We wanted to go beyond the surface and really understand how customers experience a streaming entertainment service. We decided to explore every single moment, from start to finish. How was the purchasing process? Did the service live up to its promises? How was the service used? When customers needed help, how easy was it to find the relevant information?

To answer these questions, we implemented an accurate customer experience monitoring system, tailoring the research tools to different customer types, from new subscribers to those with more than 6 months tenure. But we didn’t stop there: we wanted to hear directly from the customers themselves. How? We asked some of them to share their experience through ‘WhatsApp Diaries’, a sort of modern self-ethnography. Every day, they sent us comments, images and videos, telling us their story with the service and by completing small tasks, we discovered how they really interact with the platform.

Although customers are generally satisfied with the service, we found there is room for improvement. Some components of the experience could be explained better to customers so they can fully take advantage of the features and benefits. In short, there is a need to inform and nurture customers on how to get the most out of the service.