LOS GATOS, CA: Despite backlash from unhappy customers about its recent pricing changes, Netflix plans to proceed with the new pricing model and confirms it will not change its communications strategy.
Steve Swasey, VP of corporate communications at Netflix, said the company communicated its carefully researched pricing change in a consistent and transparent way through email, a post on the Netflix blog, and a news release. The company anticipated that some people would be upset about the announcement.
"Sometimes businesses make decisions that aren't popular with everybody,” Swasey said. “You want to make a decision that is best for the majority and accept that some people will not like it.”
The company values its members' concerns, and Netflix representatives are responding to phone calls and emails, but the company is not responding to the negative chatter or engaging in further dialogue on social media channels.
“All this dialogue on social media is inviting commentary where we really have none,” Swasey said. “We haven't changed our position, nor will we.”
While a large number of consumers have complained, the numbers do not represent a significant percentage of the company's membership base, according to Swasey. He added that much of the negative commentary on Facebook and Twitter is related to the same people repeating their earlier criticism.
“We welcome the dialogue,” Swasey said. “We value social media. We value the open communications enabled by social media, even if the majority of those commenting on social media are commenting negatively about the company.”