Six months ago I canceled my Netflix account, simply because we weren’t using it. I like the service, but since we weren’t watching movies, the $4.99 monthly fee was adding up.
Last week I received a direct mail solicitation from Netflix asking me to come back. It was a traditional “win back” offer targeting cancelled customers.
The piece encouraged me to use my Priority Code by February 28, 2010 to get “so much for only $4.99 a month”. Secondarily, it mentioned Netflix’s newest feature, the ability to download movies to my Tivo or computer, as well as their competitive advantages: no due dates, no late fees, and no need to rush to a kiosk (the latter being a direct shot at RedBox).
I thought the six-month follow-up from Netflix was terrific, as cancelled customers are highly responsive, but the meaningless priority code seemed a bit deceptive and the heavy-handed focus on price seemed off base. I would have preferred a simple letter saying “we want you back and here are some new things you can do with Netflix.”
If you want to win a customer back, be open and honest. Tell them why you want them back and what they have been missing. Former customers chose you once so they know who you are. As a result, your sales pitch should be more transparent.