Netflix works
does not please him, he wasted his time vainly in registratio

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Reference

About Netflix. (2016). Netflix Media Center. Retrieved 3 June 2016, from
https://media.netflix.com/en/about-netflix

Meyer‐Waarden, L. (2013). The impact of reward personalisation on frequent

flyer programmes' perceived value and loyalty. Journal Of Services Marketing,
27(3), 183-194. http://dx.doi.org/10.1108/08876041311330681

(2016). Netflix.com. Retrieved 3 June 2016, from https://www.netflix.com/mu/