Build Customer Loyalty Programs Like A Netflix PMM

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. We also get into what it takes to execute a loyalty program so it doesn’t fade into the background after launch, plus a quick messaging critique of BODYARMOR’s “Choose Better” and why clarity beats aspiration when you want a line people can actually repeat. James wraps with a simple warning that applies to loyalty and messaging alike: validate first, build second, and make the value obvious. LINKS Messaging Critique (BODYARMOR): https://www.drinkbodyarmor.com/ Connect with James: LinkedIn: linkedin.com/in/jamesjacobschultz Connect with Elle: LinkedIn: https://www.linkedin.com/in/elle3izabeth/ Website: https://www.productmarketingadventures.com/