At Netflix, Victory for Voices Over Keystrokes - New York Times:
Netflix set up shop here a year ago, shunning other lower-cost places in the United States and overseas, because it thought that Oregonians would present a friendlier voice to its customers. Then in July, Netflix took an unusual step for a Web-based company: it eliminated e-mail-based customer service inquiries. Now all questions, complaints and suggestions go to the Hillsboro call center, which is open 24 hours a day. The company’s toll-free number, previously buried on the Web site, is now prominently displayed.
Netflix is bucking several trends in customer service. Booz Allen Hamilton, a management consulting firm, and Duke University studied 600 companies last year and found a continued increase not just in outsourcing, but also offshoring, in which call centers are moved overseas.
“I don’t think there’s any trend to pull back,” said Matt Mani, a senior associate at Booz Allen. “This is a unique strategy for Netflix. There’s so much more competition, this is something they’ve done to get closer to the customer, because without that, there’s really no connection a customer has to Netflix.”