Build Customer Loyalty Programs Like A Netflix PMM

Episode notes

Subscription overload is real. You open Netflix, scroll for ages, jump to Hulu, maybe Disney+, and still end up rewatching The Office or Parks and Rec . Then your credit card bill hits and you’re left wondering why you’re paying for all these subscriptions in the first place. That “is this still worth it?” feeling is the loyalty problem, and it’s not just entertainment. SaaS brands are fighting the same battle for habit, relevance, and ongoing value perception. In this episode, we dig into one of the most interesting examples of a PMM stepping straight into that challenge: Disney+ and customer loyalty in a category where churn is constant and attention can shift overnight. Joining us is James Schultz, the PMM who built the program, now at Netflix thinking deeply about customer experience in an increasingly personalised world. James shares the thinking behind Disney+ Perks, including how he approached the problem before anyone started throwing rewards at it. We talk about what he looked at to understand cancellation behaviour, how he thought about different customer groups, and why perceived value is the lever that matters when discounting is the easy trap.

Related episodes across the Index

Other episodes covering the same guests and topics, from across The B2B Podcast Index.

• Pipeline Gives Permission to Invest Big on Brand with Jennifer JohnsonThe B2B CMO Podcast with Jon Miller and Sydney Sloan · on product marketing74 / 100
• S2E3: Navigating the Intersection of Product and Marketing with Austin FullerProductly Speaking: Real Stories for Product Managers · on product marketing65 / 100
• Episode 86: Giovanni Benini, Co-Founder at Global Telco Consult (GTC)Humans of Telecom · on Messaging58 / 100
• #238: The Importance of Career ExperimentsMBA Insider · on product marketing38 / 100
• 5 Principles to Make Your Tech Product Hard to Ignore and Easy to TrustProduct Management Tech Brief By HackerNoon · on product marketing
• How Slack Built Its Enterprise Moat Through Notification PsychologyProduct Marketing with Fexingo · on product marketing

• Drive Impact Through Systems Like an AI-First PMM87 / 100
• Master Your Up-Market Strategy Like A Unify PMM86 / 100
• Claude Code Your Next Launch Like A Vivun PMM68 / 100
• Go Bold with Competition Like a Sybill PMM82 / 100
• Know the "So What" Like a Digital Science PMM63 / 100