Why Comcast is Re-Branding With XFINITY?
Within this analysis and opinion piece, lets check out Comcast in addition to their new brand called XFINITY, the main reason it is needed, and whether or not this will succeed.
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Suddenly, new level of competition is changing the surroundings for Comcast. These are among those companies who is spending so much time to re-invent their relationship with all the customer. So far it has not worked, in order a second step they are re-branding the business.
They hope should they customize the name and also the brand that buyers will your investment problems. The goal is appropriate, nevertheless the plan’s not.
The organization will be called XFINITY. Nevertheless they haven’t yet fixed the things that hurt the Comcast name. I really think the new name won’t work where did they want.
Comcast along with their relationship with the customer have been hitting sour notes for countless years. With competition building, they have been attempting to repair their image.
Because the company attempts to reinvent itself with it’s warm-hearted advertising, and improving their customer support by having more operators, in case you ask the customers can use, usually the problem is not fixed yet.
Mindful about has been little target the customer over time, get the job done company reverses itself completely now, it’s going to be several years prior to customers recognizes the change. This happened with Sprint within the 1990’s. Sprint fixed their customer service problems, but would not benefit for many years once the customer finally caught on.
The Comcast problem is they say another thing and do another together with the customer.
An illustration will be the recent shift to a digital network. Currently Comcast has 2 kinds of services. You are a digital network and has a converter box, and yet another carries a less costly basic analog cable service.
Comcast has suddenly did start to force its customers from the basic analog intend to change to their basic digital service. That small change in the name will not offer a good representation from the problems the customers being forced take care of.
Area by area, Comcast is transforming their network to digital. I listen to reporters everywhere searching for comments on this story since it rolls within their town.
The marketing rule Comcast is breaking is that this. Otherwise happy customers they like to do nothing will lose channels. Customers are able to opt out of the changes and make their existing service. A minimum of for any transition period.
Instead these customers will drop from almost 100 channels to twenty something channels. Whenever they wanted the channels they had before they should spend more money monthly and rent a converter box for every television.
The difficulties with forcing the customers to generate this transformation so quickly a wide range of. Which i mentioned above against the rules to construct good relationships. One of several big problems for Comcast may be the hit on their brand. Upset customers remember.
For starters there is absolutely no quick channel surfing. Changing channels was instantaneous. Now it will take another possibly even between channels. That spoils the fun for most. A hit for the brand.
Second it costs more. Customers ought to acquire these converter boxes to make the additional channels work. Chances are they’ll have to pay Comcast, per box, or per TV, from month to month. Many chose not have digital since they did not have room for or didn’t want the converter boxes. This is a problem customers are in possession of to handle. Another hit on the brand.
Third, since they have to pay of these boxes on a monthly basis, customers only get boxes for your televisions they watch often. They don’t really buy boxes for that less frequently used sets. On those customers can’t watch every one of the channels. An illustration is at a guest room. Seldom used, however when someone is at there they can no more watch television exactly like before. Customers are now handicapped with a couple of channels. Another hit on the brand.
Fourth would be the long lines outside Comcast stores with very upset customers waiting to book converter boxes to enable them to get back to where they were. I stopped by a number of times to speak with customers. The lines were so long, and lasted a couple months along with the customers were very upset. Another hit about the brand.
Fifth may be the quality of the signal. Customers had quality problems on occasion, however with this new digital network these complications are a lot more numerous and much more. Another hit on the brand.
Some great benefits of this digital system are several extra channels and much better quality picture, but to inform you the facts the image was fine before also. Many customers think this modification is not worth it, yet they’re forced to help it become and incur extra costs, instead of have service on each of their TV’s.
In addition this modification was forced on customers, whether or not they need it you aren’t. Comcast broke an important marketing rule. Don’t force people to change. Offer new things and permit them to choose. Let the customer live in charge. If you need to create a change, introduce a transition duration of annually or two in order for customers to get a better feel.
Comcast might have seemed like the kind of company who cared about the customer from the process. This is seem like bullies in a childhood schoolyard.
Comcast shot themselves from the foot with this move. Previously it didn’t matter in their mind. They’d no competition in order that they had not even attempt to risk. Now however there’s growing competition.
First there’s satellite television. Now there is a bigger threat. The local telephone company offering television. AT&T offers Uverse and Verizon is offering FiOS within a growing amount of places. As outlined by various awards they’ve got received it’s very quality.
The great news for that customer is the companies are changing into a customer-oriented place, as opposed to the company oriented place. Which means the client can vote making use of their feet.
An excellent customer reputation is vital. That is certainly built beyond showing respect for that customer. Comcast instead gives with one hand and takes away with all the other. They keep ripping open the customers wound and provide it with the opportunity to heal.
This is why this new brand is important. Comcast hopes XFINITY will breath new life inside their market worn name. Expect to see them pouring a lot of money into advertising the trouble. On the other hand don’t think it’ll work, not really.
Until they realize they should fix the down sides first, then re-brand, I would not think this new name work. Customers will realize quickly that the name is different, however the problems are exactly the same. The need for the brand new brand will be lost.
We have met with Comcast executives and like them. They appear like nice people. The thing is they do not connect the dots and understand that what they do using company to be able to grow, also impacts countless other people, the clientele.
They have not explained why these are forcing the buyer to handle these complaints. Why they need to upgrade the network. They do not give the customer the respect they demand.
Comcast should understand they have to involve the buyer, not dictate for many years. Specially when level of competition is building along with their risk is bigger than ever before.
Advice; fix the problems, then change the brand. Explain why this is necessary. And show respect for your customer base. You will have considerably more success using the effort!