Netflix's approach to relationship marketing may increase customer satisfaction because a selection of Netflix customer service reps are empowered to communicate with clients directly to discuss how problems could have been avoided.
Netflix also uses a software system that might be considered virtual relationship marketing: its Cinematch database works with the customer's preferences to suggest new titles that the customer may find enjoyable. Netflix also invites friends to serve as one another's relationship marketing, in a sense, by sharing preferences with a selected network of users.
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