How NASA is redefining the CX of outer space
When I think of a moment like a shuttle launch, I picture a family at home, gathered around the TV screen, breathlessly watching as the liftoff begins. That’s probably because I was born nearly 50 years ago. The reality is that if people have time to watch a shuttle launch today, they’re probably alone on their laptop or phone, watching astronauts set out on their next mission in between work or other tasks.
What I did not imagine, until this week, was the idea of watching this kind of content the way I tune in to TV programs and movies on services like Netflix, Prime Video or Hulu. Yet that’s exactly the kind of experience that will soon be possible with the arrival of NASA+.
The space agency announced that its ad-free, no cost streaming service will include archives of live footage as well as original series that will be created specifically for the platform.
“We’re putting space on demand and at your fingertips with NASA’s new streaming platform,” said Marc Etkind, associate administrator, Office of Communications, NASA Headquarters in a statement. “Transforming our digital presence will help us better tell the stories of how NASA explores the unknown in air and space, inspires through discovery, and innovates for the benefit of humanity.”
It admittedly sounds strange to describe NASA+ as a customer experience (CX), let alone an innovative one. Yet I think it’s a case study in how an established brand can evolve its CX through digital channels as they emerge.
People may not think of themselves as “customers” of NASA, but if you live in the U.S. your tax dollars are helping to underwrite its exploration of the stars. NASA needs the public to be engaged and supportive of the space program – perhaps even more so, now that billionaires are championing the development of private trips to the moon and beyond.
The interest in the photographs taken by the James Webb telescope last year proved that the way we look at outer space can be reimagined and become even more immersive. By launching NASA+, the space agency is encouraging a closer relationship with its more loyal followers, while making it easier for others to join them.
Who needs yet another streaming service, you might ask? I’d counter that NASA’s unique content and hyper-specific niche justifies its entry into an already crowded environment. This is less about repurposing material or milking an existing investment in content production, and more of a move to connect with an audience in a way they’ve proven they want to be reached.
Not every brand could or should do what NASA is doing with NASA+. But when you really want to fine-tune your CX, it’s worth asking whether you really need to go where no one has gone before — or whether it might be better to go where a significant proportion of them keep going back.
