85% of new Netflix subscribers say they signed up for the DVD-rental-via-mail service because they heard about it from an existing subscriber. This interview with Netflix CMO Leslie Kilgore illustrates how successful WOM can drive a business.

Interview (pdf)

$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in