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Warehouse processes don't exist in a vacuum; they're linked to Cinematch to offer the firm additional operational advantages.  The software recommends movies that are likely to be instock so users aren't frustrated by a wait.  If a customer's local fulfillment center looks like it won't have enough DVDs of a particular title to meet demand, Cinematch will recommend another title that it should have in stock.                                                14 Images from Netflix Analyst Day, May 2008Netflix Case www.gallaugher.com p. 10Everyone on staff is expected to have an eye on improving the firm's processes.  Every warehouse worker gets a free DVD player and Netflix subscription so that they understand the service from the customer's perspective, and can provide suggestions for improvement.  Quality management features are built into systems supporting nearly every process at the firm, allowing Netflix to monitor and record the circumstances surrounding any failures.  When an error occurs, a tiger team of quality improvement personnel swoops in to figure out how to prevent any problems from recurring. Each phone call is a cost, not a revenue enhancement, and each error increases the chance that a dissatisfied customer will bolt for a rival.  By paying attention to process improvements, and designing technology to smooth operations, Netflix has slashed the number of customer representatives even as subscriptions ballooned.  In the early days, when the firm Egypt VPN Netflix ipad had 115,000 customers, Netflix had 100 phone support reps.  By the time the customer base had grown thirty-fold, errors had been reduced to so that only 43 reps were needed15. Even more impressive, because of the firm's effective use of technology to drive the firm's operations, fulfillment costs as a percentage of revenue have actually dropped, even though postal rates have increased and Netflix has cut prices.