Attached is a sample of my innovative spirit. It's a slide deck from a recent team project I managed for a school assignment. It recaps our teacher's textbook (10 chapters) filtered through the specter of Netflix Customer Service research data. The “Table of Contents” outlines chapters. Alternate slides point to references from 10 articles, paired with key concepts from each chapter.

1. By Glenn Burnett

3. Preface
Attached is a sample of my innovative spirit.
It's a slide deck from a recent team project I
managed for a school assignment. It recaps our
teacher's textbook (10 chapters) filtered through
the specter of Netflix Customer Service
research data. The “Table of Contents” outlines
chapters. Alternate slides point to references
from 10 articles, paired with key concepts from
each chapter.

4. Netflix + Skills for Success
Part 1
The Profession
1) The Customer Service Profession
2) Contributing to the Service Culture
Part 2
Skills for Success
3) Verbal Communication Skills
4) Nonverbal Communication Skills
5) Listening Skills
Part 3
Building and Maintaining Relationships
6) Customer Service and Behavior
7) Service Breakdowns and Service Recovery
8) Customer Service in a Diverse World
9) Customer Service via Technology
10) Encouraging Customer Loyalty

5. Part 1
The Profession

6. 1) The Customer Service Profession
2) Contributing to the Service Culture
The Profession

7. 1) The Customer Service Profession
• Defining Customer Service
• Word-of-mouth promoters
• CRM: customer relationship management’s
ultimate goal, customer loyalty
• Netflix 2006 – Former member
to get $20 refund

8. Expectation of Quality Service

9. 2) Contributing to the Service Culture
• Secrets to Netflix’ success
• Defining a service culture
• Attitudes and values
• Doing “adequate job” gets “generous severance
package”
• No “brilliant jerks”

10. “Netflix Culture:
Freedom & Responsibility”
• CEO publicly shared 128 slide PowerPoint presentation revealing
company mission and philosophy
• Superior service through RUMBA; Realistic, Understandable,
Measurable, Believable and Attainable
• Netflix seeks excellence
• Vacation and clothing policies; don’t need policies for everything
• This reflects a culture or attitude meant to attract the best talent

11. Part 2
Skills for Success

12. Skills for Success
3) Verbal Communication Skills
4) Nonverbal Communication Skills
5) Listening Skills

13. 3) Verbal Communication Skills
• Positive approach/positive results
• Elicit Customer Feedback and Participation
• Rapport through ongoing dialogue/feedback
• Netflix is a rare “aggregator” managing
direct customer relationships itself.

14. 4) Nonverbal Communication Skills
• In a web-based service, non-verbal cues are
often communicated via data
• How survey data helps companies pick up on
customer signals when they make changes
without testing customer subsets

15. 5) Listening Skills
• The Listening Process
• Hearing, Attending, Comprehending or
Assigning Meaning and Responding
• Netflix missed the uproar.

16. Part 3
Building and Maintaining
Relationships

17. Building and Maintaining
Relationships
6) Customer Service and Behavior
7) Service Breakdowns and Service Recovery
8) Customer Service in a Diverse World
9) Customer Service via Technology
10) Encouraging Customer Loyalty

18. 6) Customer Service and Behavior
• Building Stronger Relationships
• Netflix 2010 – Spends enormously to perfect
suggestion engine.
• $1,000,000 prize contests for software wizards
who can do it better.
• Striving to provide seamless service to customers.

19. 7) Service Breakdowns and Service Recovery
• Reasons for customer defection
• The cost of winning new customers compared
to retaining current ones.
• Netflix 2013 – Figuring out which titles are
going to expire soon just got a lot harder.

20. 8) Customer Service in a Diverse World
• Meahrabian study: must pay attention to local
culture.
• 7% of meaning within the words.
• International launches: Netflix excels.
• Grown by one million customers in new
markets.

21. 9) Customer Service via Technology
• Netflix’ 2012 Christmas Eve outage.
• Striving to maintain 99.999% uptime.
• “Rambo architecture…”
• Netflix proactively reaches out to customers
when streaming fails.
• Listening skills in an internet business.

22. 10) Encouraging Customer Loyalty
• When assigning relationship-rating point, which
service earns your loyalty?
-The exemplary, unsatisfactory, or average service?
• Strive for quality using total quality management
(TQM) and continuous quality improvement (CQI).
• Would YOU recommend Netflix to others?

23. Summary
• It’s a competitive world
• Netflix tries to differentiate through customer service
• Like all companies, there will be challenges and times
of low consumer confidence
• Netflix has a mission, goals, objectives and values
• One thing keeps the dream alive, excellent customer
service

24. Netflix,
“The name is customer service.”

25. Netflix
Part 1
The Profession
1) The Customer Service Profession
2) Contributing to the Service Culture

26. Netflix
Part 2
Skills for Success
3) Verbal Communication Skills
4) Nonverbal Communication Skills
5) Listening Skills

27. Netflix
Part 3
Building and Maintaining Relationships
6) Customer Service and Behavior
7) Service Breakdowns and Service Recovery
8) Customer Service in a Diverse World
9) Customer Service via Technology
10) Encouraging Customer Loyalty

28. Client Customer Relations
Skills for Success
Memo:
To: Patrick McNiff
From: Team N
Date: June 4, 2013
Subject: Team Research Report and Presentation

29. © 2012 by RobertW. Lucas
Contributing to the Service Culture

30. © 2012 by RobertW. Lucas
Taught by Patrick McNiff

32. Bloget, Henry. "REVEALED: The Secrets To Netflix's Success." Business Insider. N.p., 15 July 2011. Web. 04 June
2013.
Bulik, Beth S. "How Netflix Stays Ahead of Shifting Consumer Behavior." Advertising Age Special Report Digital AList
2010 RSS. N.p., 22 Feb. 2010. Web. 04 June 2013.
Hampp, Andrew. "How Netflix's New Prices Caused a Customer-Service Uproar." Advertising Age Media RSS. N.p., 13
July 2011. Web. 04 June 2013.
Knee, Jonathin A. "Why Content Isn't King." The Atlantic. N.p., 7 June 2011. Web. 04 June 2013.
Lucas, Robert W. “Customer Service: Skills for Success” 2012.
Pogue, David. "Netflix, Thy Name Is Customer Service." Pogues Posts Netflix Thy Name Is Customer Service
Comments. N.p., 29 June 2006. Web. 04 June 2013.
Roettgers, Janko. "Netflix Makes Changes to Public API after "Streamageddon" Backlash — PaidContent." PaidContent.
N.p., 14 May 2013. Web. 04 June 2013.
Shares, Mani. "Netflix: Customers Satisfied, But Will It Solve The Real Problem?" Stock Market Opinion and Analysis,
Breaking News, Stocks Quotes, Earnings Estimates. N.p., 5 Oct. 2012. Web. 04 June 2013.
Sherman, Erik. "Netflix: Still Clueless About Its Customers." CBSNews. CBS Interactive, 10 Oct. 2011. Web. 04 June
2013.
STROSS, RANDALL. "Green (low Carbon) Data Center Blog." 'Green (low Carbon) Data Center Blog' N.p., 21 Jan.
2011. Web. 04 June 2013.
Tate, Ryan. "Furious Customers Overwhelm Netflix." Gizmodo. N.p., 14 July 2011. Web. 04 June 2013.

33. Researchers:
Project Manager –
Glenn Burnett
Principle Technical Producer –
Richard Sperry
Project Lead –
Michael Liljebeck
Research Associates –
Duke Fanning
Jeff Chapman
Technical Research (Phase 1) –
Thomas Scully
Additional Technical Support
PowerPoint Assistant Editor
Sam Kong
Presenters:
Duke Fanning –
1) The Customer Service Profession
10) Encouraging Customer Loyalty
Glenn Burnett –
2) Contributing to the Service Culture
Richard Sperry –
3) Verbal Communication Skills
4) Nonverbal Communication Skills
7) Service Breakdowns and Service
Recovery
8) Customer Service in a Diverse World
9) Customer Service via Technology
Michael Liljebeck –
5) Listening Skills
Jeff Chapman –
6) Customer Service and Behavior

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