If You Want To Lose Trust From Loyal Customers, Follow the Example of Netflix
If you don't use Netflix (or perhaps live in a vacuum) then you have probably missed out on all of the excitement around its announcement on July 12 of this last year regarding its change in policy and rates. There has been much debate about whether the price change was legitimate, but what has been less-debated is the manner in which Netflix presented its changes. The social media atmosphere literally exploded over the original July announcement and many (admittedly including myself) threatened to remove or downgrade subscriptions. As a Netflix subscriber myself, as well as a marketing strategist, it has been interesting to analyze the mistakes that were made in these announcements in an attempt to avoid the same mistakes.