In this analysis and opinion piece, lets take a look at Comcast and their new brand called XFINITY, the reason it's needed, and whether or not this will succeed. Comcast Email Login
Suddenly, new competition is changing the environment for Comcast. They are one of those companies that is spending so much time to re-invent their relationship together with the customer. So far it's got not worked, as a way a next thing these are re-branding the organization.
They hope when they affect the name and the brand that customers will ignore the problems. The goal is correct, nevertheless the program's not.
The corporation will probably be called XFINITY. Nevertheless they have not yet fixed the things that hurt the Comcast name. Therefore I think the new name won't work how they want.
Comcast as well as their relationship with the customer have been hitting sour notes for quite some time. With competition building, they are wanting to repair their image.
As the company efforts to reinvent itself with it's warm-hearted advertising, and improving their customer support by adding more operators, should you ask absolutely free themes, usually the problem is not fixed yet.
Mindful about has been little focus on the customer in the past, even if the company reverses itself completely now, it will be several years ahead of the customers recognizes the progres. This happened with Sprint inside the 1990's. Sprint fixed their customer care problems, but failed to benefit for quite some time once the customer finally caught on.
The Comcast problem is it is said one thing and do another using the customer.
An illustration is the recent shift with a digital network. Currently Comcast has two kinds of services. You are a digital network and possesses a converter box, and the other has a less costly basic analog cable service.
Comcast has suddenly did start to force its customers in the basic analog service to exchange signal of their basic digital service. That small alternation in the name will not give a good representation of the problems the shoppers having cope with.
Area by area, Comcast is transforming their network to digital. I listen to reporters all over the country searching for comments about this story as it rolls within their town.
The marketing rule Comcast is breaking are these claims. Otherwise happy customers they like to do there is little lose channels. Customers will be able to opt from the changes and their existing service. A minimum of for the transition period.
Instead these customers will drop from almost 100 channels to 20 something channels. If they wanted the channels that they had before they should save money monthly and rent a converter box for every television.
The difficulties with forcing the customers can use to generate this transformation so quickly are lots of. This goes up against the rules of creating good relationships. One of the big trouble for Comcast may be the hit on his or her brand. Upset customers remember.
To start with there is absolutely no quick channel surfing. Changing channels was instantaneous. Now it requires an additional approximately between channels. That spoils the enjoyment for most. Popular for the brand.
Second it costs more. Customers need to acquire these converter boxes to help make the additional channels work. Chances are they need to pay Comcast, per box, or per TV, monthly. Many chose to not have digital given that they was lacking room for or didn't want the converter boxes. This is a problem customers are in possession of to cope with. Another hit about the brand.
Third, simply because they need to pay of these boxes from month to month, customers only get boxes for the televisions they watch often. They just don't buy boxes to the more infrequently used sets. On those customers can't watch each of the channels. An example is within a guest room. Seldom used, when someone is in there they're able to no more watch television exactly like before. Industry is now handicapped with simply several channels. Another hit on the brand.
Fourth will be the long lines beyond Comcast stores with very upset customers waiting to lease converter boxes to enable them to make contact with where they were. I stopped by a number of times to talk with customers. The lines were way too long, and lasted a few months and the customers were very upset. Another hit on the brand.
Fifth could be the excellence of the signal. Customers had quality problems from time to time, but with this new digital network these complications are much more numerous and longer lasting. Another hit around the brand.
Some great benefits of this digital system are a few extra channels and much better quality picture, but to tell you the facts the photo was fine before also. Many purchasers think this modification isn't worth it, yet they are made to ensure it is and incur extra costs, and not have service on each of their TV's.
To make matters worse this change was forced on customers, if they want to buy you aren't. Comcast broke an important marketing rule. Don't force customers to change. Offer a new challenge and permit them to choose. Permit the customer live in charge. If you have to make a change, introduce a transition duration of a year or two for customers to get a better feel.
Comcast might have appeared to be the sort of company who cared about the client through the process. This is their explanation look like bullies inside a childhood schoolyard.
Comcast shot themselves within the foot with this particular move. During the past this hadn't matter to them. They'd no competition in order that they had not risk. Now however there exists growing competition.
First there is satellite television on pc. Now there is a greater threat. The neighborhood telephone company offering television. AT&T is offering Uverse and Verizon is offering FiOS inside a growing amount of places. In accordance with various awards they have received it's very top quality.
What's promising to the customer may be the companies are changing to some customer-oriented place, rather than the company oriented place. Which means the consumer can vote with their feet.
A fantastic customer reputation is the vital thing. That's built away from showing respect for your customer. Comcast instead gives with one hand and eliminates with the other. They keep ripping open absolutely free themes wound , nor provide the opportunity to heal.
That's where this new brand is needed. Comcast hopes XFINITY will breath new life to their market worn name. Count on seeing them pouring plenty of cash into advertising your time and effort. However don't even think it is going to work, not even.
Until they realize they have to fix the down sides first, then re-brand, I don't think this new name will work. Customers will realize quickly that the name is different, however the complaints are the same. Value of the brand new brand is going to be lost.
We've met with Comcast executives and like them. They appear like nice people. The issue is they don't connect the dots and recognize that their business using their company to be able to grow, also impacts millions of other people, the clientele.
They haven't explained why they may be forcing the customer to manage these issues. Why they have to upgrade the network. They cannot give the customer the respect they want.
Comcast should understand they have to involve the consumer, not dictate for them. Specially when level of competition is building as well as their risk is bigger than ever before.
Advice; fix the difficulties, then affect the brand. Explain why that is necessary. And show respect for your client base. You'll have considerably more success together with the effort! Comcast Email Login